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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.

Barbie’s Masterclass for Building Brand Awareness

In marketing and public relations, few brands have achieved the recognition and success that Mattel has earned for its creation of Barbie. With the release of the highly anticipated movie “Barbie,” consumers are inundated with marketing materials, advertising and collaborations surrounding this household name.

When it comes to building brand awareness, PR professionals can learn valuable lessons from “Barbie.”

Leveraging Collaborations for Amplified Exposure

The movie’s marketing team mastered the art of strategic partnerships and collaborations. “Barbie” taps into diverse target markets by teaming up with influential brands, celebrities and organizations.

This approach creates mutually beneficial relationships where both parties promote the movie while gaining exposure and awareness with target audiences.

PR professionals can learn from this by finding collaborations that align with their brand’s values and objectives, amplifying their message and expanding their audience reach.

Several companies, including Gap, Bumble and Bloomingdale’s, have partnered with the movie to launch Barbie collaborations, trademarked by Mattel. Progressive and Airbnb found leveraged Barbie’s iconic Dreamhouse to create a home insurance commercial and a Dreamhouse home listing. This allowed them to tap into Barbie’s fan base, building emotional connections with potential customers.

Organizations across different industries reaped the benefits of heightened exposure and timely marketing tactics by participating in the buildup to “Barbie’s” blockbuster $162 million opening weekend.

Consistent Brand Identity Creates Recognition

One of Barbie’s greatest strengths lies in her consistent brand identity. Mattel has maintained a recognizable image for Barbie since her inception. That image continues to create a sense of nostalgia among her diverse audiences.

Regardless of your personal feelings toward the brand, there is no denying that Barbie evokes emotions for all ages and demographics. Margot Robbie, the critically acclaimed actress playing Barbie, stated, “People feel really strongly about Barbie. Some people love Barbie. Some people have a lot of problems with Barbie. But everyone has an associated memory with Barbie.”

This consistency has helped Barbie establish an unmistakable association with a vast audience, making the brand instantly identifiable. PR professionals should take note of this and emphasize the importance of consistent branding elements in campaigns, ensuring that branding remains coherent and consistent across all channels and mediums, reinforcing awareness and recognition for target audiences.

Consistent messaging develops a brand’s identity and establishes credibility so that audiences recognize and remember the company’s key differentiators.

The Power of Buildup

The excitement around the “Barbie” release demonstrates the power of building anticipation and generating buzz among consumers and the media alike. By strategically releasing teasers, trailers and behind-the-scenes content for several months leading up to the premier, the movie created anticipation and kept the brand top-of-mind.

PR professionals can apply this to their campaigns by strategically planning and executing pre-launch activities that generate curiosity and excitement around their client’s products or services. Specifically, PR teams can distribute news under embargo, offer exclusives to key media contacts prior to launches and leverage industry events as a timely platform for company news.

“Barbie’s” marketing tactics provide insights for PR professionals seeking to enhance brand awareness. By leveraging collaborations, maintaining a consistent brand identity and building anticipation, Mattel established an enduring brand that captures the hearts and minds of consumers.

By applying these lessons to our own PR strategies, we can create impactful campaigns that heighten brand awareness, foster loyalty and ultimately drive success for clients. As “Barbie” hits the big screen, let us remember the lessons we’ve learned and continue to be inspired by this iconic brand.

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CISION’s 2023 State of the Media Report Takeaways

Each year, CISION releases its State of the Media Report, examining the media landscape and providing insights into how strategic communicators can best work with journalists. The 2023 report surveyed more than 3,000 journalists for their feelings on technology, the industry and its biggest challenges.

The relationship between reporters and PR practitioners is constantly evolving. While 18% of journalists said their relationship with strategic communicators has become more valuable in the last year, 16% said their relationship has gotten worse. There is always room for improvement.

This year’s report provides valuable information about reporters’ goals and challenges. PR practitioners can glean ways to improve relationships with reporters and develop effective strategies and campaigns that will benefit both journalists and clients.

Here are three big takeaways from 2023’s report.

Challenge: Maintaining Credibility & Battling Misinformation

According to CISION’s report, maintaining credibility was the biggest challenge facing journalists in the last 12 months. Thirteen percent of journalists reported battling misinformation as their biggest challenge. Additionally, 58% of editors and journalists listed “ensuring content is accurate” as one of their top priorities.

To support reporters, it’s critical to offer valid, trustworthy sources. Reporters listed major wires services, industry experts, press releases and internal spokespeople (in that order) as their most credited sources. When asked what kind of information they want from strategic communicators, 68% of journalists wanted original research, such as trends and market data.

It’s more important than ever to identify credible sources and back up claims with evidence. Not only does this make a more compelling argument, but it also lessens the amount of work for reporters. This creates a relationship that demonstrates commitment to supporting their work and providing them with the resources they need to craft a story.

Challenge: Lack of Staffing & Keeping Up

It’s no secret that newsrooms are stretched thin. Since 2008, the number of U.S. newsroom reporters has declined by 26%, and reporters are feeling the effects. Twenty percent listed “lack of staffing” as the biggest challenge facing journalism in the last 12 months, and 38% said “keeping up” was their biggest challenge. 

