Is Good PR what Your Automotive Startup is Missing?

Any business startup in the automotive industry is going to be serving a fairly niche market. In fact, one could argue that it’s serving more

Automotive startup that is in need of good public relations.than just a target audience — it’s serving an entire subculture.

There’s no doubt that a lot of automotive businesses are often designed for car enthusiasts, which can make branding and marketing a little difficult. Because selling something that everyone needs is one thing. Selling a very specific product to a very specific group is something else entirely.

And that’s where automotive public relations can help.

Reach the Right Crowd Right Away

If you’re not marketing to the right crowd, building a successful automotive startup becomes very difficult. That sounds scary, but it’s true. And putting the time and effort into specific campaigns targeting a specific subgroup is nearly impossible when you’re also trying to run a new business. So, let automotive PR take that fear away.

You can focus on building your business, and your PR team can focus on getting your message to the right people, through the proper channels.

Control Your (Very Specific) Brand Messaging

You know that building an automotive company takes a very unique set of skills and industry knowledge. So, make sure your PR team knows that as well.

Trusting any old PR team with your automotive startup’s brand messaging won’t work, because they won’t know the nuances of the subgroup you’re trying to reach.

Instead, find a PR agency that specializes in the automotive industry like Ripley PR. They’ll know the lingo and will be able to work with you to craft the right message, and, ultimately, reach the right audience.

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


This post was written by on October 18, 2019

Public Relations Can Help Cure the Ills of Healthcare Tech

Concerns about the security of devices connected to the Internet of Things (IoT) has grown in recent years. In June 2019 alone, researchers discovered that 2 billion records had been exposed in a breach related to a smart home device company.

In Healthcare IT, protecting the security of your customers' data is your first priority.

Healthcare IT applications share the same risks. Similar to the problems facing other technology, health-tracking hardware and even internet-managed medical devices are facing threats of hacking, viruses and more. This can not only compromise the patient’s data and identity, but in rare cases it could even put their health at risk.

What’s a healthcare IT company to do if the patients and medical providers are growing wary of internet-connected devices and cloud-based medical data management software? The answer to winning back customer trust is healthcare IT public relations.

Put Your Best Foot Forward

In healthcare, perception is reality. The way people see your company is all that matters, so making sure your values and successes are being publicized is key to building trust with your customers and patients. A healthcare information technology public relations agency like Ripley PR will work with you to establish a respected brand image for your company and product.

Prepare for the Worst

As we’ve learned in the past few years, even the largest companies aren’t immune to data breaches and hacking attempts. If your customers’ sensitive data leaks, apologies won’t be enough. How you handle those situations can be what keeps your company alive or seals its fate. A robust crisis management strategy is like a health insurance policy that ensures your company is prepared to respond effectively, no matter what happens.

Take the Next Step

As the responsibilities healthcare IT companies have increase, an experienced healthcare IT public relations agency can be just what the doctor ordered. Don’t settle for a placebo. Contact Ripley PR today at (865) 977-1973.


This post was written by on October 16, 2019

The Most Important Manufacturing Trend: A Good PR Plan

Manufacturing has come a long way, hasn’t it? From the Internet of Things becoming more commonly used to various forms of virtual or augmented reality literally changing how manufacturers see operations, manufacturing trends have become more and more technology-driven.

As trends come, manufacturing has one constant that never changes: the need for a solid manufacturing public relations plan.

Extra liftMan working in manufacturing plant

Technology increases efficiency, and really, isn’t efficiency what every business owner seeks? This is why a manufacturing public relations agency like Ripley PR can become just as invaluable as your latest gadget or gizmo. We’re both increasing efficiency in our own way, after all.

After all, isn’t brand awareness and increased sales another integral part of business?

Manufacturing isn’t a very public-facing industry. A great deal of work is done behind the scenes, and all too often, consumers don’t know about it. In fact, sometimes your very own peers don’t know what’s going on. But we believe your successes should be shouted from the rooftops.

How we can help

There are a multitude of reasons your company can benefit from a partnership with a PR agency, but I’ll touch on just a couple:

  • Business growth: Yes, we can help you grow your business. By helping you create brand awareness, we’re not only boosting your reputation, but we’re also helping get the word out about your amazing products.
  • Increased value: As your company becomes more prominently displayed, whether in national/regional/local news or trade publications, more folks turn their attention toward your company and the products you’re creating. This could include investors, buyers or even future employees.
  • Solid content creation: From blogs that offer behind-the-scenes looks at the goings-on at your plant to press releases broadcasting your latest accomplishment, patent or product, our team is made up of award-winning writers and former journalists that know how to turn a phrase and boost your SEO.

