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.

Navigating the Digital Landscape: How PR Firms Can Help with Website Reviews and Updates

In today’s digital landscape, a company’s website is a vital point of contact and source of information for clients, partners and employees. Your website is often the first impression a potential customer or employee has of your organization, providing them with a glimpse into your company’s culture and professional environment.

So, it’s imperative that your online presence is user-friendly, aesthetically pleasing and informative.

In this blog post, we will explore how a public relations firm can help with a comprehensive website review, provide insights on how to effectively organize proposed website changes, and discuss strategies for categorizing website modifications.

Utilizing PR Experts for a Website Review

Much like self-editing one’s writing, it can be difficult to objectively review and improve one’s website. PR professionals have a sharp eye for analyzing the style, tone, grammar and cohesiveness of a website’s messaging.

During a recent website review, our team developed a story arc that aligned with our client’s key messaging. We provided content edits and reorganization recommendations so that the company’s story highlighted its journey toward achieving its objectives. We leveraged that story arc throughout the review to effectively communicate the company’s mission, target audience and business units.

Organizing Proposed Website Changes

Reimagining a website is a major undertaking, and edits can quickly pile up. It’s important to keep those edits digestible and organized.

An efficient way to organize a website review is by creating a Google or Excel sheet with each tab representing a specific section of the website. Populate each tab with review owner, website change owner, due dates, recommended changes and category change.

This bird’s-eye view of the entire process allows you to track multiple edits and iterations as you make them.

Categorizing Suggested Website Changes

When reviewing a website, categorize each change to help those making the edits understand its purpose. Categories of modifications can include move, layout, content, functionality and design changes. Below are descriptions of each.

  • Move: Move content or sections to a new tab representing the website page. This may necessitate adding a new tab or section.
  • Layout: Reorganize content, graphics or information. Layout changes are made to existing pages, not moving content to a different section.
  • Content: Update or modify the copy and content on the pages. This could include checking and updating messaging and links and removing any dated information.
  • Functionality: Modify or add new features or functions to the website. This may include adding a search function, a contact or chat tool, or any new changes to enhance navigation and user experience.
  • Design: Modify the graphics or visuals on pages. This could include editing the images, graphics, videos, color schemes or font sizes.

Website reviews and revisions can be demanding. The process requires a dedicated team to analyze the website and propose changes, as well as an internal team or an external developer who implement the modifications. PR professionals play a vital role in aligning website messaging with communication objectives, ultimately working toward a company’s specific goals.

To Embargo or Not to Embargo: Why Timing is Everything

In a fast-paced world, it’s easy to get caught up in the race to break news. More often than not, though, timing is more important than speed.

Timing is critical because it shapes narratives and builds message depth. However, timing can also be challenging to control, and if not carefully planned, it can jeopardize the significance of the news.

Embargo media outreach is a PR strategy that grants more control over the timing of announcements and storytelling. It provides reporters early access to news before you officially make that information public. With an embargoed press release, companies can generate interest in the news while also controlling the timing of coverage. During an embargo period, reporters can interview company spokespeople and develop their articles to have their pieces ready to publish the minute the embargo lifts.

But as they say, “timing is everything,” and embargo media outreach can also be risky if a company does not execute it properly. Breaking an embargo – even if by accident – can damage relationships with other journalists and risk highly sensitive information getting out too early without the proper context.

This blog post will share tips for a successful embargo strategy and an example of results from a recent embargoed announcement.

With all announcements, a workback plan can be a helpful tool. However, with embargo media outreach, sticking to a clear schedule and staying organized might be the most important elements for success.

Yes, compelling news and strong supporting messages will help optimize coverage and longer-term success, but the strategy will crumble if your team does not stay organized with the timeline. If your embargo fails due to a lack of organization, miscommunication or misinterpretation, you lose control of timing and you lose trust.  

Here are a few questions to answer to help create a solid embargo workback schedule:

  • When is the announcement date?
  • What are your coverage goals? When do you want coverage to publish?
  • How long is the embargo period? Is this enough time, or too much time?
  • Are different time zones in play?
  • What are the terms of the embargo? How will you confirm and track who has agreed to the embargo?
  • When will reporters receive the embargoed materials?

