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.
COVID-19 transformed the construction industry. The pandemic forced companies to fast-forward technology implementations to cope with stalled projects, funding shortages, staffing challenges and supply chain issues. The result? A rapidly automating industry.
Job sites are utilizing cloud-based technologies to keep up with digital transformations. These effects are evident in small and medium-sized businesses (SMBs), including those in the construction industry.
IDC’s 2021 Digital Transformation Executive Sentiment Survey reported that medium-sized construction companies planned to dedicate 34% of their technology budgets to digital transformation in the coming two years. Of those companies, 55% planned to increase spending on digital transformation.
“Meanwhile,” the survey said, “small and midsize construction firms often lack continuous collaboration from design to project to owner and reliable and consistent connectivity — which is essential to executing efficient, safe, quality, cost-effective, on-time construction.”
To overcome these obstacles, companies should strongly consider investing in digital technology. For instance, today’s cloud-based technologies for construction organizations, such as Headlight and Acumatica offer myriad benefits.
Specifically, Headlight offers visual inspection technology, connecting the office to the field and allowing companies to capture, share and act on visual data, giving owners confidence that onsite work has been done well. (To learn more about Headlight, please check out this blog about the results we’ve garnered for them.)
Tools such as Acumatica have the capability to unify disparate applications under one umbrella, allowing companies to connect applications and gain a complete, real-time view of their business. Acumatica’s construction accounting solution includes robust financials and reporting, job cost accounting, project management and payroll integration. (You can see our recent coverage for Acumatica here.)
By investing in technology, SMBs can compete and collaborate more effectively, secure new business and attract workers interested in using digital tools. This kind of connectivity ensures quality, safety, reliability and productivity. If a construction organization is to transform digitally, it must possess these fundamental capabilities.
Last week, our client Acumatica announced its primary sponsorship of Paretta Autosport, the only woman-owned, woman-driven and woman-forward team competing in the NTT INDYCAR Series, at the Big Machine Music City Grand Prix in Nashville, Tenn.
Though racing and ERP are two different industries, Paretta Autosport and Acumatica share similar values: woman-forward, speed, precision, agility, innovation, teamwork and cutting-edge technology. With more than 62% of the team comprised of women across all roles, Paretta Autosport shines a bright light on diversity and inclusion while developing talent to feed the STEM workforce pipeline well beyond motorsports.
Of the sponsorship, Acumatica CEO John Case said, “We are laser-focused on our AcumatiCares program, which aims to make the world a better, more inclusive place. Paretta Autosport’s commitment to training the next generation of women in STEM resonates deeply with us as we seek to create opportunities for women in our industry.”
See the full announcement here: Acumatica Sponsors Paretta Autosport in the INDYCAR Big Machine Music City Grand Prix in Nashville
The exciting announcement has resulted in the below coverage and social media buzz.
Cheers to the Acumatica team for this exciting announcement! We look forward to what’s to come.
Editorial Coverage
- Geekwire, In race to promote diversity and inclusion, Acumatica sponsors women-led IndyCar team, 8/2/2022
- Racer, Paretta lands Acumatica backing for Music City GP, 8/2/2022
- TobyChristie.com, Acumatica Joins Paretta Autosport as Primary Sponsor for Nashville, 8/2/2022
- SpeedSport, Paretta lands Acumatica Sponsor for Nashville, 8/2/2022
- 425 Business, Kirkland’s Acumatica Sponsoring Woman-Driven Race Car, 8/2/2022
- Paretta Autosport, Paretta Autosport Announces Acumatica as new Sponsor for Indycar’s big Machine Music City Grand Prix in Nashville, 8/2/2022
- MotorSport, Paretta reveals Simona De Silvestro’s livery for Nashville, 8/2/2022
- Auto Breaking News, Paretta reveals Simona De Silvestro’s livery for Nashville, 8/2/22
- Paddock Eye, Acumatica Named Paretta Autosport Primary Sponsor For Nashville, 8/2/22
- Finasteridef Inpecia, PARETTA LANDS ACUMATICA BACKING FOR MUSIC METROPOLIS GP, 8/2/22
- Racefans.net, Perez rues VSC after falling short of podium places in Hungary, 8/3/22
- Abbeyfeale, IndyCar at Nashville: Christian Lundgaard, RLL Racing Lead 1st Practice Session for Music City GP, 8/5/22
