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.
The recent presidential election provided a masterclass in storytelling. Campaigns worked tirelessly to craft narratives that resonated with their diverse audiences, inspiring trust and galvanizing support. While politics and public relations operate in different spheres, brands seeking to elevate their PR efforts can learn from political campaigns’ storytelling strategies.
Here are seven key lessons from the campaign trail:
- Lead with a Central, Compelling Narrative
Every campaign puts forth a core message that defines its candidate’s vision and values. For example, Joe Biden’s 2020 campaign leaned heavily on themes of unity and restoring the “soul of the nation.” This message helped frame his policies and speeches within a larger emotional appeal that connected with voters.
Brands can apply this approach by identifying a singular, overarching message that guides their communications. A clear, cohesive narrative ensures that every press release, interview and public statement reinforces what the organization stands for.
- Make It Personal
Political candidates often tell deeply personal stories to connect with their audience. For example, George W. Bush famously spoke about his faith and his journey to sobriety, helping him connect with values-driven voters.
Storytelling is most effective when it feels authentic and relatable. For PR professionals, this could mean sharing stories about the people behind your brand, the communities you serve or the real-world impact of your work. The more you can humanize your message, the easier it will be to build trust with your audience.
- Understand Your Audience(s)
Political campaigns devote significant resources to understanding the needs and values of their target audiences. For example, during the recent election, candidates adjusted their outreach strategies to appeal to suburban voters, younger generations, and rural communities—tailoring their messaging and communication channels to each group.
In PR, this means researching what matters most to your stakeholders, then tailoring your storytelling accordingly. By understanding your audience’s concerns, aspirations and preferred communication methods, you can craft messages that truly resonate.
- Appeal to Emotion
Campaigns rely on emotional storytelling to inspire action. For example, Kamala Harris’ 2020 campaign used powerful emotional appeals to highlight the stakes of issues like racial injustice, economic inequality and healthcare. Harris spoke passionately about the need for change and justice, framing these issues in a way that resonated deeply with voters who were feeling the weight of systemic inequities.
In PR, weaving emotion into your storytelling can create lasting connections with your audience. Highlighting the human impact of your work—through testimonials, real-life examples or powerful anecdotes—helps transform abstract ideas into relatable, memorable stories.
- Be Ready to Pivot
The election season often brings unexpected twists, from viral moments during debates to unforeseen crises. Campaigns succeed when they adapt quickly while staying true to their core message. For example, when Donald Trump faced criticism over his public demeanor, his team reframed his bluntness as “telling it like it is,” which resonated with a significant portion of voters.
Brands, too, need to be agile. Whether responding to unexpected industry developments or addressing public feedback, the ability to pivot while maintaining consistency in messaging is critical to sustaining trust and credibility.
- Keep It Conversational
Politicians understand the power of conversational language to make their ideas accessible. From Bill Clinton’s folksy style to Barack Obama’s ability to inspire with plain, hopeful language, successful candidates speak to their audiences, not at them.
In PR, adopting a conversational tone can help simplify complex topics and make your message more engaging. Whether in interviews, press releases or social media posts, avoid jargon and prioritize clear, relatable language.
- Reinforce Your Message Across Channels
Campaigns use every tool at their disposal to repeat and reinforce their message—speeches, social media, TV ads, and more—all carrying consistent themes. This creates a unified narrative that sticks with voters.
For PR professionals, this underscores the importance of integrating storytelling across multiple platforms. Whether it’s through earned media coverage, thought leadership pieces or internal communications, ensure your message is consistent and aligned with your broader goals.
Bringing It All Together
The election is over, but its lessons in storytelling remain relevant. Political campaigns thrive on their ability to connect, inspire and persuade through authentic, personal, and audience-focused narratives.
By leading with emotion, making your messaging personal and tailoring stories to specific audiences, brands can build stronger connections and amplify their PR impact. Just as voters respond to a candidate they believe understands them, audiences respond to brands that communicate with authenticity and purpose.
As we wrap up 2024, PR professionals are diving into end-of-year reporting to assess their work. Evaluating the success of PR campaigns is essential for shaping future strategies, setting realistic goals and demonstrating PR’s value to key stakeholders.
In the words of management expert Peter Drucker, “What gets measured, gets managed.” The right metrics give us insight into the effectiveness of our campaigns and help us make data-driven decisions.
Identifying useful metrics means knowing what to measure, how to measure it, and when to measure it.
Below are metrics every PR professional should use to assess performance, communicate value and plan for the year ahead.
