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.
In the fast-paced business world, values are often discussed but seldom lived. At Communiqué PR, we believe in articulating and embedding our values into every aspect of our work culture. These aren’t just words on a wall; they are the principles that guide our every action and decision.
Below is a summary of our six core values and what they mean to us:
- Delivering superior results isn’t just about the end game for us. It’s about dedication, efficiency, and a constant strive for perfection. We take pride in producing work that speaks for itself, work that’s excellent at the first go, minimizing waste and rework.
- Our commitment to embracing client service and partnership is palpable in every handshake, every email, and every project. Our clients are not just business associates but partners in our journey. It’s not just about meeting expectations but about exceeding them consistently. The trust and respect we earn from our clients is our greatest reward.
- At the heart of our operations is the belief to collaborate and work as a team. We understand the power of collective effort. By sharing, supporting, and helping each other, we achieve what would be impossible individually. It’s not just about teamwork; it’s about being there for one another.
- We nurture a proactive, positive spirit in everything we do. Challenges? We view them as opportunities. Resistance? A chance to grow stronger. Our drive and determination are fueled by passion and the sheer joy of hard work.
- In a world where the lines are often blurred, we act with integrity. Trust is hard-earned and easily lost. Our commitment is to be honest, transparent, and accountable. We own up to our mistakes and never compromise on our principles for transient gains.
- Last but certainly not least, we believe in being respectful. Whether it’s a team member, a client, or a competitor, we listen, understand, and act with fairness. Every voice matters, every perspective is valued, and every person is treated with dignity.
We understand that to succeed in the business world, it’s imperative to be anchored by strong, unwavering principles. This foundation steers our professional journey and creates a legacy of trust, excellence, and commitment.
These values allow us to understand each client (and one another) to provide truly exceptional service and outcomes. Instead of resorting to generic, one-size-fits-all solutions, we prioritize crafting strategies that resonate with each client’s unique needs, aspirations, and brand essence.
To our team, partners, and clients: thank you for being a part of this journey, where our values are our compass, guiding us to strive for more, to be better, and to always remain true to ourselves.
The business landscape is constantly evolving, which leads many companies to consider rebranding as a tool to stay relevant, revitalize their image and capture new customers. Rebranding can yield remarkable results and pose disastrous pitfalls.
Twitter’s controversial rebrand to X has put brand image top of mind in marketing and PR. The history of rebranding is filled with cautionary tales and successful transformations. Here are a few things to consider when approaching a possible rebrand.
Rebranding Cons:
- Customer Confusion: Drastic changes can confuse customers, tanking sales and engagement. An ill-considered 2009 Tropicana rebrand cost the company 20% of its sales. One of its biggest issues? Customers didn’t recognize the brand without the iconic orange with a straw. Tropicana reverted to the original design a few months later.
- High Costs and Resources: Rebranding involves updating everything from logos and packaging to marketing materials and websites. The associated costs, in both time and money, can be substantial.
- Potential Backlash: Not all rebrands are well-received. If customers feel a deep connection to the old brand, sudden changes can alienate the very audience the rebrand was intended to attract.
- Lost Identity and Authenticity: Over-enthusiastic rebranding attempts might result in losing the company’s original essence, leading to a loss of authenticity and a weakened brand identity. X’s rebrand suffers from this problem, with many users finding the change from Twitter to be ‘jarring’.
Rebranding Pros:
- Fresh Appeal: A well-executed rebrand can make the company more appealing to current and potential customers. A company can better align with contemporary aesthetics and trends by updating visuals, messaging and positioning. Starbucks is a great example. The company has changed its logo a few times since its first update in 1987. However, the brand has maintained its recognizability by keeping its iconic two-tailed mermaid throughout multiple rebrands.
- Expanded Market Reach: Rebranding can open untapped markets by shedding outdated perceptions and making a brand more accessible to a broader audience.
- Adaptation to Changing Values: As societal values evolve, a rebrand can help a business reflect these changes. By embracing sustainability, diversity or other relevant values, a company can resonate more deeply with socially conscious consumers through rebranding.
- Differentiation in Competitive Markets: Rebranding allows a company to stand out from competitors by presenting a unique identity. A distinct brand identity can help a business discover a niche and foster stronger customer loyalty.
Rebranding can be a powerful tool for growth and revitalization. It also comes with challenges and risks. Success hinges on careful planning, effective communication and a deep understanding of what customers love about the brand. By weighing the pros and cons, businesses can decide when to embark on a rebranding journey.
Small satellites are growing up: getting bigger, more powerful and capable of supporting increasingly complex missions. That doesn’t mean, however, their price tags and time to market are falling back to the legacy space days and their hundred-million-dollar budgets and years-long development.
