10 to 1 Blog

Insights from 10 to 1 Public Relations’ Pros

by Erica

Insights from 10 to 1 Public Relations’ Pros

Six months after transitioning from fashion to PR, I sought advice from my 10 to 1 Public Relations colleagues about navigating the industry. Their insights, ranging from new coordinators to the company president, offer valuable guidance for PR newcomers.

Madeleine Williamson, PR Executive at 10 to 1:

How did you know you wanted to go into PR? 

“I knew I wanted to be in the communication industry, so I explored jobs in all different areas of communications, and I kept coming back to PR.”

What other past experiences have led you to where you are today?

“Starting as editor of my high school yearbook, I learned that I enjoyed telling people’s stories. Through different internships, I gained experience in journalism and media production, which have led me to where I am today.”

What advice do you have for someone who is entering the field?

“Embrace learning— don’t be afraid to ask questions when you first start a position. The field is constantly evolving, and asking questions fosters long-term learning.”

What have you learned at 10to1PR?

“10 to 1 has given me a space where I feel confident to lead a client. I feel that everyone on the team has supported me and I learn from everyone every day. I was able to lead clients by watching my teammates successfully lead theirs, and I picked up tips along the way that I apply in my own leadership roles.”

Laura Slawny Vice President of at 10 to 1:

How did you know you wanted to go into PR? 

“I started my career in journalism, and as a producer for an evening news team, we didn’t utilize PR agencies like the morning show did. So it was definitely a shift when I decided to take a coordinator job at a PR agency. I realized at that job that I could get my news fix but in a more stable career. I just wish I had made the switch sooner!”

What other past experiences have led you to where you are today?

“I took a job at an agency that was primarily focused on media relations and sending pitches. I wanted to find an agency that offered more thought leadership, campaign building, and long-lasting relationship building priorities. Then I met Josh and he taught me so much.”

What advice do you have for new pros?

“There is always more than one way to do something. If you hit a dead end, pivot and find a new solution. Also never take ‘no’ for an answer.”

What have you learned at 10to1PR?

“Everyone has a unique skill. You can learn something from each person. Everyone brings something to the table, whether it’s a technical skill that that person has already mastered or a mistake they have made that can teach you new strategies.”

Sofia Ashley, Public Relations Executive:

How did you know you wanted to go into PR? 

“I had different majors in college, I first started in STEM, then Business, but in my Business major we had a class where we created our own fake PR campaign. Getting to be creative after taking so many technical classes was refreshing and I knew I wanted a career path that was the perfect blend of creativity and strategy.”

What other past experiences have led you to where you are today?

 “My social media management background gave me a solid foundation, but it was the experience I got as an intern in PR that solidified it for me.”

What advice do you have for new pros?

“A career in PR/Journalism offers more flexibility than complex mathematical and scientific fields. You can get better over time and learn by experience. Every little moment builds up your confidence, and you shouldn’t underestimate the tools that you have in your back pocket.”

What have you learned at 10to1PR?

“I have learned how to be an advocate for myself. I definitely think I underestimated myself when I was first put in charge to lead clients, but I channeled confidence to reassure them, and I even was able to reassure myself.”

Kaden Ryback, Public Relations Coordinator

How did you know you wanted to go into PR? 

“It was either between PR and marketing, but marketing’s heavy sales focus wasn’t aligned with my aspirations, and after one day at a marketing job I quickly realized it was not the right fit for me. PR was more focused on the human element which was important to me. It satisfied my passion for writing and relationship-building, and I was able to incorporate my videography skills into client campaign production.”

What other past experiences have led you to where you are today?

“My path to PR was not as specific to PR, but more of the communications field. I graduated with a bachelor’s in public relations and journalism, but I got the most hands-on experience at The Cronkite Agency, which combined my video editing, and personal relations skills. I realized after a brief career in marketing, that PR appealed to me more, and that was all I needed to know to make it my career.”

What advice do you have for new pros?

