Does Your Company Need a Specialist Agency?

As a specialty public relations agency, Ripley PR concentrates on B2B public relations. And within that specialty area, we further drill down our areas of business expertise into specific industries.

We like it that way because it is beneficial to us and to our clients for a variety of reasons. Here is our take on why it’s a good idea for your business to consider using a PR firm specializing in your industry.

We know the industry movers and shakers in the media

We have nurtured our relationships with the most influential media in specific industries, making it our business to know who we need to contact to get your company’s story in the news.

  • We know what will get attention and what won’t

Because we have pitched story ideas and news items to various media in your industry, we have deep knowledge of what types of stories will get attention, when to pitch it and to whom.

  • We are aware of your competition and their strategies

We probably know all about your competition, which is good news for you. We may have the inside scoop on their tactics and we may know about their failures and successes, all of which will help us help you find the sweet spot.

  • We know the social media influencers in your industry

We have spent many hours (and days and weeks) investigating social media accounts relating to your industry, and as a result we can guide you in the best ways to stand out in the crowded marketplace.

  • We can help you avoid the marketing pitfalls common in your industry

We’ve been there and we’ve helped others navigate through the land mines successfully. This is a major consideration when choosing an agency to represent your business.

Finally, you’ll want to hire an agency with experience in a crisis situation, whether in your market or another similar market. Hiring a team with crisis management experience could, quite literally, save your business.

Heather Ripley, Founder/CEO

Posted by Heather Ripley, Founder/CEO on April 27, 2017


How Franchise Public Relations can help to Generate Leads

As a franchisor, you are in the business of selling franchises. And you can’t sell a franchise, if you don’t have leads. So what can you do differently to grab the attention of your ideal franchisee? How do you make sure that they invest in your franchise, instead of your closest competitor?

Enter franchise public relations. With a strategic communication strategy that targets the right audience on the right communication platforms, you can create more awareness and generate quality leads to help grow your business.

Here are a few ways how franchise public relations can help to generate leads:

Target the right audiences on the right platforms

Any business has various audience segments it’s trying to reach. You can’t reach all your audiences with the exact same message on the exact same communication platforms. For example, if you sell plumbing franchises and want plumbers who are already in the industry to convert their businesses into a franchise, Facebook might be the ideal platform to get your message out there. But if you’re looking for an investor to buy multiple units, LinkedIn might be a better option to reach your ideal franchisee. The type of publications you target will also differ. Plumbers might read trade articles on their cell phones during the day, which they see in their Facebook feed, compared to the multi-unit investor who reads about your business in an article that a franchise magazine shared on LinkedIn. A strategic franchise public relations strategy will help you to reach the right audience segments on the right communication platforms.

Build awareness in local markets of new franchise locations

Each new franchise location is a great opportunity to generate news in local markets. Local newspapers and TV stations are usually interested in covering a story about new locations. Suddenly, there is an awareness of your franchise in the local markets, and a great way to generate more sales leads. At Ripley PR, we frequently see that proper media outreach in local markets to announce new franchise locations generate various leads.

Promote your Discovery Day for face-to-face contact

This has proven to be a successful tactic to generate quality leads. A strategic communication campaign to promote your discovery day in a local market helps to get the right people through the door. People attending these types of events are serious about investing in a franchise. They have various questions they want to ask and the best way to connect with them is face-to-face. It’s not the number of sales leads that count, but the quality of sales leads. And a well thought-through PR campaign can help you stand out in an over-crowded industry.

To learn more about ways franchise public relations can help you generate leads, contact Ripley PR.

Celeste Vlok

Posted by Celeste Vlok on April 25, 2017


Logo Design: You Pay for What You Get

The importance of hiring a branding expert for your logo design

Logo creation may seem like an easy task, but you need more than just an idea and someone with Photoshop to make an impactful logo. If you’re in the process of updating your logo as a part of a greater B2B marketing and public relations strategy, you should know that you pay for what you get.

Skimping on graphic design, especially as it relates to your business’ logo, can have serious ramifications, and ultimately, can hurt your brand’s impact and longevity.

So what makes a great logo?

