Jan-Feb 2024


Create pre-packaged social campaigns from articles.


In 2024, Handraise launched a new AI-powered platform to enhance the effectiveness of company PR efforts. Handraise connects brands, PR professionals, journalists, and audiences seamlessly, ensuring consistent and on-message communication for each specific audience. Using AI, Handraise auto-generates easy-to-use social media campaigns, allowing PR and communication experts to work with their marketing counterparts. This collaboration guarantees a consistent voice and message across all platforms.

Deep Discovery

I conducted 20+ discovery calls to define Handraise's MVP. The discussions enabled the team to identify the problem and set a clear direction. Collaboration was crucial, with insights from various team members shaping the project's trajectory.

Starting from scratch was crucial to fully comprehend modern PR challenges. As a pre-product, pre-revenue company, deep and broad discussion were vital in informing the core value proposition and why Handraise could differentiate itself from a litany of legacy PR software tools. While some tools addressed monitoring and reporting news coverage, many problems still needed to be solved for PR professionals.

Shaping the Problem

Public relations professionals are facing a complex and rapidly changing landscape. They must navigate the evolution of digital media, changing public expectations, and a demand for transparency and authenticity. These professionals encounter challenges such as keeping pace with the fast news cycle, managing real-time crises, and demonstrating the tangible impact of their efforts, which can be less direct than traditional marketing metrics.

Moreover, CMOs want to measure everything, but brand building and awareness are still a black box. The lack of hard metrics for news coverage means PR leaders must master skills outside their scope, including social media management and content creation, to ensure their messages resonate across all platforms. Brand building happens across a multitude of channels all the time.


Can we bring earned, owned, and paid media teams closer if we allow customers to reduce the cycles needed to produce social media content with brand teams? The first step towards achieving this goal is to create a stand-alone feature. Could Handriase make it easy for PR professionals to grow or augment their audience by amplifying great news articles? And optimizing this journey by running AI-powered experiments on social media?

Design System MVP

I collaborated with the front-end engineer to create HighFive, Handraise's initial design system. Together, we prioritized guidelines and components for an accessible and beautiful interface. HighFive helped establish the foundation for building the product quickly and consistently.

Product MVP

From validating prototypes with pilot customers early in the process, I quickly learned that refining the audience segment was more important for PR professionals than the creative itself.

For instance, Miro's VP of Communications focused on increasing visibility in the academic sector. Miro implemented Handraise as a strategic approach to guarantee that school boards, teachers, and university students received exposure to high-quality Miro narratives. As a result, creating campaigns within Handraise shifted from a creative-first workflow to an audience-first approach. The auto-generated ad creative demo wowed pilot customers, but by rearranging the flow in this way, we could meet both the customers' needs and our vision of expanding a brand's influence.


Well, we guessed wrong. After several iterations, we found that there are more effective ways to help PR teams increase their brand reach than generating LinkedIn ads directly from an online article. The ads had low conversion rates and needed to provide more value to pilot customers. Since marketing budgets are shrinking, the Handraise campaign feature was used sparingly. The cost of getting statistical data was also high. The team decided to prioritize assisting brands in connecting with their owned social media accounts instead. By embracing the concept of "failing fast," the team was able to concentrate on making PR and brand-building accessible to all members of the organization through a new feature called "Feeds." This feature is set to launch in Q2 of 2024.