Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
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.
Blumira kicked off 2025 with an impressive demonstration of innovation and channel commitment. Two announcements reinforced the company’s position as a leading cybersecurity provider. Our team is proud to have helped communicate these announcements through carefully crafted press releases and strategic media outreach, all of which generated meaningful editorial coverage in target industry publications.
Blumira Enhances Security Operations with New Microsoft 365 Threat Response Feature
In March, Blumira launched a new Microsoft 365 (M365) threat response feature. The feature enables security teams to lock compromised users and immediately revoke sessions within their platform. The integration addresses critical containment delays by eliminating the need to switch between applications when responding to threats.
Mike Kellar, vice president of product at Blumira, said, “Security teams often face critical delays in threat containment, needing to switch between multiple applications to act on suspicious activity. Our Microsoft 365 threat response feature empowers organizations to contain threats quicker and more efficiently directly within our security platform—so they can stay ahead of cyberattacks and keep their businesses safe.”
The solution has already received positive feedback from clients. Matt Timm, network operations center team lead at TR Computer Sales, said, “It brings peace of mind to us and to our clients that Blumira’s M365 Response can lock bad actors out in seconds, stopping them quicker than ever before.”
The announcement generated the following coverage:
- Help Net Security, Blumira introduces Microsoft 365 threat response feature, 3/26/25
- MSSP Alert, MSSP Market Update: NGINX Flaw Could Expose Kubernetes Secrets, 3/26/25
- CIO Influence, Blumira Launches New Microsoft 365 Threat Response Feature for Faster and More Efficient Security Operations, 3/26/25
- IT Digest, Blumira Unveils Microsoft 365 Threat Response Feature, 3/27/25
- ChannelPro Network, Key Channel Headlines: SonicWall ZTNA Solutions Hit Milestone, New Crowd Strike Partner Program, and More, 3/28/25
Blumira Strengthens MSP Partner Program with Comprehensive Enhancements
In April, Blumira announced upgrades to its MSP partner program. The enhanced program demonstrates Blumira’s continued commitment to the channel as its competitors continue to shift priorities following acquisitions.
Key improvements include product updates tailored for MSPs (ConnectWise PSA integration and M365 response capabilities), a dedicated MSP team structure with specialized roles, comprehensive training initiatives including certification courses, and MSP growth support through co-marketing programs.
CEO Matt Warner emphasized understanding “the unique challenges our partners face in balancing exceptional service delivery with profitability.” Blumira is positioning itself as a dedicated ally to MSPs with tools and resources designed specifically for their success in the security landscape.
The announcement has resulted in the coverage below:
- Channel Futures, Blumira Expands MSP Support with Integrations, Training, 4/16/25
- VMblog, Blumira Deepens Commitment to MSP Channel with Comprehensive Program Enhancements, 4/16/25
- MSSP Alert, Blumira Strengthens MSP Program with New Integrations, Certifications, and Growth Support, 4/18/25
- Solutions Review, Endpoint Security and Network Monitoring News for the Week of April 18th: Darktrace, Broadcom, Cyware, and More, 4/18/25
- The ChannelPro Network, Key Channel Headlines: Kaseya Unveils Spring 2025 Innovations, ESET Integrates With VSA X RMM, and More, 4/18/25
- Channel Vision Magazine, Blumira Bolsters MSP Channel with Program Enhancements, 4/21/25
- Channel Drive, Blumira Updates its MSP Partner Program, 4/22/25
- The Fast Mode, Blumira MSP Partner Program Enhancements to Strengthen Cybersecurity Solutions, 4/22/25
- DQ Channels, Blumira Affirms Commitment to MSPs with Partner Programme Expansion, 4/23/25
Looking Ahead
Blumira’s strong start in 2025 demonstrates its dual commitment to technological innovation and channel partner success. With the introduction of the M365 threat response feature and its MSP partner program enhancements, Blumira is positioning itself as a technical leader and reliable ally in the cybersecurity ecosystem.
We look forward to supporting Blumira’s continued innovation and growth, helping to amplify their message of security excellence and partner success across the cybersecurity landscape.
Companies growing through acquisition or diversification often face a nuanced communications challenge: clearly communicating the relationship between brands. Getting this positioning right is crucial. It avoids confusion, protects reputations and tells a clear, compelling brand story.
Our team recently guided a client through this challenge. The work centered on defining the right external language to describe a related brand also owned by our client’s parent company. Ultimately, we recommended that our client position the two as sister companies—a decision rooted in strategy, not just structure.
