Let Your Good Works Shine

Tell Your Charitable Giving Story — Tactfully

When I was a community journalist, I must have heard it a thousand times. A grateful recipient of charity, whether it was sponsorship of a Little League team or a whole-home renovation, would call and ask for a story thanking the donors. Most of them were local businesses. And a lot of them were in the home services, like plumbers, HVAC professionals and contractors.

Volunteers from a home service company help build a home

I’d call their offices and get this reply: “We didn’t do it for the publicity.” And then they’d decline my offer of a front-page feature.

It didn’t make sense to me then, and it doesn’t make sense to me now. Of course, good people don’t do good works for the publicity, but why hide it? Giving back to the community is something to be proud of. Accepting credit for your good deeds can inspire others and set a good example for other businesses in your community. It builds relationships and makes your clients feel good about choosing you.

A home service public relations agency can help you find the right mix of humility and pride. Here are just two ways to share the news without painting your business in a bad light.

Flip the script

The story doesn’t have to be about your business to credit your business. It can be about the recipient of the charity instead, or it can be about the person who inspired you to give. These people are typically overcoming adversity or have inspiring stories to share. Giving them the spotlight and accepting a mention is a good choice if you want to stay off center stage.

Be a leader

Your home service business can lead a charge to be a force for good in your community. Leading a small yet impactful charity effort is newsworthy, and it needs publicity to thrive. Let your giving be an inspiration to others and lead by example.

Build up your community

Ripley PR is proud to represent some of the best home service companies in the U.S., and we know their commitment to the communities they serve. Home service professionals routinely give of their time and money to enhance their neighborhoods and help those in need. We enjoy working with these business leaders and helping them reach their business goals because the more they succeed, the more their communities succeed.

If you would like to know more about what home service public relations can do for you, give us a call at (865) 977-1973 or contact Ripley PR online.

Shannon Bryant

This post was written by on July 15, 2019

Put Your Healthcare Tech Breakthrough to Work with Great PR

It’s no substitute for a human touch, but healthcare technology can work hand-in-hand with providers to deliver better outcomes for patients. Technology holds the potential to touch lives across all aspects of the healthcare, from VA hospitals providing veterans with video chat mental health appointments to think tanks developing tech solutions to better care for infants in low-resource settings.

But there are unique challenges faced by all healthcare IT companies. Healthcare providers and patients need to know that the technology works and is safe. Investors want to know that the tech is needed and profitable. That’s where healthcare technology public relations can help. Getting investors and end-users on board with your technology is the first step towards putting your vision to work changing and even saving lives.

Trust Issues

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.

A PR agency can start by showcasing the talents and credentials of your healthcare tech company’s leadership. Establish them as experts in their field through social media activity, speaking engagements and media appearances.

In addition, crafting your marketing message to include discussion of healthcare IT security — and how seriously your company takes it — will help build trust in your tech.

What’s the Benefit?

Is there a need for your healthcare tech breakthrough? How does your tech supplement traditional medicine? Does it make healthcare providers’ work easier, more accurate or more efficient? And, most importantly, how does it improve patient outcomes?

The benefits to patients, healthcare providers and potential investors must be well known if your tech is going to see widespread use. Great public relations will answer all these questions and weave them into a unified message, one that will tell your story effectively to the widest possible audience.

Partner with Pros

You believe in your healthcare tech breakthrough, and so do the professionals at Ripley PR. We know technology can enhance healthcare delivery for people all around the world, and we are passionate about helping innovators change lives. Want to put the power of PR to work for you? Call us today at (865) 977-1973 or contact Ripley PR online.

Heather Ripley, Founder/CEO

This post was written by on July 10, 2019

WINT Selects Ripley PR as U.S. Public Relations Agency of Record

B2B PR agency will represent Israel-based artificial intelligence-powered water management technology company as it expands into U.S.

 WINT Water Intelligence, a leader in cutting-edge water management solutions for commercial and industrial applications, has selected global B2B agency Ripley PR as its U.S. PR agency of record to promote awareness of the brand as it expands across the North American market.

