Capture Investor Attention with ConTech PR

The construction industry is turning to technology to accelerate past stalled productivity, and ConTech startups stand to benefit.

Facing a chronic skilled labor shortage, increased competition and economic pressures, contractors are turning to technological solutions at a growing pace. Writing in Forbes, Angelica Krystle Donati reports that the demand and need for productivity-boosting construction technology is enormous:

In one word – huge. the global construction industry was estimated to be worth over $17 trillion in 2017 and is forecasted to exceed $24 trillion in 2021. It is also an industry that is very much behind the curve in terms of innovation, especially with regards to construction methods. As we saw above, though there are significant advances being made around design and workflows, the actual construction still largely relies on traditional methodologies, with the exception of off-site manufacturing. 3D printing is still very much in the experimental “PR stunt” phase. Some estimate that even using only the ConTech tools we already have, widespread adoption would mean a sector productivity increase of 40%.

ConTech-Focused PR Leads the Way

This has, in turn, caught the eyes of investors, who are interested in cashing in on the demand by pouring funds into construction tech startups. In this environment, it’s important that your ConTech business doesn’t neglect developing and implementing a construction tech public relations campaign to boost its visibility.

With construction PR, you can make sure your news and information about your ConTech innovations land in front of the right decision-makers. With garnered media and a managed brand image that connects with all your potential investors and customers. Ultimately, your company sells to both of these groups, and with the right messaging, you won’t just be selling your product, you’ll be communicating why your solution blows the competition away.

If your ConTech company is looking to make its brand into an industry-wide name, look no further than the experts at Ripley PR to make it happen. Call us at (865)-977-1973 or contact Ripley PR online.

Joel Davis, Content Supervisor

This post was written by on December 6, 2019

Finding your B2B tech story

Many B2B tech leaders began their journey in the industry that they serve. After all, who knows better about industry needs than those that have had their boots to the ground. Humble beginnings are the best stories to share and the most powerful in building trust with your audience.

Now you may ask why it’s important to humanize your B2B tech company. Shouldn’t value and functionality be enough? Stakeholders and clients certainly care a lot about both of those things, but a common understanding of industry struggles helps seal the deal.

Humanizing B2B tech

B2B business leader presents to an audience

Maybe you began your career as a health care professional or a tradesman and saw there were big inefficiencies that could be made better by tech. You and your experience building your B2B company is the greatest asset in garnering relevant media stories. A solid strategy can leverage your journey to create a powerful message that reaches your stakeholders.

How valuable is my story?

The media is always on the lookout for a good story. A career or company journey will interest readers from all walks of life. Even if you are not quite sure what is engaging about your journey, an agency specializing in B2B public relations can find your story and tell it in a compelling way. These stories are valuable tools in reaching and building trust with your audience.

Ripley PR can tell your story through sources that customers can trust while building industry credibility. As a client of Ripley PR, you will work with a team of experts in B2B to create buzz for your business and increase engagement in your market.

Let’s start your PR strategy today

If you’re interested in learning more about what we can offer, contact us at Ripley PR, or give us a call at (865) 977-1973.



Ripley PR

This post was written by on December 4, 2019

What Volvo is Getting Right About Automotive Public Relations

It was a bold move.

Two years ago, Volvo announced that all of its new models would have hybrid or fully electric engines starting in 2019, with the hopes of fully electric cars accounting for half its global sales by 2025.Young couple drives electric car they found through automotive public relations

Consumers want more fuel-efficient vehicles. Volvo has grabbed onto that trend and is surging into relevance with a business strategy that former CEO Pehr Gyllenhammar describes as “building for the future.”

It’s not just a bold business strategy. It’s smart automotive public relations, too. Here’s why.

It’s a Differentiator

Ditching gasoline-only engines is setting Volvo apart from the rest of the crowded automotive industry. So far, they are the first mainstream auto manufacturer to make this move. Good PR is about finding differences and making them benefits. What sets your brand apart from all the other brands? Why should people look to you for answers?

It Creates an Area of Expertise

Will this move be enough for Volvo to supplant Tesla as the definitive expert on electric vehicles? Only time will tell, but it’s a step in the right direction. This is known as thought leadership, and it comes when your brand and the people behind your brand are recognized as respected visionaries in your chosen field. Establishing thought leadership builds consumer trust, which in turn builds sales.