Media Coverage Analysis
Media coverage is one of the most straightforward indicators of PR impact. Understanding its value, though, requires more than counting mentions. Here’s how to assess it:
- Volume of Coverage. Start with the basics: Count total media mentions, articles and placements. Compare your coverage month-over-month or quarter-by-quarter to identify growth trends. Did you increase visibility throughout the year?
- Quality of Coverage. Beyond volume, consider the quality of coverage. Was your client or brand quoted directly? Was the coverage positive, neutral or negative? What was the average Domain Authority of the outlets you secured coverage in? This analysis helps assess brand sentiment, credibility and engagement with key messages. As Simon Sinek puts it, “Value is not determined by those who set the price. Value is determined by those who choose to pay it.” Quality placements often hold far more value than quantity.
- Top Publications & Media Outlets. Identify the most influential publications that covered your brand or clients. Look for outlets that align with your target audience and generate high engagement metrics. Knowing where your audience is engaging with your story helps refine future media strategies.
Message Pull-Through
An important question to ask: Did your key messages cut through the noise?
- Core Message Alignment. Track how often core messages were included in the coverage. Analyzing message pull-through lets you assess whether the coverage aligns with your communication objectives. Did the media grasp the story as you intended?
- Share of Voice. Calculate your brand’s share of voice to measure its presence relative to competitors. Tracking this over time reveals your brand’s position within the industry. Has the company’s brand awareness improved compared to industry peers?
Audience Engagement Metrics
Media coverage is one piece of the puzzle; audience engagement completes the picture. By tracking engagement, you can better understand where PR is paying off.
- Website Referral Traffic. Measure the traffic the client’s website received from PR-driven sources. When applicable, analyze bounce rates, time on site and engagement metrics to gauge the quality of this traffic. If traffic spikes after a press release or article, that shows strong audience interest.
- Social Media Impact. PR extends into social media, so track engagement (shares, likes and comments) on relevant posts. Social media also serves as a real-time measure of public sentiment and reach. Was the conversation surrounding your brand positive?
Thought Leadership Metrics
Positioning executives as thought leaders adds significant value to PR efforts. These metrics showcase PR’s impact in shaping a brand’s industry authority.
- Interviews and Speaking Engagements. Track the number of interviews, speaking opportunities and media placements for executives. Spotlight key industry events or media where leadership was featured, as these are valuable credibility-builders.
- Op-eds and Contributed Content. Count op-eds and articles published by or about executives. Engagement metrics like readership, social shares and backlinks provide insight into the reach and impact of thought leadership pieces.
Analyzing Top-Performing Campaigns
Understanding the pitches and announcements that resonated the most can help refine and target future PR strategies.
- Identify Successful Themes. Review which pitch types, product launches, executive insights, industry trends, etc., generated the most media interest and response. This reveals what stories resonate best with your audience.
- Review Journalist Feedback. Note pitches that garnered strong feedback or responses from journalists. This feedback helps better tailor future angles with media interests.
Analyzing top-performing pitches helps refine your PR playbook, ensuring future strategies focus on themes and tactics with the highest impact.
End-of-year PR reporting is more than just a formality; it’s an opportunity to showcase the results of your hard work and create a stronger strategy for the coming year. The right metrics will help you confidently illustrate PR’s role in shaping brand perception, driving engagement and delivering tangible value. By measuring your PR successes and challenges, you’re well-positioned to build on them.
A recent Gallup “State of the Global Workplace” report highlights that about 20% of employees worldwide experience loneliness daily. That number rises to 25% among fully remote workers.
Experts say this is troubling because it impacts an individual’s well-being. Lonely employees also tend to be less engaged and productive.
Fortunately, Constance Noonan Hadley from Boston University’s Questrom School of Business and Sarah Wright from the University of Canterbury Business School have studied loneliness in modern workplaces for decades and offer practical steps for organizations to counteract it. Their findings were published in the November-December issue of Harvard Business Review.
Notably, Hadley and Wright found that in-person meetings don’t fix a company’s loneliness problem. This is good news for remote-first organizations like ours.
The authors suggest that the key to fighting workplace loneliness is to foster connections and a sense of belonging in other ways. Some of the top things on their list include:
- Consider your company or team’s social landscape. Hadley and Wright suggest measuring loneliness through their survey, the Work Loneliness Scale. However, this might not always be feasible for employers, especially in small businesses like ours, where protecting employee privacy can be challenging. Fortunately, even if collecting data isn’t possible, you can still assess opportunities for connection and develop a plan to improve them.
