Michelle Rohn for BI
Virgílio Bento was in a bind. He wanted to spread the word about his growing healthtech company, Sword Health, but the entrepreneur hated the traditional public relations playbook. He'd hired a PR agency before, which in retrospect "seems moronic," he says. "For a comms person to understand what you're saying, they need to be in the weeds." But when he tried hiring someone to run comms internally, he says, "that also sucked."
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