Earlier this month at the Small Sat Conference in Logan, Utah, LeoStella, a U.S.-based small satellite design and manufacturing company, announced the commercial availability of its next-generation, SDA-class satellite bus, the LS-300. At its exhibit booth, LeoStella showcased a scale model of the LS-300 and detailed its enhanced features.
Known for its state-of-the-art manufacturing process, rapid production and proven and reliable operational efficiency, LeoStella now offers a small satellite bus with increased power and larger and heavier payload capacity. While the LS-300 is larger than LeoStella’s existing satellite bus platforms, the company can manufacture and deliver all its satellites at scale, facilitating the development of ten- to fifty-satellite constellations for commercial and government use.
Leading up to the announcement, our team shared the news with key media contacts and facilitated interviews with LeoStella’s CEO. Below is some of the ongoing LS-300 coverage:
- GeekWire, “LeoStella super-sizes its platform for small satellites as it takes aim at new markets”
- SpaceNews, “LeoStella unveils its largest smallsat to target SDA contracts”
- Via Satellite, “LeoStella CEO Kienberger Explains New LS-300 Bus Platform and Smallsat Demand“
- Geospatial World, “LeoStella Unveils Details of Largest Spacecraft LS300”
- Parabolic Arc, “LeoStella Upsizes Satellite Bus for Space Development Agency Contracts”
- Satellite Evolution, “LeoStella debuts advanced small satellite bus platform, the LS-300”
- Space News (August issue), “Going Large: Big Constellations No Longer Necessarily Mean Small Satellites”
- CNBC, “Investing in Space: A guide to satellites“
In addition to driving these results, we secured and designed the exhibit booth, helped with video production and managed the creation of a small model of the LS-300.
Stay tuned for more news from LeoStella!
Generative AI has notably impacted public relations, revolutionizing how professionals develop and execute communication strategies. Content development is one area of PR ripe for its support. PR pros can leverage tools such as ChatGPT to draft press releases, pitches, thought leadership articles, blog posts and social media posts, which can streamline time investments and boost efficiency.
That said, generative AI is not a magic wand.
In recent media outreach, for example, our team learned from an editor that his publication no longer accepted contributed content due to declining submission quality. The editor attributed the content degradation to the use of generative AI platforms in writing the submissions. This revelation raises intriguing questions about the role of AI in content creation without sacrificing quality and ways that PR pros can strategically leverage the cutting-edge technology.
As a PR pro who relies on ChatGPT to supplement content creation, I’ve summarized my top three tips to streamline development without sacrificing quality.
No. 1: Creativity Assistance
Platforms such as ChatGPT can serve as a starting point for PR professionals to get their creative juices flowing. For example, let’s say you’re tasked with writing a blog post for a client about the advantages of cloud-based solutions for small businesses. You might first Google the top challenges facing small businesses in a particular industry and, based on the results, ask ChatGPT to generate an opening hook that draws readers into the blog.
Here are a few other ways PR pros can leverage tools like ChatGPT to inspire creativity in content development:
- Ask the tool to generate metaphors or analogies to illustrate a point.
- Ask the tool to rewrite a paragraph using a different tone or voice.
- Ask the tool to list suggested titles for the content you’ve developed. (Be careful that you’re not putting any confidential content into the platform.)
No. 2: Outlining and Structure
I’m sure many writers would agree that it’s easier to build upon a foundation than to lay one. Generative AI tools like ChatGPT can assist with establishing an initial foundation.
Let’s return to the hypothetical blog post about the advantages of cloud-based solutions for small businesses. A PR pro can ask ChatGPT to generate a blog post outline that touches on three specific sections:
- Introduction and challenges X, Y and Z.
- The role of cloud-based solutions in overcoming these challenges (including subheads).
- Summary, conclusion and call to action.
The result is an outline from which the PR can build and inject company-specific messages and examples.
No. 3: SEO Optimization
The relationship between PR and search engine optimization (SEO) has evolved, becoming more intertwined. Both PR and SEO rely heavily on content creation. PR pros create press releases, articles, blog posts and other content to promote their client’s brand. On the other hand, SEO professionals create high-quality, relevant and optimized content to improve search engine rankings and drive organic traffic to websites. When PR and SEO collaborate, they can align their content strategies, ensuring that the content generated for PR purposes is optimized for search engines, enhancing its visibility and reach.
Generative AI and ChatGPT can support PR pros in developing content optimized for search engines in a few ways. Let’s revisit the company blog post about the advantages of cloud-based software for small businesses.
Upon securing key terms from the SEO team, PR pros can input them into ChatGPT for assistance in generating compelling headlines and subheads. They can also use ChatGPT to generate concise meta descriptions that adhere to SEO terms and drive click-throughs.
When used strategically, generative AI can act as a digital wordsmith, helping PR pros develop original and engaging content tailored to specific audiences. PR pros must never forget that human oversight is essential to ensuring AI-generated content is accurate, well-written and aligned with brand identity.
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.
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.