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Colleen Rubart.
Global Communications Director · Group14 Technologies
Colleen Rubart is the Global Communications Director at Group14 Technologies. A global communications leader with over 20 years of experience, she has shaped brand narratives, secured high-impact media coverage, built and led top-performing teams, and advised executives across startups and Fortune 50 companies. At Group14, she leads strategic communications, driving global messaging, media relations, executive visibility, and thought leadership to amplify the company's role in transforming the future of energy through advanced silicon battery technology.
Guest
Colleen Rubart
Global Communications Director
Company:
Group14 Technologies
Location:
Seattle, Washington, United States
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Colleen Rubart leads communications for Group14 Technologies, a battery materials company that's working to solve some of the hardest storytelling challenges in tech: explaining complex technology to skeptical journalists in an increasingly fragmented media landscape. After decades in comms—from the early days of fax machines and phone pitches to today's newsletter economy—Colleen has mastered the art of building authentic relationships with reporters who've been burned by too many startup promises.

At Group14, she faces the dual challenge of translating battery chemistry innovations for mainstream audiences while navigating a media environment where fewer reporters have less time and higher standards. Her approach centers on radical authenticity, factual precision, and understanding that today's best stories often need the long-form format of podcasts to be properly told.

Topics Discussed

Five takeaways from this conversation.

Actionable for undefined founders

  1. Authenticity beats perfection in media training
    Colleen's approach focuses on amplifying a founder's natural communication style rather than trying to transform them. "I can't take an executive who's kind of subdued and say, 'okay, jazz it up. Let's get some jazz hands.' That will never work." Work with your natural tendencies, not against them.
  2. The momentum shift is everything
    Watch for the moment when journalists start calling you instead of you pitching them. As Colleen puts it: "CNN called and I'm like, this is the moment we didn't have to call them and beg them. They called us. They knew we were doing something cool." This inbound interest signals your narrative is gaining real traction.
  3. Complex stories need long-form formats
    For technical companies, podcasts have become essential because "nobody really thinks about [batteries], much less really know how they work." When your innovation can't be explained in a soundbite, lean into formats that give you 45 minutes to tell the full story.
  4. Reputation follows you across companies
    Your credibility as a founder or exec isn't company-specific—it's personal. Colleen warns: "You have your reputation whether you're at the startup or three startups later. You carry those with you." Every media interaction is an investment in long-term trustworthiness.
  5. Trade publications are your secret weapon
    While founders often focus on mainstream tech press, trade publications offer audiences that already understand your category. "Trades do amazing work in every industry," and they provide a foundation of coverage that mainstream outlets can later reference.

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