Advancing Women in Product Selects Diffusion as PR Agency of Record 

by | Jul 13, 2020

Advancing Women in Product (AWIP), a non-profit dedicated to empowering women and other underrepresented groups, has selected Diffusion as its public relations agency of record. Diffusion will provide media relations and briefing support for the organization’s upcoming announcements, as well as a press playbook informing future partnerships while maintaining a proactive pitch program promoting their mission to advance the careers of women, and underrepresented groups, to become product and technical leaders.

Diffusion’s campaign will ultimately drive awareness for AWIP as a leader advancing female and minority empowerment in tech and product roles, bringing attention to consistent efforts elevating the next generation of product leaders. Diffusion will create a strong media profile for the company focused on these goals through thought leadership and amplification of their announcements. The campaign will position AWIP as an organization that goes beyond networking – focusing on its skills-based workshops serving a 15,000+ strong global audience and executive-level mentorship programs.

Diffusion was immediately interested in working with AWIP as both firms share similar values in propelling women to executive roles, and both are led by female managing directors. Diffusion will be donating time towards this campaign to additionally back the organization as part of a wider agency initiative to further support women and minority-led brands.

Co-founded in 2017 by Google and Amazon product managers and headquartered in San Francisco, AWIP operates global chapters to address the gaps in tech management roles that are filled by women and other underrepresented groups. Since its founding, AWIP has experienced 2,000 percent growth, opening additional chapters in Seattle, New York, Paris, London, Berlin, Boston, and Chennai (India) and has partnered with organizations including Wharton School of Business, Amazon Web Services, Outreach.io, VMware, Mixpanel, Hubspot, Pink Innov, PayPal and others.

Nancy Wang, CEO and Co-Founder at AWIP, commented: “AWIP’s mission, since inception, has always been to provide opportunities to women to empower them towards advancement in their careers—but we can’t achieve these goals without a powerful voice of our own. With Diffusion volunteering their services to help build and amplify our voice, they’re further empowering us and our members to find a seat at the table and break through the glass ceiling.”

Kate Ryan, U.S. Managing Director at Diffusion, commented: “As an agency, we firmly believe that paying it forward is an important part of what we do – AWIP’s mission resonated with us as a company that deserves a strong voice for a cause we believe in: elevating women and underrepresented professionals to their highest potential. We know that any value we bring to them, they will immediately provide to their network in turn. We’ve created a campaign with the goal to help them flourish and be a part of this charge to build future tech leaders.”

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