Ripley PR

Crane collapse and construction news: How Ripley PR can improve your public relations

When Hurricane Irma skirted South Florida in September 2017, construction companies led the news for a few cycles.

While the center city of Miami was spared a direct hit, several of the multi-story cranes that are now a ubiquitous site in the city took a beating from the high winds. In some instances, they partially collapsed. Crane rigging crashing onto city streets and buildings gets attention. But it’s not the kind of attention a construction company wants.

Accidents happen, but construction accidents will often mean headlines, especially in the case of high-profile incidents like the Miami crane fiasco.

Crisis Plans

A construction company needs to have a solid plan to address the media and reach out to the public in the event of such an incident.

Ripley PR can make sure you have a crisis plan in place should a headline-grabbing incident occur. We have experience crafting crisis response plans and performing other construction public relations, be it an on-the-job accident, hazardous materials spill, fire or even layoffs that might affect the economy of an entire community. The construction industry can be inherently dangerous, so it’s best to be prepared.

Dealing with Media Coverage

Our public relations services can also extend to sharing good news about your company. People are naturally curious about construction projects that change the face of their community, and media are drawn to report on them. Sometimes they will even show up at a construction site in pursuit of a story on progress. While your foremen or site manager may be perfectly eloquent and intelligent, you don’t want them making off-the-cuff statements to curious reporters. You want them to either refer media to upper management or directly to a professional public relations agency like Ripley.

Our staff includes a host of former journalists who know how to respond to queries from media. They know what reporters want to know, be it the state of a dangling crane in a hurricane or information on a construction project that everyone wants to know about.

You need to have a plan in place to get ahead of the headlines. Contact Ripley today to craft a crisis response or media relations plan.

This post was written by Thomas Fraser, Senior Content Specialist on August 10, 2018

Driving your manufacturing success requires a good brand

Building your manufacturing company’s brand can take as much expertise as it does building its products. You need to focus on cultivating relationships with the media and public while developing and executing a consistency social media strategy.

The PR Toolkit

An experienced manufacturing public relations agency like Ripley PR can take the burden of brand development off your plate, allowing your management team to concentrate on what they do best — growing market share.

We start by developing targeted content such as blog posts and bylines that can be promoted and utilized to increase your visibility and name recognition. Our experts will also develop a comprehensive social media strategy for the most effective use of popular social-media platforms like Facebook, LinkedIn, Twitter, and Instagram and Facebook.

Our manufacturing PR professionals can develop white papers showcasing your products that are detailed enough to interest decision-makers and technical experts while still being easily understandable by a more general audience. We also have experience in helping develop and stage online webinars, which are a perfect vehicle for promoting your manufacturing expertise.

Getting the Word Out

Good manufacturing PR is more than just content, though. We’ll be pitching your story to journalists and news publications to get the word out about your products.

Our team has cultivated long-term relationships with trade publications, newspapers, and online and broadcast media outlets across the country and world. We can find the right outlet to reach the right audience for your business.

Need Help?

Building a brand and a manufacturing business at the same time can be a challenge, but an experienced PR team can make all the difference in the world. Our experts can help get gain your manufacturing brand the recognition it deserves. Contact Ripley PR today and let us help you develop and implement the perfect manufacturing public relations strategy.

This post was written by Joel Davis, Content Supervisor on August 8, 2018

How public relations can help with the three stages of franchise development

Whether you’re an entrepreneur looking to franchise your concept or a seasoned franchisor with 1,000+ territories, franchise development is a consistently top-of-mind issue. The growth of your franchise means more of everything—more units, more awareness, more buying power, and most importantly more revenue to reinvest in the franchise. And regardless of which stage you’re in, your franchise development strategy should involve a level of public relations to generate new franchise leads.

