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.
Image credit: Tideworks Technology
Last month, we had the opportunity to announce an exciting milestone for our client, Tideworks Technology (Tideworks). The company announced the go-live of its new terminal operating system (TOS) solution, Mainsail 10 at the Manzanillo International Terminal (MIT) in Panama.
The go-live at MIT is the company’s first deployment of Mainsail 10. Tideworks created the new marine TOS to provide terminal operators with a terminal operating system that would allow increased flexibility and the ability to seamlessly scale services up or down to adapt to changing operational needs.
The new TOS was engineered with the evolving supply chain in mind. As the container shipping industry works to stabilize amid the global pandemic, Mainsail 10 provides rapid access to and management of real-time data to improve decision making and increase the flow of cargo through the terminal, while also reducing costs.

Image credit: Tideworks Technology
Leading up to the go-live of Mainsail 10 at MIT, we collaborated with Tideworks to generate awareness about the new solution via the company’s Mainsail 10 video campaign. To do this, we supported Tideworks with content development and distribution of the video series on YouTube and their social media channels.
Below is a list of the articles secured from our media outreach around the announcement. We have also included links to Tideworks’ Mainsail 10 video series.
Mainsail 10 Announcement – Coverage Recap
- AJOT: Port technology marches ahead despite pandemic – 8/24/20
- Seatrade Maritime News: Tideworks introduces new terminal operating system in Panama – 8/14/20
- Cyprus Shipping News: Tideworks Technology introduces Mainsail 10 and announces Go-Live at MIT Panama – 8/14/20
- Container News: Major Panama terminal deploys next-gen TOS platform – 8/13/20
- Smart Maritime Network: Manzanillo International Terminal goes live on new TOS – 8/12/20
- Sea Wanderer: Tideworks’ new terminal operating system goes live at MIT – 8/12/20
- PortalPortuario: Panamá: Manzanillo International Terminal adopta TOS de Tideworks Technology – 8/12/20
- Container Management: Tideworks’ new TOS goes live at Manzanillo International Terminal – 8/12/20
- Digital Ship: Tideworks’ new marine TOS goes live in Panama – 8/12/20
- Port Technology: Tideworks Technology introduces new TOS at Manzanillo International Terminal – 8/12/20
- WorldCargo News: Tideworks’ Mainsail 10 live at MIT Panama – 8/12/20
- Trucking News.US: Tideworks Technology Introduces Mainsail 10 and Announces Go-Live at MIT – 8/11/20
- Picante: Tideworks Technology Introduces Mainsail 10 and Announces Go-Live at MIT – 8/11/20
Mainsail 10 Video Campaign
- Introducing Tideworks Mainsail 10
- Mainsail 10: Configurability
- Mainsail 10: User Experience
- Mainsail 10: Information on Demand
- Mainsail 10: Fast…Really Fast
- Mainsail 10: Responsive Design
- Mainsail 10: Integrations
- Mainsail 10: Reporting
- Mainsail 10: Billing
- Mainsail 10: Future Proof
We are excited about Tideworks’ innovation in delivering next-gen TOS solutions to the supply chain. Like many industries, marine and intermodal shipping have been hit hard by the impacts of COVID-19. We are impressed with how Tideworks has responded and continues to help its customers invest in solutions that will provide resilience to face future obstacles and opportunities.
To learn more about Tideworks’ recent announcements check out our post: Announcement Recap: Tideworks Announces Joint Venture With Brenock Technology.

We are super excited to be working with Tom Skerritt on the launch of EVRGRN, a new lifestyle channel available via streaming platform, STIRR.
Most people know of Tom’s iconic acting career. His credits include Top Gun, Steel Magnolias, A River Runs Through It, Contact, and Alien, among numerous other notable TV and film appearances. What most people may not know is Tom’s passion for storytelling, the Pacific Northwest, and his support of artists. EVRGRN is a culmination of those passions.
Tom, in partnership with CEO Leslie Grandy, is delivering a curated content channel to your home (or phone/tablet) that delivers storytelling at its best. While the high-quality content is extremely varied, all have some connection to the Pacific Northwest.
An example is “Out of Nowhere,” a documentary by Andrew Lahmann that illustrates the true story of four ordinary men who aim to conquer motorcycle land speed racing world records. When Andrew was in college and working to establish his career, he met with Tom. Tom’s mentorship and counsel in those early days of Andrew’s career were formative. Now a notable filmmaker in his own right, Andrew was thrilled to license “Out of Nowhere” to the EVRGRN channel.
EVRGRN delivers stories that are inspiring showcasing the ordinary doing the extraordinary.