It Aligns with Young Consumers

According to one study, half of all consumers want electric vehicles. But 63% of millennials consider EV’s compared to just 38% of baby boomers. In this way, Volvo is indeed building the future, meaning their future consumers. By aligning with the ideals and priorities of rising generations, they are ensuring that those consumers are more likely to trust their brand.

Sweeping moves like this aren’t undertaken lightly. They need to be backed by rock-solid public relations strategies, too. The automotive public relations experts at Ripley PR can help you craft those strategies, lending them the air of authenticity that buyers crave. To find out more, call (865) 977-1973 or contact Ripley PR online.

Shannon Bryant

This post was written by on December 2, 2019

Are You Prepared to Launch Your A.I. Startup in 2020?

Artificial intelligence deserves a smart start

Best-selling author and futurist Bernard Marr recently contributed his projected top 7 tech trends for 2020 to Forbes, and the trend he mentions is increased movement in the artificial intelligence space; specifically, he expects more “AI-as-a-service” solutions for businesses that need the benefits but can’t natively create their own platform.New artifical intelligence software seen automating industrial machines

The implementation of artificial intelligence is changing industries every day, from alleviating pain points caused by the labor shortage in the construction industry to monitoring consumption of resources and utilities in efforts to reduce organizations’ carbon footprints.

With the amount of buzz – and competition – surrounding AI right now, you need to ask yourself some critical questions before announcing your tech contribution to the world if you’re gearing up to launch the next great AI-powered assistant or SaaS-style product.

At Ripley PR, we’ve worked with AI solutions, all-in-one management platforms, sustainability tech and more, and we know the importance of a well-planned launch. As an agency experienced in tech public relations, we’d like to recommend the following introspection and consideration before taking things public on your own:

  • Can each member of your team recite your key messages (and get close to the mark)?
  • Have you already identified your target audiences, and do you know what media outlets they hold most valuable?
  • Are you capable of securing opportunities with your target media on your own, and is your spokesperson(s) ready to address members of the press if you do?
  • Do you have comprehensive plans to deliver consistent and engaging social media and online content?
  • Can your internal team prepare and deliver case studies, white papers and other compelling arguments that your product is, in fact, worth the investment?

If the answer to any of these questions is no, we’d love to help. Even though you’re on the cusp of making advances in the realm of artificial intelligence, there are some processes that simply can’t be automated yet. Thankfully, we’re here to take that extra work off your hands.

For a launch campaign consultation from a full-service and experienced tech public relations agency, contact Ripley PR today at (865) 977-1973.

Grayson Shockley

This post was written by on November 29, 2019

3 Ways PR can Make 2020 Your Banner Year

How PR can help your manufacturing company with recruiting, tech adoption and new markets

Engineers and manager discussing manufacturing public relations plan

There’s a lot to look forward to in 2020: The world’s largest time capsule, the Yahoo! Time Capsule, will be opened, the Summer Olympics will be held in Tokyo, and the U.S. presidential election will take place, to name a few. As manufacturing public relations specialists, we’re also looking forward to all the latest advancements that are set to hit the market.

If 2020 is going to be a marquee year for your manufacturing company, it’s important you don’t overlook the power of public relations and how it can boost your brand. Here are three areas that PR can help:

  1. Connect with new markets: If you’re making a push into a new market segment in 2020, public relations can help you make your presence known. By reaching out to editors and journalists that write about your specific vertical, you can connect with their readership and start to boost your brand awareness. It’s imperative that you do your research, though, as a new market can sometimes mean a new game plan. How does it differ from your current market? Do you know who covers that specific industry? How do they operate? What audiences are you trying to reach? What do you want them to do? These questions and more need to be answered in order to make your outreach as successful as possible.
  2. Showcase your tech: Competitive doesn’t even begin to describe the current manufacturing tech landscape, and 2020 is going to make it even more challenging for companies to get their tech news out to the right audience. Reporters are inundated with the latest and greatest tech news, so your product either has to really outshine the competition and be completely novel or have a solid story behind it (and sometimes even both to get the attention of the media). What’s your product’s story? Why should anyone care? What major challenges — the ones that are keeping business owners and decision makers up at night — are you solving? Answering these questions is the first step in developing a narrative that will not only resonate with your audience, but also with the journalists covering tech.
  3. Attract new recruits: Whether you’re looking for a seasoned executive, a niche skilled worker, or need to attract an entirely new, younger workforce (aka millennials), public relations has the unique ability to tell your story in a way that connects beyond a job board posting. In our experience, your company’s culture and employee growth possibilities need to be front and center. Why should I come work for you? What does it mean for my career? How’s the work-life balance? How am I going to feel accomplished day-in and day-out at this company? Answering these questions can be done through a variety of PR techniques, including employee success stories, interview Q&As, and hiring and training events. The more these answers come from employees themselves, or from reporters outside of your organization, the more legitimate and trustworthy they’ll be.