“We have a lot of confidence in Ripley PR because their experience and skillset align so well with what our company is offering,” said WINT Chief Product and Strategy Officer Yaron Dycian. “Ripley’s agency team has delivered great work for their clients in B2B, technology, plumbing, construction and sustainability. We’ve seen how Ripley PR’s strategic media relations have benefitted other companies working in sectors similar to ours, and the success those companies have had convinced us that Ripley is the agency for us as we implement our plans for expansion in the U.S. market in the coming months.”

WINT prevents water damage and waste with a water management system that uses advanced artificial intelligence to perform real-time water flow analysis and identify anomalies and leaks at their source. The system sends instant alerts and can automatically shut water off to prevent damage. The WINT solution also delivers detailed analytics, reports, and deep insights, enabling sustainability and facility management teams to reduce consumption and prevent damage. WINT’s solution is gaining a great deal of traction among facility management companies, enterprise sustainability officers and insurance companies.

“WINT provides a groundbreaking solution to an issue that creates billions of dollars of losses a year,” said Heather Ripley, CEO of Ripley PR. “They’re bringing enormous value to the U.S. market, and we want to help make those savings as widely available as possible. Water is our most precious resource, and responsible stewardship of our consumption and supplies becomes more urgent each day. With WINT, sustainability can also translate into massive monetary savings and meaningful social responsibility for key stakeholders.”

Ripley PR specializes in construction and B2B technology public relations. 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 visit www.ripleypr.com or call (865) 977-1973.

Heather Ripley
Ripley PR

About WINT
WINT is passionate about helping the world conserve one of its most precious resources, and the company is dedicated to helping businesses prevent the hazards, damage, costs and waste associated with water leaks. Utilizing the power of artificial intelligence, the convenience of high-speed cellular data connections and smart shut-off valves, WINT provides an all-in-one solution for commercial facilities management teams, enterprises and insurance companies, looking to eliminate the fear of plumbing disasters and wasteful water loss. For more information, please visit www.wint.ai, email sales@wint.ai or call 833-333-9468.

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 www.ripleypr.com or call 865-977-1973.

Ripley PR

This post was written by on July 9, 2019

3 Things You Should Demand From Franchise PR

When franchise executives evaluate new owners, they look for certain characteristics and skills. An effective franchisee will have experience in the industry, experience in a leadership position, an entrepreneurial mindset, financial stability and a record of business achievement.   

Franchisors want someone they can trust with their brand, because the franchise’s overall success depends on the success of each individual local franchise. When franchise leaders choose a PR agency, they should take the same approach.

Experience and Expertise

The right franchise public relations agency is the one that understands your business and industry and has demonstrated success with franchise clients. You want to trust your franchise public relations specialists in the same way you trust your franchisees.

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

  1. Experience. You wouldn’t hire an auto mechanic to file your taxes or a cardiologist to paint your house. Why would you hire a PR firm that doesn’t have specific experience in your industry or with franchise clients? It’s essential to work with experts who understand your needs and expectations and can deliver your message to the right audience.
  2. Reliability. You depend on franchisees. They’re ambassadors to markets you couldn’t reach otherwise. You have to be able to your PR representatives, too. They’re your ambassadors to the influencers, tastemakers and potential customers that will help your brand grow.
  3. Results. A great personality and good intentions are part of what goes into a successful franchisee, but they have to be accompanied by results. The same standard applies for PR — a friendly relationship and positive vibes are important, but increasing brand awareness and building your company’s reputation matter more.

Public relations isn’t an exact science, but it shouldn’t be a mystery, either. You should be confident that your business is represented by people who are knowledgeable, informed and trustworthy. Ripley PR has extensive experience and a record of demonstrated success with franchise clients. If you’re ready to build your franchise with PR, contact Ripley PR today.

Matthew Everett

This post was written by on July 9, 2019

Using Construction PR to Recruit Gen Z

Construction projects don’t build themselves, but where will the skilled workers to build them come from in the future?

The construction industry is in the middle of a long-term skilled labor shortage, made worse by the ever-accelerating rate of retirements as older workers leave the field.

Your construction business is probably fighting the same fight as your competitors: How to recruit younger workers in an impossibly tight labor market?

