Need Global PR for your East Tennessee Business? Come to Maryville.

If it’s time to expand your company’s reach beyond the East Tennessee region, you’re probably on the hunt for global public relations. You might not expect that search to lead you back here to a Maryville public relations agency, but for many of our clients, that’s exactly where they ended up.

Global communications can start here at home with Ripley PR

Think Local, Act Global

Having the opportunity to serve clients from across the country and around the world has expanded our view, and we’ve been able to bring the expertise gained from working with them back to our local clients. While we began as a greater Knoxville public relations agency serving franchise, B2B, home service, construction and manufacturing clients seven years ago, and our partners now include local and national leaders in these industries. And we’re doing it all from the quiet, convenient town of Maryville.

One of the reasons we’re able to deliver such great value is our experience serving clients who get passed up by more traditional agencies, helping them to build robust brand presence no matter where they’re located.

Combining Regional Focus with a Wide Vision

We’re committed to helping our friends and partners grow their businesses, make more sales and become recognized for their accomplishments, and we believe that every B2B organization has the potential to become truly great with the power of PR.

Whether you’re helping to build churches and commercial buildings in the East Tennessee region, manufacturing next-generation vehicles and automotive components, or designing HVAC equipment for the frozen north, we can leverage our experience to build a global PR strategy that understands not just your business, but your unique vision.

When it’s time to grow beyond the state, choose the Knoxville area PR agency that understands where you come from, and where you want to go. Contact Ripley PR online, or give us a call at (865) 977-1973 to find out what benefits a locally-focused, globally-minded public relations agency can offer.

Jared Sebby

This post was written by on January 20, 2020


Battery Required: Public relations can help your B2B automotive brand turn the electric vehicle revolution into a growth opportunity

Agree to disagree

Most transportation experts agrees that eventually there will be more electric vehicles in use around the world than traditional gas-powered automobiles. Ask those experts when that’s going to happen, though, and you’ll receive a startling variety of responses.

The most optimistic analysts predict 2030. Others say it won’t happen until 2050 or later. Some say the shift will take place sometime in between. A recent Columbia University study shows that official estimates on EV market share in 2040 vary from 10% to 70%.

Business predictions are notoriously difficult. The market for electric vehicles is unusually complicated, because the technology is new and evolving quickly. The EV sector is growing at double-digit rates. All that movement and action means there are a seemingly infinite number of possibilities for what comes next.

Gear up to grow

The only sure thing in the EV market for 2020 and beyond is that it’s crowded, and will only get more competitive. That applies to carmakers as well as the B2B companies that maintain the industry, including parts suppliers, technology companies, utilities and maintenance/repair outlets. It will be critical for B2B brands to adapt to the electric revolution – and then to stand out from the competition if they want to grow along with the EV market.

The experienced automotive public relations team at Ripley PR can help B2B auto companies establish strong brand identities, build their businesses and reach the next level. Our award-winning PR professionals rely on proven communications skills and techniques – media relations, social media management, speaking engagements, industry awards and content – to put ambitious auto entrepreneurs in position to drive sales and generate profit.

If you want to elevate your B2B brand in the EV marketplace, visit Ripley PR online or call (865) 977-1973.

 

Matthew Everett

This post was written by on January 16, 2020


It’s Time B2B Tech Has Its Own Time in Spotlight

B2C innovations always seem to be at the forefront of tech news. Apple’s newest iPhone or other gadget  always makes waves, and Elon Musk’s latest innovations, like the Cybertruck, have reporters furiously typing up stories.

Working smarter

While innovations like this are fantastic, what can be even more amazing are the technological creations companies around the world are developing to help businesses work smarter, not harder. These stories need to be shared, as well. Luckily, a B2B tech public relations agency can help.male IT technician working on laptop in server room

Take the construction industry, for example. The industry is continuing to evolve, thanks to revolutionary construction tech companies that are changing how the sector operates. But, if does it matter how amazing a piece of tech is if no one knows about it?

Telling your story

Do you know how Apple or Musk are scoring coverage for their latest tech? They have fantastic PR teams working behind the scenes to ensure each launch goes smoothly, interviews are coordinated and stories are featured in targeted media outlets.

Spoiler alert: You could, too. Here are three reasons why you need PR on your side.

  1. We know your audience: Our team works with media outlets, both in the industry and locally, to garner coverage for our clients. We can help you reach businesses who can profit your tech, as well as enrich your recruiting efforts.
  2. We offer efficiency: Plenty of companies think it makes sense to handle PR in-house. And, sometimes it does. But you’ll need to make sure you have staff dedicated to handling communications, releases, pitching, content writing, social media management and daily media monitoring. Or, you can call in an expert who’s already trained in all of the above.
  3. We’ve got your back: A crisis is the last thing anyone wants to see happen to their business, but you need to be prepared. A good PR team will have a plan in place, just in case, and be by your side every step of the way. We’ll also be there in the aftermath to help the media focus on a positive story and image.