We work with manufacturing clients around the globe, and each day we’re finding new ways to help them succeed. Let us do the same for you. Contact Ripley PR today, or give us a call at 865-977-1973.


Amanda Greever

This post was written by on October 14, 2019

From Good to Great: PR Can Be the Difference for Home Service Companies

Many people don’t think about plumbers and electricians until they need them. And that’s when they realize that they don’t know a reliable, trusted service expert they can depend on in the middle of an emergency, which just adds to the stress of a broken air conditioner or leaking toilet.

Building a base

As the owner of a home service company, you want a solid base of repeat customers. Provide high-quality, friendly, affordable service year after year, and you’ll earn the trust of your community and build a reputation for reliability and performance. Customers will turn into repeat customers, and they’ll recommend your company to their friends.

A solid reputation and a consistent customer base is enough to build a business on. But what if you want your company to thrive and grow instead of just surviving? How do you get your home service business to the next level?

Home service public relations may be the answer.

Tools of the trade

An experienced PR agency can be the difference between a good home service company and a great one. While word-of-mouth endorsements are an important part of marketing your business, effective home service PR can deliver your message throughout your service area, reaching a wider audience and establishing you and your team as the plumbing, HVAC or electrical experts in your area.

Here are some of the tools a professional PR team will deploy on your behalf:

  • Earned media: Strategic appearances in local print and broadcast media outlets raises brand awareness and contributes to your company’s reputation.
  • Industry awards: Local, regional and national awards from professional organizations and business groups enhance the perception that your company delivers quality service with reliability.
  • Speaking engagements: Speaking events at industry conferences and expo position you as an expert and thought leader to your peers and colleagues.
  • Social media management: Stop worrying about Twitter and Instagram and let the pros take over.
  • Quality content: A PR team will provide engaging and thought-provoking blog posts, email blasts and newsletter material for you to share with customers, followers and friends of the company.

The team at Ripley PR has decades of combined experience working with home service companies across the U.S., from mom and pop operations to national franchises. We know the industry and understand your needs, so if you’re ready to reach a new level, contact Ripley PR online or call (865) 977-1937.



Matthew Everett

This post was written by on October 10, 2019

Keep the Reputation of Your Tech Company Healthy

Consumer distrust is a contagion that saps the ability of healthcare IT companies to succeed, but there are ways to boost the health of their reputations. Healthcare IT public relations can help inoculate technology companies against the dangers of the modern marketplace.

From possibly violating the U.S. Health Insurance Portability and Accountability Act of 1996 (HIPAA) to running afoul of the European Union’s General Data Protection Regulations (GDPR), healthcare IT companies face financial repercussions for losing control of consumer data.

Reputation Costs

It’s more than just a financial matter, though. Data breaches and other mishaps can corrode a company’s reputation and the good faith of consumers. And the worst thing a healthcare IT company can do is stonewall or not be forthcoming to the public after an incident.

In Forbes, Paul Cooper reports that one example of the threats is when hackers stole 80 million health records from Anthem in 2015. He emphasizes that the current, fragmented state of health record formatting across the industry poses an ongoing security threat:

But the industry is a long way from a universal health record. Instead, patient data winds up in multiple EMRs (electronic medical records) and CRMs (customer relationship management systems), which just further compounds the security risks. In fact, 45% of healthcare consumers today trust their own personal electronic devices over their healthcare providers’ when it comes to safeguarding their health information.

With the aid of an experienced healthcare public relations agency like Ripley PR, healthcare IT companies can plan proactive responses to incidents by developing comprehensive crisis management plans. It’s also possible to take steps to proactively grow consumer trust by spreading the good word about company security efforts or through Corporate Social Responsibility (CSR) initiatives.

Professional Help

It’s harder for healthcare IT companies to repair consumer trust than it is to recover from a data breach. Ripely PR can help by developing crisis management plans and proactive outreach efforts to build public trust for your company. Call us today at (865) 977-1973 or contact Ripley PR online.

Joel Davis, Content Supervisor

This post was written by on October 8, 2019

Who is your Franchisee?

When it comes to building your franchise brand, you need to speak to a wide audience to attract the most potential franchisees.

For instance, meet Greg. He has a successful career in finance. He has spent 25 years climbing the corporate ladder and has held many executive titles. Mostly recently he was appointed senior vice president of a major health insurance company. He finds his career fulfilling, but highly stressful, and he is looking for a change of pace. Recently he discovered that he loves indoor cycling and he is interested in opening his own studio.

