Hugh Burnham is the CEO of Lumina Communications, a B2B tech public relations firm with offices in Silicon Valley and Manhattan. Lumina was founded 13+ years ago and has driven PR campaigns leading to IPOs or strategic acquisitions with combined enterprise value exceeding $30B. The agency posted $4.5M in 2019 revenue and over $5M in 2020 revenue, with 15% growth in 2020 and 22 new clients added during the pandemic year. Lumina specializes in three domains: Enterprise, Cybersecurity, and Infrastructure Management.
The Interview
Q: Can you tell us about Lumina Communications?
A: Lumina Communications is a B2B tech public relations firm with offices in Silicon Valley and Manhattan. Lumina's PR campaigns have led to IPOs or strategic acquisition exits with combined enterprise value well in excess of $30B. We approach content marketing holistically — informing all aspects of a company's communications strategy to engage customers in meaningful dialogue rather than "sell" to them. The agency was founded on a solid financial core and has grown steadily over 13 years, reaching $4.5M in 2019 revenue and over $5M in 2020.
Q: How have you shaped Lumina to support B2B clients?
A: Lumina works with well-heeled startups and larger companies alike. Within our three segments of domain expertise — Enterprise, Cybersecurity, and Infrastructure Management — our team holds significant domain expertise. We provide strategic planning, competitive brand positioning, messaging development, corporate thought leadership, and content marketing implementation guidance. We prioritize media and client relations to develop positive and lasting relationships.
Q: What are some of Lumina's greatest accomplishments over the past year?
A: Lumina achieved 15% growth in 2020 despite pandemic headwinds. The firm added 22 clients during the pandemic. Lumina has also overseen communications for several clients acquired for over $1B in value — including Crypsis, SaltStack, Kasten, and Panda Security.
Q: How has COVID-19 transformed your business?
A: During the past year, our executive team demonstrated the ability to adapt to an all-digital environment. With the help of my business partners, Lumina pivoted to meet new realities by shifting media strategy and focus. The result: 22 new clients in 2020 alone.
Q: What trends do you anticipate in tech PR?
A: PR agencies must stay abreast of a shifting media landscape where new online publications, product influencers, and social media outlets surface, morph, and disappear almost daily. New opportunities — webinars, videos, virtual tours, remote interviews — need to be constantly evaluated for suitability per client and per news item. The lines between marketing, public relations, social media, and other elements will continue to blur.
Hugh Burnham is the CEO of Lumina Communications , a B2B tech public relations firm with offices in Silicon Valley and Manhattan. Lumina was founded 13+ years ago and has driven PR campaigns leading to IPOs or strategic acquisitions with combined enterprise value exceeding $30B. The agency posted $4.5M in 2019 revenue and over $5M in 2020 revenue, with 15% growth in 2020 and 22 new clients added during the pandemic year. Lumina specializes in three domains: Enterprise, Cybersecurity, and Infrastructure Management. The Interview Q: Can you tell us about Lumina Communications?
A: Lumina Communications is a B2B tech public relations firm with offices in Silicon Valley and Manhattan. Lumina's PR campaigns have led to IPOs or strategic acquisition exits with combined enterprise value well in excess of $30B. We approach content marketing holistically — informing all aspects of a company's communications strategy to engage customers in meaningful dialogue rather than "sell" to them. The agency was founded on a solid financial core and has grown steadily over 13 years, reaching $4.5M in 2019 revenue and over $5M in 2020.
Q: How have you shaped Lumina to support B2B clients?
A: Lumina works with well-heeled startups and larger companies alike. Within our three segments of domain expertise — Enterprise, Cybersecurity, and Infrastructure Management — our team holds significant domain expertise. We provide strategic planning, competitive brand positioning, messaging development, corporate thought leadership, and content marketing implementation guidance. We prioritize media and client relations to develop positive and lasting relationships.
Q: What are some of Lumina's greatest accomplishments over the past year?
A: Lumina achieved 15% growth in 2020 despite pandemic headwinds. The firm added 22 clients during the pandemic. Lumina has also overseen communications for several clients acquired for over $1B in value — including Crypsis, SaltStack, Kasten, and Panda Security.
Q: How has COVID-19 transformed your business?
A: During the past year, our executive team demonstrated the ability to adapt to an all-digital environment. With the help of my business partners, Lumina pivoted to meet new realities by shifting media strategy and focus. The result: 22 new clients in 2020 alone.
Q: What trends do you anticipate in tech PR?
A: PR agencies must stay abreast of a shifting media landscape where new online publications, product influencers, and social media outlets surface, morph, and disappear almost daily. New opportunities — webinars, videos, virtual tours, remote interviews — need to be constantly evaluated for suitability per client and per news item. The lines between marketing, public relations, social media, and other elements will continue to blur.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
