Speaking

Lectures

The Innovation Branding

The coverage of technology in media has grown in recent years, with daily newspapers, websites, TV and radio programs reporting on the high-tech industry, tech company exits, and new technological developments. It seems that journalists now pay more attention to technology-related stories, entrepreneurship and innovation. In this lecture, we will focus on the diffusion process of innovation ideas, and examine how marketing and media play a role in shaping perceptions. Through research, we will explore how the concept of innovation can be used as a promotional tool for individuals, organizations, cities, and countries, helping them to enhance their image, attract and retain employees, find partners, and attract tourists.

Personal Branding  

In this lecture, we will explore the concept of personal branding and how it is essential for individuals at all stages of their careers and life, whether they are a CEO of a large company or a student. We will delve into the importance of creating a personal trademark, strategies for self-promotion, and effective brand messaging. Additionally, we will cover various media channels that can be used to enhance personal branding.

Embrace the narrative

This lecture will focus on the importance of storytelling for businesses, startups, companies, and groups. Understanding how to frame and personalize news stories is crucial for effectively communicating with stakeholders. We will explore how to craft a media narrative that aligns with the unique characteristics of the business, and discuss PR tactics for promoting and distributing the story to the right audience.

Media Representation

In this lecture, we will delve into the processes behind media coverage and representation. We will examine how modern media stakeholders determine which topics to engage with, who decides what is published, and what shapes media coverage. We will also explore the potential for media outlets to exclude certain populations and groups, and the impact of unequal coverage. The lecture will focus on understanding media frames as they are represented in mass media today and provide practical tools for influencing coverage. Additionally, we will discuss the creation of communication frameworks and ways to prevent or reduce unequal representation in the media.



Academic conferences

Mashiah, I. (2023). On the way to Nasdaq: Rhetorical strategies and communication Messages of technology brands towards an IPO. Talk presented at the Annual Conference of the Israel Communication Association (ISCA), The Max Stern Yezreel Valley College, April 3nd, 2023

Mashiah, I. (2023). Rhetorical strategies for Nasdaq IPO. Poster presented at the ISEF Multidisciplinary Academic Conference, Jerusalem, April 1st, 2023

Mashiah, I. (2022). The rhetoric of innovation in non-tech political personal branding. Paper presented at IAMCR, The International Association for Media and Communication Research. July 11th, 2022*

Mashiah, I. (2022). Media Representation of the high-tech industry and the strategic role of marketing factors. Paper presented at The 24th Annual Conference of the Israel Communication Association (ISCA), The Hebrew University of Jerusalem, Israel. June 20th, 2022

Mashiah, I. (2022). Bottom-up innovation branding: Diffusion of the start-up nation in the media.  Paper presented at the Misgarot Media Conference (Media Frames), June 1st, 2022*

Mashiah, I. (2022). The rhetoric of innovation in non-tech personal branding. Paper presented at HSSC IDIT International social science conference, University of Haifa, Israel, June 1st, 2022*  

Mashiah, I. (2022). The diffusion of innovation in media coverage. Poster presented at the ISEF Multidisciplinary annual Conference, Jerusalem, Israel, April 2nd, 2022

Mashiah, I. (2022). Technology on top of a newspaper: An overview of technology industry coverage in the Israeli press.  Paper presented at the Conference of The Shalom Rosenfeld Institute for Research of Jewish Media and Communication, March 22th, 2022*

Mashiah, I. (2021). Selling out. Paper presented at HSSC IDIT International social science conference, University of Haifa, Israel, June 28th, 2021*  

Mashiah, I. (2021). How tech brands use Source, Message, and Target audience strategies to attract employees?.  Paper presented at the 71st Annual ICA Conference (The International Communication Association), May 27-31th, 2021*

Mashiah, I. (2021). How tech brands use Source, Message, and Target audience strategies to attract employees?. Poster presented at the ISEF Multidisciplinary Academic Conference, Israel, March 24th, 2021*

Mashiah, I. (2020). The Relationship Between Public-Relations and Journalists in WhatsApp Technology. Paper presented at the annual “Communicating” Conference, University of Haifa, Israel, Department of Communication, December 13th, 2020*

Mashiah, I. (2020). Cover Patterns of Technology in the Media: High-Tech Companies in the Israeli Online Journalism and the Strategic Role of Marketing Factors. Study presented at international AoIR2020 Association of Internet Researchers doctoral colloquium, October 28th, 2020*  

Mashiah, I. (2020). Cover Patterns of Technology in the Media: High-Tech Companies in the Israeli Online Journalism and the Strategic Role of Marketing Factors. Paper presented at HSSC IDIT International social science conference, University of Haifa, Israel, July 6th, 2020*  

Mashiah, I. (2020). Diffusing Innovation and Technology Messaging in Public Diplomacy. The 36th annual meeting of the Association for Israel Studies (AIS), Tulane University, New Orleans, USA. June 29-July 1, 2020 **

Mashiah, I. (2020). Cover Patterns of Technology in the Media: High-Tech Companies in the Israeli Online Journalism and the Strategic Role of Marketing Factors. The Annual Conference of the Israel Communication Association (ISCA), Ben-Gurion University, Beer-Sheva, Israel. April 6th, 2020 **

Mashiah, I. (2020). Cover Patterns of Technology in the Media: High-Tech Companies in the Israeli Online Journalism and the Strategic Role of Marketing Factors. Poster presented at the DSRC (Data Science Research Center), University of Haifa, Israel, March 5th, 2020 

Mashiah, I. (2019). Cover Patterns of Technology in the Media: High-Tech Companies in the Israeli Online Journalism and the Strategic Role of Marketing Factors. Paper presented at the annual “Communicating” Conference, University of Haifa, Israel, Department of Communication. December 29th, 2019

Mashiah, I. (2018). The Role of Technology and Innovation Messaging in the Diplomatic Efforts: The Case of Benjamin Netanyahu (2009-2017). Paper presented at the annual “Communicating” Conference, University of Haifa, Israel, Department of Communication, December 9th, 2018

* Presented via online platform (Zoom)

** Paper accepted – presentation cancelled due to COVID19 



Teaching

As a passionate educator in the field of communication, I am thrilled to have the opportunity to share my knowledge and experience with the next generation. In my teaching role, I aim to provide students with both practical and theoretical training. Currently, I am instructing the following courses:

  • Practicum in Communication and Media: Strategies and Tactics for Employment
  • Marcom Management (Marketing Communication)
  • The annual final projects in marketing communication (Chief Instructor)
  • PR, Media, and Spokespersons