A great logo is:

  • branding expert - logo designMemorable – Your logo should stand out and showcase what makes your business unique among a sea of competitors.
  • Descriptive – If your logo stands alone without a tagline or description, it should tell the person looking at it what you do.
  • Versatile – Your logo will be used on a variety of materials, which means that it must work without color and it should be scalable.
  • Timeless – Certain fonts and styles, while in vogue now, may fall out of favor over time. Worse yet, they might become outdated quicker than expected, which means you’ll be giving the impression that your business is outdated and paying for another logo redesign.

A branding expert goes through a process to ensure that a logo falls in line with these qualifications. They start with a design brief that outlines your goals and objectives, they do their research, and they sketch and conceptualize—all before a design even crosses your desk.

This process is not quick, or cheap. However when it is done correctly, it can setup everything else your company does visually, from business cards to your website. Instead of viewing a logo design as an expense or a simple task that is hired out on the cheap, look at it as an investment.

If you’re thinking about updating your logo, give Ripley PR a call. We’ve got the branding expertise to help make sure your next logo is a great one.

JD Sizemore - Account Supervisor

Posted by JD Sizemore - Account Supervisor on April 21, 2017


How are your competitors getting so many mentions in the trade magazines?

Are you flipping through the different trade publications and getting frustrated because you continue to see the same competitors mentioned? Not in an advertisement, but in an actual article. How are they continuing to make it into these articles, but there is no mention of your company? I can answer that question easily for you. It is because they have good PR. A heath IT public relations company like Ripley PR spends a lot of time developing relationships with the editors and reporters from these trade publications and they have established their clients as the “experts” in the field.  Here are some examples of how PR can help your health IT company get mentions in the trade publications.

  • Positive media coverage – A good public relations firm knows the best publications and markets to reach your target audience. Media coverage acts as a third party endorsement of your brand and message and can drive positive coverage for your brand.
  • Reputation Management – PR agencies can monitor and respond to poor reviews by showcasing the positive aspects of your business. This strategy will not make negative reviews disappear entirely, but it can offer a greater emphasis on the positive qualities of your business to help drive more positive results. In addition, a public relations partner like Ripley PR can also assist your business in the event there is a crisis related to your brand by creating strategies for timely responses during a crisis situation.
  • Awareness – In order to get your brand message in front of the right people to help your company get picked up in the trade publications. Writing and pitching your good news stories, writing blogs with pertinent industry content, and creating social media posts that build a buzz are all examples of how PR can help.

If you want to get your company mentioned in the trade publications, the health IT public relations professionals at Ripley PR can assist you when you contact us today.

 

 

Jennifer Rice

Posted by Jennifer Rice on April 19, 2017


PR Helps Construction Companies Work Smarter

Commercial construction companies often don’t think about adding B2B public relations to their toolbox, but they really should if they want to work smarter.

A good PR agency with experience providing construction public relations support can help any construction company large or small do the right things that will bring in contracts and new business without necessarily working any harder.

Here are a few strategies a PR agency can help with to make sure your construction company grows:

  • Tell your story – A PR agency can help tell the story of why your company is the
    best at what it does. They can also help put your message in front of the right audiences.
  • Go for some awards – Let your PR agency go for the gold for your construction company. There are plenty of accolades to be found, and your PR team can find those, write up a winning submission and trumpet the success. Awards get you noticed, and that kind of good news usually ends up in the paper.
  • Be approachable, be human – The most successful construction companies are easy to find, easy to reach and have a human touch. Your PR agency can help you engage on social media and can put you out there on the right channels of communication to reach your audience. Being human doesn’t necessarily mean being funny, but the right social media presence can give any company an approachable feel.
  • Respond quickly, completely – When a potential client or customer reaches out for information, be ready to respond quickly and completely. Your PR team can help you have products at the ready that will make it easier to engage with potential clients as soon as first contact is made.

A good PR agency can help any construction company, regardless of size, prepare for success. No matter how many contacts a company has within an industry, it never hurts to have good PR help to widen your network.

If any of the above resonates with you and your construction business, we at Ripley PR would love to talk with you. Not only are we a B2B public relations agency, we know the construction industry and how to help your company succeed.

John Cherry

Posted by John Cherry on April 17, 2017


If You Build It They Will Come: Creating Goodwill for Your Manufacturing Business Through PR

You’re a manufacturer. You build things like jet engines and tile and stuffed animals. That’s what you sell. Who needs manufacturing public relations when all you have to do is make your widgets to succeed?