To maintain ongoing and successful relationships with reporters, strategic communicators need to recognize how to minimize a reporter’s work and be a trusted partner. Work with journalists to understand their vision for the piece and what their editor needs to publish the article.

If strategic communicators focus on how to support journalists by offering resources, identifying supporting proof points and connecting reporters with experts, they can build collaborative and mutually beneficial partnerships.  

Notable Takeaway: Visual Storytelling is on the Rise

In addition to offering credible data and sources, strategic communicators can create unique visuals for reporters. Seventy-seven percent of reporters use visuals in their stories; 44% use videos. Even more important, 27% of journalists noted that providing multimedia in pitches and press releases is an important way PR professionals can “make their lives easier.”

Visuals engage audiences. They also make content easy to share across social media, which 96% of reporters use for work-related reasons. Reporters are looking for immediate, impactful ways to communicate with audiences. Ready-made visuals make storytelling easier and more compelling.

By understanding what reporters are working to achieve and the challenges they face, strategic communicators can adapt how they pitch and engage with reporters. If strategic communicators focus on building credibility and minimizing the work required for reporters, it’s more likely they will place a story and establish lasting relationships with reporters.

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Public Relations: The Art of Exceptional Client Service

In the fast-paced world of public relations, exceptional client service is the cornerstone of a prosperous career. The most successful PR professionals not only meet client expectations, they exceed them. This success comes from establishing clear communication, setting realistic expectations and maintaining integrity with the media.

Understanding the Essence of Client Service:

Client service goes beyond fulfilling tasks and requests. It involves understanding and addressing client needs, providing proactive support and fostering open lines of communication. Clear and timely communication enables PR professionals to stay aligned with their clients’ goals and objectives.

Setting Manageable Expectations:

Aligning clear goals and objectives at the start of a relationship helps PR professionals set realistic expectations. Overpromising on your abilities or timeline might make the client happy in the short term, but doing this sets you up for failure. Regular communication and feedback are instrumental in maintaining a collaborative, flexible environment. Proactively managing expectations helps ensure your clients are happy throughout the entire project.

Maintaining Integrity with the Media:

Integrity is paramount for PR professionals. It’s your job to earn your clients media coverage. Essentially, you’re striving to get journalists to cover a story based on the information you provide. You have one chance to prove yourself to the media and establish your integrity.

Therefore, PR professionals must maintain ethical practices and honest communication with the media. By consistently delivering accurate and reliable information, PR practitioners establish credibility and build trust with journalists. Honesty and transparency are essential to building long-term relationships within the media, which result in ongoing coverage.

Tips for Exceptional Client Service:

  1. Develop a deep understanding of your client’s industry, objectives and target audience to provide tailored solutions.
  2. Foster open and transparent communication, ensuring clients are updated regularly and promptly.
  3. Anticipate client needs and offer strategic recommendations to maximize their PR efforts.
  4. Seek client feedback, address concerns promptly and strive for continuous improvement.
  5. Cultivate relationships with media professionals by catering to their unique preferences and building mutually beneficial connections.
  6. Provide detailed and comprehensive reports to showcase the impact of your PR efforts, demonstrating clear value to your clients.
  7. Stay updated on industry trends and emerging technologies to offer innovative strategies and stay ahead of the competition.

Exceptional client service is the bedrock of a successful and fulfilling PR career. By prioritizing clear communication, setting manageable expectations and proving your integrity to the media, you can create lasting relationships with clients and journalists alike.

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Delta-Q Technologies Expands RQ Series with New High-Performance Charger

Delta-Q Technologies (Delta-Q), a leading provider of battery charging solutions, recently announced the release of its new high-performance charger, the RQ700. A part of the RQ Series, the RQ700 provides a high-volume, cost-effective charging solution for battery-powered light e-mobility, industrial and commercial equipment.

To create a successful announcement, our CPR team worked with Delta-Q to implement our media strategy. We developed a tailored press list for media covering electrification, light electric vehicles (LEVs), outdoor power equipment and industrial pallet trucks. Since original equipment manufacturers (OEMs) can utilize this charger in multiple industries, it was important that our list represent a wide array of publications. This ensured a diversity of coverage throughout industry verticals.

We also targeted outlets who were attending the same upcoming events as Delta-Q. For example, we reached out to reporters attending iVT Expo about speaking with Delta-Q at the event. This is a convenient way to secure in-person interviews in today’s virtual workforce.

Our pitch strategically highlighted key aspects of the charging solution and its impacts on OEMs and customers. We also included an image of the charger and the full press release for the convenience of the reporter.

Our strategy paid off. We secured 26 articles in industry publications. A full coverage recap can be found below.

We are proud to work with an esteemed brand like Delta-Q to share news regarding their latest technologies.