So how can public relations help your franchise? Well, that depends on which stage of franchise development you’re in:

Startup stage – Also called an emerging concept, this is the stage right after you’ve made the decision to franchise your business. You’ve taken the necessary steps to identify your unique selling proposition, and you’ve consulted franchise experts that say you have the systems and processes in place to start franchising. Above all else, awareness is key in this stage. It’s time to get your name out to the general public to generate buzz about your franchise. It’s time to get your name in front of interested (and qualified) entrepreneurs who want in on the ground floor. An ongoing content strategy, media interviews with the founder to tell his/her story, and bylined articles that share your expertise in a given industry are just a few ways public relations can help with emerging concept franchise development.
Early stage – Your franchise has gotten off the ground. You have successful franchisees and you’re looking to push your unit and/or territory growth to the next level. In addition to learning from the mistakes you made during the startup stage, now is the time to review what’s working and what needs to be fixed in order to move ahead strategically and with focus. Showing success is key at this stage. It’s time to share the stories of your franchisees. It’s time to tell potential franchisees what they’re missing out on. Video testimonials, franchisee Q&As with the media, and franchise road shows complete with targeted media outreach are all examples of early-stage franchise development public relations tactics.
Growth stage – You’re a proactive franchisor with numerous units/territories. You’re now in one of two mindsets when it comes to the development of your franchise: To continue aligning your corporate and franchise vision for further expansion, or to consider moving forward with an exit strategy. Whether you’re in it for the long haul, or you’re ready to move on to the next chapter of your life, this stage is all about showcasing your stability while not undercutting your appeal by not being the “hottest” new franchise trend. While tactics will vary depending on your end goal, ongoing speaking engagements, bylines and expert interviews in trade and national publications, and ongoing growth news are all key public relations initiatives to take during the growth stage.

Regardless of where you are in your franchise lifecycle, we want to be your go-to public relations agency for all things franchise development related. If you’re interested in learning more about how Ripley PR can help you grow your franchise, give us a call today at 865-977-1973.

This post was written by JD Sizemore, Account Supervisor on August 6, 2018

5 Ways to Increase B2B Leads

When your customer is a business, paid advertising will only get you so far. A lot of professionals decide they need a product or service, then they do their own research into potential partners. While ads can help with brand awareness, they won’t create trust or credibility. That is where an expert B2B public relations firm can help. At Ripley PR, we have the expertise to craft a targeted plan to raise your profile and increase your B2B leads.

1. Tailor your message to your audience and make sure you reach them.

First, you need to understand what drives your customer and make sure you have clear, consistent messaging that addresses that need or desire. Reaching your audience may not seem that difficult, but you must employ several different tactics to make sure you reach your target prospects, whether they’re searching online or looking through a trade publication.

2. Capitalize on social media.

This doesn’t mean tweet about how great your company is — It means having a focused strategy that utilizes all of the resources available. Join appropriate groups on LinkedIn, tweet about industry trends, and share media coverage and company news on all your social media channels.

3. Blog.

When some people think of blogs, they picture a woman in her pajamas ranting about free range parenting or DIY household projects, but blogs are much more than that. They are an incredibly useful tool with search engine optimization and can help position you and your company as industry experts.

4. Maximize media coverage.

An expert PR team should be garnering media opportunities for you, but that isn’t enough. Expand the reach by sharing the coverage on your website, social media platforms, blogs, even your email signature. The prestige of being featured by a top outlet can improve your image to prospective clients whether they see it in a sales video or highlighted on your webpage.

5. Get involved.

Networking in person is still important. Get involved in industry professional groups, start training programs, partner with universities, and seek out speaking opportunities. All of these will give you exposure and credibility, but they are also key things to share through press releases and media announcements. They demonstrate your expertise and accentuate your contributions. They also help with recruiting new talent.

Most people would read this and think, “I can do that.” I’m sure you can. However, will you do it with the focus and consistency required for success? Ripley PR will. Call us today at 865-977-1973.

This post was written by Catherine Howell on August 2, 2018

Healthcare IT helps everyone; a PR firm can return the favor

While the country’s healthcare might be everyone’s favorite punching bag, healthcare information technology is making strides to improve systems and workflows for professionals and patients alike. Data can be used for research, create diagnoses or influence health trends. Devices and other technology are used daily to create better patient outcomes in hospitals across the country. Wonderful things are happening because of the healthcare IT industry, but those stories aren’t always told.

