V2 Communications

Your stop for what’s happening across B2B, climate & energy, and healthcare technologies and the communications industry at large. Catch up on what we’re observing, what we’re reading and what’s happening at V2.

When facts are scarce, the crisis gets bigger, and it can quickly extend beyond the company in question. In a recent article for Mixing Board, powered by Axios, V2’s Melissa Mahoney weighs in on the recent cyclospora outbreak and the communications challenge created by an information vacuum: “We were all worried about what we could eat. That is a crisis for every company operating in that realm.” A company doesn’t have to be at the center of a crisis to feel its impact. The best communicators know when to step in, what to say and how to build trust. Read more: https://lnkd.in/gHUhv5-D Thank you for the feature, Simon Hernandez-Arthur.

One great story can put your brand on the map. But what happens between the big moments? As more buyers use AI to research vendors, compare companies and make decisions, a consistent presence across trusted media matters in a whole new way. In fact, Muck Rack found that 84% of links cited by AI tools come from earned media. In our latest blog, SVP Hannah Fairbanks breaks down why consistency is becoming just as important as landing the big hit, and how V2's Earned Media at Scale can help brands stay part of the conversation. Read more: https://lnkd.in/gfwGQ6Ga

Proud to see V2 ranked #5 on the Boston Business Journal's list of the Largest Public Relations Firms in Massachusetts. Headquartered in Boston for 20 years, we're proud to be building one of the region's largest PR teams, powered by our people and clients. Check out the list: https://lnkd.in/g_HJiTfr

Jean Serra is Founder and CEO of V2 Communications, and next on our list of the best of Boston’s PR community. Jean is being recognized in step with our celebration of Boston PRSA’s 75th anniversary. Jean took on our questions: What have been the highlights of your career? When I look back on my career, the moments I'm most proud of aren't defined by a particular campaign or headline—they're about helping organizations build reputations that have enabled them to grow, innovate and create an impact. Founding V2 Communications nearly 20 years ago has been the highlight. We started with the belief that communications should be more than just media coverage and press releases; it should be a strategic business function that helps organizations build trust, navigate change and shape their markets. Watching that vision come to life as we've partnered with hundreds of technology companies—from startups to global market leaders—has been incredibly rewarding. What is your outlook for the industry, including challenges, with continued newsroom reductions, social media and artificial intelligence? Our industry has never had more ways to reach audiences, yet it's never been harder to earn—and keep—their trust. Newsroom reductions, the fragmentation of media, social platforms and now AI have fundamentally changed how information is created, shared and consumed. While these changes present challenges, they also reinforce why strategic communications is so important. Organizations need experienced counselors who can help them communicate with credibility, navigate complexity and protect their reputations. Artificial intelligence will make our work more efficient. It can accelerate research, uncover insights and streamline certain tasks. But it cannot replace judgment, ethics or the relationships that are at the heart of effective communications. Those remain distinctly human strengths. I believe our profession is evolving from awareness-building to storytelling and strategic business advising. Today's communications leaders must understand business objectives, anticipate risk, advise executives and help organizations engage authentically and effectively with increasingly skeptical audiences. The tools and channels will continue to evolve, just as they always have. Our responsibility, however, remains to help organizations earn trust through honest, transparent and meaningful communication. That mission has defined our profession for decades, and I believe it will become even more essential in the years ahead.

We're excited to introduce V2 Communications' new website, built to better showcase how we help leading technology brands build trust, drive visibility and create meaningful business impact. Whether you're looking for strategic communications expertise, industry insights or examples of our work, we invite you to explore what's new. See the refreshed website: https://lnkd.in/d6e_HP3J

When an industry-wide crisis hits, even companies that did no wrong can find themselves answering difficult questions from customers. In her latest blog, V2's Melissa Mahoney unpacks what the recent Cyclospora outbreak can teach communicators about protecting trust, knowing when to speak up and why silence isn't always the safest strategy. Read the full analysis: https://lnkd.in/eKY-6A_g

I've always been a big fan of Rock Health and its quarterly analysis of activity across digital health funding and M&A, and the accompanying insights. The past several years have been a very interesting and dynamic time in our industry, and the "H1 2026 Funding & Market Overview" provides some good perspective and paints a picture of a digital health market entering its next phase of maturity. While investment remains steady (VC-backed digital health companies raised $7.4B, $1B more than 1H 2025), investors are placing greater emphasis on companies that can demonstrate commercial traction, measurable outcomes and sustainable growth—not just bold visions or emerging technologies. For healthcare communications professionals, that's an important signal. The stories that resonate with investors, customers and media are evolving, and communications strategies must evolve alongside them. My three main takeaways for healthcare communicators and their brands: 🧾 Evidence has become the story 💡 AI is no longer the headline 🧨 Trust is becoming a competitive advantage I go into more detail on each in my latest V2 Communications blog post and also provide key takeaways for healthcare marketers and communicators to effectively navigate brands through the churning waters of the remainder of 2026. Check it out below! At V2 we work with many leading digital health and healthIT brands to help them break through the clutter, differentiate in competitive markets, tell their stories in a meaningful and authentic way, and help drive (the right) awareness that supports sales and business growth. People. Passion. Purpose. https://lnkd.in/g9DupTEZ

Big thanks to Axios for hosting this morning's event about the regulatory landscape around GLP-1s. Even though shortages are technically in the past, conversations around access still dominate the GLP-1 conversation, and digital health can play an important role. However, as Scott Kahan, MD, MPH pointed out in his conversation with Brock E.W. Turner, drug-first digital health solutions on their own often can't make up for the specialty, high-touch obesity care that's actually required. That's not to mention the harm that digital health solutions can do by providing patients with the unregulated, compounded drugs that are still all over the marketplace. The conversation around GLP-1s, and digital health's involvement, isn't slowing down anytime soon. It's an issue we'll be monitoring at the V2 Communications #healthtech practice. If you're not familiar with us (or if you are), say hi! https://lnkd.in/eUdExmFK