Shel Israel has been writing and consulting in the technology sector since shortly after the launch of the wheel. A "recovering publicist," he helps companies with all aspects of message, from both the 30,000-foot and Ground Zero perspectives. His work is recognized for its simplicity of focused messages, sprinkled with humor.

He writes two e-columns: Conferenza Premium Reports, an executive newsletter covering technology's top tier conferences, and It Seems to Me..., a subjective, commentary being published in the recently revived Red Herring Online.

Israel often consults companies on message and strategy for new products, often assisting before PR agencies are brought on board. Over the past 25 years, he has played a key role in the initial launches of more than 100 technology products, including Sun Microsystems workstations, SoundBlaster, PowerPoint, FileMaker, dBASE, Paradox, MapInfo, Virtual Vineyards, ThePalace.com and Homestead Technologies. He has written speeches, presentations, byline articles and newsletters for more that 25 technology executives. He has written Web sites, collateral materials and other materials. Partnering with Richard Brandt, the former Upside magazine editor-in-chief, he also provides presentation and media training services.

He has served in executive positions at four prominent PR firms: Ketchum Communications, where he was senior vice president for technology worldwide; Regis McKenna, Inc. where Silicon Valley marketing began, and Miller Communications, later to become Miller Shandwick. In 1986, he founded SIPR, an agency dedicated to early-phase technology companies, which he sold to employees in 2001.

He began his career as a reporter for the Quincy, MA Patriot Ledger, and served a brief stint writing speeches for the governor of Massachusetts.