If you’ll pardon a little honesty, you’re wrong. As a manufacturer, you are also building intangible assets that can make or break your company. You’re building your name and reputation and a reservoir of goodwill that serves as a tremendous marketing tool for your business.Manufacturing Public Relations Ripley PR

You have to look no further than the latest social media crisis involving United Airlines where an incident involving a passenger being dragged off a plane has pulled the company into controversy – and not coincidentally pulling down its stock price by $1.4 billion, according to Fortune.com:

And rather than blowing over after a night’s rest, the outrage only grew after the CEO sent an email to employees late Monday defending his staff’s action and calling the passenger “disruptive and belligerent.” Soon enough, the anger became global, with some questioning the practice of overbooking flights.

Now airlines and manufacturers may not seem to be in the same class, but what happens if one of your employees says the wrong thing on social media, and it goes viral? What if you’re the best manufacturer of air bag inflators in the world, but nobody knows about you? How do you get traction in the marketplace?

With the help of a manufacturing public relations agency, all it takes is a consistent social media strategy and a consistent focus on outreach to the media and the public to ensure your message is amplified. Reputation matters, and a good agency can be your megaphone to let the world know about your accomplishments.

That’s where Ripley PR comes in. We’re experts at promoting your business, enhancing your name recognition, and helping you come up with workable plans to weather crises with your good reputation intact. Contact us today.

 

Heather Ripley, Founder/CEO

Posted by Heather Ripley, Founder/CEO on April 14, 2017


How Do You Become the Expert in Your Market?

If you find your HVAC, plumbing or electrical competition is always in the news, it’s a good bet the press and trade media consider your competitors as subject matter experts and rely on them to provide reliable and well-versed news, valuable quotes and inside information about the industry. Those businesses probably spent many months or even years cultivating relationships with specific media and publications, and getting quotes and interviews and sending press releases to the right reporter or editor.

But how does that happen? It’s not through luck.  It takes know-how, work and perseverance- things a home service public relations agency can provide. We can help you:

  1. Develop and nurture relationships with key media

We read the trade publications and business news articles, and we know what types of stories will appeal to the media in your market.

  1. Write newsworthy press releases

We can send press releases out positioning your business as the experts. Press releases still work and are a great way to get media coverage.

  1. Pitch your news or story ideas to specific publications

Once we get to know the key reporters or editors at the top publications, they often come to us to write a column or monthly blog for their online platforms.

  1. Post on social media

We can write blog posts for your website and manage your social media. We know how to add the most recognized and valued keywords throughout your posts so you will start showing up in search results, making you more attractive as an expert in your market.

You’ll get more bang for your buck and quicker results by hiring a PR agency like Ripley PR. We’re the most experienced public relations agency in the home service industry.

 

Heather Ripley, Founder/CEO

Posted by Heather Ripley, Founder/CEO on April 13, 2017


Why preparing for a crisis may save your day

The outstanding reputation of a business is a fragile and valuable thing. One employee making headlines for the wrong reasons can ruin your company’s reputation and your day. Whether it’s criminal activity off the job (not related to their position with the company) or directly related to the company (embezzlement, theft, etc.), an employee’s nefarious actions can reflect poorly on a company if not properly handled.

With company resources focused on getting the job done, most businesses don’t have the time or expertise to develop a crisis communications plan. A B2B public relations agency can help. They can help you get the bad news out there and more importantly, get out in front of it.

Here are four reasons why you need a rock solid crisis communications plan:

  1. Current customers want to know what’s going on – Every business wants to hang onto every customer they have earned through hard work and delivering on promises. Being up front with customers about the situation at hand will go a long way in keeping their trust. A well thought out communications plan will have all the right words and tips to keep you out of trouble.
  2. Potential customers want to know more information – Bad news can linger on the internet and harm your business if you don’t take the effort to make sure you address the situation. You will want to have well developed messaging and procedures spelled out in your plan to make sure future customers don’t have the opportunity to dwell on the bad news. Instead, make sure future customers can find and see the virtues of your business when they research your company.
  3. Investors and supporters want to stay on your side – Every successful business has fans. They may have skin in the game, maybe they don’t. Either way, they want you to succeed and get through tough times with as little pain as possible. Communications plans will outline the best ways to keep your fans informed and on your side.
  4. Employees want to see that you are watching out for them – Staff morale and motivation often suffer when a fellow employee makes the news for the wrong reasons. However, a crisis plan can help make sure the company employees are informed and cared for. Also, you will want to make sure your employees feel they are valued as individuals and team members.