These are just a few ways PR can boost your manufacturing brand in 2020, and now’s the time to start the conversation with journalists to get early coverage. If you’re looking to start 2020 off with a bang, contact Ripley PR today.

JD Sizemore, Account Director, Client Services

This post was written by on November 27, 2019

3 Ways to Tap into Sustainable Plumbing and HVAC Trends with PR

Tomorrow’s home is greener

2020 is right around the corner, and the impending year has proven to be a popular target for companies pursuing sustainability goals, reducing waste, implementing eco-friendly practices and seeking to lower the carbon footprints of their facilities. That same environmental focus is not lost on today’s homeowners. If you’re looking to grow your home service companies in 2020, being positioned as the eco-friendly energy and plumbing experts in your service areas will be critical.

As an agency experienced in both home service public relations and the sustainability space, Ripley PR can help craft, refine and deliver the messages necessary to help you connect with your audience and save the planet one house at a time.

Changing Homeowner PreferencesHomeowner calculating energy consumption

Just as popular chains are abandoning plastic straws, encouraging reusable containers and opting for environmentally-sound packaging, residents are looking for ways to contribute from home. Plus, for cost-conscious homeowners, saving the planet turns out to be a great way to save their bank accounts, thanks to the resulting lower energy and utilities bills.

Tim Bakke, while writing for Realty Times, recently counted “eco-houses” as one of the current top home trends that will continue into 2020.

Speak the language, offer real solutions with PR

It’s not enough to simply offer product – low-flow toilets, tankless water heaters and smart thermostats are all great, but they need to come from a trusted source. The benefits of your products and services, both to the homeowner and to the environment, need to be conveyed with conviction and compelling messaging. In addition to products and services, your expertise itself is a solution that should be offered. A full-service home service PR agency like Ripley PR will have an accounts team that can hone your key messages surrounding eco-friendly upgrades, services and know-how, and a content team that can provide steady streams of educational material to win over your audience.

Here are some examples of how we can help:

  1. PR Strategy and Messaging: One of the most difficult parts of managing your brand is refining your key messages and consistently delivering them in a clear, concise manner. We can lay out a comprehensive strategy that ensures your PR efforts and intended image and branding remain aligned.
  2. Press Releases and Earned Media Placement: By regularly sharing your news through official releases and pitching you to your local media as an expert that can speak to eco-friendly trends in homeownership, your target audience will begin to see you as a local thought-leader in the space and trust the solutions you offer.
  3. Blogs and Social Media Calendars: An experienced content team can maintain a steady flow of engaging content that offers water and energy conservation tips, timely recommendations for upgrades and new product and services alerts. By offering carefully researched and thoughtfully positioned content to your followers, our content team can enhance engagement with your brand, drive more leads to your site and keep the green conversation going with your customer base.

The demand for green, energy-efficient homes with eco-friendly plumbing, heating and air systems is clear. Contact Ripley PR today at (865) 977-1973 and ask how we can help keep you top-of-mind for environmentally-conscious homeowners in your service area.

Grayson Shockley

This post was written by on November 25, 2019

Give your Franchise Brand the Staying Power it Needs with Franchise PR

Franchise networks that can change with the times and keep up with customer tastes and desires have the advantage over competitors. This also requires keeping your brand in the public eye, tailoring outreach and communications to both customers and potential franchisees. Franchise public relations can offer the right voice to make that possible.

Dealing with Change

The franchise industry is not immune to ongoing changes in consumer preference. As demand for services like home delivery and mobile ordering put a dent in foot traffic at restaurants and retail locations alike, franchisors need to find new ways to help boost their overall brand image and visibility to keep their brand relevant.