“Research is a bigger part of PR than many people may think. It’s invaluable when you start with a client to know not only the media landscape around the client but also the big stories that the client has had, and the publications that have featured them. Doing your research on the clients that you represent will help you present yourself well,and inform how you will work with them.”

What have you learned at 10to1PR?

“I’ve learned the art of team-oriented work. This has helped me identify the tasks that drive the most value for both the team and the clients. When you work alone on a client, it’s up to you to decide the methodology on how you go about completing tasks, but when you’re on a team, every piece of the work, and knowing the importance of delegation is important. You may not realize the time that you spent researching, when communicated well with your team, can take work off a lot of other people.”

Josh Weiss, President of 10 to 1 Public Relations

How did you know you wanted to go into PR? 

“I started this company to find like-minded individuals who wanted to take a more traditional approach to PR. I also wanted to build a team that specialized in what they’re good at. Everyone here has a unique skill that they contribute and that helps others. The agency itself is known for traditional media relations.”

What other past experiences have led you to where you are today?

“My first job out of college was in the Illinois House Representatives helping elected officials get on their local radio stations. I created radio press releases, combining radio, PR and politics. When I was ready to move on, PR felt like the most steady job opportunity of the three options (compared to politics or radio). After working in several PR-related jobs for the next decade, I eventually decided to start my own PR agency in 2012.”

What advice do you have for new pros?

“Passion and genuine interest are important because actual knowledge of the industry can be taught. Scale the one thing you’re good at. If someone is testing to see if you can deliver a project, knock that project out of the park first, then ask to take on more.”

What have you learned from 10to1PR?

“I’ve learned the different roles of leadership when it comes to managing a team. 10 to 1 is a collaborative agency, and that has taught me to meet people where they are at, and help them get to that next step.”

Conclusion:

During my internship at 10 to 1, I have learned there are different ways to find your place in PR. Some of my team found PR through other professions but were pulled back into it, and some knew they were enthusiastic the moment they entered the profession.

My journey may not have originally started here, but as my team members illustrated there is no one set way to find a job in Public Relations. If you are passionate about Public Relations take steps to learn more about the field you’ll be working in. Any experience, whether it’s an internship or work for another agency will help you develop practical skills that you can take with you. Finding work that is meaningful will help you bring your best to the role and inspire you to stay open to constantly evolving your skills. 

The diverse skills and different paths of my team has shown me that there is no single route to success in PR, but that it is a combination of embracing continuous learning, passion for the career, different variations of skills, and the ability to pivot that makes a PR pro successful. 

A diverse skill set is needed at an agency in PR to adapt to different clients, and specializing at a specific skill can contribute to a team’s success. As I reflect on my growth I’m grateful for the support the team from 10 to 1 has shown me. This experience has confirmed my passion for PR and I am grateful that I am able to continue onto a new career path where I feel comfortable to take my next steps.

10 to 1 Blog

From Intern to PR Pro: My Experience with the Veterans Day Parade Campaign

by Erica

From Intern to PR Pro: My Experience with the Veterans Day Parade Campaign

Written by Morgan Ray, 10to1PR Intern

As an intern at 10to1PR, I’ve packed these past couple of months with numerous learning experiences. I had the opportunity to contribute to the first-ever intern project, which included building a PR campaign for the Veterans Day Parade from scratch.

The Veterans Day Parade was a new client that was introduced in October with the parade taking place in November. Although it was a tight turnaround, the 10to1PR team executed a successful campaign.

This was the first campaign I worked on where I had full responsibility over the tasks and how to execute them. The first step in handling a campaign is to brainstorm ideas and break them down into manageable tasks. I worked alongside Halle Sweeter, an intern at 10to1PR, to create a timeline of ideas and concepts that we wanted to execute before, during and after the parade.

Prior to the Veterans Day Parade, a press conference unveiled this year’s theme, as well as the Celebrity Grand Marshal and the honored Grand Marshals. Our team ensured the media was informed and secured coverage.