Having Tom curate and deliver this content through the EVRGRN channel makes it easy to find these stories with confidence and trust in the quality of storytelling. You can access the channel here: https://evrgrnchannel.com/VOD
Below is some of the coverage we have secured thus far in conjunction with the launch of EVRGRN. It has been a fun project to be a part of.
- Television Business International, “Tom Skerritt’s Triple Squirrels launches new lifestyle channel,” 8/6/2020
- The Savvy Screener, “Tom Skerritt’s EVRGRN,” 8/6/2020
- GeekWire, “Tom Skerritt’s new Seattle digital media startup launches PNW lifestyle streaming channel,” 8/11/2020
- Tomorrow Will Be Televised, “Tomorrow Will Be Televised Eco-Challenge/EVRGRN Episode,” 8/14/20
- The Seattle Times, “Actor Tom Skerritt’s free EVRGRN channel streams best of the Northwest, and ‘no angry stuff,’” 8/17/20
- KVAL, “EVRGRN interview with Leslie Grandy,” 8/17/20
- KOMO, KOMO STIRR EVRGRN – VOSOT in 11 a.m. news, 8/18/20
- KATU, KATU STIRR EVRGRN – VOSOT in the AM news & VOSOT in the 4 p.m. news, 8/18/20
- KEPR/KIMA, KEPR/KIMA – VOSOT in 6 a.m. news & VOSOT in 5 p.m. news, 8/18/20
- KBOI, KBOI – VOSOT in 11 a.m. news & VSOT in 5:30 p.m. news, 8/18/20
- KBOI, “STIRR launches new channel for all things Northwest,” 8/18/20
- Television Business International, “TBI In Conversation: ‘Top Gun’ star Tom Skerritt on his move into AVOD,” 8/21/20
Scrolling through Twitter can sometimes feel disorganized and overwhelming, but Twitter Lists can give you more control over the tweets you see.
Lists help you organize your feed by allowing you to group different accounts based on why you follow them. Lists are also more convenient than your default feed because you don’t need to follow an account to add them to a List. Lists can be made public or private. Private Lists are only available to your Twitter account, but public Lists are shareable and when an account is added to a public List, they get a notification.
For example, at Communiqué PR, we’ve grouped the members of the Public Relations Network that have Twitter handles into a Public Relations Network List. This allows us to view a feed from just the firms and executives of our network in one place, making it easier to see and react to their content.
Finding Lists to Follow
To begin using Lists to help focus your Twitter feed, start by looking for existing public Lists in your network. To find a relevant List, identify an account that you admire or that fits within a List topic. After navigating to their profile, select the ellipses button and then “View Lists” on the drop-down menu. This page will show you any public Lists made by that account. Selecting the ellipses in the top right corner will show you the Lists that include that account, including Lists they didn’t make.
Creating Your Own Lists
To make your own List, choose the Lists section in the main menu of Twitter and select “Create a List” or the New List icon. A window will encourage you to create a short name for your List, add a description, and decide if you want the List to be public or private. Public Lists should have easily understood names and descriptions that make it easy to share and follow. From there, Twitter will offer suggestions of profiles to add to your list and allow you to search for more accounts. You can also add handles to a List by visiting a profile, clicking the ellipses, selecting “Add/remove from Lists,” and choosing the List that fits the account.
When creating a public List applicable to your account as well, make sure to add your handle to your List to promote your tweets in the context of your List topic. Also, check the Lists that your account has been added to and make sure that none of them cause you concern or are a bad association for your brand. To remove yourself from a List, block the creator of the List (at least temporarily).
List Suggestions
Here are some Twitter List ideas that might help your brand:
- Staff Directory. Group all your staff members or people related to your team into one List. This will allow you to easily see any updates from your staff.
- Grouping accounts for the same brand. If your company or brand has required more than one Twitter handle based on geography, language or products, use Lists to group them all. For example, Microsoft’s List Microsoft Core Brands includes @microsoft, @xbox, @windows, @bing, @skype, and 11 more of their handles.
- Competitor’s accounts. We recommend you keep this list private. Amalgamating a list of your competitors allows you to keep tabs on their updates, monitor their tweets and observe their interactions without following them.
- Industry thought leaders. Is there anyone in your industry that you admire? Add them to a list to look at when seeking inspiration.
- Industry peers. Help support your peers in the industry by grouping them (and yourself!) into a List. This can act as an endorsement, help them grow their professional network, and allow you to keep track of their professional progress.
- Event guest lists. In-person experiences may not be in the works at the moment, but whether it’s a virtual event or a meeting in the future, add the participants to a List to help people stay connected and find each other after the event.
- ‘Notice me’ Lists. If you’re trying to attract accounts to follow or interact with yours, try creating a List with a title and description designed to intrigue and draw awareness to your account. Keep these Lists limited and focused to show the List’s purpose.