A healthcare IT public relations team can help. Here’s how:

Toot your own horn. Healthcare IT companies are making advances happen all the time. Make them known. A PR firm can get your executives speaking engagements where they not only get your company’s name out there but find possible client leads. Oh, and don’t forget the press releases touting your services, interviews with media outlets and countless other forms of good publicity a firm can acquire for you.
Stand out from the crowd. It can be easy to get lost in the hubbub of healthcare, but a firm like Ripley PR will not only help you stand out from the healthcare industry but from IT competitors, as well. Every company has its own unique story. We’d like to help you tell yours.
Damage control. Sometimes, bad things happen to good companies. Breaches will happen. Systems will crash. Servers will fail. As technology advances, more and more information is stored electronically, which creates an increased risk. Back in the day, the biggest worry to patient records was a lit match. Today, though, companies have to worry about hackers, breaches and various other entities that can create
a PR nightmare. When bad things happen, you need to let customers know you’re handling the situation. A PR firm can help you create a crisis plan that will do just that.

There are challenges that come with having a healthcare IT company, but there can also be a lot of big wins. Call Ripley PR today and let us help you land them.

This post was written by Amanda Greever on July 31, 2018

How Content Can Help Market Your Automotive Biz

Your business may be an expert in automotive technology or manufacturing, but it also needs to be expert in promoting itself. No matter how innovative your products, if no one hears about them, they won’t sell.

Content marketing is a core part of automotive public relations. Developing quality content is a key part of attracting the attention of potential customers as well as the media. It provides a mean to establish your business as an expert in its field.

The Importance of Blogs, Bylines, and White Papers

The foundation of automotive sector content marketing is through blogs, bylines, and white papers. Content topics can be your desired demographic and goal, whether creating buzz for your technology in the public sphere or trying to influence a buyer in a purchasing department or a C-suite decision-maker.

Blogs play a role in a good search engine optimization (SEO) strategy. They should be written to include keywords important to your market. Once written, blogs can be repurposed for use on social media platforms such as LinkedIn and Facebook. The more links generated back to your content, the higher it will appear in search engine results.

Bylined articles, pitched to trade publications and the general media, help position the executives of your company as thought leaders in the industry. White papers are targeted at corporate decision-makers. They can be used to promote the capabilities of your technology or products. Gated behind a CRM form on a website landing page, white papers are also a means to generate quality leads.

Getting the Attention of the Media

An experienced automotive public relations agency like Ripley PR can promote your company to the media through press releases and direct pitches. We can also assist with the development of relevant content like blogs and bylined articles, and white papers. For more information on developing a content strategy for your automotive business, contact Ripley PR today at (865) 977-1973.

This post was written by Joel Davis, Content Supervisor on July 30, 2018

Drive the conversation with automotive public relations

When people hear the word “automotive business,” a lot of times they think of car, truck, motorcycle and boat dealerships or large automakers like Ford or Toyota. However, the automotive industry encompasses many more segments, including parts manufacturers, after-market retailers and auto repair shops.

The automakers and dealerships are really good at getting their message out there through ads and public relations. But just because a business may be more behind the scenes or under the hood doesn’t mean it can’t benefit from good automotive PR.

Whether it’s to get products in front of spec engineers or to recruit quality employees, automotive media relations can kick an auto manufacturer or after-market company into overdrive (sorry for the bad pun). How is this possible? By making sure your message finds its way to the right audiences.

As a firm experienced in automotive public relations, Ripley PR has implemented strategy plans for clients that work in various verticals of the auto industry. Some believe there are only PR opportunities when a large hiring initiative or new product is announced, but there are many other ways to utilize automotive PR to spread awareness of the business.

Automotive PR has many benefits that include: increasing sales, boosting recruiting efforts, improving search engine optimization (SEO) and positioning company leaders as experts. These can all have a positive effect on the bottom line by addressing multiple business objectives at once.

Ripley PR is a public relations agency specializing in franchise, manufacturing, construction and automotive industries. Call us at 865.977.1973 if you want your automotive company to rev up its PR efforts.

This post was written by Chris Martin on July 27, 2018

3 Things Great PR Agencies do for Construction Business Owners

If you operate a construction business, chances are you have some experience with advertising. Perhaps you run regular ads in local publications, and your name most definitely graces the large signs placed at jobsites. Maintaining true positive brand awareness, however, requires a little more than billboards and basic print ads. Partnering with the right construction public relations agency can take your image and engagement a big step forward, and it also provides a nice support system when crisis seems to inevitably strike.

