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.
BlackSky Global is a satellite imaging company and the newest startup in Seattle’s burgeoning space industry. In June, the company announced its plan to deploy a 60-satellite imaging constellation to provide high-resolution images of the globe in near-real time. The company’s “satellite imaging as a service” business model provides cost-effective access to images from space to businesses, organizations, and governments that cannot or do not wish to capitalize their own constellations.
Like many other startups, BlackSky Global was starting from scratch and needed guidance around messaging and strategy to support its public launch. We worked closely with the company’s founder/CEO Jason Andrews to understand his objectives for the launch, which were to drive awareness for the new company in order to support recruitment efforts and raise additional capital. In addition, Andrews wanted the news to create a “buzz” in the space and satellite imaging industry to drive meetings with media and potential customers at this year’s GEOINT Symposium—an influential annual geospatial intelligence conference that draws decision-makers from the defense, intelligence, and homeland security communities.
Once we understood the objectives of the campaign, we then developed and implemented a launch strategy for the company. It included recommendations on timing, a contingency plan in preparation for potential leaks, the launch press release and pitch email, and marketing direction to ensure that BlackSky’s web site and social media platforms remained private prior to the official launch date. In addition, we curated a comprehensive press list and developed internal and external messaging materials, including a company FAQ and mission statement, talking points for staff fielding media calls and participating in interviews, and talking points for communicating with staff and stakeholders about the company’s vision and mission.
In the end, our preparation paid off, with 82 articles placed in June in outlets from the target media categories that map back to BlackSky’s communications objectives. Coverage highlights include placements in space industry publications such as SpaceNews, Aviation Week, and Via Satellite, national business and technology outlets such as TechCrunch, Fortune, and Popular Science, and local business and technology outlets including The Seattle Times, Puget Sound Business Journal, GeekWire, and Xconomy. Even more thrilling, the coverage and awareness that was secured in June has continued to drive additional media interest and articles in top-tier outlets including Bloomberg Business and The Washington Post.
BlackSky Global Launch Coverage Highlights
Following are just a few select articles representing coverage in BlackSky’s target media categories. For a look at more coverage from this launch, please visit BlackSky.com/news/.
National Business/Technology
- “BlackSky Global Wants To Launch 60 Satellites To Give You a Near Real-Time View Of Earth,” TechCrunch
- “The Race Is On To Surround The Earth With All-Seeing Satellites,” Popular Science
- “Satellite Images Show Economies Growing and Shrinking in Real Time,” BloombergBusiness
- “These Companies Are Racing To Sell You High-Speed Internet From Space,” BuzzFeed
- “Here’s why small satellites are so big right now,” Fortune
- “A stunning new look from space at nature, North Korea and Chipotle,” The Washington Post
Space Industry
- “BlackSky Global Says it’s Poised To Cover Globe with 60 Smallsats,” SpaceNews
- “BlackSky Global Details Plans for 60 Satellite Earth Observation Constellation,” Via Satellite
- “Startup sees new twist in Earth imaging-via-satellite business,” Sen.com
- “Spaceflight Industries Spinoff Promises ‘Hourly’ Earth Images,” Aviation Week
- “Paul Allen-backed BlackSky Global Plans Fleet of Imaging Smallsats,” Parabolic Arc
Local Business
- “Seattle firm says 60-satellite service will make Earth images faster, cheaper,” The Seattle Times
- “Seattle-area company to launch constellation of image-taking satellites,” Puget Sound Business Journal
- “This startup is launching 60 satellites in space to take real-time photos of Earth,” GeekWire
- “BlackSky Global Aims to Blanket the Globe with Small Imaging Satellites,” Xconomy
What’s the fun in knowledge if you can’t share it with others? A thought leader – a trusted source, in PR parlance – shares what they know, what they think, and what they believe in with other people. A good way to help develop your career is to develop yourself as a valuable expert in your field. But how exactly do you gain credibility and authority?
The answer is simple: through content creation and authenticity. When we talk about thought leadership, what we really mean is value – what value do you bring to X, Y and Z and what contributions do you bring to the table?
Following are five ways I have been helping my clients and my friends build their thought leadership and illustrate their expertise within their respective industries. Recently, I have also taken the initiative to employ these tactics for my own benefit, and I have seen great results so far.