- Resources for your clients. These resources depend on your business, but a List that includes accounts that could be good resources or tweet insightful content can be easily shared.
- MVPs (Most Valuable Profiles). Grouping accounts that like and retweet your content into a public List allows you to recognize their interactions and engage in social listening without following those accounts.
- Location-based Lists. Create or find a List that keeps you up to date on local topics, news and public sentiment.
Once you’ve found or created your Lists, share them with your followers, your organization or your clients. Work to keep your Lists up to date by adding new accounts as you find them and culling inactive profiles. Maintaining your Lists will support how you interact with the content you’re interested in and help you grow and share your network.
For many businesses and organizations, the top priority is often profitability. However, as a new generation rises during civil unrest and a pandemic, we are beginning to see the spotlight shift to a focus on purpose-driven values.
Public expectations are higher than ever, and many consumers want to see companies make a positive impact on society. Breaking through and building a reputation grounded in purpose takes time, but it creates stronger customer loyalty, increases employee engagement, and can help protect a brand’s reputation.
In a recent PR council webinar, I had the chance to learn about why purpose is critical for a company’s success in today’s culture. With the current attention to social injustice and systemic racism, businesses have an opportunity to not only speak out about fairness and equality but create meaningful action to change our society.
We’ve seen companies step up to the plate, such as Ben & Jerry’s statement addressing white supremacy, and this is only the beginning of a collective shift to a transparent two-sided dialogue between brands and their consumers. As an ice cream company created to eliminate injustices in communities, Ben & Jerry’s has created a page dedicated to highlighting the issues they are fighting to change.
But that is not all they’re doing. For instance, one of the issues they care about is climate change. They understand that the greenhouse gas released when producing ice cream is significant, so they’ve worked hard over time to have reduced their emissions. They’ve also set climate goals across their entire value chain. This is a great example of not only talking the talk, but also walking the walk to carry out their claims.
Finding and defining purpose boils down to being authentic and seeking out opportunities to make an impact larger than simply driving revenue. Purpose should remain one of the core values of an organization and can have a far-reaching impact on the following:
Drives Customer Loyalty
Today’s customers base their purchases not just on a product, but on the background and reputation of a brand. Many consumers take the extra step to decipher how brands reflect their stated values within the community.
Enhances Engagement
Employees are much more motivated to work for companies whose values align with their own. Some 76 percent of employees state that working within a strong company culture promotes their productivity and efficiency. Performance often improves as they not only want to be apart of a successful company but to help guide the change in society they desire.
Protects a Brand’s Reputation
In a time of crisis, performance is not just evaluated by revenue, but rather how a company’s leadership team makes decisions that are equitable and addresses the interests of employees, customers and other stakeholders.
Leading with grounded and purpose-driven communication is one of the many ways to come out of a sticky situation with confidence that it was managed properly. For more on crisis communication and the importance of fairness, please check out “Understand Trust and Why It Matters.”
Today, many companies must take the first step to look inward, examine their values and make sure they align with their stakeholders.
I recently came across an article that gave name to a practice I’ve relied on for years: timeboxing. At its core, timeboxing is the act of assigning a task to a fixed period of time and scheduling it in a calendar. Timeboxing takes a typical to-do list and transitions it to a calendar, which gives a visual representation of the time investment allotted for each task and is a practice that helps boost productivity immensely.
According to the article by Marc Zao-Sanders, CEO and co-founder of Filtered.com, timeboxing is an effective form of time management for the following five reasons:
- It focuses our options
Traditional to-do lists can easily overwhelm us because they compile everything competing for our attention in one place. When we timebox, we narrow our tasks to manageable items, spread over several days, weeks or months. - It balances the simple and difficult tasks
We are naturally drawn to simpler tasks, which can leave us bottlenecked later when the more difficult tasks can’t be put off anymore. By timeboxing, we can create a balance of simple and difficult tasks and ensure we meet all our deadlines without exhausting ourselves. - It creates time for “less important” tasks
We are rarely drawn to important-but-not-urgent tasks, like setting aside time for learning. However, these sorts of tasks are equally valuable. When we timebox, we can assess our needs ahead of time and create space for them in our calendar, so they don’t get overlooked or put off later. - It ties a task to time
To-do lists on their own lack the essential context of the time required and available to complete them. When thinking about adding a task to a calendar, it’s necessary to envision how much time it will take. When planning our workload, we can better assess what additional deadlines we can meet if we can visualize the time we actually have available. - It acts as a commitment device
Calendars can help keep us honest, especially if they’re shared with our team members. If all of our work is in our calendar, colleagues can see it. This visibility enables team members to check that our work schedule aligns with expectations and that our availability aligns with theirs, which helps schedule meetings or check-ins.
