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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.

Small Satellites, Big Dreams: Unveiling LeoStella’s Next-Gen Satellite Bus

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:

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!

 

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Tips to Successfully Employ Generative AI in Content Development

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:

  1. Introduction and challenges X, Y and Z.
  2. The role of cloud-based solutions in overcoming these challenges (including subheads).
  3. 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.

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Barbie’s Masterclass for Building Brand Awareness

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.

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CISION’s 2023 State of the Media Report Takeaways

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.

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Public Relations: The Art of Exceptional Client Service

In the fast-paced world of public relations, exceptional client service is the cornerstone of a prosperous career. The most successful PR professionals not only meet client expectations, they exceed them. This success comes from establishing clear communication, setting realistic expectations and maintaining integrity with the media.

Understanding the Essence of Client Service:

Client service goes beyond fulfilling tasks and requests. It involves understanding and addressing client needs, providing proactive support and fostering open lines of communication. Clear and timely communication enables PR professionals to stay aligned with their clients’ goals and objectives.

Setting Manageable Expectations:

Aligning clear goals and objectives at the start of a relationship helps PR professionals set realistic expectations. Overpromising on your abilities or timeline might make the client happy in the short term, but doing this sets you up for failure. Regular communication and feedback are instrumental in maintaining a collaborative, flexible environment. Proactively managing expectations helps ensure your clients are happy throughout the entire project.

Maintaining Integrity with the Media:

Integrity is paramount for PR professionals. It’s your job to earn your clients media coverage. Essentially, you’re striving to get journalists to cover a story based on the information you provide. You have one chance to prove yourself to the media and establish your integrity.

Therefore, PR professionals must maintain ethical practices and honest communication with the media. By consistently delivering accurate and reliable information, PR practitioners establish credibility and build trust with journalists. Honesty and transparency are essential to building long-term relationships within the media, which result in ongoing coverage.

Tips for Exceptional Client Service:

  1. Develop a deep understanding of your client’s industry, objectives and target audience to provide tailored solutions.
  2. Foster open and transparent communication, ensuring clients are updated regularly and promptly.
  3. Anticipate client needs and offer strategic recommendations to maximize their PR efforts.
  4. Seek client feedback, address concerns promptly and strive for continuous improvement.
  5. Cultivate relationships with media professionals by catering to their unique preferences and building mutually beneficial connections.
  6. Provide detailed and comprehensive reports to showcase the impact of your PR efforts, demonstrating clear value to your clients.
  7. Stay updated on industry trends and emerging technologies to offer innovative strategies and stay ahead of the competition.

Exceptional client service is the bedrock of a successful and fulfilling PR career. By prioritizing clear communication, setting manageable expectations and proving your integrity to the media, you can create lasting relationships with clients and journalists alike.

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Delta-Q Technologies Expands RQ Series with New High-Performance Charger

Delta-Q Technologies (Delta-Q), a leading provider of battery charging solutions, recently announced the release of its new high-performance charger, the RQ700. A part of the RQ Series, the RQ700 provides a high-volume, cost-effective charging solution for battery-powered light e-mobility, industrial and commercial equipment.

To create a successful announcement, our CPR team worked with Delta-Q to implement our media strategy. We developed a tailored press list for media covering electrification, light electric vehicles (LEVs), outdoor power equipment and industrial pallet trucks. Since original equipment manufacturers (OEMs) can utilize this charger in multiple industries, it was important that our list represent a wide array of publications. This ensured a diversity of coverage throughout industry verticals.

We also targeted outlets who were attending the same upcoming events as Delta-Q. For example, we reached out to reporters attending iVT Expo about speaking with Delta-Q at the event. This is a convenient way to secure in-person interviews in today’s virtual workforce.

Our pitch strategically highlighted key aspects of the charging solution and its impacts on OEMs and customers. We also included an image of the charger and the full press release for the convenience of the reporter.

Our strategy paid off. We secured 26 articles in industry publications. A full coverage recap can be found below.

We are proud to work with an esteemed brand like Delta-Q to share news regarding their latest technologies.

Delta-Q RQ700 Coverage Recap

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