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.

Carbon Robotics Unveils New LaserWeeder

In the spring of 2021, our client Carbon Robotics, an agriculture robotics company, became a sensation when it revealed a “laser-shooting” robot to eliminate weeds. This innovative and organic approach to weeding would help farmers solve one of the most challenging, time consuming and costly parts of farming.

So, when the Carbon Robotics shared the company was planning to release a new implement with higher-performance capabilities, we knew it was going to make a big splash.

Given the new implement would be revealed less than a year after the first robot was announced, we knew there would be questions about the differentiating features as well as motivation behind the change. We worked closely with the team to develop messaging that would address anticipated questions and highlight the enhancements of this implement, including the increased laser density and improved performance. Additionally, we thought it was important to emphasize that this change stemmed from farmer input, demonstrating Carbon Robotics’ ability to adapt to customer feedback and its commitment to supporting its customers.

To ensure reporters had time to ask questions about the change and understand the new robot, we wanted to offer them an opportunity to talk to Paul Mikesell, the CEO and founder of Carbon Robotics, before the announcement published. We pitched a variety of business, technology and agriculture publications, radio shows, broadcast stations and podcasts. We conducted six interviews in advance of the announcement going live and addressed many inquiries via email.

The media was intrigued by the 2022 LaserWeeder and this led to a significant amount of coverage, with even more scheduled to publish in the coming weeks.

Congratulations to the Carbon Robotics team on the development of another innovative implement!

Carbon Robotics Coverage

The AgEmerge Podcast, “077 AgEmerge Podcast: Carbon Robotics with Paul Mikesell,” 2/15/22
Reason.org, “Laserweeding could eventually eliminate the need for many chemical herbicides,” 2/15/22
Upstream Ag Insights, “Upstream Ag Insights – February 13th 2022,” 2/13/22
Morning Ag Clips, “Carbon Robotics unveils new LaserWeeder,” 2/13/22
KBFX (FOX), “Eyewitness News Mornings at 7 on KBFX,” 2/10/22
The Robot Report, “Savioke Relay+ rides the elevator; World Ag Expo Robotics,” 2/10/22
Agricultural Equipment Guide, “VIDEO: Carbon Robotics Autonomous Weeder Unveiled,” 2/10/22
Farm Equipment, “Carbon Robotics Autonomous Weeder Unveiled & Sold Out,” 2/9/22
Mechaman, “Gedragen laserwieder van Carbon Robotics,” 2/9/22
StartUp Around, “Seattle VC says this startup is the ‘fastest growing company I’ve seen’ in 23 years of investing,” 2/9/22
The Daily Advent, “Carbon Robotics Autonomous Weeder Unveiled & Sold Out,” 2/9/22
Global Ag Network, “#TechTuesday with Carbon Robotics,” 2/8/22
Bio Economica, “World Ag Expo: rage for the robot that fights weeds with lasers,” 2/8/22
Rocking Robots, “LaserWeeder robot autonomously eradicates weeds,” 2/8/22
KRKC Radio, “Paul Mikesell interview for World Ag Expo,“ 2/8/22
The Mobile Robot Guide, “Carbon Robotics unveils new robotic LaserWeeder implement at World Ag Expo 2022,” 2/7/22
AgriTech Tomorrow, “Carbon Robotics Unveils New LaserWeeder with 30 Lasers to Autonomously Eradicate Weeds,” 2/7/22
The Packer, “Carbon Robotics unveils new LaserWeeder with 30 lasers to autonomously eradicate weeds,” 2/7/22
GeekWire, “Seattle VC says this startup is the ‘fastest-growing company I’ve seen’ in 23 years of investing,” 2/7/22
No-Till Farmer, “New Autonomous LaserWeeder Features More Lasers, 2 Acre-Per-Hour Weeding Capacity,” 2/7/22
Capital Press, “LaserWeeder pioneers new technology for organic, regenerative agriculture,” 2/4/22
Robotics and Automation News, “Carbon Robotics unveils new farm tech that kills weeds by zapping them with a laser,” 2/7/22
The Mobile Robot Guide, “Carbon Robotics Laserweeder robotic implement,” 2/7/22
Citizen Tribune, “Carbon Robotics Unveils New LaserWeeder with 30 Lasers to Autonomously Eradicate Weeds,” 2/7/22

Seven tips to improve your writing

According to Stephen King, “If you want to be a writer, you must do two things above all others: read a lot and write a lot.”

