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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.

Delta-Q Technologies Reaches Milestone, Ships Four Millionth Battery Charger

Reducing emissions is an essential component of reaching global climate goals. The pandemic may have reduced carbon emissions briefly, but as consumer demands for immediacy increase, emissions are likely to rise. Without making industrial equipment and manufacturing processes more sustainable, we risk falling short of climate objectives in an already imminent climate emergency.

Delta-Q Technologies (Delta-Q) has always been committed to sustainability and is leading the way on a local and global scale providing the tools to help international organizations electrify equipment and embrace green strategies. Delta-Q designs and manufactures battery charging solutions and is the supplier of choice to leading electric equipment companies such as John Deere, Polaris and Yamaha.

We’ve had the opportunity to work with the Delta-Q team for eight years. Throughout that time, we’ve supported a variety of product and company announcements and different campaigns. This month, we were thrilled to help announce that Delta-Q shipped its four millionth battery charger.

Each of Delta-Q’s chargers represents the potential to save one metric ton of emissions. The significant milestone equates to four million metric tons of carbon emissions saved since the company’s founding in 1999. In addition to the emissions savings, Delta-Q chargers rank higher than other chargers on the market, with more than a 93% energy efficiency rating. This means that the chargers are both more environmentally friendly and lower electricity costs for the end-user.

Delta-Q’s impressive and consistent role in reducing emissions was recently noticed within its home region. In April, Delta-Q secured a $300,000 grant from The CleanBC Go Electric Advanced Research and Commercialization (ARC) Program. The milestone and grant represent Delta-Q’s commitment to sustainability and further cement the company’s imprint on global electrification.

Below is a list of the articles secured from our media outreach around the announcement.

 

As a local and global leader in sustainability, Delta-Q will continue to drive industry and regulatory stakeholders toward electrification and more sustainable manufacturing and design processes. We’re proud to work with a partner that prioritizes global climate efforts.

Increasing awareness about electrification’s impact on economic and sustainability efforts is critical for widespread implementation, and we’re excited to support Delta-Q in this mission.

To learn more about our work with Delta-Q, check out the following blog posts:

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CMOs Continue to Grapple With Pressure

The WSJ reported earlier this month that the average tenure for chief marketing officers (CMOs) remains at its lowest level in the past decade. Annual research from executive search and leadership advisory firm Spencer Stuart found that the average tenure for CMOs is 40 months. The average tenure of CEOs is climbing – now at an average of 85 months.

According to the article, “CMOs are grappling with intense pressure to drive profitable growth, meet changing demands for business transformation and keep up with increasing complexity in the broader marketing landscape.”

Gartner, Inc., Vice President Analyst Chris Ross shared that “in some organizations, just the expectations for CMOs are just so out of whack with the reality of what a CMO can really deliver on the timelines, and with the resources and with the headwinds that they have.”

Setting expectations and securing executive and board-level buy-in is critical for CMOs. This includes having shared clarity on the CMO role, intended objectives and vision of success.

The Association of National Advertisers recently published an article, “Why Chief Executives Run Out of Patience with Their CMOs,” which focused directly on the importance of setting clear expectations with the entire C-suite. Further, the author reported that a recent survey “found that nearly 60 percent of CEOs believe CMOs speak their own language rather than speaking in terms the CEO and CFO can appreciate.”

Further, frequent transitions at the CMO level can be disruptive and expensive for an organization. It is often in the best interest of the executive team and board to minimize turnover in the CMO role. Additionally, changes at the CMO level can result in changes to the overall strategy. If the marketing strategy is shifting every three years, this can disrupt momentum and hamper longterm results.

So, when setting expectations, CMOs need to clearly articulate how marketing contributes to the bottom line – in terms that the CEO and CFO understand.

For additional guidance:

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How to Manage Unforeseen Leaks

I’m good at keeping secrets. For over a year and a half, I was able to keep a project that I’d been working on under wraps – not even my parents knew. The project is the largest I’ve worked on in my life thus far, so I was (and am) adamant about keeping my mouth shut to mitigate any risk of our work being leaked, as well as to abide by my NDA.

However, in early April, the project was exposed.

Then, a couple of weeks later, Justice Samuel Alito’s opinion about Roe v. Wade was leaked as well, and it got me thinking, “How can I help inform others on the best practices for approaching an information leak?”

According to All Things Talent, when confidential information is exposed to unauthorized parties, it is referred to as an information leak. Businesses can lose huge amounts of revenue directly as a result of leaks of this sort.