After the company sets a clear timeline, you can develop the materials and press list of who will get early access to the news. Then you can begin to share the embargoed information.

The Communiqué PR team recently had the opportunity to help BCM One announce its latest acquisition. This news had a variety of critical timeline elements because it involved an international company, a definitive agreement and all the sensitivities that come along with an acquisition.

It was important for the team to be highly organized across all communications to ensure that information remained secure and did not leak before the approved announcement date.

We leveraged an embargo media outreach to give a handful of international trade outlets early access to the news. As a result of the strategy, we secured a few interviews and lined up coverage to publish on the announcement day. Below is a selection of articles published during the first few days of the announcement.

Are you considering embargoed media outreach for your next announcement? Check out these blog posts for insight on announcement best practices and other embargo success stories.

The Rise of the Four-Day Workweek

The idea of a four-day workweek has been gaining popularity. Around the world, companies and governments are experimenting with this alternative to the traditional five-day workweek. 

The pandemic shifted workers’ mindsets. Individuals began to value time with families, loved ones and selves over time at the office. People also began to recognize how fragile we are as humans and how we never know what tomorrow may bring. 

While the idea may seem too good to be true, evidence suggests that a four-day workweek could benefit employees and employers. In this blog post, we’ll explore the advantages and disadvantages of the four-day workweek and why this new model might be worth considering. 

The nonprofit 4 Day Week Global has conducted four-day workweek pilots in several countries. They found that job performance stayed the same during a shortened workweek, staff stress levels fell, and team engagement and work-life balance significantly improved.  

Other studies found similar benefits. Eighty-three percent of respondents to an Eagle Hill Consulting study said a four-day workweek would alleviate burnout. Meanwhile, 94% of American job seekers want a four-day workweek, according to a Joblist survey.  

In 2022, a six-month trial of a shortened workweek found that businesses reported improved productivity and team morale. Workers reported better health, finances and relationships. The success of trial runs has pushed some companies to implement a permanent four-day schedule. 

There are clear benefits to a four-day workweek: improved work-life balance, increased productivity, reduced absenteeism and sick days, enhanced employee retention and recruitment, and even environmental benefits. Let’s look a little more closely at each.  

Improved Work-Life Balance 

A four-day workweek gives employees more time to focus on their personal lives, hobbies and interests. This can lead to reduced stress levels, better mental health and increased job satisfaction. When employees are more content, they are likely to be more productive and engaged at work. 

Increased Productivity 

Contrary to popular belief, longer hours do not necessarily lead to more productivity. Studies have shown that overworked employees are more likely to make mistakes and experience burnout, leading to decreased productivity and job satisfaction. Working fewer hours can help employees focus on workplace operations and be more productive. A shortened week can help employees work more efficiently. 

Reduced Absenteeism and Sick Days 

Employees who have more time to recharge, rest and practice self-care may be less likely to take unplanned time off due to illness and burnout. Companies save money on leave while also improving team morale and productivity. 

Enhanced Employee Retention and Recruitment 

A four-day workweek can help set a company apart from competitors to attract and retain top talent. It can also lead to increased employee loyalty and commitment to the organization. 

Environmental Benefits 

Reducing the number of days employees commute to work lessens traffic and air pollution. This helps reduce greenhouse gas emissions and improve air quality, leading to a healthier planet for everyone. 

There are quite a few benefits to the four-day workweek. However, there are some potential downsides as well, including a potential loss of productivity, an increased workload on non-workdays and possible impact on pay and benefits. Additionally, a shorter week not being suitable for all industries or jobs. 

Potential Loss of Productivity 

Reducing the work week by one day does not necessarily reduce the amount of work that needs to be done. Employers must carefully redistribute workloads to ensure business operations are not negatively affected.  

Some may argue that a four-day week may hurt workplace productivity. However, several companies actually found no loss of productivity when experimenting with a short work week. 

