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.
Media is noisy, which makes it challenging to connect with your audiences. But there’s a way to determine if your brand is breaking through the noise: measuring and tracking its share of voice (SOV).
Simply put, SOV refers to the media coverage your brand or company receives relative to its competitors. A substantial SOV can translate to increased brand awareness, better customer perception and improved lead generation and sales.
However, improving SOV isn’t easy. It requires a strategic approach to media relations and comprehensive coverage tracking that goes beyond quantitative results.
Below are some techniques to improve your company’s SOV.
Measure media coverage
The first step is determining a baseline. This allows you to track growth against a fixed starting point. To get a baseline, pull all your media coverage beginning from a specific date.
Once you have a comprehensive list, consider analyzing the impact of each piece. Key metrics such as domain authority and unique visitors per month will help your analysis.
You’ll want to note how each article affects the company’s objectives. Coverage review and analysis help you understand which media strategies are successful and which need refinement.
Once you see the impact of each article, you can understand what audiences your coverage reached and intrigued.
Understand the audience
Understanding whom your coverage is reaching helps dictate what resonates. One way to do this is by reviewing the social media channels of the outlet and the writer who published the coverage. You can also check the posts’ engagement to gauge reader reactions.
Then, you should assess how that coverage measures against your goals. For example, if securing coverage in industry trade publications is a priority, you can review the number of articles published in that type of outlet relative to the total amount of coverage for that period. This helps you understand the access you’re securing to that audience.
Track and compare progress
Improving SOV is an ongoing process. To ensure your strategies are garnering positive results, it’s essential to record and review the quality of all media coverage.
Determining what messages are included in coverage can help you understand which resonate with your target audiences and drive SOV gains.
Regularly measuring and updating your goals against key competitors is also essential. You can identify growth opportunities by comparing your SOV with other industry players.
Analyze areas for improvement
Once you’ve pulled your media coverage, determined the impact of each article, evaluated the quality, and noted your progress, take the time to analyze areas for improvement. This may include identifying gaps in media coverage, new outlets and reporters to target, or new story angles.
Remember, improving your SOV is an ongoing process that requires dedication and effort. But SOV can translate into results. A strong SOV helps you grow brand awareness and move the needle for sales and marketing efforts.
With the above steps, you can maximize the impact of your media coverage and increase your SOV, making your company more competitive.
Proactive pitching is a powerful way to win media coverage for a client, even when there’s no major news to announce. It also allows PR pros more control over their work. However, proactive pitching can be tricky. It’s a craft that PR pros should constantly hone.
Creating a compelling proactive pitch takes time and practice. There are several elements to consider when drafting a pitch for distribution, including time, relevancy, audience and structure. Below are a few tips help make your next proactive pitch compelling and successful.
- Relevancy: Is the pitch relevant? A successful pitch is relevant to client’s goals and attracts the right attention. Reporters are constantly looking for timely, new, and relevant stories. When developing proactive pitches, research industry trends and include news and timely statistics. This makes your pitch more relatable to reporters. The more relevant and timely your pitch, the more likely it will earn a response.
- Audience: Are you reaching the right audience? Before pitching, it’s essential you research your targeted reporters. What are they are writing about now? What stories have they covered in the past? Consider what they might be covering next and what industry trends are important to them. This can help tailor your proactive pitch to their specific reporting, increasing the chances of a response. For example, if your pitch focuses on labor shortages in the agricultural industry, it wouldn’t make sense to pitch a reporter who primarily writes about climate change’s impact on agriculture. Although they are an agricultural reporter, labor issues most likely won’t align with their work.
- Structure: What should the pitch look like? Reporters are busy. They often don’t have time for lengthy emails. As a result, proactive pitches should be concise. The reader should understand what you’re offering in the first few sentences. Are you looking for contributed articles or interviews? If so, who are you offering as a spokesperson or subject matter expert? What company are they with? Putting this information up top is important so the reporter can quickly assess the opportunity. The pitch should also outline what expertise and perspectives the spokesperson can offer and how your client can be helpful to their reporting. A strong hook reels in the reporter and lets them know you are pitching something related to their work. The first sentence or two should give the reporter a compelling reason to keep reading.