- IndyStar, Beth Paretta eyeing fourth IndyCar race in 2022, more robust program with ECR in 2023, 8/5/22
- Crash.net, IndyCar at Nashville: Christian Lundgaard, RLL Racing Lead First Practice Session for Music City GP, 8/5/22
- Paddock Eye, At A Narrow Track Like Nashville, Sometimes Being In The Back Can Work Out In Your Favor, 8/7/22
- Speedway Media, CHEVROLET IN NTT INDYCAR SERIES: NASHVILLE RACE RECAP – MCLAUGHLIN LEADS TEAM CHEVY WITH RUNNER-UP FINISH, 8/8/22
Social Media Buzz
https://twitter.com/Motorsport/status/1556378282349588480?ref_src=twsrc%5Etfw
https://twitter.com/Acumatica/status/1556416768133910528?ref_src=twsrc%5Etfw
https://twitter.com/Acumatica/status/1556074145560924160?ref_src=twsrc%5Etfw
https://twitter.com/BethParetta/status/1556430321192681472?ref_src=twsrc%5Etfw
Currently, over two million podcasts exist, and more than one-third of Americans listen to podcasts regularly. Given their popularity, podcasts have become a medium that organizations should consider for reaching target audiences and supporting communication objectives.
Though podcasts are a relatively new addition to the PR ecosystem, they are rapidly becoming a staple in building thought leadership and credibility for company spokespeople. Podcasts provide a conversational platform that humanizes executives and allows listeners to gain industry insight directly from the subject matter expert.
To get the most out of implementing podcasts into your PR strategies, consider the following:
- Connect directly with audiences. Almost every industry has a wide selection of industry-specific podcasts. For instance, there are marketing podcasts, IT podcasts and even agriculture and farming podcasts.
As a first step, identify podcasts that reach your target audience and will provide spokespersons with the chance to highlight their industry knowledge and expertise. Once you have landed a spot on a podcast, take note of the formatting of previous episodes so you can prepare the spokesperson for the conversation structure, questions and proper etiquette for the interview.
- Be conversational. The conversational nature of podcasts allows room for creativity for a spokesperson to voice unique commentary that can support their communication objectives.
It is essential to coach the spokesperson on responding to a podcast host’s questions in a way that stimulates the conversation and enables it to flow seamlessly. This includes open-ended responses, personal anecdotes, analogies, and expressions that help better explain your talking points.
- Reuse the content. The conversation spurred by the podcast host may lead to the spokesperson sharing new perspectives and one-liners that can be reused in pitches, audiograms, social media posts, blogs and articles. Consider creating transcripts from each session to make leveraging the content less time-consuming.
- Expand your network. Podcast hosts are often industry experts themselves. For instance, Tim Ferriss, CEO and chairman at Disney, and Reid Hoffman, co-founder of LinkedIn, both host their own business-focused podcasts. Connecting with individuals like these can help you to expand your network and meet people from your industry.
Additionally, it is becoming more common for publications and news outlets to possess their own podcast networks. A podcast network is a collection of podcasts that are produced, distributed or made available through a single company. Oftentimes, once you connect with a reporter or editor from a publication that owns a podcast network, they can recommend your spokesperson to a specific podcast within their network that aligns well with what you are trying to achieve with the interview.
- Voice a call to action. According to Semrush, 20 percent of people have purchased a product or service after hearing about it on a podcast. Being featured on a podcast gives a spokesperson the perfect opportunity to pitch their company or product in a more personable way.
Coach your company’s representative on ways to strategically present key messages that support the company’s goals and highlight differentiators.
While incorporating podcasts into your PR strategies is a fresh addition to the PR playbook, they are extremely helpful in positioning a company’s executive as a subject matter expert. Allowing the spokesperson to speak in a more colloquial way opens the opportunity to access additional audiences, create compelling content and better personify your company to your target audiences and stakeholders.
A decade is a long time. In 10 years, you’re guaranteed two presidents, five Olympics, one updated U.S. Census report and hundreds of Facebook birthday messages. In 10 years, trends change, new technology is invented and a new generation is born. Hey, 10 years ago, we thought the NBA was coming back to Seattle!