Fortunately, in my role with Communiqué PR, I’ve had significant opportunities to exercise my writing skills and have identified some best practices that I plan to incorporate into my process.

I thought I would share my tips so you can apply them to your next writing project:

Create an outline to organize key ideas. Outlines are valuable because they help the writer identify critical points, build arguments and think through the flow and structure of the information they want to convey. When you are struggling with a topic, it may be a good idea to create an outline.
Consider using the Jane Schaffer paragraph. Jane Schaffer, an esteemed writing teacher, developed a formula for creating a five-sentence paragraph. The first sentence introduces the topic, the second provides concrete detail, the third and fourth is where the writer includes commentary, and the last incorporates a closing statement. I often find it helpful to go back to analyze my writing to determine if I’ve included these elements and, if not, work to add any missing components.
Use active voice. Active voice is beneficial because it clarifies who is doing the action. In my colleague Lauren Beehler’s article, “Who did this? How the passive voice hides a sentence’s subject,” she goes into more detail on why to avoid passive voice. A couple of examples of these two types of sentences include the following:
- Active: The intern is writing an article.
- Passive: The article was written about improving one’s writing skills. (In this example, the reader doesn’t know who is doing the writing.)
Avoid unnecessary adverbs and adjectives. In the Inc. article, “Data science reveals why the best business writers avoid certain words,” Jeff Haden explains how unnecessary adverbs and adjectives can get in the way of your key points. He shares an example from Stephen King where action verbs replace adverbs to make the writing stronger. When reviewing your work, be sure to keep this best practice in mind.
Get feedback. When I finish an article, I first run it through Grammarly to catch any mistakes. After that, I ask my colleagues for feedback. I’ve found that peer review is essential in helping me identify areas for improvement and grow as a writer.
Don’t over-explain your material. Grammarly’s article, “Improve Writing Skills Dramatically by Doing These 15 Things,” advises prioritizing the main ideas instead of overwhelming the reader with trivial ideas. One way to do this is to think about what the reader must know instead of sharing nice-to-know details. If it’s not essential to the reader’s understanding, consider removing it.
Read your work aloud or use “Read Aloud” in Word. In the article, “The Benefits of Reading your Work Out Loud,” Janice Hardy discusses how reading out loud can help you find clunky words, incorrect punctuation, run-on sentences, and other incohesive sentences. Microsoft Word’s Read Aloud feature also is an excellent way to review your work. I like listening to the computer read my work with a focus on improving the pace and rhythm of my sentences. This process is beneficial for sentence-level edits and looking at the overall structure of your piece to ensure you’re not being repetitive.

Writing can be challenging with its plethora of rules, writing styles and obstacles along the way. I hope these tips can help you when tackling your next project.

Finally, remember practice is essential for growth and development, and as Stephen King suggests, you will want to read as much as possible. Reading carries numerous benefits, and you can learn a lot by studying the works of others.

Giving and Receiving Feedback: Tips for Success

When you devote time, effort, and energy to a project, it can feel like your work is a piece of yourself. If you’re emotionally invested in your project or unprepared to acknowledge that there may be room for improvement, feedback can feel like an attack on your self-worth and erode your confidence.

However, receiving and using feedback is an essential part of growth. Helpful and well-delivered advice can help you improve your performance, verify and chart a path toward your goal, and recognize your strengths and weaknesses. Additionally, thoughtful reflection on feedback can broaden your thinking, address logical fallacies and help you overcome cognitive biases.

In the world of PR, we constantly get feedback from clients, journalists, co-workers and managers. Hearing and internalizing feedback without becoming defensive, offended or upset is essential to career success. But it’s equally important that those providing critique do so in a helpful, constructive manner.

Feedback is a gift; giving good feedback and taking critiques in stride are skills. Since these skills don’t come naturally, I’ve included a few tips on successfully giving and receiving feedback below.

Giving Feedback

Unfortunately, according to a 2019 Gallup poll, only 26% of employees strongly agree that the feedback they receive helps them improve, likely because of poorly delivered or unhelpful critiques. Feedback that is unwelcome, vague, harsh, uninformed, superficial, or that comes from a place other than a genuine desire to improve performance is unlikely to be accepted. Destructive criticism can say more about the giver than the receiver – take this feedback with a grain of salt.