To secure media coverage, we pitched several news outlets, with an emphasis on hyper-local ones. Our goal was to give the Veteran Grand Marshals an opportunity to share their stories and have those stories featured in the media that covers their homes. We secured about 10 stories covering the Grand Marshals in news outlets like the Arizona Republic, SanTan Sun News, Surprise Independent, Scottsdale Progress and KTAR.

In addition to the press conference, we worked to raise awareness for the Veterans Day Parade by submitting calendar listings and distributing press releases. The goal was to spotlight the Grand Marshals while encouraging the community to come together and honor the veterans.

On the day of the parade, our team arrived on site at 4 a.m. to coordinate interviews with parade participants and Grand Marshals for several news outlets. Our role at the parade was to ensure interviewees were prepared and ready for TV appearances, while also working closely with the media to brief them and set up ideal backgrounds for live shots.

We coordinated 20 TV segments, as well as 45 online and print stories covering the parade. Overall this was a successful campaign for the parade and a successful first intern project at 10to1PR.

I gained valuable experience in building a campaign from the ground up. I developed project management and team leadership skills, which was an area I was less familiar with before. This project highlighted the importance of organization and communication for a successful campaign, which I can bring with me when working on future projects.

10 to 1 Blog

We got 29 journalists to visit our office

by Erica

We got 29 journalists to visit our office

Last month, we hosted an event at our offices organized by the Society of Professional Journalists (SPJ). Basically, it’s a once-a-year event where Phoenix area PR folk pay money to SPJ to individually pitch reporters in person various stories on behalf of their clients. Think of it as speed pitching, where each reporter has their own desk and PR folk line up for their three-minute pitch.

PR Pros attend panel presentation with journalists at SPJ Publicity Summit

This year, 29 journalists volunteered to participate and be pitched by several dozen PR professionals. The picture shown is of many of those journalists gathered in our offices a few minutes before the pitching sessions began.

We’re very proud that 10to1PR serves clients across the U.S. and that we work with media across North America- but it felt great contributing to our local Phoenix community (media and PR peers alike). Generating local market media for our clients across the U.S. is a priority for us, and seeing local media up close and in person only rejuvenated our excitement in doing so.

Journalists in attendance at SPJ Publicity Summit

Got a story you think that your local media should care about? Give us a call and let’s chat!

10 to 1 Blog

From Fashion to PR: My Journey of Transitioning Skills and Growing in Public Relations

by Erica

From Fashion to PR: My Journey of Transitioning Skills and Growing in Public Relations

Written by: Halle Sweeter, PR Intern

As the first-ever intern at 10to1PR, I have already learned so much about what a career in public relations really entails. The experiences that I have had in this internship have broadened my experience in the field. From day one I have gained a deeper perspective on what goes into the day-to-day responsibilities and importance of maintaining a brand’s image and the effectiveness that 10 good impressions can have in canceling out 1 bad one.

My first real encounter with PR came from a final semester project that was a co-collaboration marketing strategy between the fashion program at my school and a non-profit. In my pursuit of other education opportunities post-graduation, I knew I wanted a career that utilized my market research and trend forecasting skills while also combining creativity, strategy, storytelling, and relationship building. 

My skills in market research and trend forecasting from my degree in fashion merchandising were put to use quickly and utilized in research and analysis for PR campaigns, client relationships, and contributions to group projects.

Halle with Drip, the office pet fish

Even from the day I came in as a shadow, I was given the opportunity to watch PR professionals at work. Through observing their work, I was able to gain hands-on experience and offer contributions towards meeting client goals, participate in internal strategy meetings, and learn best practices from team members on how to write more concisely.

Working at 10to1PR, I found a collaborative work culture where everyone has a specific skill they can contribute to the team. As a part of the team, I have contributed my skill set, as well as built a new one over the last 6 weeks. During the onboarding process, I started with basic tasks like feeding the office fish and setting up meetings, while gradually learning and observing from team members. As I gained experience my responsibilities expanded to include media monitoring, editing press releases, building media lists, and finally drafting my own press releases.

