By Collin Berglund
Our team was thrilled to see Jake Sticka named a Digital and Data PR Disruptor in PRNEWS’ 2026 People of the Year Awards. He has helped take Pinpoint Targeting from a concept to one of the fastest-growing offerings at Rational.
It’s worth saying what “disruptive” means in the context of Pinpoint Targeting:
Drive Your Message to Decision Makers More Often, But Make Your Ad Buy Smaller
Pinpoint Targeting identifies the exact decision makers and Influencers you need to reach in a campaign. The audience is transparent. Because of that – there is no spray and pray, and no black box audience. Your ads are going to the most important decision makers.
That means two things: 1) You can drive more ads to the people who matter most; and 2) You can spend fewer dollars on people who are not core to your campaign.
Polling Style Message Insights on Audiences Too Small to Poll
Pinpoint Targeting campaigns help determine what messages are most engaged with among the precise decision maker audiences organizations care about most. By leveraging key benchmarks across campaigns, Pinpoint Targeting gives organizations leading edge intelligence on the exact words, images and messages work best with their most valuable audiences.
Decision Makers Across Public Affairs, Investor Relations, Corporate Reputation, B2B Marketing, Talent and Consumer Influencer Campaigns
We built Pinpoint Targeting for policy fights but it works anywhere a small, identifiable group holds the outcome. The same approach can reach portfolio managers, awards voters, hospital purchasing committees, the engineers a client wants to hire, or a company’s own employees, all by-name and with precision. That means Pinpoint Targeting disruption is not confined to public affairs — it is moving into every market where a few people decide and the rest of the spend is waste.