For best results, consider taking this path when giving feedback:

Confirm that the other party is ready and interested in your feedback. Unsolicited feedback is rarely as appreciated as when someone requests input.
Recognize the positive elements and the achievements evident in the work. This focus will help identify strengths and other elements that could be repeated in the future. Throughout the process, it’s a good idea to stick to “I” statements (like “I appreciated…” or “I noticed…”) and focus on the project and related behaviors rather than the person or their identity.
Ask questions. Pose open-ended questions about the feedback receiver’s intention, choices, and other elements that might help them examine their work from another angle or perspective. Asking for their self-reflection can allow you to reinforce or question the receiver’s perspective.
Point out areas for improvement. For instance, highlight aspects that aren’t successful or seem contrary to the goal of the work. If appropriate, offer suggestions and advice on how to address these issues. Most people appreciate specific and actionable ideas, so avoid offering feedback that’s only focused on criticism of their past work.
Ask if the other person has questions, and then wrap up. Take the opportunity to reiterate your perspective and the project’s strengths so the conversation can end on a positive note.

Just as a spoonful of sugar helps the medicine go down, structuring feedback sessions in this manner can ensure that the person giving feedback doesn’t focus only on the elements they dislike about the work but balances the feedback with praise.

Handling Feedback Professionally

Facing mistakes or shortcomings can make you defensive or embarrassed and receiving feedback takes practice. Fortunately, you can build your skills in this area. Here are some key strategies that can help you accept feedback graciously and professionally:

Seek feedback often. When you ask for input regularly, you can get more incremental lessons that are easier to handle and implement. It also can reinforce the relationship between the person giving you feedback and yourself.
Prepare yourself. Before requesting or receiving feedback, take a moment to separate your ego and worth from your work. Remind yourself that this is a learning experience, not a judgment of your character.
Remember that feedback is a gift. The person giving you feedback is taking time to share their perspective and, together, you are both working to improve your performance. As such, it’s nice to thank the person for their time, effort and support. Expressing gratitude may also make people more inclined to help you in the future.
Reiterate what you hear. Paraphrase what you’re hearing and the messages you’re taking away from the conversation. This practice allows them to confirm, clarify or give nuance to critiques and helps you to internalize what the other person is trying to say.
Appraise the advice quality. In a feedback session, the reviewer may not be as knowledgeable on the subject, invested in your project, or have the same understanding of your goal. Permit yourself to decide whether it makes sense for you to implement their feedback.
Take time to process your emotions and put your feelings into words. Known as affect labeling, this can help calm your brain’s emotional reactivity. After you identify your feelings, you can process the messages behind the feedback and improve how you accept feedback. For instance:
- Are you defensive because you were happy with the original version? You likely went into the critique looking for validation, not growth.
- Are you frustrated you didn’t get actionable feedback? You may not be asking the right questions.
- Are you taking critiques as slights against you as a person? Remind yourself of other praiseworthy aspects of your identity.
Get a second opinion. To offset any perceived biases or substandard critique styles, consider asking a second party for feedback on your work. Take what you’ve learned in the first critique to examine different areas of your work.

Feedback is inevitable in the workplace, so it can be helpful to redefine feedback as valuable support. No matter what you’re working on, you should prepare yourself and expect that change will be required when you walk out of a feedback session. Make sure that you’re ready to work on yourself and your performance.

In a professional environment, excuses, negative reactions, and emotions like anger can limit your potential for growth. Accepting input, ideas and feedback requires maturity and emotional intelligence, though on rare days, you might find that you don’t have the requisite emotional fortitude to handle critiques. In those instances, be generous with yourself and take as much time as you need to process and address feedback. While it’s essential to trust the person giving feedback, asking people with whom you have a close relationship can backfire if they can’t be honest. You may also learn that certain people aren’t prepared, interested, or able to share the types of insight that will help you grow and improve.

For the best results, approach people who can give you helpful feedback, learn how to manage your emotions, parse through the critiques to identify the valuable nuggets of actionable feedback, and then make plans to address the necessary changes. Taken in the right frame of mind and with the proper emotional attitude, feedback can be an influential teacher that can help you deliver the best results.

Doomscrolling: How It Affects Us and 5 Tips for Curbing the Desire to Doomscroll

I have a Twitter addiction. And I know I’m not alone.

As a former reporter, Twitter served as an important part of my job to keep me informed. As a PR professional, it continues to serve a similar purpose for staying on top of news.

However, for news junkies seeking constant updates, Twitter is an enabler, presenting its own roulette wheel of notifications, real-time updates, commentary, jokes, and dialogue around news developments and social issues. You never know what to expect, but you know there’s always something new coming down the pike. The same can be said for any other social media app – Facebook, Instagram, TikTok and more – making them particularly captivating.