Increasing visibility requires carefully crafting a brand image that makes visiting individual franchise locations worth the effort for customers. Ripley PR’s skilled team of franchise public relations professionals can turn announcements of new store locations, products and services into news coverage, bringing crowds through the door and attracting prospective franchise owners to your brand. A well-crafted social media strategy can give your franchise network the image you’re looking for, from professional, high-quality posts to fun and unique content that builds an engaged fanbase.

Our team of talented content specialists will craft every tweet and post on your social media platforms to ensure organic growth. If things do go wrong, having a crisis management plan, developed by PR professionals, in place can help keep your reputation intact even in the wake of supply chain failures, missed targets and social media mistakes.

Looking Forward

The growth of franchise brands depends on the health of its individual franchise locations. As a franchise-focused PR agency, Ripley PR can help your company grow, whether you’re looking to attract new location owners or boost visibility with consumers. Let us show you how public relations can help your franchise navigate the changing marketplace. For more information, call us at (865) 977-1973 or contact Ripley PR online.

Joel Davis, Content Supervisor

This post was written by on November 21, 2019

Let PR Help You Grow Your Franchise Brand

Growing a franchise brand is hard work for even the most experienced entrepreneurs. It’s different than just owning multiple businesses. Not only do you have a brand reputation to build, but you also have to market to both potential franchise owners and customers.Specialized franchise public relations can help grow your business.

At first, it might feel overwhelming, but if you allow a specialized franchise public relations agency to help you with brand messaging and positioning, your workload will seem a lot more manageable.

Specialized Franchise PR can Help You Build a Strong Brand Identity

Brand identity is especially important for franchise networks. It’s what ties everything and everyone together. It gives individual franchise locations business continuity in the eyes of your customers.

Building a strong brand identity takes work, though. It takes consistent messaging and consistent content development, and that’s a lot to think about while you’re trying to grow a franchise system.

But the good news is building a brand identity is something specialized franchise PR agencies can help take off your plate. They have the time and know-how to make sure all of your brand messaging is consistent and effective.

Good PR will Help Attract the Right Franchisees

One of the most important aspects of owning a franchise business is finding the right franchisees — and good PR can even help with that!

Public relations agencies that specialize in helping grow franchise brands will know how to reach the right people with the right message. That doesn’t just help with sales. It also plays a huge part in recruitment.

At Ripley PR, we know that franchise businesses require a specialized approach to public relations because we specialize in franchise PR. And we’re here to help! Contact Ripley PR today at 865-977-1973 to find out more.


This post was written by on November 19, 2019

Ripley PR Recommends 5 Best Practices to Maximize Franchise Discovery Days

National franchisors can attract more qualified leads with advice from one of Entrepreneur Magazine’s top ten franchise public relations agencies of 2019

MARYVILLE, Tenn. – Nov. 19, 2019 – Ripley PR, a global franchise public relations agency, is offering five tips to franchisors for maximizing Discovery Day events, driving attendance of prospective franchisees and securing more qualified leads.

  1. Know when and where to host your Discovery Day. Heather Ripley, founder and CEO of Ripley PR, has planned countless Discovery Days for emerging and established franchisors, and she has found there’s more to the timing than just positioning in the sales cycle.

Ripley worked for one of the nation’s largest home service franchisors before founding Ripley PR. When promoting Discovery Days, the company strategically chose locations attractive to prospective franchisees. Sarasota, Florida, for example, has pleasant weather throughout the year. Las Vegas, she said, was another hit with their candidates in any season.

  1. Have an airtight plan and keep a solid agenda. Charles Bonfiglio, former multi-unit automotive repair franchise owner and CEO of Tint World®, draws on his first-hand experience as a franchisee prospect to host successful events that have contributed to Tint World®’s expansion.

“I’ve attended both good and bad Discovery Days, and it’s obvious the good ones never tried to wing it,” Bonfiglio said. “It’s important to remember that prospective franchisees are evaluating your system too, and you should have an agenda prepared that respects their time, accomplishes specific goals and maximizes value. Ensure that next steps are crystal clear to your staff throughout the event, and equip them with a contingency plan for unpredictable circumstances.”

