The International Council on Systems Engineering (INCOSE) came to us in 2011 to build credibility and knowledge of the systems engineering profession. This is an example of an industry we knew little about and quickly became experts on, using layman’s terms to explain the most dense subjects. Tasked with media relations, bylined article ghostwriting, newsletter profile coordination and social media, we have secured inclusion on mainstream outlets, such as Reuters, The Atlanta Journal-Constitution and NPR’s WHYY in Philadelphia, as well as in trade publications, such as CrossTalk: The Journal of Defense Software Engineering and Medical Design Technology. Under our management, the professional membership organization has also seen great growth in its social media membership and engagement.