We’re ready to help your B2B tech get the coverage it deserves. Contact Ripley PR today or give us a call at 865-977-1973, and let us get started.

Amanda Greever

This post was written by on January 14, 2020


Boost your email campaigns with home service PR

Unsubscribes and low engagement metrics getting you down?

If you’re not considering email campaigns a vital part of your plumbing and HVAC company’s 2020 marketing plan, we need to chat.

During 2019, Statista estimated that an average of 293 billion emails were sent and received each day. This year, the same report projects that figure to increase to more than 306 billion per day. Regardless of email now being used less frequently to communicate with friends and relatives, the tried-and-true platform’s use for professional communications and marketing purposes is on the rise with no slowing down in sight.EMail marketing campaign to plumbing and HVAC customers

Maybe you’ve tried it before and were discouraged by your performance – low open rates, nonexistent click-throughs, annoyed customers unsubscribing and no clear ROI.

Maybe it’s simply foreign territory and you don’t know where to start.

Whether you’re launching a new campaign from scratch or rebooting, we recommend partnering with an experienced home service public relations team. At Ripley PR, we pride ourselves not only on our deep understanding of home service but on offering a full-suite of PR and marketing solutions, and we know how to integrate all of those solutions into a strategic, effective email campaign that drives service and installs.

Repurpose, Reuse, Results

It’s great to have engaging social media, educational blogs and interviews with your local TV stations. However, if all of that great content is left in its own channels, it’s not reaching its full potential. For example, blogs and interviews should be shared across your social media, and social media should be easily accessed from your website.

Likewise, a savvy home service public relations team can help integrate all of the content they’re already developing into compelling emails that engage your customers and leads.

  • Social media accounts: The writers on your PR team will know a thing or two about a strong call to action, and including one that makes it easy to follow your social media accounts ensures customer engagement and top of mind awareness for your company across mediums.
  • Blogs: Linking out to relevant blogs on your website provides more information and advice, positioning you as an expert and helping the customer decide to enlist your services.
  • Earned media: One of the most important roles of a PR team is securing stories and segments with the media in your service areas. It’s great to share those on social media, but they should be included in your emails too! Positive interviews with the press help position you as the trusted, go-to expert in your market, and including a link in a marketing email can lend more credibility to your services and drive more bookings.

To take your email campaigns to the next level with a seasoned home service public relations agency, contact Ripley PR today at (865) 977-1973.

Grayson Shockley

This post was written by on January 8, 2020


3 PR resolutions to grow your healthcare IT brand

doctor consulting with senior patientWhy brand building, thought leadership and patient education should be the cornerstone of your communications strategy in 2020

It happened. It’s 2020. We made it through another decade. You might have taken a few oaths in the form of traditional New Year’s resolutions for

your personal wellbeing, but have you given any thought to what you’d like to resolve to do differently for your healthcare IT brand in 2020? If not, never fear, the healthcare IT public relations experts at Ripley PR have the answer.

Here are three resolutions we recommend you consider for your brand in 2020:

1.      Brand building

From Ripley PR content writer Jared Sebby:

“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.”

Your brand is more than just your logo or a tagline. It’s the essence of your products, services and values, and it sets an emotional tone for how patients, healthcare providers and potential investors interact with your brand.

Through a variety of strategies and tactics, public relations gives your brand depth beyond the surface level and helps build genuine relationships with your target audiences.

2.      Thought leadership

From Ripley PR account supervisor Grayson Shockley:

“Your chosen spokesperson, whether a founder or lead engineer, can be developed and positioned as a thought-leader and expert in the industry, speaking to the right audiences and generating credibility in your brand and abilities to stay on top of the changing landscape of healthcare.”

The healthcare IT landscape is one that is rapidly changing and the decade to come will be even more accelerated as new advancements in medicine and technology become available. It’s important that as a brand, you develop thought leaders in your company that can step into the limelight, discuss real challenges and solutions, and stay top of mind with your stakeholders.

The better your thought leader is at delivering the right message, the better your chances of staying ahead of the competition when it comes time to invest in, purchase or use your product or service.

3.      Patient education

From Ripley PR founder and CEO Heather Ripley:

“People have trouble trusting anything new, especially when it comes to their health. Media coverage of data breaches, malware and spyware can make them even less likely to trust healthcare IT. But a great PR message will calm their fears and build trust in your tech.”