According to SearchInform, the types of information that are most harmful if leaked include:

  • Financial and project documentation of the enterprise: accounting reports, business projects, contracts, development plans and other documents
  • Personal information: customer bases and personal data of company employees
  • Technological, technical, design documentation, and know-how
  • Documents for internal use: presentations, training programs for personnel, service instructions, and such
  • Technical data that can be used to access the enterprise network: passwords, logins, information about protection methods, and network topology
  • Information that can worsen the reputation of the company or management: customer complaints, negative correspondence with employees, and meeting recordings

Furthermore, leaks can damage the reputation of your company where future customers may be hesitant to give you information and be apprehensive about working with you. This is something we’ve seen with the Roe v. Wade leak. Not only has the information infuriated a vast majority of Americans, but many feel as though this has changed their view and the reputation of the U.S. Supreme Court.

While these two leaks are completely different, it is a reminder that we live in an age where it’s difficult to keep some material confidential, no matter how great you or your business protect sensitive information.

 

The first step to approaching confidential information leaks: Don’t panic.

When a leak of any kind occurs, it can be easy to want revenge on whoever leaked the information, but as business leaders, it is essential to remain calm and not make any irrational or emotional decisions regarding the situation. With all the energy and opinions that arise when information is leaked, it can be easy to get swept up in the chaos of it all and scramble to “fix” the situation. However, once information is spread on the internet, it is out of your hands.

When my business partner and I first discovered the news surrounding our project, we thought we may be able to contain it. But we soon realized our efforts would be futile due to the volume of information on Instagram along with various news articles in several languages.

In accepting our fate and deciding to control our own emotions rather than a leak we could not possibly plug, we avoided making any rash decisions or acting out of fear and panic. A calm, rational approach serves well in any situation.

 

Step two: Let the energy die down.

We waited a month before confirming the leak. The initial buzzing energy surrounding the news flustered us and had us distracted all day, and even all of that first week. But we knew it wasn’t a good idea to make a business decision or announcement regarding the project until we both expelled the high energy from our bodies, met with our team, and could look at the situation with clear eyes.

 

Step three: Consider how you might leverage the leak to your advantage.

After our initial frustration, we found quite a few upsides to the leak. For one, we hadn’t made any mistakes or done anything that would’ve nullified our NDA and put the entire project in danger.

Second, it was the perfect opportunity to get the early reactions of the public. We decided to take the leak as an opportunity to gain valuable consumer insight.

Additionally, do not be afraid to reach out for support of any kind. Dealing with a leak can be stressful, so having a partner or partners to help you address the situation can go a long way. It is also helpful to have someone to bounce ideas off and to keep you in your lane in case emotions run high.

Protecting confidential information and trade secrets can be accomplished by delineating the consequences of a breach and creating a dialogue with employees and stakeholders about these risks. However, it isn’t always possible to control the rogue behaviors of certain individuals.

Next time you’re faced with a leak of confidential data or information, take a deep breath, and then call on a friend. Whether it’s a personal secret that a “friend” spread, a Supreme Court decision leak or a product launch leak, remain calm, be patient, find a bright side and use it to your advantage.

Often, we cannot control leaks, so it is important to think about what we can control. Sometimes that is solely our emotions, but that is more than enough when it comes to managing confidential leaks. Take it slowly, and remember, everything happens for a reason.

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Improving Mental Health Awareness in the Workplace

In recent years, mental health has become a significant concern globally. People are now more vocal about mental health, which reduces associated stigmas.

However, the consequences of mental health struggles are often still not widely talked about in many workplaces. May is a great time to raise awareness of those living with mental health issues because it is Mental Health Awareness Month. Improving mental health awareness in the workplace can help employees better understand the gravity of these struggles, which can lead to a kinder and more empathetic work environment.

Harvard Business Review (HBR) published an article in 2021 titled, “It’s a New Era for Mental Health at Work,” which examines a study by Mind Share Partners about the employee mental health experience. In its Mental Health at Work Report, Mind Share Partners compares the state of mental health, stigma and work culture in U.S. workplaces in 2019 and 2021 during the pandemic.

Outlined below are key findings and data points from the study.

  • 68% of Millennials (50% in 2019) and 81% of Gen Zers (75% in 2019) have left roles for mental health reasons, both voluntarily and involuntarily.
  • 76% of respondents reported at least one symptom of a mental health condition in the past year, up from 59% in 2019.
  • Millennials and Gen Zers, LGBTQ+, Black, and Latinx respondents were all significantly more likely to experience mental health symptoms.
  • 54% of all respondents said that mental health is a DEI issue, an increase from 41% in 2019.
  • 84% of respondents reported at least one workplace factor that negatively impacted their mental health.
  • The most common factor was emotionally draining (e.g., stressful, overwhelming, dull or monotonous) work, which worsened since the pandemic.
  • The workaholism that characterizes much of U.S. culture has only been exacerbated by the challenges of the pandemic, leading to increased employee burnout.
  • Since the pandemic, employers’ availability of resources grew and often included extra paid time off, company-wide mental health days, and mental health training.
    • The workplace “resource” most desired by respondents (31%) was a more open culture around mental health.
  • 54% of respondents believed that mental health was prioritized at their company compared to other priorities, up from 41% in 2019.