Say that you are an owner of a slowly growing national indoor cycling franchise, and you assume your franchisee looks much like you. You imagine they have a fitness background, maybe they played collegiate sports or have owned their own coaching business. You may not have thought they would be like Greg, and that would be a limiting assumption.

woman shops for baked goods at a bakery.

Building Trust with a Diverse Audience

In order to build a successful franchise, you need franchisees. Marketing and advertising are wonderful ways to gain exposure for your business, but when attracting potential owners, you need to build trust. After all, they are putting their money and faith in your business model.

What makes public relations such an effective strategy is that PR professionals convince trusted third-party sources to share your story. It’s authentic because there is no money exchanged in the process. It’s a true endorsement.

Franchise public relations can helps build your credibility. By identifying outlets that your potential franchisees pay attention to and delivering the message strategically to each vertical, we can make your message feel personalized to each audience. We know the delivery needs to be different for a business publication than a trade publication, and we know just how to craft each message to garner media coverage.

We Can Help

With the right franchise public relations strategy, you will be able to attract franchisees from all walks of life while also speaking to your customers. If you’re interested in learning more about how PR can take your franchise to the next level, give Ripley PR a call today at (865) 977-1973.

Kaitlyn Clark

This post was written by on October 4, 2019

Do Construction Companies Need Social Media?

The Short Answer is Yes

It’s no secret that the construction industry is seeing sweeping change. New workflow technology, safety advances, prefabrication, modular construction and even 3D printing are making their way onto the jobsite.Two construction professionals share project updates on social media

These advances have the potential to change your business for the better. They take time to investigate, plan and implement — probably time you don’t have — but that investment can pay off in the long run.

It’s the same with social media. If social media isn’t in your construction public relations plan, it should be. Here’s why.

Your Prospects are on Social

Think B2B decision-makers aren’t on social media? Think again. According to Elliot Schimel writing for Forbes:

In fact, 83% of executives that choose a vendor on behalf of their company use social media in their decision-making, and 92% of that segment says that social media influenced a purchasing decision within the last year, according to our research.

Potential clients are checking your company out online and on social media long before they pick up the phone. They want to make sure they’re choosing a competent builder, but they’re also looking at company culture and core values. That’s because business isn’t just about business anymore. It’s about aligning ideals, ethics and philosophy.

Pick Your Platforms

Your construction company doesn’t need to be on every social media platform, but some are ideal for establishing brand identity and growing your marketing efforts. For example:

  • Facebook is still the largest social media platform with 2.27 billion monthly active users according to SproutSocial. Of all adult social media users, 68% are on Facebook.
  • Instagram skews towards a younger audience, but with 35% of all U.S. adults using the platform, it’s the perfect place to share photos and slice-of-life moments to display your company culture.
  • LinkedIn is a professional networking platform that is ideal for growing your construction company’s B2B marketing.
  • Twitter is the place to establish though leadership and engage in industry conversation. It’s fast-paced, but it’s also where in-depth discussions happen.

At Ripley PR, we’re not just social media experts. We’re social media experts with a deep understanding of the construction industry. We can show you the best places to share your firm’s great work and guide your efforts to engage with your audience. Give us a call at (865) 977-1973 or contact Ripley PR online for more information.

Shannon Bryant

This post was written by on October 2, 2019

Are you promoting the right benefits to your customers?

Safety, reliability, power and performance—these are the hallmark traits of a winning automobile.

… Or are they?

As automotive technology advances and consumer tastes change, will these continue to be the main factors that brands need to be promoting, or are other elements taking center stage in the minds of shoppers who are looking to make their next vehicle purchase?

car customerAccording to 2018 research by Consumer Reports, consumers in the market for a new automobile want better safety features and fuel economy than their current car:

Automakers spend more than $14 billion a year on advertising in the U.S., but not many of the ads promote fuel efficiency or safety features—two attributes consumers say they most value when shopping for a new car, a new analysis shows.

The industry is six times as likely to make emotional appeals—such as emphasizing the macho nature of a pickup truck or the wilderness-stomping abilities of an SUV—over promoting good fuel economy or safety, according to an analysis by researchers at the University of California, Davis commissioned by Consumers Union, the advocacy division of Consumer Reports.

Appealing to customer emotions is nothing new (Subaru’s “Love Campaign” comes to mind), and safety will always be top of mind for consumers on the hunt for their next car. But ignoring fuel efficiency? That shows a disconnect between what auto brands think their customers want, versus what they actually want. As automotive public relations specialists, we see a lesson in this, and not just for big brands like Toyota, Volkswagen and GM.