- Outcome: What is your desired outcome? When developing a proactive pitch, think about your goals. What coverage are you hoping to secure? How will this coverage align with client objectives? You should always pitch with intent and ensure coverage will lead to the right exposure and opportunities for your client. To start, consult with your clients. Do they want contributed articles? Interviews? Sponsored content? This helps you align your pitch with your client’s needs and larger strategies. For example, if your client is looking for contributed article opportunities, it wouldn’t make sense to pitch a publication that does not accept bylines or contributed content.
- Subject line: What should the subject line be? An eye-catching subject line is as important as the pitch itself. Reporters receive a slew of emails every day. If your subject line doesn’t stand out, chances are your email will simply be deleted. Compelling subject lines include keywords that are relevant to reporters you’re pitching. For example, if you’re trying to reach journalists that specialize in artificial intelligence, terms like “AI,” “automation,” “machine learning,” “deep learning technology,” etc. could pique their interest. The subject line should convey what the pitch is about in a few words. The more concise, clear and relevant the subject line, the better chance the reporter will click and read on.
- Timing: When should you send a proactive pitch? This is an ongoing debate. According to a recent survey, 34% of journalists prefer to be pitched between 5 a.m. to 9 a.m. or 9 a.m. to 12 p.m. Meanwhile, only 5% of journalists want to receive pitches after 6 p.m. This is likely because journalists review pitches in the morning before afternoon deadlines. However, is there a particular day that journalists like to receive pitches? According to research, journalists prefer to be pitched early in the week, with Tuesday ranking as the most popular day (34%), followed by Monday (29%) and Wednesday (15%). Keep in mind these days and times as you think through your rollout strategy for your proactive pitch campaign.
Writing a great pitch is an artform. These tips can help ensure your next pitch is timely, compelling and relevant to reporters, and that it wins the coverage your client deserves.
In today’s digital landscape, a company’s website is a vital point of contact and source of information for clients, partners and employees. Your website is often the first impression a potential customer or employee has of your organization, providing them with a glimpse into your company’s culture and professional environment.
So, it’s imperative that your online presence is user-friendly, aesthetically pleasing and informative.
In this blog post, we will explore how a public relations firm can help with a comprehensive website review, provide insights on how to effectively organize proposed website changes, and discuss strategies for categorizing website modifications.
Utilizing PR Experts for a Website Review
Much like self-editing one’s writing, it can be difficult to objectively review and improve one’s website. PR professionals have a sharp eye for analyzing the style, tone, grammar and cohesiveness of a website’s messaging.
During a recent website review, our team developed a story arc that aligned with our client’s key messaging. We provided content edits and reorganization recommendations so that the company’s story highlighted its journey toward achieving its objectives. We leveraged that story arc throughout the review to effectively communicate the company’s mission, target audience and business units.
Organizing Proposed Website Changes
Reimagining a website is a major undertaking, and edits can quickly pile up. It’s important to keep those edits digestible and organized.
An efficient way to organize a website review is by creating a Google or Excel sheet with each tab representing a specific section of the website. Populate each tab with review owner, website change owner, due dates, recommended changes and category change.
This bird’s-eye view of the entire process allows you to track multiple edits and iterations as you make them.
Categorizing Suggested Website Changes
When reviewing a website, categorize each change to help those making the edits understand its purpose. Categories of modifications can include move, layout, content, functionality and design changes. Below are descriptions of each.
- Move: Move content or sections to a new tab representing the website page. This may necessitate adding a new tab or section.
- Layout: Reorganize content, graphics or information. Layout changes are made to existing pages, not moving content to a different section.
- Content: Update or modify the copy and content on the pages. This could include checking and updating messaging and links and removing any dated information.
- Functionality: Modify or add new features or functions to the website. This may include adding a search function, a contact or chat tool, or any new changes to enhance navigation and user experience.
- Design: Modify the graphics or visuals on pages. This could include editing the images, graphics, videos, color schemes or font sizes.
Website reviews and revisions can be demanding. The process requires a dedicated team to analyze the website and propose changes, as well as an internal team or an external developer who implement the modifications. PR professionals play a vital role in aligning website messaging with communication objectives, ultimately working toward a company’s specific goals.
In a fast-paced world, it’s easy to get caught up in the race to break news. More often than not, though, timing is more important than speed.
