Trylon Communications, founded in 1990 by Lloyd Trufelman,
who had been in PR posts with MTV Networks, Cabletelevision
Advertising Bureau, and Rubenstein Associates, has changed its
name to TrylonSMR to reflect its continued emphasis on press
The SMR stands for "strategic media relations."
"PR over the years has acquired a variety of vague
interpretations, ranging from marketing stunts to lobbying to
amorphous strategizing to party planning," Trufelman
"However," he continued, "the core function of the
discipline–developing and promoting messages that accelerate
client business development through legitimate third party
media coverage–has been buried by some practitioners in an
impenetrable cascade of PowerPoint slides."
He feels Trylon's re-branding "emphasizes our expertise in
media relations, specifically for clients in the technology,
media and telecom sectors."
Trufelman, whose 14-person firm billed $1.98 million in
2005, says media relations practiced correctly "requires
making an intelligent, persuasive case to a third party–an
editor, producer, blogger, analyst–who will then report the
"real news, hopefully in a positive manner."
Said Trufelman: "It's an improvisatory and qualitative
process which, if executed on point, works far more
effectively than any other marketing communications
A company's need for "strategic media counseling and
tactical execution" is even more important now since audiences
are "demanding increasing control over the media they use," he
Text of Trufelman's full
statement on the 15th anniversary of his firm is here.