Increased Workload on Non-Workdays 

Employees may need to work longer hours on their workdays to compensate for the loss of a day unless your company decides to work a 32-hour 4-day week rather than a 40-hour 4-day week. The latter may mean longer workdays, four 10-hour days, for example, increased fatigue and reduced work-life balance on workdays. 

One way to mitigate this is to simply stretch hours over a longer period of time. This may mean pushing back deadlines rather than cramming everything into longer days. The four-day workweek is meant to help folks take their time back, not to squeeze as much as you can out of employees. 

Possible Impact on Pay and Benefits 

Reduced work hours may result in a reduction in pay or benefits. However, employers can responsibly implement a four-day workweek by maintaining current benefits.  

Many employees are overworked and underpaid to begin with, so maintaining the same compensation and benefits for employees helps prioritize their health and needs. This also emphasizes that your company recognizes the hard work employees have done. An extra day off without sacrificing benefits or compensation is a surefire way to relieve employee stress. 

Not Suitable for All Industries or Jobs 

Jobs that require round-the-clock operations, customer service or other time-sensitive tasks may face challenges in implementing a reduced work week without affecting service levels or productivity. To mitigate this issue, companies may consider hiring more employees to cover fewer hours. 

While a four-day workweek may not be feasible for every company or industry, it has clear benefits. By improving work-life balance, increasing productivity, reducing absenteeism, and benefiting the environment, a four-day workweek can be a win-win for employees and employers. 

Employers considering a four-day workweek should evaluate its potential benefits and challenges, then consult relevant stakeholders, including employees and management, to make informed decisions. 

As more companies experiment with this idea, we may see a shift towards a new reward and sustainable work model. For some, the five-day workweek is already a relic. Some things may feel impossible to change, but it is important to remember that in the 1900s, workers pushed for what they thought was impossible, moving from a six-day work week to a five-day work week. 

Carbon Robotics Raises $30 Million in Funding to Scale AI-Powered LaserWeeder™ Platform

Carbon Robotics, a leader in AI-powered robotics, continues to reap the agricultural-industry benefits of its innovative state-of-the-art LaserWeeder. Earlier this year, the company announced a new capability for the LaserWeeder – LaserThinning. The company is also seeing tremendous sales growth of the LaserWeeder and plans to deliver implements to growers across 17 states in the U.S. and three provinces in Canada by the end of 2023.

Earlier this month, Carbon Robotics announced more exciting news pertaining to the production of the LaserWeeder and its overall business. On April 11, Carbon Robotics revealed it closed $30 million in Series C financing from new lead investor Sozo Ventures and existing investors Anthos Capital, Fuse Venture Capital, Ignition Partners, Liquid2 and Voyager Capital.

The funding will be used to expand sales regions in North America, optimize and scale manufacturing, develop new software and hardware products, and launch into international markets.

Communiqué PR supported Carbon Robotics’ last funding announcement in September of 2021. The company raised $27 million in Series B funding, led by Anthos Capital. Now, this latest round of financing brings Carbon Robotics’ overall funding to $67 million.

To help prepare for this new funding announcement, we worked closely with the Carbon Robotics team to develop messaging for the press release highlighting the investors and benefits the funding will bring to the company. Additionally, it was important to emphasize that this round of funding stemmed from the success of the LaserWeeder and the need to increase the production of the implement to keep up with growing demands.

When it came time to share the news, we executed a pitching campaign that targeted key national, tech and agriculture media. We delivered tailored pitches to pique their interest, offering them the exciting news under embargo.

To ensure reporters had time to ask questions about the funding news, we offered them an opportunity to speak with Paul Mikesell, CEO and founder of Carbon Robotics, before the announcement published.

These efforts led to interviews with GeekWire, Puget Sound Business Journal and AgFunder and editorial coverage from TechCrunch, The Robot Report, Pitchbook and Vegetable Grower News, among others.

Congratulations to the Carbon Robotics team on securing this exciting round of funding!