Timing is critical because it shapes narratives and builds message depth. However, timing can also be challenging to control, and if not carefully planned, it can jeopardize the significance of the news.
Embargo media outreach is a PR strategy that grants more control over the timing of announcements and storytelling. It provides reporters early access to news before you officially make that information public. With an embargoed press release, companies can generate interest in the news while also controlling the timing of coverage. During an embargo period, reporters can interview company spokespeople and develop their articles to have their pieces ready to publish the minute the embargo lifts.
But as they say, “timing is everything,” and embargo media outreach can also be risky if a company does not execute it properly. Breaking an embargo – even if by accident – can damage relationships with other journalists and risk highly sensitive information getting out too early without the proper context.
This blog post will share tips for a successful embargo strategy and an example of results from a recent embargoed announcement.
With all announcements, a workback plan can be a helpful tool. However, with embargo media outreach, sticking to a clear schedule and staying organized might be the most important elements for success.
Yes, compelling news and strong supporting messages will help optimize coverage and longer-term success, but the strategy will crumble if your team does not stay organized with the timeline. If your embargo fails due to a lack of organization, miscommunication or misinterpretation, you lose control of timing and you lose trust.
Here are a few questions to answer to help create a solid embargo workback schedule:
- When is the announcement date?
- What are your coverage goals? When do you want coverage to publish?
- How long is the embargo period? Is this enough time, or too much time?
- Are different time zones in play?
- What are the terms of the embargo? How will you confirm and track who has agreed to the embargo?
- When will reporters receive the embargoed materials?
After the company sets a clear timeline, you can develop the materials and press list of who will get early access to the news. Then you can begin to share the embargoed information.
The Communiqué PR team recently had the opportunity to help BCM One announce its latest acquisition. This news had a variety of critical timeline elements because it involved an international company, a definitive agreement and all the sensitivities that come along with an acquisition.
It was important for the team to be highly organized across all communications to ensure that information remained secure and did not leak before the approved announcement date.
We leveraged an embargo media outreach to give a handful of international trade outlets early access to the news. As a result of the strategy, we secured a few interviews and lined up coverage to publish on the announcement day. Below is a selection of articles published during the first few days of the announcement.
- UC Today: Big UC News from BCM One, Slack and Microsoft
- Channel Vision: BCM One to Acquire Pure IP
- Comms Dealer: Pure IP acquired by American firm BCM One
- CRN: BCM One To Buy Pure IP For Global Reach, Voice Integration with Teams, Webex And Zoom
- ChannelE2E: VoIP M&A: BCM One Acquires Pure IP
- Telecom Reseller: BCM One Announces Definitive Agreement to Acquire International Voice Provider Pure IP
- TechTarget: Computer Weekly: BCM One to gain deeper UK footprint with Pure IP buy
- TMCnet: BCM One Not Done Acquiring, Makes Major Global Move Picking Up Pure IP
- Informa/Channel Futures: Pure IP Buy Boosts BCM One’s Global Footprint, Microsoft Teams Chops
- UC Today: BCM One to Acquire Pure IP
- Telecom Ramblings: BCM One Announces Definitive Agreement to Acquire International Voice Provider Pure IP
- Telecompaper: BCM One signs deal to acquire UK-based Pure IP
Are you considering embargoed media outreach for your next announcement? Check out these blog posts for insight on announcement best practices and other embargo success stories.
- Building Buzz in a Noisy Market
- Broken Embargoes: Is the End of the Embargo in Sight?
- Announcing News at an Industry Trade Show? Case Study & Tips to Consider
- Orbite Unveils its First Signature Space Program: Astronaut Orientation
- Carbon Robotics Secures $27 Million in Funding to Meet Demand for Autonomous Weeder
The idea of a four-day workweek has been gaining popularity. Around the world, companies and governments are experimenting with this alternative to the traditional five-day workweek.
The pandemic shifted workers’ mindsets. Individuals began to value time with families, loved ones and selves over time at the office. People also began to recognize how fragile we are as humans and how we never know what tomorrow may bring.
While the idea may seem too good to be true, evidence suggests that a four-day workweek could benefit employees and employers. In this blog post, we’ll explore the advantages and disadvantages of the four-day workweek and why this new model might be worth considering.