According to the study, individuals who felt supported by their employer tended to be less likely to experience mental health symptoms, to underperform and miss work, and more likely to feel comfortable talking about their mental health at work.

The HBR article reasons that “given all the workplace factors at play, companies can no longer compartmentalize mental health as an individual’s responsibility to address alone through self-care, mental health days, or employee benefits.” Instead, companies must view mental health as a collective priority.

One of the best ways to accomplish this goal is through a culture change. A workplace culture that promotes supervisor support and provides a safe space for honest discussions can destigmatize mental health and encourage employees to get help.

Thankfully, employees are talking about mental health at work more than in 2019. These open, honest conversations are a step in the right direction. In addition, there are several ways companies can mold their culture to prioritize mental health awareness. A few ideas include:

  • Educate supervisors on discussing mental health and providing guidance.
  • Encourage supervisors to lead by example. Managers need to model leaving work on time, taking breaks throughout the day, and using their vacation days. They also need t respect employees’ boundaries.
  • Encourage supervisors to reach out to employees for regular check-ins.
  • Direct employees to talk to their supervisors about potential stressors and any help they may need to succeed.
  • Ask employees for feedback and incorporate their input into workplace policies and practices.
  • Provide recognition to employees for their work.
  • Provide mental healthcare resources and proactively promote them to employees. If you already have these resources, periodically remind employees of these benefits.
  • Invest in DEI to support employee mental health and address its intersectionality.
  • Encourage employees to discuss challenging social and political topics at work.

Implementing mental health awareness initiatives is an excellent step toward creating a better workplace environment. Companies that prioritize mental health demonstrate they genuinely value their employees’ well-being – and when employees are healthy and cared for, they can bring their best selves to work.

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Using PR to Appeal to Gen Z

The power of public relations is not lost on Generation Z. It does, however, work differently. According to Forbes, this generation’s understanding of public relations is far more consumer-based and authenticity-focused.

When a member of Gen Z hears the term PR, they think of product samples and brand merchandise rather than more traditional PR tools like earned media, storytelling and reputation management. Gen Z’s media diet began with YouTuber relationships and other types of influencers, as opposed to mainstream celebrities.

Gen Z, also known as iGen, are the first true digital natives. They were born into a fully formed digital world and are experiencing adolescence amidst the pandemic. This sets them apart from older generations. For instance, there’s little to no distinction between the online and offline worlds for Gen Z, so omnichannel marketing becomes more important. Raised on social media like YouTube, Gen Z relies more on extended social networks to research purchases and less on top-down marketing strategies like celebrity endorsements.

To better align your PR with Gen Z’s beliefs and interests, consider the following:

  • Prioritize SEO. Gen Z relies heavily on internet research, so they are more likely to find your brand through searches. If your company has strong SEO and ranks high on search engines like Google and Bing, you’ll likely be more visible to Gen Z. You can boost exposure by creating a list of keywords you want to be affiliated with your brand, and then look at differentiating your brand from others that have high SEO standing. Then, include links to credible websites in your content. Positioning yourself higher than your competitors on search engines leads to more visibility to your target audiences. 
  • Make social and environmental consciousness a priority. Generation Z makes socially conscious decisions when evaluating products. They often support a business based on its level of social and environmental commitment, or corporate social responsibility. In fact, members of Gen Z see their position as a customer as a way to get engaged in CSR efforts, with 90% saying they would buy a product with a social or environmental benefit. It is vital to show support for initiatives that align with your company values. Celebrating things like International Women’s Day, Black History Month, and Earth Day is a great start, but taking action will show your audience that your company puts resources behind its core values. For example, T-Mobile paid $10 million for a Superbowl ad in 2018 that advocated for equal pay across all genders and ethnicities. This ad received great feedback from consumers and showed T-Mobile’s audience that the company prioritized social justice and equality. 
  • Secure diverse perspectives. Brands like Nike, Pepsi and Equinox have faced damage to reputations from ill-considered messaging, the effects of which will linger on social media. The best way to combat this is to make sure your team is filled with diverse perspectives before commenting on potentially controversial subjects. Seeking out perspectives from a diverse pool of backgrounds decreases your company’s chances of speaking out of place.
  • Use the creator economy to your advantage. Investing in micro and macro-influencers will take your social media to the next level. Eighty-five percent of Gen Z use social media to learn about new products, and 45% of Gen Z currently follow more than 10 influencers on social media. Identify influencers with followings that align with your target audience to maximize your ROI.
  • Remember that Gen Z has been trained to learn digitally. The oldest members of Gen Z graduated college in 2018; the youngest are currently in fourth grade. The COVID-19 pandemic started in the middle of this generation’s educational experience. Taking classes through Zoom and other online platforms taught Gen Z-ers how to teach themselves. This age group was also raised with smartphones, tablets and computers. Tools like webinars and infographics are a great way to get your message across to an online audience. Online content like this has many benefits, including increases in exposure, shareability and credibility.
  • Create an appealing aesthetic. Gen Z isn’t called the “Aesthetic Generation” for nothing. They are far more likely to gravitate to products and services with visually appealing brands. Dedicate time and resources to creating strong branding collateral that is easy on the eyes and aware of trends. This includes anything from logos and color palettes to fonts and packaging.