- Create downtime for fostering connections. Building relationships takes time, so managers should consider when and how this will happen. The authors point out that understaffed organizations often struggle to help employees build in time to foster relationships.
- Consider your culture. Many believe that a positive workplace culture directly correlates with employee satisfaction, engagement and loyalty. But culture also acts as an antidote to loneliness. The authors note that small gestures—such as acknowledging birthdays and other important life milestones—can make a big difference.
- Identify activities that will work for your group, then schedule them. They don’t have to be complicated, and many can happen virtually. For instance, dedicate time at the beginning or end of Zoom or Teams meetings for team members to check in and chat about life outside of work. Consider in-person lunches, connecting at a coffee shop or organizing off-sites as opportunities for more in-depth connections.
I recommend checking out the article for additional tips. I found it inspiring and was glad to see that we’re already doing many of these things. It makes me even more enthusiastic about our December off-site. Hadley and Wright’s work is a wonderful reminder of the importance of inclusivity and the positive impact we can all have on one another by making a little extra effort to connect.
ZAPI GROUP, a global leader in electrification headquartered in Italy, recently announced its presence at The Battery Show North America and the launch of the ZIVAN SG9. The new ZIVAN SG9 is a 9 kW off-board charging solution for off-highway vehicles and machines. ZAPI GROUP showcased the ZIVAN SG9 along with its full range of on-board and off-board charging solutions with Delta-Q Technologies and ZIVAN Srl at the show.
To make the announcement a success, Communiqué Public Relations (CPR) partnered with ZAPI GROUP to finalize the press release and conduct a successful media strategy. We ensured the press release incorporated all key messages and vital information like product and event details.
In the lead-up to the show, CPR conducted embargoed outreach to generate interest and secure interviews. We offered reporters at the event an exclusive preview of the news and the opportunity to schedule interviews with ZAPI GROUP executives, which led to four interviews with leading industry publications. Given how quickly reporters’ schedules fill up during such events, this proactive outreach was crucial in securing their attention.
To prepare ZAPI GROUP executives for these interviews, we developed a comprehensive briefing document. This included interview logistics, reporter background information, publication details, anticipated questions and recommended talking points. The document ensured executives were well-prepared, confident and able to effectively convey key messages.
On the day of the announcement, CPR conducted outreach to share the news with both attendees and media covering the electrification industry. We crafted a strategic pitch highlighting the unique features and industry impact of ZAPI GROUP’s new charging solutions, sparking interest from trade publications.
Our efforts resulted in 11 pieces of media coverage, underscoring the success of the announcement.
We are proud to partner with ZAPI GROUP and to support them in sharing their latest innovations and advancements.
ZAPI GROUP The Battery Show Coverage Recap
- OEM Off-Highway: Battery Show 2024 Recap: Digital Automation, Innovation at Forefront – 10/16/24
- Charged EVs: ZAPI GROUP launches ZIVAN SG9 charger for off-road EVs – 10/16/24
- Bauaelectric: ZAPI launches ZIVAN SG9 charger for off-road EVs – Charged EVs – 10/16/24
- Powertrain International: ZAPI launched the Zivan SG9 at The Battery Show North America 2024 – 10/14/24
- EE Power: TBS 2024: Innovations for Batteries, EVs and More – 10/12/24
- Material Handling Wholesaler: ZAPI GROUP to exhibit unparalleled range of Charging Solutions at The Battery Show North America 2024 – 10/11/24
- Power & Motion: New Technology for EV Production and Operation at The Battery Show 2024 – 10/7/24
- NSDigital World: ZAPI GROUP to exhibit unparalleled range of charging solutions at the battery show – 10/3/24
- AutoTechInsight: Zapi Group to showcase charging solutions at Detroit Battery Show – 9/30/24
- EV Engineering: New 9-kW charging solution for off-highway vehicles and machines – 9/27/24
- Batteries News: ZAPI GROUP to Exhibit Unparalleled Range of Charging Solutions at The Battery Show North America 2024 – 9/27/24
Last month, we had the pleasure of supporting our client, Tideworks Technology (Tideworks), as they launched their new Data Platform solution and hosted the 2024 Tideworks Customer Conference. Communiqué PR assisted with event planning and sharing the new Data Platform product with key media. It was an exciting month for Tideworks and a fun opportunity to collaborate with their team.
Tideworks is known for providing full-service terminal operating system (TOS) solutions. Last month, the company introduced Data Platform, a comprehensive data solution for terminal stakeholders. This platform integrates with Tideworks’ core TOS solutions, offering seamless access and use of near real-time and historical data. Data Platform launched during the 2024 Tideworks Customer Conference.