That experience sparked a broader question. How can PR professionals communicate brand positioning through thoughtful messaging? Below are best practices and real-world examples to help communicators refine their messaging and ensure they’re telling the right story.
Why Brand Relationships Matter in PR Messaging
External clarity around brand relationships isn’t just good housekeeping. It shapes how stakeholders perceive a company, including its values and credibility. Messaging can influence investor confidence, media narratives and customer trust.
The most advantageous positioning isn’t necessarily the same as the legal structure. Just because a company is a subsidiary doesn’t mean pitches and website copy need to reflect that position. Audience understanding and market positioning should drive the brand’s presentation.
How to Message Three Brand Relationships
Brand positioning resists a one-size-fits-all approach. Below are three common relationships and examples of how PR teams can thoughtfully frame each one through external messaging.
1: Sister Brands
Definition: Distinct companies under the same parent, often serving different audiences or sectors.
Best Practice: Present as peers that share a common owner but maintain their own voice, culture and market niche.
Example: Facebook and Instagram under Meta. Each platform operates with its own identity, product updates and public messaging. When necessary, however, Meta’s involvement is made clear, especially in corporate statements or regulatory discussions.
Messaging Tip: Use “sister brand” if your goal is to suggest parity and independence. Reference shared ownership only when it adds value or credibility.
2: Sub-Brands
Definition: A brand that exists under a clearly defined parent brand.
Best Practice: Use the parent brand to lend trust and visibility while developing a distinctive tone and offering for the sub-brand.
Example: YouTube under Google. YouTube has its own presence and audience, but strategic references to Google lend authority in formal settings.
Messaging Tip: Highlight the parent brand when introducing new initiatives, partnerships or thought leadership materials. The relationship builds confidence through association.
3: Endorsed Brands
Definition: A brand that has its own identity but is “endorsed” by a parent brand, usually through a visible association like a logo or tagline.
Best Practice: Emphasize the unique identity of the endorsed brand while reinforcing the credibility or values of the parent brand.
Example: Marriott Hotels (Courtyard by Marriott, Residence Inn by Marriott). These brands maintain unique identities tailored to different traveler needs. The consistent “by Marriott” endorsement signals quality and trust across the portfolio.
Messaging Tip: Incorporate the parent brand in taglines, footers or corporate communications to build trust. Focus messaging on what makes the endorsed brand distinct while using the endorsement to reassure stakeholders of quality and stability.
PR Guidelines for Navigating Brand Relationships
How can a company know which structure best fits their situation? As experts in strategic communications, PR professionals play a key role in this decision. These guidelines can serve as a jumping-off point for deciding which brand structure is right:
- Align Internally First: A unified internal understanding of the brand relationship is essential before external messaging begins. Inconsistent language undermines credibility.
- Audit the Relationship: Understand the legal and operational dynamics at play. Talk to internal stakeholders across marketing, legal and leadership.
- Choose Terms Intentionally: Avoid defaulting to corporate speak without thinking through which terms to use (and which to avoid). Words like “division” or “subsidiary” carry specific connotations.
- Tailor Messaging by Audience: A press release may require more clarity than internal employee communications. Always consider what the audience needs to know.
Final Thought: Clarity Builds Confidence
Strategic brand positioning isn’t just a PR exercise—it’s a business imperative. When related brands are clearly and consistently messaged, it sets the stage for stronger narratives, better audience engagement and long-term reputation management with customers and prospects alike.
For PR professionals, the takeaway is simple: Use each word intentionally, understand the brand architecture deeply and always lead with clarity. Consistent language is your most effective tool in bridging brand architecture and public perception.
As agriculture is reshaped by labor shortages, operational inefficiencies and environmental pressures, Carbon Robotics stands out as an agtech innovator. Using a farmer-first mindset and deep expertise in AI and robotics, the company has rolled out two major product announcements in recent months, each with the potential to redefine farming.
From the precision of the upgraded LaserWeeder G2 product line to the groundbreaking autonomy of the new Carbon AutoTractor, Carbon Robotics is delivering more than just machines. It provides practical, production-ready solutions that meet farmers where they are and take them where they need to go.
LaserWeeder G2: A Smarter, Faster, More Precise Approach to Weeding
Carbon Robotics’ launch of the original LaserWeeder captured widespread attention for bringing laser precision to one of agriculture’s most tedious tasks. Now, the company has raised the bar with the LaserWeeder G2, which offers a faster and lighter modular design that makes precision weeding available to more farms, field configurations, crop types and budgets worldwide.