Education is one of the most important aspects of public relations, and healthcare IT public relations is a combination of two complex industries — healthcare and tech — that together can often be a confusing ordeal to your average patient.

By crafting ongoing, educational messages, you can tap into your patient base and help them understand why they must adjust their health behaviors and how your product or service can improve their health status. “What’s in it for me?” can be just as important as why, in this instance, and being able to convey both clearly and simply is crucial to driving patient action alignment.

If you’re a healthcare IT company looking to make this your year, contact Ripley PR today. We’d love to talk with you about how to build off these resolutions for 2020 and beyond.

Joel Davis, Content Supervisor

This post was written by on January 6, 2020


It’s Important to Partner With an Agency Who Understands Your Industry

As a franchisor, you generally have a clear-cut idea of who you are looking for in prospective franchise owners. If prospects don’t fit the mold, they probably won’t get the opportunity to become an owner. The real question is: Would you partner with a PR agency that knows nothing about the industry you’re in?

Whether you focus on home cleaning services, roofing, lawn care, plumbing, HVAC, garage maintenance or pest control, hiring the right franchise public relations agency will make a difference in whether or not you see the results you want.

We have the knowledge and industry experience you need.

Here are three reasons why Ripley PR should be your partner:

  • Audience knowledge: We already know the audience you’re trying to reach. If your company is looking for national exposure to generate more franchisee candidates – we can do that. Maybe you’re searching for local exposure for conversions or new openings – we can do that too.
  • Our media relationships: In PR, one of our biggest goals is to create relationships with editors and journalists at the appropriate media outlets. These relationships help us stay on top of the trends in your industry to get more media opportunities for your brand.
  • Content Creation: As we noted in a previous Ripley blog:

We’re a PR team that 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.”

Content creation is a great way to extend your audience reach and can increase the likelihood of conversion and investments.

Are you ready to get started?

Here at Ripley PR, we get it. We love helping franchises exceed expectations. If you’re looking to take that next step with earned media coverage, give us a call at (865) 977-1973 or visit us online at www.ripleypr.com.

Joel Davis, Content Supervisor

This post was written by on January 2, 2020


3 Things to Include in Your Construction Company’s Marketing Plan for 2020

Is your marketing plan based on a skeleton design from 1995? If so, it may be time to update to a more digital way of reaching your audience. If you feel like your construction company should be generating more business – keep reading.

It’s best to position your construction company in a way that will be successful in 2020 and moving forward. A construction public relations agency will have the tools and experience to vault your construction company to the forefront of your industry, and ahead of your competition.

What can we do for you?

Here are three ways we can help your construction company in 2020:

  • Social Media and Digital Content: 74% of consumers utilize social media as a source of information and base decisions on reviews. Developing a consistent message and informative content for your company will build a foundation of trust for potential leads. Blog content will position your company as an industry leader and generate more business.
  • Search Engine Optimization: The more relevant content you have within your industry, the better off you will be. We will use the key words that your audience searches for in your messaging; as a result, your construction company will be positioned appropriately when the consumers search for the right company to work with on their next project.
  • Public Relations: When you complete an amazing project, your public relations team will get you in front of the media and garner coverage for your company. Strategic communications plans will paint your company in a positive light and generate awareness for your brand on the local and national level.

Here at Ripley PR, we get it. Our team of dedicated specialists is ready to help your construction company reach new heights in 2020. Give us a call at (865) 977-1973 or visit us online at www.ripleypr.com.

Joel Davis, Content Supervisor

This post was written by on December 30, 2019


3 Ways Franchise PR Can Make The New Decade Better Than Your Last

New Year’s resolutions are highly popular amongst the masses all over the world. People will vow to become more physically active, while others aspire to grow their careers. But people shouldn’t be the only ones with these yearly goals – your franchise brand should aspire to achieve greatness in 2020 and the future.

As a top 10 franchise public relations agency, Ripley PR has become an integral aspect of the marketing mix for the brands we’ve worked with. Here are three ways we can help your business grow in the coming decade:

  1. Strategy development: The purpose of your PR team is to keep your franchise relevant within your industry, create brand awareness and keep your name in front of franchisee candidates. A PR strategy will help you focus your goals to achieve realistic growth, and that starts with the message you want to send to your audiences.
  2. Messaging: As a franchise, you have a very diverse audience ranging from customers to franchisee leads. An experienced public relations team, like the one at Ripley PR, will create messaging specific to the relevant local markets, industry media and national media.
  3. Earned media attention: Did your company unveil a new product or service? Did you create a new partnership that led to new locations? Did you receive an award for being an outstanding brand to partner with? Those are examples of newsworthy stories that a franchise public relations agency can leverage as topics to earn you opportunities with the media and position you as an industry leader.

