Andie Cooper
What Makes a Story Worth Telling? Speed, Strategy, and the Power of PR with Andie Cooper Ep 257
When it comes to turning complex technologies into compelling stories, few do it with the clarity, warmth, and precision of Andie Cooper, International PR Director at Beachhut PR. On this episode of The Global Discussion, host Simon Hodgkins sat down with Andie to explore the evolving world of public relations, the unique challenges of working with tech companies, and the importance of communicating with purpose.
A Passion for PR Born in the Newsroom
From childhood moments spent in newsrooms to a career spent shaping the headlines, Andie's journey into PR feels both inevitable and intentional. "All I've ever really done in my professional career is public relations," she shared. Her path has taken her from a multilingual business degree at Trinity College Dublin to a master's in marketing and digital communications, all while building a reputation for strategic storytelling in the tech space.
At Beachhut PR, Andie helps clients ranging from scrappy startups to major multinationals find their voice. And while she jokes about not being technically minded, "I didn't even do science in secondary school," what she is deeply skilled at is making complex ideas accessible, relatable, and relevant.
Dublin, London, Amsterdam, and Belfast. How Beachhut Tells Global Stories
Beachhut PR isn't just rooted in Ireland. With offices in Dublin, London, Amsterdam, and Belfast, the agency takes a truly international approach. Andie explained that boots-on-the-ground insight is critical for success: "You have to understand the local ecosystem, the media markets, the cultural nuances."
She encourages clients, especially startups, to "start local." Build momentum in your home market first. A story in the Irish Times or Business Post can carry weight globally, especially when you're trying to gain traction in English-speaking regions like the US or UK. From there, the strategy becomes about tailoring that story for different markets. What works in Berlin may not resonate in Barcelona.
Translate the Tech, Not the Jargon
Tech founders often live in the weeds of innovation. However, as Andie pointed out, most journalists and readers are not concerned about how the sausage is made. "They want to know how this changes their life, their business, or the world around them."
Her golden rule? If you can't explain it to an eight-year-old or a 90-year-old, the story needs work. Andie's approach focuses on value-driven narratives, not just features. Whether it's AI, blockchain, or quantum computing, she helps clients communicate the why behind their work.
Building Media Relationships in a Noisy World
The global media landscape is fragmented, fast-moving, and competitive. Andie was candid about the challenges: "There are more PR people than journalists, and everyone's inbox is overflowing."
So, what's the secret to standing out? Be helpful. Be human. Know the journalist's beat. Anticipate what they need. "Never make a journalist go hunting for basic assets. Have your headshots, case studies, and commentary ready to go."
Andie also stressed the importance of localized pitches. A US journalist might not care about your UK product launch unless there's a tie-in to their audience. Cultural tone, language, and even email formality can make or break a pitch, especially in markets like Germany, where formality matters more than in the Netherlands.
The Three Ps: Practice, Prepare, Perform
Some founders aren't natural storytellers. Andie has trained many of them to become confident spokespeople. Her approach: Practice, Prepare, Perform. From mock interviews to thinking through your 30-second and 3-minute elevator pitches while brushing your teeth, her tips are practical and real. Above all, be yourself. "Authenticity sells, especially in a world overwhelmed by AI-generated everything."
PR is No Longer a Silo
Andie sees PR as just one piece of a much larger communications puzzle. Own-channel content, paid media, brand voice, and social media now all intersect. "PR needs to sync with everything else. Consistency across platforms matters just as much as the quality of the media hits."
She also emphasized speed. In a 24/7 news cycle, the brands that succeed are those that can move quickly with thoughtful, relevant commentary.
Championing Female Founders
The conversation ended on an inspiring note. Andie is passionate about amplifying the voices of underrepresented individuals, particularly women in tech. "If you can see it, you can be it," she said, quoting a mentor.
From supporting platforms like Global Invest Her to putting more female founders in front of the press, she sees PR as a powerful tool for creating visibility and closing the gender gap in tech funding.
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