Timeboxing also acts as a record of the work we’ve accomplished. Often, we get so wrapped up in our day-to-day that we forget what we did that week or in previous months. Looking back can feel like a blur. By timeboxing, we have a comprehensive journal of everything we’ve done. When we approach a performance review, for example, we can more easily recall and evaluate what we’ve contributed.
With timeboxing, Zao-Sanders notes:
“ … you will be substantially more productive. Parkinson’s law flippantly states that work expands so as to fill the time available for its completion. Although it’s not really a law (it’s more of a wry observation), most of us would concede that there is some truth to it (especially as it pertains to meetings). A corollary of this observation in practice is that we often spend more time on a task than we should, influenced by the time that happens to be available (circumstantial) rather than how long the work should really take (objective). Disciplined timeboxing breaks us free of Parkinson’s law by imposing a sensible, finite time for a task and sticking to that. Although it’s hard to precisely quantify the benefits of any time management or productivity measures, this is clearly enormous. Just take a commonplace example: do you habitually take two hours (cumulatively, often drawn out over multiple sessions) to complete a task that really could have been done in a single, focused, time-boxed hour? If the answer is yes, then your personal productivity might be double what it is right now.”
I utilize timeboxing in both my professional and personal calendars. It is a practice that has helped me manage my stress and productivity during some of the busiest chapters of my life. It gives me autonomy over my time and workload, which helps me feel more in control of my professional and personal life.
In my personal calendar, I take it one step further by color-coding. Color-coding helps to differentiate my priorities and send me visual cues of when various types of activities will begin and end. I currently use seven colors that represent a wide range of activity, from work, to play, to exercise and church-related responsibilities. That way, when I look at my calendar, I can tell with a glance the events I have going on that day and week. I can clearly see where work ends and errands begin, and where errands end and socializing begins. When planning my week, the colors help me get a sense of what other activities I can group together to cater to the mood I anticipate being in after their completion. For example, getting work done on my car may align with returning a shopping item.
Getting the hang of timeboxing can feel tricky at first, but it certainly pays off in spades. As we practice estimating how long a task will take, our skills will improve, and in turn, we can find more time in our days.
A few weeks ago, my Communiqué colleague AnnMarie wrote an excellent blog post about leveraging data in storytelling. The post was inspired by the New York Times and the work its journalists are doing tracking and analyzing the data related to COVID-19, and it contains some terrific reminders for PR professionals as well.
Following up on this topic, I came across another Times article about using data in storytelling that I found to be helpful. Appearing in the Tech We’re Using section, it’s titled, “In Data Journalism, Tech Matters Less Than the People.”
I found this article to be helpful and a great companion to AnnMarie’s piece for its reminders about the importance of combining the stories of people – as individuals – with the data or its insights.
Ben Casselman, an economics reporter for the Times, explains the data might provide you with insight about trends, but talking with an individual will be of more help. He cited an example from 2018 when he was working on a story about investors purchasing single-family homes and was using data from millions and millions of real estate transactions. The data was evidence of the trend, but the story behind the trend was better illustrated by focusing on one home and talking with people, in this case, the investor who fixed it up, the family who eventually bought it, and others who unsuccessfully bid on it.
Given this insight, I think the primary lesson for marketers and communicators is as follows:
- Compile the data set and analyze it, or find someone who can help you analyze it. If you’ve got basic math skills but are not an expert in statistics or adept in statistical programming, find someone to assist you. In the past, when we’ve needed help this this type of work, we reached out to Creative Circle, a talent hiring firm, and they helped us find a freelance data scientist.
- Develop graphs and charts to help you spot the key trends. These can be done initially in Excel, and then later, if you decide you need images to accompany your story, you may want to have a graphic artist illustrate them and make them attractive and easy to digest for readers.
- Identify a specific example that you can highlight to better tell your story. And as you think about the story, don’t forget about the narrative arc. Your story should have a beginning, rising action, a climax, falling action and resolution.
If you consider the above example of investors snapping up single-family homes, it’s easy to imagine what that arc might look like:
- The beginning might be the investor coming across an ideal single family home to buy.
- His or her work to fix it up would be rising action. During this stage of the story, there might be conflict. For instance, contractors might not show up, or costs for flipping it might be more than anticipated.
- The climax would be the completion of the home and putting it up for sale.
- Falling action would be the sale of the home.
- Resolution would be the new family moving into it and the investor making (or losing) money on the deal.
The next time you’re looking to leverage data in telling your client’s story, think like the New York Times data journalists and remember, as Ben Casselman says, “At the end of the day, data isn’t the story; people are the story.”
For more on Ben Casselman and the technology he uses, check out: In Data Journalism, Tech Matters Less Than the People