Coverage from FOX News and Growing Produce praised the LaserWeeder G2 for its ability to eliminate weeds with zero chemicals or soil disruption—all while reducing labor needs and boosting operational efficiency.
Carbon AutoTractor: Real Autonomy, Real-Time Oversight
The company’s Carbon AutoTractor does something unique to the market. It combines fully autonomous tractor operation with live, remote supervision through its Remote Operations Control Center (ROCC).
AutoTractor enhances existing John Deere 6R and 8R tractors, turning them into autonomous field machines that work day and night—no permanent modifications required. In Successful Farming, Carbon Robotics was recognized for delivering a breakthrough in autonomy that overcomes the reliability and oversight challenges that limited previous adoption.
What makes AutoTractor stand out is its ability to operate 24/7. Carbon Robotics’ operators provide real-time human oversight, ensuring seamless operation and immediate response to unexpected field conditions. Early adopters like Columbia Basin Onion LLC report higher productivity, safer night shifts and less labor dependency.
From Concept to Reality
Both product launches reflect a growing shift in agriculture. Automation, once a concept, is becoming a reality.
Coverage in GeekWire noted that Carbon Robotics’ AutoTractor serves “as an answer to labor shortages and increased productivity in farming.” Carbon Robotics’ solutions directly address three of modern agriculture’s most pressing challenges:
- Labor shortages that make traditional farm operations unsustainable
- Efficiency demands that require more output with fewer resources
- Sustainability goals that call for low-impact, chemical-free solutions
These announcements show that Carbon Robotics listens to growers, builds for real-world conditions and scales for production.
Momentum in Motion
Carbon Robotics’ recent product launches mark a pivotal moment for agriculture. The LaserWeeder G2 and AutoTractor are already changing how farms operate. From increased media visibility to growing customer interest, Carbon Robotics is building a future-ready brand that stands apart.
In an industry that has long waited for automation, Carbon Robotics is stepping up with tools that are tested, trusted and tuned to the needs of growers. As the industry evolves, one thing is clear: The future of farming is autonomous, sustainable and powered by insight.
To learn more about Carbon Robotics and its technologies, visit carbonrobotics.com.
In today’s fast-paced media environment, misinformation and “fake news” can easily gain traction. Information can be shared rapidly across social media, blogs and online platforms—sometimes before it can be fact-checked. Now more than ever, it’s important to ensure the media outlets you’re working with are credible and trustworthy.
PR professionals are in a unique position to safeguard the accuracy and integrity of the stories we help share. Not only should we focus on building compelling narratives for our clients, but we must also ensure those narratives are placed in publications that uphold the highest journalistic standards.
At Communiqué PR, we understand the importance of vetting media outlets. We go beyond securing placements—we ensure that the outlets we work with align with our core values of delivering superior results and acting with integrity. This is crucial for both our clients’ reputations and our own professional integrity.
Vetting Media Outlets: Why It Matters
For PR professionals, media vetting should be fundamental to any outreach strategy. We take several steps to ensure we’re targeting reputable outlets:
- Assessing Domain Authority: Domain authority is a key indicator of a website’s trustworthiness and reach. At Communiqué PR, we rely on tools like Moz’s Domain Authority to evaluate whether an outlet has a strong online presence. This helps us determine whether it’s worth investing time and resources into a placement.
- Reviewing Website Score and Traffic: An outlet’s website score and traffic metrics provide insight into its audience size and engagement. We check these analytics to make sure the publications we’re working with have a meaningful and relevant audience.
- Evaluating Journalistic Standards: Following ethical journalistic practices helps build trust with readers. We ensure that the media we partner with adhere to high standards by referencing their previous content.
- Cross-Referencing Information: One of the most important aspects of media vetting is fact-checking. At Communiqué PR, we work closely with spokespeople to verify facts before information is shared publicly, reducing the risk of promoting misinformation.
- Reviewing Published Articles for Accuracy: Even after securing a media placement, there’s still the possibility of miscommunication or misunderstanding. We carefully review published articles to ensure their information is accurate. In cases where information may have been inadvertently mistranslated, we work directly with journalists to correct or update the content.