In college, professors teach you how to draft a press release and you can create as many mock press releases and pitches as you want, but no class can give you the rewarding feeling of sending your first real pitch to a news editor. And with a pitch-a-day campaign, I quickly gained confidence in my writing skills, and secured wins by getting multiple interview requests from reporters.

This internship has been a whirlwind of learning and growth, and taught me how my everyday skills could transfer over to a job in public relations. From administration tasks to major wins, every day has contributed to my development as a PR professional.

10 to 1 News

10 to 1 Public Relations Secures Two Globee Business Awards, Recognized for AI Work

by Erica

10 to 1 Public Relations Secures Two Globee Business Awards, Recognized for AI Work

10 to 1 Public Relations was recognized with two Globee Business awards: Public Relations Achievement (Use of AI) and Influencer Marketing Achievement.

Both recognize 10 to 1 PR’s public relations strategy and campaign execution expertise. The Public Relations Achievement (Use of AI) award acknowledges 10 to 1 PR’s success in artificial intelligence use, specifically in AI deepfake crisis communications management. 10 to 1 PR’s proactive approach is outlined in the Digital Deception guide, a free resource to help companies navigate a potential deepfake crisis with precision.

The Influencer Marketing Achievement Award highlights 10 to 1 PR’s success in influencer marketing and strategy to deliver results that achieve client goals.

Globee Business Awards recognizes and celebrates excellence in various industries worldwide. The program aims to honor organizations that have achieved remarkable success, demonstrated innovation, and positively impact their respective fields. Globee believes in acknowledging the outstanding achievements of individuals, teams, and organizations, and sharing their success stories to inspire others and encourage a culture of excellence.

Here’s a summary of the winning campaigns that were recognized: 

Public Relations Achievement (Use of AI) – PR Strategy for 10 to 1 Public Relations

BRONZE GLOBEE® WINNER

The Situation: AI is revolutionizing industries everywhere by increasing productivity, introducing new forms of creativity, and optimizing workflows. However, in the wrong hands, AI can be just as threatening to businesses as it is helpful. 10 to 1 PR created a free digital deception guide to provide business owners with a resource to protect their company from AI threats including digital deception and deepfakes.

Our Results: After launching the free guide as a resource on the 10 to 1 PR website, the site saw nearly 4x more traffic. Offering the guide for free 10 to 1 PR has increased accessibility to a prominent business resource for companies that may not otherwise have the budget for paid resources ultimately contributing to equality and inclusivity.

Influencer Marketing Achievement – PR Campaign for Vietnam Airlines

SILVER GLOBEE® WINNER

The Situation: Vietnam Airlines contracted with 10 to 1 PR to increase the airline’s brand recognition among the U.S. travel audience and drive attention to Vietnam Airlines’s direct flight routes from San Francisco to several cities in Vietnam. A press tour was designed to take the influencers to key locations throughout Vietnam to produce high-quality content for their audiences and promote general travel to Vietnam. This included arriving in Hanoi, visiting Hoi An, and leaving from Ho Chi Minh. Meals and outings were meticulously planned to ensure opportunities for the influencers to create content.

Our Results: All influencers who attended shared positive feedback about the trip and overperformed in their obligations to share content with their audiences.

By The Numbers:

  • 8 influencers attended
  • 1.1M total Instagram followers for all influencers
  • 30+ static Instagram posts
  • 3.75 million Instagram reel views
  • 2 posts have gone viral with a combined audience of 1.8 million+ reached
10 to 1 Blog

Attention Students: We’re Launching a PR Internship!

by Erica

Attention Students: We’re Launching a PR Internship!

Are you passionate about storytelling and eager to dive into the dynamic world of public relations? 10 to 1 Public Relations, an award-winning PR firm, is thrilled to announce the launch of our new in-person PR Internship Program. This program is your gateway to gaining invaluable hands-on experience at the forefront of the PR industry.