Looking for Gen Z

In a Construction Dive report on trends in the construction industry, Kim Slowey and co-authors emphasized the importance of recruiting new skilled workers from Gen Z as they enter prime employment age:

Based on what we know about this generation, construction companies would do well to attract Gen Zers with earn-as-you-learn programs and a clear path to career advancement. According to a recent Barna study, 66% of Gen Zers want to start a career before they turn 30 compared with only 51% of millennials. The industry would do even better to make the case for not just a career, but career success at a young age, and even the opportunity to own a small business.

That’s where Ripley PR, an experienced construction public relations agency, can help. Our team of experts can develop a long-term construction PR strategy for your company that is tailored to reaching potential workers.

Press Releases Are Just the Start

Getting the world out to Gen Z will take more than press releases or posting on Facebook. The old rulebook has been thrown out the window. You’ll have to reach them through the platforms and mediums they prefer — from Snapchat to Instagram, from short videos to influencer marketing, according to Adweek:

To some, Gen Z’s social media habits may seem contradictory: They’re spread across numerous platforms, yet united in their thirst for brand advocacy. … The truth is, Gen Z is a product of the complicated world they grew up in, and marketers shouldn’t expect their social habits to be so simple, either.

Ripley PR’s construction public relations experts can help reach Gen Z and other jobs candidates with the right messages in the right ways. Contact Ripley PR or call us today at (865) 977-1973 to learn more.

Joel Davis, Content Supervisor

This post was written by on July 5, 2019

Engaging with Millennial Stakeholders

As a kid in the 90s, I grew up thinking success looked like going to work in a business suit to a corner office with big windows and an executive title on the door. My parents stressed that company loyalty and longevity would pay back in dividends.

#b2bpublicrelations #millenials

Many from my generation were raised on similar values and entered into college or the job market in hopes finding job security with a good company then climbing the corporate ladder. Our generation was quickly jolted with the recession of 2008.

Many of us that recently joined the work force were the first to be laid off and for those of us that were approaching college graduation, job prospects looked bleak. This is much of the reason why millennials became the entrepreneur generation. We are independent, resourceful, and nimble. We are the key stakeholders, a force in B2B and the audience you need to reach.

Reach a Millennial Audience

B2B public relations has evolved quite a bit with the advancement of social platforms and big developments in technology tools. Here are some strategies to consider when engaging with your millennial audience:

Influencer Marketing

Trust in traditional advertising is waning. Today’s stakeholders look to reputable figures or ambassadors to guide them in decision making. According to Harvard Business Review, 90% of B2B buying decisions are made by peer recommendations. Influencers do not have to have celebrity status to influence the masses. Find out who have a voice in your industry and build a relationship to boost confidence in your business to the masses.

Visual Storytelling

The use of video for B2B can be powerful. Millennials grew up alongside the development of YouTube and video still holds as an influential selling tool.

Video storytelling can humanize your company and get your key message out to your audience.

Expert Podcast Guest

Podcasts continue to grow in popularity. There is a podcast for just about every topic under the sun and podcast hosts love thought discussions with experts in their niche markets. They are great opportunities to have a laid-back discussion and engage follower of your market through fluid conversations.

At Ripley PR, we know how to vary your message to attract multi-generational stakeholders. We work with B2B companies every day, helping them speak to their key audiences with targeted strategies.  If you need held reaching diverse audiences, give Ripley PR a call at (865) 977-1973 today, and let’s get the conversation started.

Kaitlyn Clark

This post was written by on July 3, 2019

The Sedan May Be Dead, but your PR Shouldn’t Be

How Automotive Manufacturers Can Survive the Trends

Any industry is affected by trends, but the automotive industry is in a class of its own. A car represents a huge financial commitment for most people, yet the trends seem to come and go quicker than styles of blue jeans.

Automotive designer prepares for new design rollout

And when you consider the sheer amount of time and resources it takes to design, engineer and manufacture a new vehicle, the trendy nature of the automotive industry gets even scarier. Having a new car turn into a flop can break a company.

It’s no secret that the automotive industry is in a time of upheaval. Consumers tastes are shifting to opposite ends of the spectrum — either huge utility vehicles or sporty electric or hybrid — and younger generations are simply taking a pass on buying cars.