Most of the suggestions below are quite simple and cost-effective, but they require time and critical thinking on your end. Also, you will want to practice these techniques on a regular basis so you stay top of mind and relevant within your respective industry. Writing one blog post a year, for example, will not demonstrate thought leadership.
- Distribute useful content: You can do a number of things, from writing blogs, contributed articles, emails and op-eds, to participating in podcasts and webinars, and developing online videos. If you are the author of the published content, you can also repost it in a long-form post on your LinkedIn, as long as you credit the original source. Be consistent with the content you publish and create content regularly. The more valuable and useful the content, the more you will establish your authority and thought leadership within your field.
- Build a social media presence: Social networks are here to stay so it’s important to consider a social media strategy. People Tweet about everything and post selfies every day on Instagram. If you don’t do social media, I recommend you start. But beyond that, you’ll want to provide value for other users. Journalists and influencers are increasingly leaning on Twitter, for example, to find breaking news, story ideas, and to vet their sources. I suggest you comment on journalists’ posts, ask and answer peoples’ questions, and post/repost relevant content at least three times a day.
- Insert your perspective in timely news/trends: This is a useful technique that can get you in front of many eyeballs. The idea is to add value and contribute to an existing conversation. I suggest spending about 15 minutes every day searching the news to see if you, or your client, can contribute to an existing, important conversation. This is a powerful way to establish yourself as an expert with a valuable POV.
- Have an opinion and be controversial: This is how you will stand out from everyone else, but it isn’t easy. You will want to find your voice by testing the waters and own what you do and say. Some of the greatest leaders went against the status quo and did things that were provocative. Rosa Parks and Martin Luther King, for example, are some of our history’s strongest and most effective proponents because they did and said things that made them stand out from everyone else. Find something you believe in and stand for it – it may be scary at first because you might stand alone, but people will respect you for it.
- Build trust: It’s important to establish trust with your peers. You want to be seen as reliable, consistent, and transparent with everything you share. Give credit to those who deserve it and make sure the content you create is accurate (this is why it will take time to create good content). Building trust will take time because you can’t demonstrate these human values overnight; however, know that you can ruin it with the click of a mouse or tap of the finger. Once you have built a relationship with a reporter/influencer and other peers within your industry, it will be imperative that you do everything you can to sustain and nurture it, because it’s doubtful you will be able to earn it back if you damage it.
There are a variety of techniques you can use to establish yourself as a thought leader, i.e., a valuable expert. At the core, it’s really about creating content that is useful, understandable, and original to others. The key, however, is to not try to please everyone because you won’t and you could actually lose yourself if you try. It’s a balancing act and it will take time, so be patient – your time will come if you consistently work for it. When the spotlight does shine on you, own it. As Uncle Ben from Spider-Man once said, “With great power comes great responsibility.”
In recent years we have seen a rise in the number of blogs and social networks that include Facebook, Twitter, and Snapchat. Consequently, brands have experienced a flood of both positive and negative opinions coming from user reviews and online word-of-mouth messaging. This should come as no surprise considering it is an age-old fact that recommendations are one of the most influential marketing tactics.
Forbes credits word-of-mouth marketing as the “most important” form of social media, with 92 percent of consumers admitting the “recommendations from friends and family always trump other forms of advertising.” I have no intention of shooting down traditional forms of advertising. However, I would much rather rely on peers’ personal experiences with a product for advice than unsightly billboards or strident commercials in which companies have paid money to try and convince you that their product stands above the rest.
Generational Shifts in Media Consumption
As consumers, the way we receive information has transformed from face-to-face communications to online media – hence the need to reach online influencers. Bloggers are now filling the same role as asking a good friend for advice on which mascara you should purchase. Because of the role bloggers have come to play in our daily lives, they have become wildly influential and should be considered in integrated PR strategies.
Through their writing, influential bloggers have mastered the art of opening up their homes, bringing readers along to spin class with them, and even allowing online audiences to partake in more intimate life events, such as wedding ceremonies. By doing so, author and consumer make a deeper connection, providing a whole new level of trust.