The conference took place on September 25-26 in Seattle. It was great to see participation from the Tideworks team, a solid turnout, and presentations from customers and partners. The event included keynote speakers, case study presentations, product demos, and panels. The conference offered insights from thought leaders across the marine and rail industries
The event was a great reminder about the value of in-person gatherings and the importance of appreciating groups and individuals who have been instrumental in company growth and innovation.
In preparation for the 2024’s conference, we worked with Tideworks and our stellar graphic designer to create signage graphics, a journal band, a QR code, and other materials to enhance the conference experience. On the media front, we handled press release distribution and shared embargoed news with key industry reporters to schedule interviews before the announcement date.
In preparation for the 2024’s conference, we worked with Tideworks and our stellar graphic designer to create signage graphics, a journal band, a QR code, and other materials to enhance the conference experience. On the media front, we handled press release distribution and shared embargoed news with key industry reporters to schedule interviews before the announcement date.
I’ve included some images of the graphic materials and a few of the articles that were published.
- WorldCargo News: Tideworks launches Data Platform
- Container Management: Tideworks launches new Data Platform solution
- Port Strategy: Tideworks launches new port data platform
In September, Nike announced that former senior executive Elliott Hill would replace John Donahoe as president and CEO. This was an effort to boost recent years of lackluster sales. Under Donahoe, Nike focused solely on quick returns, at the cost of funding and interest to their PR and marketing departments. This ultimately hurt the company and brand in the long term.
Let’s explore what didn’t work, what Nike lost, and what the future may hold.
What didn’t work
After Donahoe took over Nike in 2020, the company pivoted to a direct-to-consumer model, which did well in the early years of the pandemic. However, Nike’s focus on e-commerce placed departments such as product innovation and resonant marketing on the back burner. Smaller competitors like On Running swooped in with grassroots marketing and new products that got people talking.
Nike’s lack of planning for future products and ways of marketing them ultimately hurt the company. Shoppers passed over Nike’s stagnant offerings. In June of 2024 their stock was down 20%, creating the worst day in their 44-year history as a publicly traded company.
What Nike lost
Looking at Nike’s past success, it’s easy to see what the company where the company has faltered. Communiqué’s blog post, Achieving Greatness Through Empathy, highlights some of Nike’s most memorable marketing moments. Some effective campaigns include:
- Michael Jordan’s “Wings” poster, showcasing the superstar’s impressive wingspan.
- Colin Kaepernick’s “Believe in Something” ad, addressing Kaepernick’s sacrifices for civil rights.
- The “Find Your Greatness” campaign, showing that everyone can succeed.
The critical takeaway is investing in ways to engage a diverse target audience. Nike tailors its messaging to resonate with various demographics, from elite athletes to everyday fitness enthusiasts. PR plays a critical role in amplifying these messages, ensuring they reach the right people at the right time.
Nike frequently collaborates with influencers and athletes who embody its brand values. These partnerships enhanced Nike’s credibility, generated buzz, and fostered community engagement. When a celebrity athlete shares their story of resilience, it’s not just a marketing campaign; it’s a PR opportunity that can inspire millions. When Nike’s pivoted to a direct-to-consumer module, they spent less time and focus creating these memorable campaigns, losing a big factor in what made the brand so relevant.
What the future holds
Many are excited for Nike’s new direction. News of Elliott Hill’s return to the company has been highly positive, with an “audible cheer on Nike campus when the news [was] announced.” Hill’s arrival is seen as a return to what made Nike a household name. Hill was previously Nike’s president and led all commercial and market operations for the company brands before retiring in 2020.
It might seem like a marketing and PR investment is an extra unnecessary cost, especially in the beginning of the pandemic when Donahoe started as CEO, but the investment often leads to high returns and stability in the long term. The business landscape constantly evolves with new trends, technologies, and consumer behaviors. Businesses can adapt their strategies by analyzing market trends and consumer insights and remain competitive. This agility is crucial for long-term success.
Companies prioritizing their marketing and PR departments are better positioned to seize opportunities and navigate challenges in a rapidly changing environment. The cost of neglecting these areas far exceeds the investment required, as Nike showed. Engaging customers in meaningful ways and staying competitive are critical to long-term success.
Focusing only on quick returns with the direct-to-consumer model ultimately hurt Nike’s brand. Hopefully, with the new leadership’s renewed interest in PR and marketing, Nike can make a triumphant return.