Applications for our Fall Internship Program are now open, those details are below:

10 to 1 Public Relations: In-Person PR Intern Job Description

About 10 to 1 PR

Are you someone who likes to tell stories? Do you want to develop your talent while making an immediate impact as part of a team? Interested in gaining experience working at an award winning PR firm? Then we want you on the 10 to 1 Public Relations team!

10 to 1 Public Relations is a traditional PR firm that works with interesting and diverse business-to-business focused clients from across the globe. We have a “No Jerks” policy which refers to both co-workers and clients and we believe in a “no drama” office.

We are seeking a part-time, public relations intern to help our clients share their stories and achieve their public relations goals. Some of our work includes:

  • Media relations such as writing press releases, articles and pitching reporters and influencers (local, national and trade) and securing media placements (online, print, TV & radio)
  • New market and/or new product related media launches
  • Growing client recognition through award nominations and speaker submissions

You’ll be part of a team expected to play an important role in it all; involved in client-facing tasks, strategy creation, and implementation duties. Ultimately, you’ll gain real experience and be an important part of helping our team achieve the client’s stated goals, meaning you must:

  • Be able to prioritize, organize and manage multiple tasks at the same time
  • Have strong interpersonal skills to communicate with clients and journalists as well as collaborate with team members
  • Be an excellent writer
  • Enjoy telling stories

Summary:

A PR Intern at 10 to 1 Public Relations is a junior or senior college student in the PR field. This role is focused on gaining practical experience through hands-on work in public relations. The intern will support client teams, perform media monitoring, conduct client research, assist with administrative tasks, and work on a portfolio project. The ideal candidate should demonstrate strong writing, organizational, and research skills, and show a desire to learn about the PR industry.

For ASU students this internship would fulfill the requirements of JMC484, MCO484, MCO584 and MCO294.

Duration/Compensation/Logistics:

  • The internship lasts for an academic semester (start week of Sept 3, end date week of Dec 9).
  • The position is part-time, with a guarantee of 20 hours per week.
  • The pay is hourly at $16 per hour.
  • The weekly schedule is flexible around the intern’s class schedule, but work must be performed between the hours 9 a.m. to 5 p.m.
  • The intern is expected to maintain a consistent schedule throughout the program’s duration.
  • The intern is expected to be present for the entirety of the program, except the week of Thanksgiving when scheduling can be flexible to accommodate for travel schedules and hourly pay may be adjusted accordingly that week.
  • Internship is work from office 100% of the time. Remote work is not an option.
  • The intern is expected to provide their own transportation.
  • There may be an opportunity to extend the program or receive a full-time job offer, dependent on performance and need.

Competencies:

The PR Intern will be expected to develop the following competencies:

  • Engagement: Actively participate in team and client activities.
  • Proactiveness: Take initiative in tasks and responsibilities.
  • Ownership: Demonstrate responsibility for assigned tasks.
  • Passion: Show enthusiasm for public relations and learning.
  • Problem-Solving: Identify and address challenges effectively.
  • Critical Thinking: Apply analytical skills to tasks and projects.
  • Learning: Continuously seek to improve knowledge and skills.
  • Teamwork: Collaborate effectively with team members.
  • Timeliness: Manage time effectively and meet deadlines.

Responsibilities:

Client Relations:

  • Develop a thorough understanding of clients’ industries, business goals, target audiences, and challenges.
  • Support client meetings by taking detailed notes and observing client interactions.
  • Alert client leads and management to potential issues before they escalate.

Team Engagement:

  • Actively participate in internal team meetings and collaborate with team members.
  • Master and effectively use the team project management platform (Basecamp).
  • Deliver high-quality work on time, ensuring it meets company and client standards.
  • Document time spent on client and company projects daily using the time management system (Clockify).

