A classic Silicon Valley start-up shows how classic PR really can work
It is in the genes of Silicon Valley start-up to spend a great deal of time and energy evangelising. Only this way can they establish the brand and reputation they required to take their innovations to market. Semiconductor company Stretch invests 20% of its total marcoms budget in PR doing just that. Stretch illustrates just how effective classic start-up PR strategies remain today.

Hotwire launched Stretch in Europe in April 2004. The company was founded only two years earlier by CEO Gary Banta, becoming the first company to offer software-configurable processors which have the advantage of ease and flexibility of development coupled with lower time to market and developmental costs.