Are you ready for 2020?

With the right PR team at your side, the sky is the limit for growth. Whether you’re looking to win the attention of franchisee candidates or expand your national (or global) footprint, we’re here to help. Want to know how else we can help? Give us a call at (865) 977-1973 or visit Ripley PR online

Joel Davis, Content Supervisor

This post was written by on December 27, 2019


The optics of a cybersecurity breach

How to address a B2B cybersecurity crisis ethically

As B2B public relations experts, we’ve managed our fair share of crisis situations for our clients. We advise all of our PR partners that it’s not a matter of if, but when, a crisis will occur for your business. This means you have to be prepared by developing a crisis communications plan before a crisis occurs. If not, you could be in for a world of trouble.

No company is safe from a cybersecurity breach

worried man at computer

Not all crises are equal, and the ramifications from a cybersecurity breach, especially, can be longstanding and damaging as losing customer trust and investor confidence can take months and even years to regain (if at all). It’s important that as a business you’re prepared to ethically deal with a cybersecurity breach quickly and efficiently.

Many businesses wrongly assume they aren’t the target of a threat actor because they are “too small” or “don’t have anything of value for a hacker,” but the reality couldn’t be further from the truth. According to The Economist, information is now more valuable than oil, and your average cybercriminal is looking for an easy payday, so the owners of companies that tend to think they aren’t worthy of being hacked are often the ones that take less precautionary steps to ensure their information is secure.

To pay the ransom, or not to pay the ransom?

Often times when data is obtained through illegal methods, the goal is to ransom that data for payment. This can be done through a variety of methods, with one of the most common being malicious software called ransomware. Ransomware is designed to encrypt and deny access to data until a ransom is paid. While most cybersecurity professionals will tell you never to pay the ransom, as there isn’t ever a guarantee that you will get your data back or that it won’t be used against you for further extortion, some companies stubbornly think they can pay the ransom and sweep the whole incident under the rug without the public knowing.

Rideshare darling Uber, for example, allegedly paid $100,000 to hackers and had them sign NDAs after collecting data on 57 million users back in 2016. This type of hush-hush exchange between a company and hackers is the exact type of thing we advise our clients to avoid.

From an optics standpoint, this is a lose-lose situation if true, because not only did Uber allegedly get hacked and not say anything to their customers about it, they worked with the hackers to cover it up! If Uber had admitted to the hack sooner and discussed how they would address the hack and better protect their customer data in the future, they could have saved a lot of face with customers and potential investors.

From an ethical standpoint, the main piece of advice we give all our partners in the event of a crisis is: Tell it all, tell it fast, and tell the truth. If you do this, you have done all you can do to minimize the situation and will avoid the backlash of a cover-up, which can become its own crisis if exposed.

Want to learn more about how to protect your brand in the event of a crisis? Contact Ripley PR today.

Joel Davis, Content Supervisor

This post was written by on December 26, 2019


Navigate the New Decade with Automotive PR

The road is going to look a little different around the bend

Think about the trends that are already redefining the automotive aftermarket industry.

New hybrid registrations have risen 64%. Car can be purchased and delivered without leaving your living room, and while the DIY market is in decline thanks to increasingly complex vehicles, consumers’ propensity to purchase aftermarket parts themselves online is on the rise.Aftermarket automotive parts for 2020

Now, amplify these trends over the next decade while the average age of roadworthy vehicles continues to increase, and you have a highly competitive playing field ahead for automotive aftermarket companies.

Do you have a trusted automotive public relations partner that can help you navigate this tough new stretch of highway in 2020 and beyond?

With experience comes flexibility

It’s not enough to sign up with a PR vendor that will write releases when you need them, send pitches to automotive reporters and call it a day. You need a seasoned partner that has a deep understanding of the industry and can anticipate your needs, proactively seeking ways to keep your brand not only visible but top of mind for your target buyers.

An agency well-versed in automotive public relations can:

  • Promote new product launches with strategic and highly-targeted social media campaigns
  • Announce company expansions and milestones through planned press releases, garnering media placement in key industry outlets
  • Proactively develop submissions for widely recognized and esteemed awards
  • Develop your company spokesperson as a recognizable industry thought leader by securing speaking engagements at automotive conferences and working with you to edit and offer bylined articles to top tier publications.

To speak with an experienced automotive public relations agency that understands your industry’s trends, contact Ripley PR today at (865) 977-1973 and ask how we can help.

Grayson Shockley

This post was written by on December 24, 2019


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