2015 Rising PR Stars (corporation and association): Alison Kwong, Senior Public Relations Specialist, National Instruments

Joining the National Instruments (NI) PR team in 2012, Alison Kwong has been a highly valued member of the company’s global marketing organization. As a Senior Public Relations Specialist, Kwong demonstrates expertise in B2B marketing in a highly technical industry by developing PR strategies for global product launches and awareness campaigns for multiple business units.

Leading the PR launch strategy for VirtualBench, one of NI’s most disruptive products, she organized a product review initiative that was executed in eight countries and coordinated the placement of a single thought leadership article 24 times to generate pre-launch excitement. The campaign resulted in over 120 pieces of coverage and four industry award wins, including two “Product of the Year” recognitions.

Kwong has also been instrumental in the management, event planning and execution of NIWeek, the company’s annual conference that attracts 4,000 attendees, 80+ editors and analysts and results in nearly 300 pieces of coverage. Her media relations skills have resulted in a continuous stream of articles in top-tier trade and business media, including cover stories in ECN, Product Design & Development and the Austin Business Journal.

She has also been influential in positioning NI as a technology leader by media training senior-level technical spokespeople, writing thought leadership articles on behalf of company executives and managing the company’s editorial awards program, which has resulted in 28 company and product awards in three years.