Carbon Robotics Coverage

  1. TechCrunch – Carbon’s laser weeding robots score another $30M – 4/11/2023
    1. MSN – Carbon’s laser weeding robots score another $30M – 4/11/2023
  2. TechCrunch Survey Says Newsletter – Survey says! TechCrunch – 4/13/2023
  3. GeekWire – Carbon Robotics lands $30M to sell more weed-destroying machines powered by AI – 4/11/2023
  4. PSBJ – Ag tech startup Carbon Robotics looks for new Seattle space after raising $30M – 4/11/2023
  5. AgFunder News – Carbon Robotics bags $30m to fight the war on weeds with robots – 4/11/2023
  6. The Robot Report – Carbon Robotics raises $30 million in series C funding to scale LaserWeeder platform – 4/12/2023
  7. The Produce News – Carbon Robotics raises $30 million in funding to scale AI-powered LaserWeeder platform – 4/13/2023
  8. The Hustle – Why pull weeds when you can zap them with AI-powered lasers?  – 4/12/2023
  9. Axios Pro Rata Newsletter – Axios Pro Rata – 4/12/2023
  10. Pitchbook – Global VC deals for April 12, 2023 – 4/12/2023
  11. Term Sheet Newsletters April 12 – 4/12/2023
  12. And Now U Know – Carbon Robotics Raises $30M to Scale AI-Powered LaserWeeder Platform – 4/11/2023
  13. Vegetable Growers News – Carbon Robotics adds $30 million in funds, deploys more LaserWeeders – 4/11/2023
  14. Global AgTech Initiative – Carbon Robotics Raises $30 Million in Funding to Scale AI-Powered LaserWeeder Platform – 4/11/2023
  15. AgriTech Tomorrow – Carbon Robotics Raises $30 Million in Funding to Scale AI-Powered LaserWeeder™ Platform – 4/11/2023
  16. The Packer – Carbon Robotics raises $30M to scale its LaserWeeder platform – 4/11/2023
  17. IoT World Today – Carbon Robotics Raises $30M for Laser Weeding Robots (iotworldtoday.com) – 4/14/2023
  18. Agri-Marketing – AgriMarketing.com – Carbon Robotics Raises $30 Million To Scale Its AI-Powered LaserWeeder Platform – 4/13/2023

 

Press Release Metrics That Matter: Business Wire Edition

Business Wire’s online analytics report, NewsTrak, can help you quantify the success of your press releases. But with so much data available, how do you determine which metrics matter most?

In this post, I’ll highlight the metrics PR professionals should use to measure the impact of press releases distributed on Business Wire. Armed with this knowledge, you can make informed decisions that optimize engagement and achieve your goals.

These key metrics will help you accurately measure your press release’s impact:

  1. Press release views and traffic sources
  2. Earned and social media
  3. Article syndication and potential reach
  4. Link clicks

Here’s why you should include these metrics in your next press release recap.

How many people viewed your press release, and where did they come from?

While it’s important to know how many people saw your press release, it’s even more helpful to know how they found it.

NewsTrak provides the total number of views and traffic sources, broken down into two types of traffic: “direct” and “referral.” Direct traffic refers to people who accessed your press release from Business Wire’s sites and feeds, while referral traffic comes from other sites like Google or social media platforms. According to a Business Wire representative, direct traffic from Business Wire’s sites and feeds make up 85% of views for most press releases.

Recently, though, our client’s release received 53% of its views from Business Wire’s sites and 46% from referral traffic. At first, you might think the lower direct traffic number is a bad sign. But that’s not the case. It shows that a large portion of views came from referrals. Looking further into the analytics, we discovered that almost 80% of the release’s referrals came from Twitter, which suggests that this client’s audience is active on this platform.

Understanding which sources drove the most views to your press release gives you an idea of what to repeat for the next release. In this case, we can suggest our client target Twitter by including more shareable content like images or videos in their releases.

Such insights can help you better understand how your press release performs across all traffic sources and help you adjust your strategy accordingly.

Did you receive any earned media coverage? Or social mentions?

Business Wire’s analytics section “Earned and Social Media Analytics” can give you a comprehensive view of earned media and social mentions.