One specific blogging genre that has experienced an exponential boom in recent years is the rise of “mommy bloggers.” Generation Y is the first generation that has been fully reliant on online media. As the females of this generation become first-time mothers, it is common practice for them to turn to bloggers for advice and support during this exciting and emotional time. Bloggers take on the role of trusted advisor and the products they promote are accepted by readers everywhere. The specific brands bloggers promote and recommend benefit immensely from increased sales. In addition, once a connection between blogger and reader is made during pregnancy, reviews evolve to include recipe, restaurant, and vacation recommendations. Influencers begin to play a significant role in everything from what is going to be made for Sunday night dinner to what hotel to stay in on baby’s first road trip.
Influencers vs. Journalists
A recent article by PR Week asked two industry experts to weigh in on the question: “Have influencers eclipsed journalists as brands’ primary pitching targets?” If one were to read up to this point, I think the answer would appear to be quite clear – yes – but don’t underestimate the importance of journalists.
Regardless of whether or not your PR target is a journalist or influencer, pitching is going to follow similar criteria. Securing coverage for a client is going to be irrelevant when placed in front of an audience that does not care. One must define the target audience including which publications are most persuasive and prominent in their lives. If you are looking to get news in front of those 65 and older, you are more likely going to rely on traditional newspapers and/or television news channels as the primary medium. On the opposite end of the spectrum, high-school-aged girls are not spending time reading the Wall Street Journal but rather stalking Instagram and YouTube moguls. Your time is going to be much better spent reaching out to online influencers.
While journalists and influencers have their own appropriate time and place, it is more beneficial to think of the two as a continuum rather that being mutually exclusive. In other words, there is no definitive answer to whether or not influencers have eclipsed journalists as brands’ primary pitching targets. Evaluating the message you are trying to get across and to whom you are targeting it is going to provide you with the direction in which you need to go to best suit your particular case. As the article points out, “There is a science to finding and pitching the right influencers and journalists,” as well as to determine the right outreach approach. If the ROI of having your client’s baby shampoo featured on the latest mommy blog is going to outweigh that of traditional media, then so be it, and vice versa.
Finally, do not be afraid to incorporate traditional avenues with influencers – you never know the successes you might find.
Having a strong brand on social media is important not only for a company, but also for the user who is trying to learn more about the services it provides. If a company has multiple accounts on one social media platform it can cause confusion. Many times someone who is foreign to an organization will stop their search at the first company account they come upon, completely unaware of another account that is out there and that this company offers exactly what they need.
After learning this, an organization may decide it wants to take action and have one LinkedIn profile. After brainstorming it, finally decide which page it will keep that best demonstrates a consistent brand image and a platform for people to connect and learn more about the company. Then the question strikes: What will happen to all of the connections made on the account that is being abandoned? Where will all of the messaging and relationships built disappear to?
Not only is there a way to easily transfer connections, essentially merging the accounts, there are also steps to take before removing the account to help keep connections and build even more.
To ensure LinkedIn company connections are not lost, follow these steps:
1. Confirm company email. Make sure you have an established company email address registered to your account.
2. Visit the LinkedIn “Contact Us” Web page. Since other LinkedIn profiles (the employees) will be impacted by deleting one of the accounts, you need to contact Customer Service.
3. Submit a request to transfer your connections. Supply the email addresses for the accounts you want to merge, and designate the name of the account you want to keep and any changes you would like to make.
When consolidating accounts, it is important to keep LinkedIn connections from both accounts in the loop. Following the steps bellow will ensure that current connections, as well as new connections, know where to go to receive the most accurate and current company updates. In the past Communiqué has written about how not to lose Twitter followers, but below are recommended steps catered to LinkedIn that a company should implement before deleting an account.
Steps to take before contacting customer service during the merging process:
1. Update your bios. As an initial announcement, edit each account’s bio to let its audience know that the account is moving and to direct them to its new home.
2. Notify your connections. Every day for 10 business days, communicate that the account is moving by posting something along these lines: “We’re moving on Aug. 10! Connect with us here [new home] to continue getting our updates.”
3. Stop posts unrelated to the move. During the transition period, only post reminders about the move from the LinkedIn account that is being discontinued. All other updates should be posted from the account that will remain.
Many organizations struggle with the idea of a identifying and preparing a company spokesperson. For some companies, there is a clear spokesperson that naturally assumes the role, enjoys it, and is good at it. However, for many organizations the spokesperson is not identified until an event, such as a crisis, forces someone into the role. Unfortunately, this scenario does not position the company or its spokesperson for success as the individual who assumes the role may not be prepared and may not be the best candidate to adequately address external-facing matters.
