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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.

Tracking Success: Using Metrics to Optimize Your PR Program

Dry as it may seem, tracking the impact of a PR campaign is crucial to success, and has evolved over the years. The gathered metrics and subsequent analysis can beneficially inform budgeting and allocation of resources moving forward and can guide changes to messaging, audience engagement strategies, and sales processes. Yet measuring the power of PR can be challenging. The first step is to ensure alignment and agreement with the company’s business objectives.

Clear and measurable business objectives are essential as you need to know what you are trying to achieve and what success looks like. Examples of business objectives include increasing revenue by X% in 2022, attracting X% new talent and retaining XX% of existing talent in the coming 12 months, securing $XX million in additional investment by 202X, etc.

A strategic PR plan will ensure the proposed campaigns and activities are tied back to the organization’s business objectives. Ideally, the plan also provides recommended metrics to track its effectiveness. There are numerous ways to measure the impact of PR. “[I]t’s essential for any PR team to find ways to demonstrate the results of their efforts,” counseled a recent article in Forbes entitled 14 Key Metrics For Measuring A PR Campaign’s Effectiveness. “If campaign results can’t be measured accurately, it’s hard to determine their worth and create effective plans based on the progress thus far.” 

When incorporating metrics into a PR plan, knowing what is already being tracked, what is feasible to track, and the effort associated with tracking specific metrics is critical. Further, if the metric does not directly align with a business objective, it is vital to understand how it affects or supports one or more of the organization’s business objectives. 

To read more on this topic, below are some additional resources:

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Road to IPO: Key PR Tips for A Successful Journey

The transition a company makes from a privately held entity to a publicly traded one is intensely fierce. With only one chance to do it right, there is a lot riding on a company’s trajectory when going public.

Well before and throughout the IPO process, the public relations team plays an integral role in building the market buzz that is essential to IPO success. With strategic planning and execution, a company will find itself prepared for the rigors encountered when operating in a regulated environment.

Publicly traded companies must adhere to strict SEC guidelines in several areas. Understanding what – and what not – to communicate can sometimes seem daunting. It’s vitally important to understand that all company spokespeople are subject to SEC regulations. Before any executives speak with media, it’s important for them to understand a few mission-critical do’s and don’ts.

Two high profile companies – Slack and Uber – are well-known examples of how not to handle PR during an IPO. Both companies had to amend their SEC filings due to unsanctioned board member interviews on CNBC that included commentary that was either not company authorized or inconsistent with its filings.

Careful advanced planning and experienced execution can help companies achieve maximum brand exposure without stepping out of line. Below are some guidelines for how SEC regulations apply to media interviews and posting to social media.

DO:

  • DO work closely with your legal team for guidance on all SEC restrictions and regulations
  • DO wait for all announcements to cross the wire before conducting media interviews and/or posting content on social media
  • DO use information that is publicly available for interviews (i.e., from a press release, website, investor deck presentations, previous announcements, etc.)
  • DO rely and stick to previously approved company messaging

DON’T:

  • DON’T mention or provide anyone with advance notification about an upcoming announcement – even without details as to the nature of the announcement
  • DON’T share any information not already included in official company announcements, including:
    • Financial information
    • Business plans such as for new product developments/service offerings
    • Executive team changes
  • DON’T predict or provide forward-looking statements about what an announcement could mean for the company (i.e., new revenue, new customers or products, etc.)
  • DON’T speculate on any changes to the financial, executive or operational structure of the company
  • DON’T disclose customer names that have not provided permission to be used as a reference

When in doubt, consult your legal team for guidance on how to proceed or what information to share. Like most things, SEC regulations may be subject to change so it’s also important to keep a close eye on developments and adjust your communications strategies accordingly. By making sure your communications team and executives are well versed on SEC communications requirements, you can ensure your spokespeople will remain on message.

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Spaceflight Announces First Lunar and GEO Rideshare Mission

A rendering of Spaceflight’s Sherpa-ES vehicle. Image courtesy of Spaceflight Inc.