Writing for Car and Driver, Daniel Pund reported on the latest shake-up in the automotive world — the so-called death of the sedan. Yes, American automotive manufacturers are putting that familiar car model on ice, and it’s hard to put a finger on why. Pund wrote:

The reasoning behind these moves, which are either traitorous, inspired, or sadly necessary, depending on whom you listen to, is varied. The market for small cars is weak because gas is cheap. Nobody in America wants to look poor. Regulatory statutes advantage SUVs over more conventional passenger cars. Being seen in anything that doesn’t ride high or make at least some nod toward rugged utility, no matter how transparently false, is fashion suicide. Or maybe a company doesn’t want to appear that it’s not being proactive about cutting off dying limbs.

Whatever the reason, an on-point automotive public relations strategy is key to weathering trends in this high-risk industry. Here are some tips for staying afloat.

Tell the Car’s Story

Americans feel an emotional attachment to their cars. Cars represent freedom, affluence, status, so much more than wheels and gears. So, your new vehicle needs a story that resonates with your target market.

Content marketing can tell a car’s story through blogs, social media posts, online video and more. Just be sure it’s clickable, sharable and appealing to your target audience.

Get Media Attention

The media is going to report on your new vehicle no matter what, but a great public relations strategy can help shape the message and get right kind of media attention. An automotive public relations agency knows the best journalists for your kind of vehicle and will pitch the story to them, along with key information to get the conversation started.

Partner with Experience

When you partner with a public relations agency, be sure they have the right kind of experience. The automotive industry is highly specialized. An agency with previous experience in the field won’t need to waste time learning industry lingo and market trends Ripley PR is that kind of agency. We have extensive automotive manufacturing experience, and we are committed to helping our clients succeed every day. If you want to blow the doors off your next vehicle roll-out, call us at (865) 977-1973 or contact Ripley PR online today.

Shannon Bryant

This post was written by on July 1, 2019

Struggling to Hire in the Skilled Trades?

PR should be in your marketing mix

Home service companies are getting hit with a double whammy. Unemployment is at record lows in the U.S., and at the same time there is a shortage of workers in the skilled trades like plumbing, HVAC and electrical. As a result, many home service companies are struggling to hire and retain qualified technicians — and some are turning down work because they can’t run the calls.

But did you know that home service public relations isn’t just about making your phone ring? If done right, it can establish your home service company as a desirable and sought-after workplace, bringing better job applicants to your door.

Here are a few ways a home service public relations agency can help you hire the right people.

1) Boost Your SEO

When people look for jobs, they start online. When your next great hire starts Googling for jobs, your company should be at the top of the search results. Our team knows the industry and researches keywords in your market. We use our knowledge and experience to help improve your online presence and social media.

2) Talk Up Your Culture

Your home service company might have the best benefits and work environment of any in your area, but how will potential hires know if you don’t tell them? Don’t be afraid to show some personality on your website’s careers page and your job listings. Let your company’s culture and excellent benefits package shine through to attract applicants who want to work for the best.

3) Attend (and Host) Events

Events like home shows, job fairs, community cookouts and product demonstrations are great ways to bring job searchers to you while boosting your reputation as an involved member of your local business community. And don’t forget the younger generations. If a local school is hosting a career day, send an employee or two to answer questions about the skilled trades. In just a few years, those students might be in the job market, too.

But don’t forget to publicize the events you host and attend. Our team knows how to turn these into stories and gain placement in local media outlets.

The skilled trades are at a crossroads. More young people are seeing the trades and home service as the profitable, respectable career paths they’ve always been. But until more of those young people come of age, your company may need a helping hand when hiring. At Ripley PR, we have extensive experience representing home service clients, so we know the issues the industry faces today. We are invested in seeing our clients succeed every day.

 If you would like to find out more about how Ripley PR can help your home service business, we’d love to hear from you. Call (865) 977-1973 or contact Ripley PR online today.

Heather Ripley, Founder/CEO

This post was written by on June 25, 2019

The role of public relations in a successful franchise

franchise media interview concept in studio with two people

When I think of franchises, I often think of sports teams. In particular, I think of the teams that consistently win, year after year. In the 70s it was the Steelers. In the 80s it was the Lakers and Celtics. In the 90s it was the Bulls and the Yankees. Now it’s the New England Patriots and Golden State Warriors.