A Call to Action for the General Public
Beyond PR professionals, it’s important that everyone consuming news be vigilant about their sources of information. News can easily be shared by anyone through social media platforms, often without verification. Before sharing information, it’s crucial to:
- Check the Source: Before sharing, verify that the outlet is reputable and trustworthy. Is it a well-known news organization or a credible expert in the field? Are they known for reporting objective facts?
- Cross-Check Facts: Don’t take everything at face value. Check the story’s facts by cross-referencing other reputable outlets. Are there multiple sources reporting the same information?
- Read the Full Article: Headlines are often designed to grab attention, but they can be misleading or taken out of context. Take the time to read the full article to understand the complete story. This ensures that you understand the story’s nuances and context and aren’t just reacting to a sensationalized headline.
- Understand the Impact of Misinformation: Every time we share information, we’re helping to shape public understanding. Spreading misinformation, even inadvertently, can harm others or distort the truth. This responsibility doesn’t fall just on media outlets—it’s on each of us.
By taking these steps, we can help ensure that only accurate and credible information is shared with the wider world. Every person has a role in combating misinformation. Together, we can create a more informed and transparent public discourse.
Companies are constantly looking for ways to capture attention and tell compelling stories. The multimedia press release is an essential tool to do this.
What is a Multimedia Press Release?
Multimedia press releases combine traditional text-based press announcements with visual and interactive elements such as images, videos, infographics, audio clips and social media posts. This blended content engages audiences more effectively than text alone.
The goal? To tell a richer story that’s more likely to be picked up by journalists, shared on social media and captured by search engines, driving greater visibility and engagement.
The Effectiveness of Multimedia Press Releases
Business Wire, a leading press release distribution service, has long championed the benefits of multimedia elements in press releases. Their data shows that visuals dramatically enhance the effectiveness of news distribution efforts.
According to Business Wire, multimedia press releases consistently outperform text-only releases in views, engagement and media pickup. In fact, they point to real-world examples like Rust-Oleum’s product announcement for Satin French Blue paint, which saw 33% more views than a similar text-only release.
“We have consistently seen that adding multimedia assets to a press release leads to greater visibility and engagement,” said Millicent Hasandras of Business Wire. “Multimedia assets help your message stand out, encourage journalists to use your content and make your story more compelling to audiences.”
How Companies Are Using Multimedia Press Releases Effectively
Many forward-thinking companies have embraced multimedia press releases. One standout example is Carbon Robotics, a leader in AI-driven agricultural technology.
Carbon Robotics successfully leveraged multimedia in their announcements of key achievements and product launches. For instance:
- Its LaserWeeder G2 product launch included high-quality images showcasing the new design and features, allowing journalists and readers to visually understand the technological advancements.
- In another press release, Carbon Robotics celebrated the milestone of eliminating over 10 billion weeds using their technology. To drive home the significance of this achievement, they included an impactful graphic that visually represented their success.
By incorporating engaging images and infographics, Carbon Robotics made their news more digestible, shareable and attractive to media outlets.
Why Multimedia Matters to Journalists
Because journalists and content creators often work on tight deadlines, they appreciate ready-to-use content they can quickly embed into articles. According to Business Wire’s Journalist Feedback Survey, reporters value high-quality images, videos and infographics in press releases.
“Journalists constantly tell us that multimedia elements save them time and make it easier to cover your story,” added Hasandras. “When you provide ready-to-publish visuals, you increase your chances of coverage.”
Incorporating multimedia enhances the likelihood of media pickup, as visuals not only add credibility but also make a story more engaging for a publication’s audience.
Tips for Creating an Effective Multimedia Press Release
If you’re thinking about adding multimedia to your press releases, here are a few best practices:
- Choose high-quality visuals that enhance your story, not just decorate it.
- Use video clips to showcase product features, behind-the-scenes moments or expert commentary.
- Add infographics that summarize key data points and trends.
- Ensure multimedia assets are properly formatted for easy use by journalists and social media platforms.
- Distribute through a trusted wire service (like Business Wire) to maximize reach and visibility.
Incorporating multimedia into your press releases isn’t just a nice-to-have—it’s a proven way to increase engagement, improve shareability and enhance your chances of media coverage. As audiences increasingly prefer visual content, multimedia press releases help companies deliver richer stories to the media and the public.
Companies like Carbon Robotics are already using high-quality images, infographics, and other multimedia assets to ensure their press releases stand out. Whether you’re launching a product, announcing a partnership or sharing company news, adding multimedia could be the difference between getting noticed — or getting ignored.