As a best practice, organizations that engage in media relations, face potential crises, or have external audiences with which they are communicating should have a designated spokesperson (or spokespersons) that responds to inquiries and thoughtfully represents the company. This individual will be the person who engages with media, is quoted in press materials, and serves as an extension of the company’s brand and image, both internally and externally.
By identifying a spokesperson(s) in advance an organization can ensure the most qualified individuals are selected and trained. Though most employees are immersed in the company, its goals, and values, being a spokesperson is not easy and not everyone is suited for the role. Spokespeople need to be credible, personable, and convincing and they need to be well-informed about the organization. Even those who are need training and guidance along the way.
The Inherent Value of a Spokesperson
A spokesperson helps provide a human extension of an organization and its brand, which makes a company more relatable and trusted. This human extension of a brand enables target audiences to begin forming a connection with the spokesperson and the brand/company, establishing credibility with the public, media and company stakeholders.
Having a spokesperson will position companies to respond quickly to media inquiries and not leave a void that competitors can leverage to build their own awareness at opportune times. And better yet, organizations can proactively position spokespeople with media (or through speaking opportunities and events) to build the company’s brand and reputation.
Furthermore, journalists are searching for quotable spokespersons about a wide range of industry topics to be included in their stories. Journalists are hungry for sources and compelling content – and spokespersons can provide both, while driving coverage for a company’s brand.
For these reasons, we recommend our clients have a spokesperson (or persons) identified and trained to interface with the public and press. We work with each company to determine which individuals are best suited for the responsibility in terms of industry expertise and experience. We also recommend clearly defining roles and responsibilities. For example, given the dynamics of an organization and target audiences, how many spokespersons make sense and what are the areas of focus/expertise for each?
Below are two blog posts we have published on this topic:
In order to successfully meet clients’ communications and business objectives, PR pros rely on ongoing feedback from a multitude of parties, and they need to be strategic at eliciting that feedback to refine their PR strategies and tactics.
I recently read an insightful article in the Harvard Business Review entitled “How to Get the Feedback You Need.” Though the piece, penned by Carolyn O’Hara, was focused primarily on individual employees soliciting feedback from their managers, the recommendations in the article can and should be a part of every PR pro’s toolbox.
Here are five steps you can implement now to solicit better feedback from clients:
- Seek Feedback Often. Admittedly, receiving feedback—especially if it’s critical—can be stressful. According to Ed Batista, an executive coach and an instructor at the Stanford Graduate School of Business, that’s exactly why people should do it often. It’s less stressful to initiate the conversation and hear the feedback if it’s done on an ongoing basis. Don’t just wait until the end of the quarter to ask your client how PR is going from their vantage; rather, engage them in an ongoing discussion about their perceptions of your work and how you can continue to refine your approach.
- Don’t Wait. This recommendation piggybacks on of the former. The best feedback happens when it’s fresh. According to O’Hara, “You might … close a conversation with a client with a parting request for her reaction to your role on a recent project.” Rather than waiting until the quarter’s end or the budget is set to renew, be timely in your solicitation of feedback. The feedback you get will be better—and you’ll be proactive in requesting it.
- Get Specific. If you ask for general feedback, the feedback you receive will likely be as vague as your question. Sheila Heen, author of Thanks for the Feedback: The Science and Art of Receiving Feedback Well, suggests asking questions like, “What’s one thing we could improve?” or “What do you think we might have done differently?” The more specific your question, the better feedback your client will offer you.
- Don’t be afraid to call. In our digital age, it can be particularly difficult to get regular feedback since “physical distance often prevents informal exchanges,” argues O’Hara. Rather than requesting feedback over email, where nuances can get lost, it’s important to solicit feedback over the phone. Picking up the phone to call also demonstrates that extra effort to show you value and honor your client’s feedback.
- Seek feedback from multiple parties. Chances are you have one client contact with whom you interface the most, but O’Hara argues you should be seeking feedback from multiple perspectives. “Don’t just look up the organizational chart, but also left, right, and occasionally down,” she writes. Soliciting feedback from your main contact as well as his/her boss and direct reports provides you with even more data points around how PR and your work are perceived within the organization, arming you with the right information to improve your work.
The main takeaway? Feedback can be awkward to solicit, but the more regularly you seek feedback and refine your approach accordingly, the better off your client relationships will be.