We have a wealth of experience to draw on, from running trade association communications to advising global clients at a leading public relations agency. Here are a few examples of how we tackled some pretty complex challenges.
Building a New Industry Narrative to Show a Role in Sustainability
The Challenge: A major chemicals industry trade association wanted to better communicate its members role in advancing sustainable plastics recycling solutions. However, the common narrative was that these companies were the problem, not part of the solution. They needed an approach to better position themselves and create opportunities to tell their stories.
The Strategy: We developed a strategy that combined earned, owned, paid, social, and policy channels to establish a new narrative of innovation, driven by specific examples of industry-driven solutions. To reframe the sustainability discussion, we created a unified campaign, designed and drafted a clear message architecture, pitched trained spokespeople to targeted industry outlets, and aligned with the government affairs and regulatory teams to roll out a major sustainability policy framework proposal.
The Results: By establishing a clear narrative strategically underpinned by data, examples, and public-facing subject matter experts, we were able to inject a new sustainability discussion into media coverage and policy discussions.
Telling Simpler Stories to Explain How Complex Technologies Improve Life
The Challenge: A leading global company that makes some of the most advanced materials used in everything from airplanes to race cars wanted to become better known in the US. As a science company run primarily by scientists, they had trouble getting past their own technical language and tended to undersell the importance of their innovations.
The Strategy: We dove into the company to learn about its culture and core products. We then developed a strategic communications plan built around simplified but impactful messaging focused on specific solutions. We crafted a tight message architecture, made their amazing materials relatable, and trained key executives and subject matter experts as spokespeople. Through a mix of trade, consumer, and local news outreach, we presented the company as a leader in amazing science that touched consumers lives in unique ways.
The Results: Not only do influential trade and industry media better understand and cover the company and its technologies, the higher profile prompted increased pickup in regional and national business media. We coordinated reporter visits to US facilities, secured expanded coverage of company announcements, and executive interviews with top tier media.
Rebuilding a Communications Shop and Sharpening Messages
The Challenge: A trade association representing the biofuels industry was in a constant media battle with opposing industries as well as a competing organization. They needed to better define their role as as the leading industry voice and a key policy mover.
The Strategy: We first reorganized a wide-ranging communications and marketing department, then instituted a triage model to better manage the daily flow of incoming media inquiries and outgoing statements and responses. Polling and focus groups helped refine and sharpen messaging and we instituted closer collaboration with legislative and regulatory teams. We also increased communication and coordination with member company media teams.
The Results: This refresh of the press shop and tighter coordination with policy teams helped the association better define itself a leading industry presence and valuable resource for business and political reporters. A unified message strategy also delivered a consistent narrative across earned, owned, and paid channels as well as with stakeholders and third party allies.