In 10 years, businesses and industries change, too. For example, Lyft, Blue Apron, Peloton and Tinder didn’t exist before 2012. If the way we travel, eat, exercise and even date have changed, is it surprising that the way we communicate changed, too? In 2012, Communiqué Public Relations was celebrating its eighth birthday. How much have we grown in the last decade? This blog post will take you on a journey into our blogs from 2012 to see how different (and yet similar) the public relations industry is today.
- New social media platforms. In 2012, Pinterest was the latest social media outlet, ready to be used to help brands communicate alongside Twitter, Facebook and Google+.
Today, the social media landscape looks different. While Pinterest is still operational, newer platforms like Twitter, Instagram and TikTok have taken over. Short, sweet and visual social media messaging is the way to go in 2022.
- Focus on measurement. Not only was Communiqué focused on press coverage results, but we also began looking into measuring success on social media. Popular measurement tools our team utilized in 2012 included Mention, TweetGrader.com and Klout.com.
While the focus on measurement, both earned and social media, continues, the tools we use utilize have changed. Today, you can find the Communiqué team logging into HubSpot and Cision to provide data to our clients. Additionally, social media platforms like Twitter and LinkedIn have expanded their analytics offerings, allowing our team easy access to social engagement.
- Integration across communication specialties. It was correctly predicted that the comms industry would see an increase in the integration of PR, marketing, social media and sales in 2012. Many firms offer public relations, marketing and advertising under one umbrella with a unified goal: effective communication for an organization.
While some firms may be known for a specific communication style (Communiqué = PR), it is common for firms to reach across industries to communicate on behalf of their clients.
- Targeted pitching. 2012 was the year of strict evaluations of our clients’ target audiences to develop and deliver niche pitches that speak directly to said audiences. This has stayed true with our team fashioning detailed and thoughtful media lists, ensuring our focus goes where our audience is.
Other Changes
- Technology is more advanced. Ten years ago, our team was excited about mobile apps for professionals like Skype (ouch), SplashTop and Genius Scan. We also recommended our clients utilize LinkedIn apps, including Box.net Files, E-Bookshelf and Portfolio Display. If none of these apps sound familiar to you, you may have been a sophomore in high school, like me.
- The creative methods in which we used to share information have changed. Of course, social media and BusinessWire will always reign supreme, but Communiqué had some fun ideas for additional content sharing. We discussed word clouds, Wikipedia and even going viral.
- Additionally, at the dawn of the smartphone, we were hesitant about texting. Oh, how times have changed!
What Has Stayed the Same
- PR is still a high-ranking career. In 2012, S. News & World Report ranked PR as the 41st overall best job of 2012. In 2022, PR has moved up to the 35th spot, proving that strategic communication is timeless.
- The definition of public relations has stayed strong. PRSA developed a campaign called “Public Relations Defined” from 2011-2012 to redefine the term public relations. The result? ““Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” As of the time this blog was published, the definition has not changed.
- Corporate Social Responsibility (CSR) remains vital to brand loyalty. As we said 10 years ago, “It’s important to perceive CSR as an opportunity to better the world while bettering your business, rather than as a damage control strategy or simply a publicity stunt to boost your image.”
Finally, while it is true that the world is constantly innovating, history has a funny way of repeating itself.
In 2012, our team published a blog on the merits of virtual work and provided guidelines such as “be aware of time zones,” “communicate,” and “create a culture.” We also posted a blog about collaborative tools for the office, highlighting Yammer and Zoho. We are not using these tools today, but we are incredibly thankful for Microsoft Teams and all its features and benefits as we continue remote work.
Communications is an ever-changing industry, with integration, new technology and new channels popping up constantly. However, some things never change. Ten years ago, we may have been excited about Pinterest and Google+, ready to take on the world of smartphones and hoping our clients go viral – but look how far we have come.
For more on how Communiqué has evolved over the years, we recommend reading some of our years in review, which highlight the work we have done
Many of our clients are committed to creating and publicizing meaningful thought leadership content in the form of surveys, white papers, briefing papers, podcasts and webinars.
In fact, today it seems like there have never been more opportunities for content placement. The key, however, is to make sure the things that you’re creating are truly valuable. Content needs to be relevant, timely and to resonate with key audiences.