Last month, our client Spaceflight Inc. announced a breakthrough rideshare mission, “GEO Pathfinder,” which it plans to launch no earlier than Q4 2022. The mission will debut the company’s newest propulsive orbital transfer vehicle (OTV), Sherpa Escape (Sherpa-ES), which will use a creative flyby trajectory to slingshot around the moon and deliver payloads (satellites) to geosynchronous equatorial orbit (GEO). GEO is a popular orbit because it allows satellites to match Earth’s rotation, making it a valuable spot for earth observation uses such as weather monitoring and communications. However, deploying satellites to GEO is typically a multi-step process fueled by heavy onboard propellant – time-consuming and costly for satellite companies. 

This pioneering rideshare mission demonstrates Spaceflight’s ability to offer customers quick access to hard-to-reach orbits without the complexities and cost of carrying the extra propellant and mass necessary to do the orbit raising themselves. The circularization maneuver Sherpa-ES will employ also shortens the time to orbit (only 15 days) and uses about 25% less propellant than traditional orbit raising. This announcement confirms Spaceflight’s position as an innovator in the industry and its commitment to being the leading space transportation provider for Earth orbit and beyond, quickly and affordably. 

Our communications plan involved announcing the news well ahead of the mission to provide ample time to explain the unique technical details and then build momentum throughout the year for this pioneering launch. We developed a press release that communicated the technical details of the mission and highlighted its significance for Spaceflight and the industry.

We also announced the first payload on the mission, an Orbit Fab in-space fueling depot. The first of Orbit Fab’s “Gas stations in space™,” Tanker-001 Tenzing, is currently flying its demonstration after launching on Spaceflight’s SXRS-5 mission in June of 2021. By making Orbit Fab’s expansion to GEO affordable, Spaceflight is supporting the establishment of infrastructure to sustain the growth of the space economy.

Knowing it would be helpful to provide visual assets to explain the unique orbital trajectory of this mission and envision Spaceflight’s new Sherpa vehicle, we worked with the marketing team to secure renderings of the Sherpa ES, alone and prepared for launch. The Spaceflight team also created an infographic that clearly outlined the phases of this mission and illustrated the unique trajectory Sherpa ES would take to deliver its payloads to GEO.  

We offered the news under embargo to select outlets a week before our scheduled announcement, to provide sufficient time to report on the mission, and worked with those who expressed interest to provide additional information. The announcement led to five media briefings and several articles. A selection of the coverage is shared below. 

Spaceflight will be hosting a webinar this month to discuss the technical details of the GEO Pathfinder mission, and we plan to continue building momentum with additional activity throughout the coming year.

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Publication Spotlight: Bloomberg News

Our new series, “Publication Spotlight,” covers various publications of interest to our clients. For these spotlights, we conduct research and develop a brief Q&A sharing details about the outlet and some of its core offerings. Check out our previous spotlights on Inc., Forbes, Fast Company and GeekWire.

The post below is an overview of Bloomberg News and a summary of my research as of Sept. 27, 2021.

Q: How long has the publication been around?

Bloomberg News was founded in 1990 and provides news, data, analytics and communication services for the global business and financial world. Based in New York City, Bloomberg News covers key topics such as business, finance, economics, technology and politics. The outlet also publishes opinion pieces on these subjects.

Q: Who owns the publication?

Bloomberg was founded by Michael Bloomberg and Matthew Winkler in 1990 to deliver financial news reporting to Bloomberg Terminal subscribers. Michael Bloomberg is still 88% owner of Bloomberg News. John Micklethwait has served as editor and chief since 2015, and the outlet presently employs 2,300 reporters and editors across its 135 bureaus around the world.

Q: Who reads Bloomberg News?

Entrepreneurs, business leaders, C-level executives, tech innovators and members of the general public interested in national and international business and financial news. Bloomberg publishes more than 5,000 stories on an average day syndicating globally to over 400 newspapers across 70 countries, with a combined circulation of 73 million people. The news service also has a network of more than 400 photographers based globally and maintains a photo archive including more than 260,000 images.

Q: What is the process for contributing content to Bloomberg News?

Bloomberg News does not publish contributed content. However, companies can submit press releases to the outlet’s regional newsrooms inboxes.

Q: What is the process for applying to Bloomberg News’ lists and awards?  

Bloomberg News does not have an awards program. However, Bloomberg News does publish the Bloomberg Billionaires Index, which profiles each of the world’s 500 richest people.

Q: Does Bloomberg News publish an editorial calendar?

No.

Q: How many readers does it have?

According to Cision, Bloomberg News reaches 73 million people.

