Too often, companies assume a keynote automatically generates media coverage of their event, and that great content simply finds its audience. But behind most event coverage —analyst write-ups, podcast recaps, and features — are clear strategy, careful execution, and content worth covering.
Consider our work for Acumatica Summit 2026.
The Strategy
Our strategy had three prongs:
- Narrative Alignment — We anchored all activity around five themes central to the event and its keynote addresses. This alignment ensured every communication reinforced a cohesive story about where Acumatica and the industry are heading. The five themes were:
- Practical AI solutions available today
- Accessible real-world innovation
- Customer success with modern technology
- Ecosystem growth
- Acumatica’s culture in action
- Compelling News — The Day 1 and Day 2 Keynotes were full of news and updates, including Acumatica’s practical AI innovations, strategic acquisitions and partnerships, industry-specific product updates, customer stories and award winners, platform demos, and the company’s vision for the future.
- Strategic Access — We created direct, meaningful engagement among the analysts and journalists covering the space and the full breadth of the Acumatica ecosystem — executives, customers, prospects, partners, and creators.
The Results
Our strategy and tactics resulted in:
- 42 individual and group meetings over three days, each crafted to align the right spokespeople and community members with the right media based on industry focus and specific interests
- 55+ pieces of coverage to date across trade publications and analyst firms, including ERP Today, diginomica, Enterprise Software Express, IDC, and more.
- 10 short-form videos produced by GeekWire featuring Acumatica executives, partners, customers, and an industry analyst
Beyond the Numbers
The results reflect more than good logistics — they show the five themes playing out in real time. Conversations about practical AI were grounded in tools customers had already deployed. Partners and customers speaking openly about their experiences demonstrated actual ecosystem growth. And Acumatica’s culture was at the heart of access itself: the willingness to put real users in front of skeptical observers without a script.
Beyond the volume of coverage, its depth was remarkable. Reporters and analysts didn’t simply mention Acumatica; they contextualized its strategy, assessed the credibility of its product roadmap, and drew direct comparisons to competitors.
A compelling keynote alone can’t create that level of analytical engagement. High-quality engagement springs from substantive conversations with customers, executives, and peers. Journalists and analysts left these conversations with something to say.
That authenticity registered. One analyst said that they came to Summit to see evidence that Acumatica customers could actually use what was being released. They found it at Acumatica Summit 2026. That kind of validation doesn’t come from a keynote. It’s built into an event’s environment long before the doors swing open.
What This Means for PR Strategy
Acumatica Summit 2026 proves that the keynote is just the starting line. Meaningful event PR requires creating an environment where credible observers can form their own views and walk away excited to share them.