To develop this type of content, some of our clients are leveraging their inhouse team to research and write articles and papers, while others turn to us to research and ghostwrite these articles, blogs and white papers.
When a client has unique data and insights to share, this process is often straightforward. We review the information, interview subject matter experts, conduct a review of other written works on the topic, develop the first draft and work with graphic artists to bring key points to life in the form of charts or graphs.
However, if a client lacks meaningful insights, wants to validate specific premises, or augment its data, we can also engage industry analysts, polling and market research companies, academic researchers, or others to conduct primary research.
Like so many things, the first step in the process is to be clear on your objectives for creating the content. Why do you want it? How might you and other stakeholders such as PR, sales, customer service and your executive management team use it? Why will this content matter to your business?
Once you’ve thought about the outcomes you’re looking for and know why they matter, it’s time to consider how you can contribute meaningful thought leadership and if you’ll need to take a research-based approach.
This is where things get exciting because there are so many options. For instance, recently, one of our clients was interested in Americans’ perceptions around property and casualty insurance and how they feel about the service they’re receiving. This was a perfect research challenge for Harris Poll and its omnibus survey.
Another one of our clients is interested in exploring a particular issue facing management teams of midsize and large enterprise companies. For this type of research, we are considering hiring Harvard Business Review Analytic Services, an independent commercial unit with HBR, which conducts research and analysis, packaging their work in the form of pulse surveys, white papers, briefing papers and research webinars.
Each of these works are supported by either quantitative surveys or qualitative research or some combination of the two and people can find them on HBR’s website. There are literally hundreds of these and other reports and white papers in Harvard’s research archive.
The point is, depending on what you want to do, myriad options exist with a variety of pros and cons, and costs. We can help you explore these and help you leverage the findings throughout your thought leadership campaigns.
For more insight into content development, please look at some of our additional blog posts, including:
Public relations is not an exact science. While we can effectively outline anticipated results for an announcement or proactive campaign, there is no guaranteed outcome. So how can we establish meaningful KPIs with our clients that are achievable, measurable and define success?
Of course, there are a range of quantitative results that can be tracked, such as number of articles secured or growth of coverage quarter by quarter. But there is value beyond just the quantitative results. When establishing KPIs with a client, consider outlining several less traditional metrics that will clearly indicate the value and impact of your work.
Message Pull Through
At the beginning of each year or client relationship, we craft a story arc that outlines key messages and themes that we want target audiences to hear and understand. These messages serve as the foundation of the work we execute and influence the ideas and campaigns we pursue. So, while securing coverage is exciting, it’s more important that the coverage we secure has the right impact.
In addition to outlining the anticipated volume of coverage, consider adding a KPI that outlines how many articles will include at least one key message. For example, over the course of the engagement, 80% of articles will include at least one key message or theme. This will demonstrate that the coverage is effective and that the key messages are reaching target audiences.
Inbound Requests
When we kick off a client engagement, it’s not uncommon that the organizations have done no formal public relations activity and are therefore are relatively unknown. It takes time to introduce a company to the media, build general awareness, create relationships with the right reporters and establish executive as thought leaders.
More often than not, we are presenting reporters with story ideas and company announcements, proactively contacting them with stories we believe they’ll find interesting. But, once we’ve effectively established a relationship and positioned a company’s spokesperson as a valuable subject matter expert, journalists will start reaching out to us for comments. This can be a slow and steady process but is often a great indication that public relations activity has established the spokesperson as a thought leader and made a lasting impression on the reporter.
Opportunities Secured
Proactive pitches are one of the most common strategies we implement on behalf of our clients. By leveraging trends and industry news, we present spokespeople as industry experts who can comment on these ongoing developments. These pitches can lead to interviews or contributed content, but many factors can impact the success of a pitch and the number of opportunities secured.
As we become more ingrained in a specific industry and build relationships with relevant reporters, often our pitches become more effective. So, one potential measurement to track over the course of an engagement is the average opportunities secured per pitch. If we can increase the average number of opportunities from two to four, our pitches are becoming more effective at reaching the right audiences and leading to valuable opportunities.
Measuring results is a critical part of any successful engagement. While there are a range of KPIs to consider, the more important part of establishing metrics is understanding what success looks like for the client.