  1. Prequalify to ensure the best prospects are invited. Bryan Richards, vice president of operations at leading home service franchise Mister Sparky, stresses the importance of not only filling seats, but filling them with best possible candidates.

“Franchisors in different industries have asked us how we filled so many seats at our events at Clockwork Home Services,” Richards said. “We focused not only on having great attendance, but getting the right people in the seats. You must have a skilled franchise development team to thoroughly vet and prequalify your prospects to avoid tire kickers, which will save you valuable time and resources. Obtaining key information, like whether or not a prospect can secure financing, is critical when speaking to them about attending Discovery Day.”

  1. Create awareness, drive registrations and promote your event. Properly announcing a Discovery Day with a multi-pronged public relations and marketing campaign is critical to ensure success and attract the highest quality leads.

Ripley says that central to building an attractive franchise model is ongoing positive PR to build awareness and credibility around the brand. A full-service public relations agency with an experienced content team can also develop engaging e-blasts and a digital ad campaign to target prospective franchisees, and they’ll be able to support road show-style Discovery Days with dynamic social media ads inviting prospects within a suitable driving range to attend. It’s important, she said, that Discovery Day dates are not promoted too far in advance to create a sense of urgency.

  1. Showcase your buttoned-up, professional and well-prepared corporate team. Bill McPherson, vice president of franchise development at AlphaGraphics, has decades of experience growing franchise systems and understands what a difference a prepared and professional team can make for your Discovery Day attendees.

“Before hosting your Discovery Day, ask yourself if each Corporate team member that is expected to interact with prospects can be fully trusted to represent your brand,” McPherson said. “If the answer is no, the chances of losing a well-qualified franchisee increase exponentially. Each employee must be trusted, personable, professional and well-versed in your key messages and values. The most engaging program can be completely derailed by a poor experience with your team, so we place a high priority on training and employee preparation leading up to each Discovery Day.”

Ripley PR was named on of Entrepreneur Magazine’s top ten franchise public relations agencies of 2019. The global agency offers strategic communications services for its clients, including crisis management, media relations and social media strategies. The agency’s unique combination of strategic business accounting and creative public relations help clients build brand awareness, establish positive reputations and drive increased leads and sales.

For more information about planning a Discovery Day with franchise public relations, visit

About Ripley PR
Ripley PR, Inc. is an elite, global B2B public relations agency specializing in construction, franchising, technology, home services and manufacturing. Offering a full range of strategic communication services, including crisis management, media relations and social media strategies, Ripley PR uses a blend of strategic business accounting and creative public relations branding to tell compelling stories and deliver measurable results. Ripley PR is a partner in IPREX, the $350 million network of communication agencies, with 1,800 staff and 115 offices worldwide. For more information, visit or call 865-977-1973.

Heather Ripley, Founder/CEO

This post was written by on November 19, 2019

Looking for Investors? Construction Tech PR Can Help

Investors are seeing dollar signs as the construction industry finally gets serious about technology. With plenty of venture capital flowing into the sector, now is the time for ambitious startups to capture investor attention through construction tech public relations.

Following the Money

From 2011 through early 2017, investors poured $10 billion in funding into tech companies serving the industry. Entrepreneurs have noticed, and the race to become the next big thing in construction tech has begun. Meanwhile, the demand isn’t going away. As tech becomes more embedded in the industry, contractors have to up their games in order to keep up, according to a McKinsey report:

Construction-technology startups have developed hundreds of tools for use cases across the project life cycle, ranging from design management to scheduling to safety monitoring. In the future, we’ll see even more tools emerge, particularly for use cases related to field management and performance management. With the role of construction technology growing so rapidly, and new use cases emerging constantly, E&C companies that do not invest in the right tools risk being left behind.

Finding the Right Opportunity

What does this mean for your tech company? Since construction companies are being forced to invest in new technological solutions or be left behind, it’s a target-rich environment for tech companies like yours aiming to serve the market.

It also means that your company is going to have plenty of competition. To remain visible in the crowded marketplace, consider partnering with Ripley PR, a construction public relations agency with years of experience and insight into the industry. We can help your startup generate visibility and interest from construction professionals while attracting the attention of investors.

If you’re ready to start promoting your construction tech startup for real,  Ripley PR is ready to help. Contact us today at (865) 977-1973.

Joel Davis, Content Supervisor

This post was written by on November 15, 2019

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