Great construction PR agencies will:

Develop Heightened Brand Awareness – Gaining public relations momentum all starts with increasing brand awareness, and one of the best ways to do this is to regularly announce your news to the most fitting audiences while positioning you as a leading expert in your field. Regular, timely press releases help keep your brand on the minds of the media, and they help improve your appearance in online search results as well.
Increase Engagement Through Social Media – Social media keeps your company consistently connected with the community, and it’s vital that the relationship is managed in an appropriate and urgent manner. Conversations with followers should be frequent, and responses need to be timely. By properly managing all social media accounts, brand awareness can be dramatically increased through personal, meaningful interactions with followers and fans that also help to humanize your company.
Provide Support in Times of Crisis – Of course, we all hope a crisis never occurs, but usually the best mindset is to be prepared for “when” and not “if” a crisis develops. The best construction public relations agency will help institute a plan for all parties to follow in the event the unthinkable happens. Also, if you’ve been actively and consistently investing in positive public relations in your community with the right agency, crises are easier to handle and overcome when they do befall your brand.

Your construction business deserves to invest in both its overall image and its direct relationship with the community, and partnering with an experienced construction public relations agency can help you achieve your branding and engagement goals. To find out more about how your business can benefit from the dynamic approach of a seasoned public relations agency, contact Ripley PR today.

This post was written by Grayson Shockley on July 25, 2018

Is your Cyber Security Business Leveraging the Power of White Papers?

One of the best ways to generate leads for your cyber security company is through the creation of a series of white papers that will collect important data from individuals or business owners who download your papers.

White papers have been around for a long time, but as a lead generation tool, they still offer a lot of bang for the buck, if done right. The best white papers offer a little bit of information for free, and don’t have a hard sell about your products or services. So, it pays to hire an experienced PR agency with the expertise to write white papers that make people want to download them.

Hiring a B2B public relations agency with white paper experience can help your security protection business by creating white papers that people want to download. Here are some main points to keep in mind when creating good white papers:

Offer to help

Business owners love to learn about protecting their business, and you are the perfect one to help them. Your white paper should offer help in a simple, easy format. But remember your audience—if you are seeking to influence decision makers, your paper should speak to that group!

Make it easy

Don’t make them work too hard up front to get the paper, because you can capture their information and contact them via email marketing later. The important thing is to get the basic information you need – no more.

Make it irresistible

Yes, that’s right. If you offer the same information or answers to questions about cyber security as your competition, then who will want to read it? The best white paper will intrigue the audience and tweak their interest.

The perfect white paper can help bring in more business, and by hiring a PR agency like Ripley PR, you will be working with a team of senior-level experts who can work with you to develop the best white paper strategy for your security business.

This post was written by Heather Ripley, Founder/CEO on July 23, 2018

Don’t Leave Your Franchise PR to Chance

For the people who run a regional or national franchise, public relations can seem like more of a problem than a solution. Whose interests would an agency represent? Which of the many possible audiences would be a priority? What can a PR firm do for a franchise, anyway?

It’s precisely because the situation can be so complex that it pays to work with experts. A public relations firm with franchise experience can help you create a strong and recognizable brand, communicate across platforms to multiple audiences, and expand your franchise opportunities. Here are three ways a great PR agency can help your franchise grow:

Consistent media coverage: Local coverage of individual franchises builds brand awareness and credibility, and broader coverage of the franchise in regional and national publications and broadcasts alerts potential entrepreneurs to franchising opportunities with the company. An agency like Ripley PR can generate national stories that support local franchises and local coverage that builds the national brand.
Social media: Social media is one of the most powerful marketing tools available to modern businesses. It’s also one of the most intimidating, especially if your business is overseeing a company with dozens or even hundreds of franchise locations around the country. A good PR team can help you manage multiple platforms and audiences, tailoring content for specific locations and demographics while also maintaining a strong overall brand message.
Trade media: Franchisors don’t just want to reach customers with the story of their company. They also want to reach out to entrepreneurs who will expand the franchise. Franchise public relations agencies like Ripley PR can take your message to trade publications that specialize in coverage of franchise operations, helping present the brand to an audience of informed potential investors.

Great businesses don’t just happen. They’re the result of planning, good decisions, and hard work. Don’t leave your franchise’s public relations to chance.

This post was written by Matthew Everett on July 19, 2018