And so, we scroll. Often, the constant scrolling excites us. Though it can also work to our detriment, or even, our horror.

In the wake of the pandemic, doomscrolling has become an all-too-familiar trend for many people. The term refers to binging on negative news, where one constantly scrolls through news sites or social media posts to stay up to date on the latest developments, even though the news is distressing. Over the last two years, how many times have you found yourself scrolling through news updates and social media posts regarding news that shocked, disturbed or terrified you?

And yet, despite the unnerving nature of doomscrolling, many of us can’t stop.

Why do we doomscroll?

The inclination to doomscroll can be rooted in good intentions. Doomscrolling starts when a news audience or social media users want to stay current on the latest news, particularly when it’s negative. From there, the behavior can turn into compulsive scrolling. This dark fascination is not unlike the inability to look away from a car crash.

In a study on “Doomscrolling on Social Media Newsfeeds,” Benjamin K. Johnson of the University of Florida found that the act of doomscrolling goes beyond keeping informed.

“It’s this obsession with trying to make sense of the crisis or all of our crises,” Johnson said in an article from Futurity.org. “It’s the combination of living through a crisis and having a smartphone with a newsfeed that never ends. It just keeps going. So, we keep scrolling.”

Pamela Rutledge, director of the California-based Media Psychology Research Center, told the BBC that doomscrolling “really just describes the compulsive need to try and get answers when we’re afraid.”

Additionally, the design of social media apps enables curious minds to constantly scroll for the next bit of news, which can be incessant during uncertain times. But, as Bethany Teachman, a University of Virginia professor of psychology, said in a Q&A with UVA Today, “ … there is no one magic piece of information, news story, or Facebook post. Instead, we have to learn to tolerate the uncertainty.”

How doomscrolling affects us

One doesn’t have to look far to understand or affirm the negative effects of doomscrolling. Most notably, the act of doomscrolling can reinforce a negative mindset and adversely influence your mental health.

A German study conducted in March and April of 2020 associated anxiety and depression with the consumption of COVID-19 related media, while another survey in Russia found similar results. A study from Dartmouth College found increased smartphone usage led to more anxiety and depression among college students during the early stages of the pandemic.

In an article from VeryWellMind.com, psychotherapist and coach Tess Brigham, MFT, stated that doomscrolling may be a coping mechanism for people who want to take control of situations in which they feel anxious. However, the act of doomscrolling only creates more anxiety and fear.

“It’s bad for your mental health because there is no real benefit to doomscrolling,” Brigham said in the article. “It only makes you more anxious and paranoid about the world around you.”

Tips for curbing the inclination to doomscroll

There are several small steps people can take to mitigate the desire to doomscroll. These include:

Set limits. Keep track of how much time you spend scrolling through news and social media feeds. Set a timer for this activity and adhere to your limit. Consider having a friend or your partner remind you when you should disconnect.
Establish boundaries. Similarly, only allow yourself to check news and social media at a specific time of the day. Doing so can help you establish a fixed routine and communicate to yourself when you should be disconnected and put your phone down.
Be selective with the news you follow. Not every media outlet or influencer is trustworthy. Only follow news outlets or experts that you trust the most. Monitor the types of media you consume as well as the tone and rhetoric. Stay attentive of the news subjects you focus on and discuss with others and how much time you devote to these.
Avoid social media. Avoiding social channels doesn’t necessarily mean quitting, but some time away from social media activity can be beneficial. If a news topic breaks or is trending that you know may cause anxiety or distress, choose to stay off social media for the day. For a longer-term solution, consider deleting apps from your phone that are readily accessible and often lead to doomscrolling, be it Facebook, Instagram, Twitter, or whatever app consumes the most of your time.
Engage in positivity and gratitude. The antonym of doomscrolling can be referred to as “hopescrolling” or “joyscrolling.” Seek out news that is positive and invigorates you. Or seek something positive to engage in away from your screen. Focus your time on things that bring you joy and don’t cause anxiety or fear.

One of my favorite follows on Twitter is journalist Karen K. Ho, a Business Insider reporter who is also the creator of the Doomscrolling Reminder Bot.

Every few hours, the Doomscrolling Reminder Bot shares a tweet that directly asks its audience if they’re doomscrolling. It shares reminders that stress manifests in different ways, which may include constant scrolling on social media. And it suggests taking breaks from screens, taking steps to monitor self-care that include drinking water, and doing something you enjoy to ensure you’re able to rest and recover.

https://twitter.com/karenkho/status/1490195835073802243?ref_src=twsrc%5Etfw

Such reminders are critical to our health and well-being. On more than a few occasions, the bot has caught me doomscrolling. It’s also caught its creator engaging in this activity.