The most sought-after metric is earned media, which refers to media coverage obtained without payment from the client. Knowing how many and which publications referenced your news in an article and when that article went live are all necessary metrics. (We also suggest including a quick recap of what the journalists wrote).

You’ll also see social mentions. Monitoring social mentions provides insights into the level of engagement with the release. We focus on the number of social media mentions, who wrote each post, their follower count and if they created any additional content. As a next step, we may recommend that a client engage further with the poster by commenting or resharing their post.

What was your potential reach?

While earned media is the preferred outcome for most clients, other types of media coverage can still have a significant impact. That’s why we recommend measuring syndicated articles.

Syndicated articles refer to press releases re-published on news outlets, websites and other media channels. You can find this metric under the “Online & Mobile Postings” section. This section also provides the number of unique visitors per month to each publication, which shows you the potential reach of your press releases to a broader audience.

Side note: While the “Earned and Social Media Analytics” section does have syndicated articles as a metric, in my experience, the “Online & Mobile Postings” provides a complete view of re-published content.

Which hyperlinks had the highest click-through rates?

Adding hyperlinks to your press release can direct viewers to your website or resources. In fact, we recommend that clients include a hyperlink to their homepage to drive traffic back to their site. And when applicable, include hyperlinks as calls to action—for example, to download a report.

Knowing how many people clicked on each link can help you understand engagement. If you’re measuring a call-to-action, it’s valuable to see if the content converted effectively.

You can see hyperlink performance under “Link clicks.” Business Wire’s analytics will show each hyperlink and the number of clicks to determine how each link performed. From there, you can make adjustments to your next press release. We recommend modifying your word choices or perhaps including a hyperlink in the lede to encourage more click-throughs.

For your next press release recap, take a look at these four metrics to better understand how your audience received your news. By starting now, you can establish a benchmark for these metrics and make informed, data-driven decisions for future press releases.

How Influencers Have Changed PR Strategies

The rise of social media has revolutionized how we interact with brands. As a result, influencers are playing an increasingly important role in public relations strategies. Below we will explore their impact on PR, the difference between business-to-business (B2B) and business-to-customer (B2C) influencer marketing, and how brands and customers respond to influencers.

How Influencers Affect PR Strategies

Influencers have become a crucial component of modern PR strategies. With their extensive reach and engaged audiences, influencers can sway consumer behavior. Brands have noticed and are partnering with influencers to promote their products and services.

Influencers can help these brands reach a wider audience, especially among younger demographics. Influencer marketing is also more cost-effective than traditional advertising, making it an attractive option for businesses of all sizes. Additionally, influencers provide a level of authenticity and trust that conventional advertising often lacks.

The Difference Between B2B and B2C Influencer Marketing

Influencer marketing is effective in both B2B and B2C contexts, but there are critical differences between the two. B2C influencer marketing focuses on building brand awareness and promoting products directly to consumers. In contrast, B2B influencer marketing focuses on building relationships with other businesses and establishing thought leadership within the industry.

B2B influencers are often experts in their field and provide insights to other businesses. Companies can gain credibility and reach a wider industry audience by partnering with these influencers. B2C influencers, on the other hand, tend to focus on lifestyle and entertainment content that resonates with their followers.

How Brands and Customers Respond to Influencers

Brands have responded positively to the rise of influencers and the potential for increased exposure and sales. However, there have been challenges. It is often difficult to measure the ROI of influencer partnerships. And there is always risk involved in partnering with influencers who may engage in controversial behavior or harm the brand’s image.

Customers have also responded positively, particularly those who align with an influencer’s values and interests. Customers tend to trust the opinions of influencers they follow and often see them as more authentic and trustworthy than traditional advertising. However, a growing awareness of influencer marketing and the potential for manipulation can degrade an audience’s trust over time.

Influencers have significantly impacted modern PR strategies in the age of social media. While B2B and B2C influencer marketing differ in focus, both can benefit businesses. Brands and customers alike have responded positively to influencers but must consider the challenges and risks. As influencer marketing evolves, seeing how brands and consumers adapt will be interesting.