The nonprofit 4 Day Week Global has conducted four-day workweek pilots in several countries. They found that job performance stayed the same during a shortened workweek, staff stress levels fell, and team engagement and work-life balance significantly improved.
Other studies found similar benefits. Eighty-three percent of respondents to an Eagle Hill Consulting study said a four-day workweek would alleviate burnout. Meanwhile, 94% of American job seekers want a four-day workweek, according to a Joblist survey.
In 2022, a six-month trial of a shortened workweek found that businesses reported improved productivity and team morale. Workers reported better health, finances and relationships. The success of trial runs has pushed some companies to implement a permanent four-day schedule.
There are clear benefits to a four-day workweek: improved work-life balance, increased productivity, reduced absenteeism and sick days, enhanced employee retention and recruitment, and even environmental benefits. Let’s look a little more closely at each.
Improved Work-Life Balance
A four-day workweek gives employees more time to focus on their personal lives, hobbies and interests. This can lead to reduced stress levels, better mental health and increased job satisfaction. When employees are more content, they are likely to be more productive and engaged at work.
Increased Productivity
Contrary to popular belief, longer hours do not necessarily lead to more productivity. Studies have shown that overworked employees are more likely to make mistakes and experience burnout, leading to decreased productivity and job satisfaction. Working fewer hours can help employees focus on workplace operations and be more productive. A shortened week can help employees work more efficiently.
Reduced Absenteeism and Sick Days
Employees who have more time to recharge, rest and practice self-care may be less likely to take unplanned time off due to illness and burnout. Companies save money on leave while also improving team morale and productivity.
Enhanced Employee Retention and Recruitment
A four-day workweek can help set a company apart from competitors to attract and retain top talent. It can also lead to increased employee loyalty and commitment to the organization.
Environmental Benefits
Reducing the number of days employees commute to work lessens traffic and air pollution. This helps reduce greenhouse gas emissions and improve air quality, leading to a healthier planet for everyone.
There are quite a few benefits to the four-day workweek. However, there are some potential downsides as well, including a potential loss of productivity, an increased workload on non-workdays and possible impact on pay and benefits. Additionally, a shorter week not being suitable for all industries or jobs.
Potential Loss of Productivity
Reducing the work week by one day does not necessarily reduce the amount of work that needs to be done. Employers must carefully redistribute workloads to ensure business operations are not negatively affected.
Some may argue that a four-day week may hurt workplace productivity. However, several companies actually found no loss of productivity when experimenting with a short work week.
Increased Workload on Non-Workdays
Employees may need to work longer hours on their workdays to compensate for the loss of a day unless your company decides to work a 32-hour 4-day week rather than a 40-hour 4-day week. The latter may mean longer workdays, four 10-hour days, for example, increased fatigue and reduced work-life balance on workdays.
One way to mitigate this is to simply stretch hours over a longer period of time. This may mean pushing back deadlines rather than cramming everything into longer days. The four-day workweek is meant to help folks take their time back, not to squeeze as much as you can out of employees.
Possible Impact on Pay and Benefits
Reduced work hours may result in a reduction in pay or benefits. However, employers can responsibly implement a four-day workweek by maintaining current benefits.
Many employees are overworked and underpaid to begin with, so maintaining the same compensation and benefits for employees helps prioritize their health and needs. This also emphasizes that your company recognizes the hard work employees have done. An extra day off without sacrificing benefits or compensation is a surefire way to relieve employee stress.
Not Suitable for All Industries or Jobs
Jobs that require round-the-clock operations, customer service or other time-sensitive tasks may face challenges in implementing a reduced work week without affecting service levels or productivity. To mitigate this issue, companies may consider hiring more employees to cover fewer hours.
While a four-day workweek may not be feasible for every company or industry, it has clear benefits. By improving work-life balance, increasing productivity, reducing absenteeism, and benefiting the environment, a four-day workweek can be a win-win for employees and employers.
Employers considering a four-day workweek should evaluate its potential benefits and challenges, then consult relevant stakeholders, including employees and management, to make informed decisions.
As more companies experiment with this idea, we may see a shift towards a new reward and sustainable work model. For some, the five-day workweek is already a relic. Some things may feel impossible to change, but it is important to remember that in the 1900s, workers pushed for what they thought was impossible, moving from a six-day work week to a five-day work week.