Love them or hate them, they all have one thing in common: They’ve all achieved dynasty status.

When it comes to your franchise, you’re probably looking to achieve dynasty status as well. One key element to that success is public relations.

What is the role of public relations (and what is it not?)

Marketing, advertising and PR all work in unison to communicate your brand, and they should all be a part of your overall communications strategy. The differences between these three strategies, however, is enough that they must be understood individually to get the most out of their combined efforts.

Marketing and advertising are both fundamentally important for any business, and there’s no shortage of websites out there that can inform you of their purpose and how they can be used to garner results. But marketing and advertising alone are not enough to grow your franchise into a dynasty because both, at their roots, are paid messaging.

What makes public relations different is that the strategy revolves around convincing trusted third party sources (journalists, reporters, etc.) to tell their audience about your business, without paying them to do so. We in business call this earned media.

By obtaining earned media mentions through public relations, you’re able to improve the image of your brand in a way that no paid message can.

How PR enhances franchise brand recognition

Your brand is more than just your name and logo. It’s a combination of values and behaviors. It’s what you believe, what you stand for and how you interact with people — both vendors and customers. It’s your vision, it’s your position in the community and it’s your identity.

It can be hard to communicate your brand simply and clearly, but that’s exactly what public relations aims to do. By placing positive, newsworthy information in the news media to attract attention, we can shape the minds of your prospects and customers about what your brand is, and just as importantly, what it isn’t.

With the right franchise public relations strategy, franchise prospects call your phone and customers walk into your stores because they understand, and aren’t just told directly by you or by someone you paid, about why you’re worth doing business with.

How PR protects your franchise brand

Public relations also has the added benefit of protecting your brand in times of crisis. It’s not a matter of if, but a matter of when a crisis will occur for your franchise. In the event of a crisis, PR is able to create high ranking positive mentions that rebalance the scales in your favor.

Time is critical, but with the right strategy and expertise, PR can be used to protect your brand, even in the midst of something that’s completely out of your control. And because you’ve built up goodwill with your ongoing public relations efforts, you have a bank of social capital to rely on: All the positive media mentions, all the relationships built. People have already decided who you are and formed that in their minds, so your customers and business prospects are less likely to overreact in a bad situation.

No other communications discipline simultaneously promotes and protects your franchise brand and reputation like public relations.

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.

JD Sizemore, Account Director, Client Services

This post was written by on June 21, 2019

Closing the Gap Between Tech and Construction

In just about every 2018 annual round-up of trends the construction industry is facing, tech adoption tops the list.

Project managers need to prioritize technology solutions.

Productivity and a skilled labor shortage are big challenges in the construction industry. Construction productivity has remained stagnant for 8 decades and with a smaller labor pool, construction professionals need technological solutions for boosting efficiency and streamlining job-site management.

Although the industry has traditionally been reluctant to adopt new technologies, according to McKinsey & Company, investment in construction technology is growing rapidly and construction tech companies are reaping the benefits.

How can my company benefit?

In a time of robotics, exoskeletons, drones, time-lapse cameras, and autonomous vehicles, construction companies have so many choices of technology to implement. While budgets are beginning to allow for more tech adoption, project managers still need to carefully consider and prioritize tech solutions. An effective construction public relations strategy can help your tech company capture the attention of potential adopters and increase trust in your brand.

Collaboration: Leaders in construction technology know that they do not need to be an all-in-one solution to succeed. Collaborating strategically with other solutions can deliver much better results. Technology collaborations also make for newsworthy stories.

Expertise: If your company was the first or is the best at something, this is newsworthy and can grab the attention of your audience. Your expertise is useful on various different topics and trends. Our PR team can help best identify what topics will best showcase your expertise.

Expand your audience: Your company is newsworthy to both tech and trade publications but those journalists are looking for different messages. Our team can craft that message to entice both audiences and increase your visibility.

Let Us Help

If you are ready to get your construction technology company noticed and rapidly build your customer base, we can help. Contact Ripley PR today!

Kaitlyn Clark

This post was written by on June 19, 2019

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