Whether you’re manufacturing OEM parts or providing the latest in aftermarket accessories, there’s a level of critical skepticism you must apply to your own communication efforts to ensure that you’re not missing the mark with your customers.

  • Is what you’re communicating aligned with the brand perception you want to cultivate?
  • How do you ensure that your unique features and services are in alignment with customer needs?
  • Are you communicating what you think your customers want to hear or are you communicating what is going to drive them to make a purchase?

If you’re in charge of your company’s messaging, these are just a few of the questions you need to ask to ensure you’re promoting the right benefits to your customers. If you want an in-depth look at your communication strategy and where it might be re-aligned to connect with your customers, Ripley PR can help. Contact us online here or call (865) 977-1973 today.


JD Sizemore, Account Director, Client Services

This post was written by on September 26, 2019

Finding the Best Construction Tech PR Solution

Construction tech is booming

Two construction workers utilize technology, a tablet and a VR headset, to accomplish their tasks and make their jobsite safer.

Few industries are seeing an increase in tech adoption quite as rapidly as the construction industry. From AI-based monitoring systems to safety-focused apps and from drones to automation solutions, jobsites around the world are going high tech.

A May report from DroneDeploy was recently quoted in Kim Slowey’s Construction Dive article, 7 trends that will shape commercial construction in 2019.

Commercial drone use in construction surged 239% year over year, the fastest growth of any sector…

In the same article, a spokesperson from Autodesk shared the following prediction: “AI and machine learning will be broadly applied in construction to reduce risk and improve project performance across the project lifecycle.”

Being in the driver’s seat of a B2B construction tech business right now is a lucrative place to be, but when you want to take your solutions to the next level with PR, should you partner with a construction public relations agency or one experienced in tech public relations?

Partner with an agency experienced in both

Even though the intersection of construction and technology is more evident than ever, the media verticals for construction and tech are very different landscapes to navigate and your construction tech business deserves coverage in both!

Instead of choosing an agency with niche experience in either construction or tech, or worse — choosing a different agency for each one, consider an agency that can seamlessly tell your story across the board.

The benefits to partnering with one agency experienced in construction tech public relations include:

  • Consistent messaging: When pitching to two different verticals, the ability to convey your brand’s key messages and story with consistent accuracy is critical for success and helps avoid crises of misinformation. 
  • Expertise in a variety of awards and trade shows: Truly knowing multiple industries ensures your agency will be looking out for recognition and exhibition opportunities in all of your key spaces.
  • Widespread media relationships: Rather than needing to spend time learning a new industry, an agency experienced in construction tech public relations can immediately begin introducing your brand to existing contacts in both the construction and tech worlds.

To find out how partnering with an agency experienced in both construction and tech public relations can help your business garner the attention it deserves in both spaces, contact Ripley PR today at (865) 977-1973.

Grayson Shockley

This post was written by on September 24, 2019

Share What Sets Your Manufacturing Business Apart

In a crowded marketplace, manufacturing companies can struggle to be seen. Without the right public relations strategy, your business could be totally invisible to potential clients and customers.

What Makes Me Special?

However, you might wonder why you need PR if you don’t have a consumer-oriented business or worry that there isn’t anything worth sharing. But an experienced manufacturing public relations agency will know how to find a good story and get it in front of the right people.

Everyone has a story to tell, and your manufacturing business is no exception. From awards and recognitions, innovative technology and manufacturing processes or new approaches to complex problems, your business has something to be proud of. By finding these stories and sharing them with internal and external stakeholders, your business can develop stronger relationships within its community and stronger ties to potential customers.

Finding the Right Strategy

Even small changes can send shockwaves through the manufacturing industry, and those small changes happen every day. The difference between companies that get noticed for them, and companies that don’t, lies in how they publicize their successes.

Through proven strategies and innovative approaches to social and traditional media, an experienced B2B PR agency like Ripley PR can help put your business in front of decision-makers across the country. By showing what you do differently and how you stand out from the competition, manufacturing PR can help your business gain the visibility it needs to succeed.

We Can Help

If your manufacturing business is looking to expand its reach by sharing what you’ve learned, Ripley PR has years of experience helping manufacturers tell their stories. By getting to know your business, and you, we can help tell others what makes you special. For more information, contact us at (865) 977-1973.

Heather Ripley, Founder/CEO

This post was written by on September 20, 2019

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