Carbon Robotics, a leader in AI-powered robotics, continues to reap the agricultural-industry benefits of its innovative state-of-the-art LaserWeeder. Earlier this year, the company announced a new capability for the LaserWeeder – LaserThinning. The company is also seeing tremendous sales growth of the LaserWeeder and plans to deliver implements to growers across 17 states in the U.S. and three provinces in Canada by the end of 2023.
Earlier this month, Carbon Robotics announced more exciting news pertaining to the production of the LaserWeeder and its overall business. On April 11, Carbon Robotics revealed it closed $30 million in Series C financing from new lead investor Sozo Ventures and existing investors Anthos Capital, Fuse Venture Capital, Ignition Partners, Liquid2 and Voyager Capital.
The funding will be used to expand sales regions in North America, optimize and scale manufacturing, develop new software and hardware products, and launch into international markets.
Communiqué PR supported Carbon Robotics’ last funding announcement in September of 2021. The company raised $27 million in Series B funding, led by Anthos Capital. Now, this latest round of financing brings Carbon Robotics’ overall funding to $67 million.
To help prepare for this new funding announcement, we worked closely with the Carbon Robotics team to develop messaging for the press release highlighting the investors and benefits the funding will bring to the company. Additionally, it was important to emphasize that this round of funding stemmed from the success of the LaserWeeder and the need to increase the production of the implement to keep up with growing demands.
When it came time to share the news, we executed a pitching campaign that targeted key national, tech and agriculture media. We delivered tailored pitches to pique their interest, offering them the exciting news under embargo.
To ensure reporters had time to ask questions about the funding news, we offered them an opportunity to speak with Paul Mikesell, CEO and founder of Carbon Robotics, before the announcement published.
These efforts led to interviews with GeekWire, Puget Sound Business Journal and AgFunder and editorial coverage from TechCrunch, The Robot Report, Pitchbook and Vegetable Grower News, among others.
Congratulations to the Carbon Robotics team on securing this exciting round of funding!
Carbon Robotics Coverage
- TechCrunch – Carbon’s laser weeding robots score another $30M – 4/11/2023
- MSN – Carbon’s laser weeding robots score another $30M – 4/11/2023
- TechCrunch Survey Says Newsletter – Survey says! TechCrunch – 4/13/2023
- GeekWire – Carbon Robotics lands $30M to sell more weed-destroying machines powered by AI – 4/11/2023
- PSBJ – Ag tech startup Carbon Robotics looks for new Seattle space after raising $30M – 4/11/2023
- AgFunder News – Carbon Robotics bags $30m to fight the war on weeds with robots – 4/11/2023
- The Robot Report – Carbon Robotics raises $30 million in series C funding to scale LaserWeeder platform – 4/12/2023
- The Produce News – Carbon Robotics raises $30 million in funding to scale AI-powered LaserWeeder platform – 4/13/2023
- The Hustle – Why pull weeds when you can zap them with AI-powered lasers? – 4/12/2023
- Axios Pro Rata Newsletter – Axios Pro Rata – 4/12/2023
- Pitchbook – Global VC deals for April 12, 2023 – 4/12/2023
- Term Sheet Newsletters April 12 – 4/12/2023
- And Now U Know – Carbon Robotics Raises $30M to Scale AI-Powered LaserWeeder Platform – 4/11/2023
- Vegetable Growers News – Carbon Robotics adds $30 million in funds, deploys more LaserWeeders – 4/11/2023
- Global AgTech Initiative – Carbon Robotics Raises $30 Million in Funding to Scale AI-Powered LaserWeeder Platform – 4/11/2023
- AgriTech Tomorrow – Carbon Robotics Raises $30 Million in Funding to Scale AI-Powered LaserWeeder™ Platform – 4/11/2023
- The Packer – Carbon Robotics raises $30M to scale its LaserWeeder platform – 4/11/2023
- IoT World Today – Carbon Robotics Raises $30M for Laser Weeding Robots (iotworldtoday.com) – 4/14/2023
- Agri-Marketing – AgriMarketing.com – Carbon Robotics Raises $30 Million To Scale Its AI-Powered LaserWeeder Platform – 4/13/2023
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- iGrow News – Carbon Robotics Secures $30 Million in Series C Funding (igrownews.com) – 4/12/2023