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Publication Spotlight: Fast Company

In the post below, and as part of our “Publication Spotlight” series, you’ll find background information on Fast Company, its readership, and its awards, along with other information. We’ve previously featured other publications, including Forbes, GeekWire and Inc. magazine, and look forward to profiling other outlets in the coming weeks and months.

Q: How long has the publication been around?

Fast Company is a relatively new publication. Alan Webber and Bill Taylor, editors of the Harvard Business Review, and publisher Mortimer Zuckerman introduced the magazine in November 1995. Eventually, Zuckerman sold the magazine.

 Q: Who owns the publication?

The magazine is owned and published by Mansueto Ventures, LLC, which is also the publisher of Inc magazine, which we’ve featured in this publication spotlight as well. 

Q: Who reads Fast Company?

According to the 2021 media kit, readers include C-level executives and top management. A high percentage are college graduates and are business decision-makers. They have a median household income of $194,017, a median age of 43.7 and tend to be male.

Q. What are the major sections in the magazine?

According to a statement on its website by Stephanie Mehata, editor-in-chief, “Fast Company is the only media brand dedicated to chronicling the future of business. The only title committed to covering companies and leaders who are defining where business is headed. And with technology and globalization having led to commoditization of products and services – innovation, creativity, impact and design are the only ways businesses can win in the speed economy.”

Major sections include Co. Design, Tech, Work Life, News, Impact, Podcasts, Video, and Recommender. They also have information for the Fast Company Innovation Festival, Sept. 27 through Oct. 1, attracting leaders, inventors, entrepreneurs, and others for an immersive virtual conference.

Q: What is the process for contributing content to Fast Company?

Fast Company’s editorial team is very selective in its acceptance of outside contributions. There is a wealth of information here on how to submit content.

The editors are most interested in articles that “introduce new ideas and advance conversations around topics and trends that engage our readers – think op-ed rather than content marketing.”

The editors most often accept articles for the leadership section, which focuses on “productivity, creativity, career development, hiring and recruiting, work culture, work-life issues and policies, entrepreneurship, and innovation.”

Q: What is the process for applying to Fast Company’s Most Innovative Companies Award?  

The Most Innovative Companies Award is a program that Fast Company has had since 2008. To apply, visit Fast Company, create an account, and complete the application. For more details on the process and benefits of this award, please visit Fast Company’s FAQ.

Q: Does Fast Company publish an editorial calendar?

The editorial calendar is in the media kit, but here’s the 2021 lineup:

  • March / April: Most Innovative Companies
  • Summer: World Changing Ideas
  • September: Most Creative People / Best Workplaces for Innovators
  • October: Innovation by Design
  • November: Brands That Matter / Impact Council
  • Winter: Secrets of the Most Product People / Breakthrough Tech

When Fast Company makes its 2022 calendar available, we’ll provide an update.

Q: How many readers does it have?

According to its media kit, Fast Company has a rate base of 450,000. It has 1.4 million print readers and its site receives an average of 11.8 million unique visitors per month. These visitors review an average of 19.3 million page views per month.

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BlackSky Goes Public

Image credit: BlackSky Technology Inc.

BlackSky Technology Inc. (“BlackSky”), a leading technology platform providing real-time geospatial intelligence and global monitoring, recently announced the completion of its merger with Osprey Technology Acquisition Corp. and is now a publicly traded company (NYSE: “BKSY”).

To memorialize the completion of the business combination, BlackSky had the distinct pleasure of ringing the opening bell at the New York Stock Exchange (NYSE) on Monday, Sept. 13. An on-demand stream of the event can be accessed here.

BlackSky also executed a Times Square takeover providing a high-impact placement of the company’s branding. The company culminated this momentous day with a well-deserved celebration at the One World Observatory at the top of One World Trade Center. 

During the day, Communiqué PR managed a series of live media interviews for BlackSky CEO Brian E. O’Toole to discuss the significance of the announcement and explain how the company is defining a new category of real-time global intelligence. A recap of the results we secured are outlined below.

As a public company, BlackSky’s position as a leading geospatial data, analytics and monitoring services company is further strengthened. The Communiqué PR team is honored to have had the opportunity to manage BlackSky’s public relations activity since its inception in 2013. We congratulate the entire BlackSky team on this incredible accomplishment and we are excited to partner together to propel the company’s growth. Onward!

 

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