Having these reminders can be effective in breaking the perpetual cycle many of us put ourselves through: engaging in endless scrolling because we’re anxious or bored or engrossed – and making whatever emotional state we’re experiencing only worse.

Like many bad habits, engaging in doomscrolling is easy and addictive and requires thoughtful steps to break. But with careful effort and planning, you can break the cycle and make your mental health and well-being priority No. 1. Don’t be afraid to log off and disconnect; you may find that all the anxiety and worry that comes with negative news just isn’t worth it.

Navigating Metaverse and What to Make of the Space

By now, everyone has likely heard of the metaverse. Though, despite its prevalence, the definition of the term is unclear. Descriptions of the metaverse vary, which feed into overwhelming confusion surrounding the word. However, a consistent variable of the metaverse is a “digital world with immersive experiences.”

With this explanation as a lens, it can be easier to understand metaverse and see that it already exists in science fiction, virtual reality (VR) and gaming ecosystems, such as Minecraft and Fortnite, and even a Peloton Bike, where users participate in virtual experiences.

So, while Xbox owner Microsoft’s recent announcement of its acquisition of gaming studio Activision Blizzard did not surprise the gaming world, what has drawn broader attention is how the company positioned the news. In Microsoft’s press release, the company said that the acquisition will “provide building blocks for the metaverse.” Viewing this messaging with knowledge of gaming and VR platforms makes the connection logical and seemingly harmless.

However, in a recent episode of The New York Times’ The Daily podcast, they discussed Microsoft’s announcement and evaluated potential concerns with the space. They emphasized that metaverse is no longer just science fiction and highlighted concerns about big tech companies harnessing control of the creation and evolution of the sector. Nike, Walmart, Disney, and of course Facebook, or Meta, are a few of the big names that have announced plans or existing investments in the metaverse.

The concern The Daily flagged primarily centers around the uncertainty of the future of the space and the prospect of a finite number of companies governing a new reality.

For example, as large tech companies invest billions of dollars in informing and making a profit off users in the metaverse, they will solidify their control over consumer behaviors and information. The dystopian worry then becomes that these companies will shape an immersive digital world while the real world tackles issues like climate change and inequity. And that these tech giants will control the metaverse, just like they control much of today’s internet.

With these concerns on the table, users should be cautious about the evolution of the space. For other tech companies, it’s wise to familiarize themselves with the space now and determine how the metaverse could support stakeholders and customers. Through this exploration, companies should also consider the potential value or role they can play in shaping the metaverse to ensure it is an equitable space.

A recent article in PR Daily outlined three tips companies can consider as they navigate the metaverse. The tips include increasing education around metaverse, setting company objectives around the space, and determining opportunities for participation.

These tips are informative in that they can help companies map out whether or not getting involved in the sector makes sense. Like other tech tools or platforms, it’s not always a one-size-fits-all approach. The fluidity of the metaverse in itself should motivate companies to take a strategic look at where and how they can add value to the digital ecosystem in the short and long term.

The metaverse is an exciting topic and one that will continue to present new opportunities and concerns. We’re eager to see this space unfold and help our clients position relevant news in the metaverse.

Revealed: Most Popular Posts of 2021 vs. 2011

Over the years since we started the Communiqué PR blog, the readership has steadily grown. Our team writes PR-focused posts that provide thought leadership on trends, summarize client results, and offer guidance with tips and tricks relevant to marketing executives, PR practitioners and business leaders.

It is revealing to look back at what posts were most popular with our readers 10 years ago compared with those of the past year. The blog posts that secured the most unique visitors in 2021 focused on social media, storytelling, and effective messaging.

In 2011, the most popular posts were more varied – ranging from mastering the nine-second sound bite and tips for April Fools’ Day announcements to tactical guidance on choosing hashtags.

The style of our blog has evolved while still publishing posts that offer guidance and counsel but tying recommendations to current events or prominent figures. You can find the links to the top posts for 2021 and 2011 below.

We look forward to providing ongoing PR expertise, perspective and critique in the coming year.

Below is the list of the most popular blog posts published in 2021 based on the number of unique visits during the year.

According to our post “A Look Back at 2011,” the most popular Communiqué PR blog posts ten years ago included:

Insights for Leaders Navigating Visibility, Credibility, and Growth.