Delta-Q RQ700 Coverage Recap

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PR’s Role in Amplifying Shiftboard’s Report on Hourly Workers

Shiftboard, a global leader in workforce scheduling, shed light on the evolving landscape of hourly employment with its recently published 2023 State of the Hourly Worker report. They surveyed over 2,250 U.S. adults ages 18 – 65, which included 1,630 who self-identified as shift or hourly workers, to uncover the needs and priorities of today’s hourly employees.

This release of this report couldn’t have been timed better. As shift-based industries like manufacturing and energy grapple with challenging market conditions and ongoing labor shortages, today’s managers need help finding and retaining top talent.

Strategies to Drive Awareness of the Report

We worked with Shiftboard on their 2019 State of the Hourly Worker report, and our team was excited to drive into 2023’s survey results to pinpoint newsworthy themes and trends that would resonate with employers and journalists.

Work-life balance took center stage for hourly workers as a make-or-break factor in job satisfaction and retention. Notably, the presence of five generations in the workforce, each with unique preferences and needs. Additionally, the survey revealed sectoral differences, with distinct trends and needs evident among various industries, including energy, manufacturing, healthcare, and staffing, as well as disparities between union and non-union workers. The survey revealed tough challenges for shift managers to balance a diverse workforce.

At the same time we reviewed the survey, Shiftboard achieved a milestone in one of the key sectors. In 2022, Shiftboard experienced record-breaking growth in the manufacturing sector in North America. However, from our experience working on similar projects, we knew that simply highlighting this growth would not create the desired buzz. That’s why we wove together Shiftboard’s growth with the survey findings to provide a data-driven narrative that would captivate journalists while subtly highlighting Shiftboard’s achievements. This approach allowed us to reference Shiftboard’s success in a less promotional light, which is vital since journalists favor stories that resonate with their audiences without appearing overly salesy.

After determining the strategy, we created two press releases, one announcing the survey findings and the other focusing on Shiftboard’s manufacturing growth, highlighting manufacturing findings from the survey. In doing so, we could dial in the content to ensure the information was relevant and engaging for different sectors, including HR and manufacturing industries. This approach showed a clear understanding and consideration for the journalists’ beats and the audiences they serve, which not only increased our chances of coverage but also fostered media relations.

Another tactic we identified was to take advantage of all the rich data at our disposal by creating a multimedia element for the State of the Hourly Worker press release. We helped craft an infographic narrative to enhance the visual appeal and engagement of the press release, which increased its appeal to journalists and improved the likelihood of media coverage.

So, How Did It Do?

We reached out to over 150 journalists across HR and manufacturing outlets, which resulted in 11 articles, plus more in the pipeline.

Here’s a sneak peek at our current coverage:

  1. Recruiting Headlines, “Millennials and Gen Z want Flexible Scheduling,” 4/5/23
  2. Supply & Demand Chain, “Why Employers Should Adopt Schedule Flexibility,” 4/6/23.
  3. Human Resources Director, “What do next-gen workers want from employers?” 4/6/23
  4. Nicolas Behbahani, “Work-Life Balance is Necessary for Job Satisfaction,” 4/9/23
  5. Chief Learning Officer & Talent Management, The key to retaining hourly workers? It’s their schedule, May 30
  6. HR Daily Advisor, “Work Schedules: The Secret to Improved Employee Morale and Retention,” 6/29/23

It’s been a pleasure working with Shiftboard to drive visibility and engagement for its report!

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Mosaicx Helps Businesses Harness the Power of Conversational AI

AI is reshaping the way businesses engage with customers. Staying at the forefront of evolving customer expectations is critical to keep pace with competition and maintain customer loyalty. Mosaicx is making it their business to help companies do just that.

Mosaicx is a cloud-based solution that uses conversational AI, machine learning and natural language processing technologies to automate interactions between customers and employees. As an intelligent virtual agent (IVA) technology, Mosaicx helps businesses harness the power of conversational AI to strengthen customer experiences. 

We’ve worked with Mosaicx for two years to support its media relations and content development, which includes blog posts, graphic design, playbooks and white papers. Recently, we partnered with the team to create a video demo they featured at the company’s Call & Contact Center Expo booth in April. We also helped the company announce its new Mosaicx Agent program and promote its speaking opportunities at this year’s Customer Contact Week (CCW) taking place from June 19 – 22.

The Mosaicx Agent program helps businesses navigate emerging technologies, including AI. Its sales team partners with agents who have identified companies that need support navigating various AI options and present the best industry-specific AI solution for their needs. More information about the program and how to apply can be found here.

We worked with the team to develop and distribute a press release highlighting the news. Below is a snapshot of the coverage around the Mosaicx Agent program.

To help Mosaicx promote its presence at CCW 2023, we developed and distributed a press release announcing its speaking opportunities and new customer programs the team showcased at the CCW event this week.

Leading up to the event, we conducted media outreach and secured two onsite briefings for the team at the conference. Below are two of the articles that were published earlier this week.

It has been exciting to partner with the Mosaicx team to help continue raising awareness about AI solutions, customer programs and other company milestones in the pipeline!

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