As Generation Z enters the workforce and gains purchasing power, they become a part of your target audience. Knowing how to appeal to them by using strategic and thoughtful public relations tactics will help reach this audience.

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How PR Firms Can Improve Security Measures Amid the Uptick in Cyberattacks

Over the past few weeks, the world has watched the Ukrainian-Russian crisis evolve into a significant conflict, impacting hundreds of thousands of people and businesses. After the conflict broke out, U.S. cybersecurity agencies reported an 800% increase in cyberattacks over a 48-hour period.

Additionally, President Biden warns that a flood of significant cyberattacks may be on the way that could detrimentally affect American companies. Due to this, Biden and U.S. Homeland Security are urging organizations to secure their systems and data now.

Now more than ever, it’s critical that companies are prepared to handle and resolve potential security attacks that can be detrimental to business growth and overall operations. For PR firms especially, this heightened time of security threats could result in a crisis for both their business and clients.

As a result, PR firms must prepare for the looming threats and improve their security measures. Here are a few steps PR firms can take to protect their internal communications and operations and help advise clients during this challenging time. 

 

Educate employees about the risks

Regardless of threat levels, PR firms’ employees should be educated about security threats and the importance of protecting critical data. Without proper education or awareness, many individuals may not be thinking about the increased risk of a cyberattack and how their actions can contribute to systems’ vulnerability to attacks.

For example, employees should be trained to identify and cautiously monitor for malicious links, attachments, or phishing in emails and on websites. They should report anything that looks suspicious and flag any emails or content that may contain viruses or threats to IT teams and colleagues.

 

Update security software

Regularly monitoring and updating security software is imperative and ensures all aspects of applications, operating systems, and other technologies are protected against attacks. Outdated security software fails to protect against threats and it also gives companies a false sense of security. Security software can only be effective when continuously updated to protect against present and future threats.

Firms must dedicate time to ensure they have security software enabled and that it’s also current, configured and automatically updated regularly. These rules don’t just apply to office technology but all technology and systems – cellphones, tablets, routers, applications, etc. – used by employees, especially those working remotely.

 

Secure remote devices and accounts

Over these past two years, the increase in remote and hybrid workforces has resulted in heightened ransomware and security attacks through remote access to networks. As a result, firms should verify that only valid accounts have remote access capabilities. This can be confirmed through multi-factor authentication (MFA) to protect remote access. Additionally, all remote technology should be equipped with current security software to ensure the utmost protection against outside threats.

 

Evaluate who has login access

PR firms constantly exchange information with outside vendors, contractors and clients. One way to ensure company operating systems, equipment, and data are secure is by evaluating who has access capabilities and login details for these systems.

If firms do not record who has these details, regularly updating passwords and implementing MFA will help control who can access company applications and systems. This will reduce the chance of a cyberattack as hackers will have fewer direct lines of access to company platforms and information.

 

Create and store information backups

If a ransomware or cyberattack does occur, firms must have reliable backups of essential data. These backups can help companies recover internal and client information that may have been lost during a security breach and help keep operations moving. However, backups are only helpful if they’ve been done correctly. As a result, companies should take time to create an efficient backup strategy and consider the following:

  • Decide where to backup information – internal hard drives, external hard drives, removable drives, cloud-based backups, NAS (network-attached storage), etc.
  • Split your backups between on-site and off-site systems, so information is available in more than one location
  • Establish a standard naming and filing system so data can be easily traced and located
  • Identify which files need to be backed up to maximize efficiency

 

Alert and offer resources to clients

Some clients may be unaware of the growing security risks. PR firms should alert clients, vendors and contractors of these risks and how they can detrimentally impact operations and leave critical information vulnerable.

 

Having this discussion with clients and providing them with resources – such as security software recommendations, backup strategies and simple security tips like MFA – will help further secure PR firms’ systems and applications, and help clients avoid crises associated with ransomware and cyberattacks.

 

This article was previously featured on PR Daily’s blog: How PR firms can improve security measures amid the uptick in cyberattacks.

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