A good PR agency can help any business prepare for the unfortunate situation that can develop when an employee does something bad. Make your business ready for anything by working with a PR agency that can help you prepare for the worst case scenario.

If any of the above resonates with you and your business, we at Ripley PR would love to talk with you. Not only are we a B2B public relations agency, we know we can prepare your business to navigate the toughest of situations.

John Cherry

Posted by John Cherry on April 11, 2017


5 Ways to Position Yourself as an Expert in Your Industry

Practical manufacturing public relations tactics to build trust and help market yourself

“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.” This is the words of the famous American author and motivational speaker, Zig Ziglar. One of the most effective ways to market your manufacturing business, is to build trust and position yourself as a thought leader in your industry. This is no easy task and doesn’t happen overnight. It takes a strategic communication plan that incorporates the latest technologies and communications platforms, as well as traditional PR methods.

Working with various manufacturing business leaders to help position them as industry experts in their niche industries, we found the following manufacturing public relations tactics to be very effective:

  1. Contribute regular expert columns to trade publications – Many trade publications accept byline articles from industry experts for publication. By contributing content on a regular basis will help to get your name in front of your target audience, and give them a glimpse of your expert knowledge.
  2. Offer your expert opinion on manufacturing stories related to your field – Media outlets and reporters are constantly looking for reputable sources to comment on news stories. If reporters find that you are a credible source in your field, and easy to work with, they will continue to use you as a source for their stories.
  3. Publish educational blogs and share them on social media – Your customers are constantly searching the web to look for possible solutions to problems you might be able to solve. By writing blogs on a continual basis, answering some of the most frequent questions you are asked, you offer value to clients and help to build trust.
  4. Submit proposals to speak at key trade events – This is probably one of the most effective ways to position yourself as an expert among your niche target audience. Not only is it a great way to generate various sales leads in a short period of time, but the extra PR around the event and possible press releases to announce that you will be a speaker at the event will help to build momentum and get your name out there.
  5. Comment, share and post relevant content about your industry – Part of being an expert in your industry means you will create a following of people interested in what you have to say. In many cases, they learn about key industry news events from posts and comments you make on social media. Use that to your advantage and invest some time to demonstrate your awareness and opinion of things that really matter in your industry.

If you are interested in learning more about ways to position yourself as an expert in your industry, speak to the manufacturing public relations professionals at Ripley PR.

Celeste Vlok

Posted by Celeste Vlok on April 7, 2017


Why should PR be in your marketing strategy?

Why should PR be in your marketing strategyOften businesses hire an advertising or marketing firm and think that is all they need to push their business to the next level and reach their target market. One of the tools we have found that many companies are leaving out of their toolbox is public relations. PR involves a variety of programs designed to maintain or enhance a company’s image and the products and services it offers. Successful implementation of an effective public relations strategy can be a critical component to a marketing plan. A B2B public relations company like Ripley PR can help your marketing strategy by:

  • Increasing your search engine ranking – Marketing with public relations can supplement direct marketing and advertising efforts, and help increase your website’s rank in search engines. In addition, B2B public relations from Ripley PR includes blog posts that not only inform potential customers about your products and services, but can also increase your SEO rankings for your company.
  • Attracting new customers – One way that PR helps with marketing your B2B company or product is to draw in new customers with a definitive PR strategy designed for B2B. When your business receives press coverage, your brand can gain credibility among consumers, if the coverage is from a respected media outlet A PR agency can leverage their media expertise and relationships to secure media coverage through channels generally seen as more trustworthy and credible than traditional advertising.
  • Increase Lead generation – A story in the media can generate recognition in the B2B market and has the potential to create a sustained number of leads in both the short and long term. Lead generation is essential to a B2B company and by creating media demand for your company, you will be able to generate sales of your product.

Would you like to learn more about the ways in which PR can play a role in marketing your B2B company?  Contact Ripley PR today, whose experienced team can help improve your B2B public relations efforts to drive better results for your company and your products.

Jennifer Rice

Posted by Jennifer Rice on April 5, 2017


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