Campaign Support:

  • Assist in the ideation and planning processes for PR campaigns.
  • Contribute new ideas that enhance campaign success.
  • Stay informed on news relevant to clients, including consumer media, business news, and industry-specific updates.
  • Support the execution of client campaigns as assigned by client leaders.
  • Manage assigned responsibilities, address challenges, and ensure campaign goals are met.
  • Draft and create PR materials as assigned.
  • Monitor media features using tools like Muck Rack and Google search; update media reports as requested.
  • Develop a strong foundation in media relations, including researching relevant media contacts and building media outreach lists.
  • Master the media relations platform (Muck Rack) and use it according to company standards.
  • Review daily media requests from sources like Qwoted, SOS, and other tools to identify opportunities and notify client managers.

Accountabilities/Relationships:

Reporting:

  • Report directly to the Internship Program Manager.
  • Report to the assigned client lead for specific tasks and assignments.
  • Communicate client and team successes and challenges to the Management Team.

Feedback and Performance:

  • Receive regular feedback from Internship Program Manager.
  • Receive 30-day, half-way point and end of program performance reviews.

Send resume to [email protected] by August 16.

10 to 1 News

10to1PR Wins Two National Awards including “PR Agency of the Year” and “Most AI Ready Agency”

by Erica

10to1PR Wins Two National Awards including “PR Agency of the Year” and “Most AI Ready Agency”

Scottsdale-based 10 to 1 Public Relations (10to1PR), a public relations firm offering strategic communications services that are targeted, compelling, and achieve clients’ goals, earned two 2024 national industry awards from the Bulldog PR Awards. The two awards include a Gold Award for the Most AI Ready Agency and a Bronze Award for the Midsize PR Agency of the Year category. Bulldog PR Awards is the only public relations awards program judged exclusively by journalists to celebrate the best and brightest in the industry.

The AI award was given based on 10to1PR being at the forefront of Deepfake Crisis Management and spreading awareness about digital deception and the threat of AI-generated deepfakes to businesses across all industries. The company offers a free digital deception guide on the 10to1PR website and provides business owners with strategies to protect their company from AI threats and inform those who do not have access to PR or reputation management resources.

“AI can be a useful tool to assist companies everywhere, but in the wrong hands, AI can be just as harmful to businesses as it is helpful,” said Josh Weiss, President and Founder of 10 to 1 Public Relations. “We’re grateful to be recognized for our efforts to help companies prepare for and protect themselves from Deepfakes, and for the Bulldog PR Awards to once again name us Midsized PR Agency of the Year.”

In the last few years, 10to1PR has been named PR Agency of the Year in several international, national, and local competitions, and has earned dozens of awards in various categories celebrating the work of this talented team on behalf of its clients. Earlier this year, Newsweek named 10to1PR to its list of America’s Best PR Firms in five categories. 

The Bulldog PR Awards is connected to Bulldog Reporter which has been providing news, best practices, and insights to PR and communications professionals since 1980. Filled with insights on topics critical to PR pros and communicators, including media relations, crisis communications, influencer marketing, and more, the Bulldog Reporter email newsletter offers compelling and relevant articles, plus timely updates about journalist moves and agency news.

10 to 1 Blog

Meet Drip, the 10 to 1 PR Office Pet

by Erica

Meet Drip, the 10 to 1 PR Office Pet

10 to 1 PR has a new team member: Drip the Beta Fish. Drip has become the beloved office pet, greeting our in-office team members every morning, blowing bubbles in support of our work, and offering general encouragement. 

Drip’s Origin Story 

Earlier this year, some 10 to 1 PR team members met to brainstorm ideas for April Fool’s Day. The group landed on the idea of surprising 10 to 1 PR President Josh with an easy-to-care-for office pet. Our resident fish enthusiast, Madeleine, secured the fish and the team surprised Josh for what was dubbed ‘April Fish Day.’ 

Get to Know Drip 

Curious about our fishy friend? Here’s a bit more about Drip: 

Where does the name Drip come from? 

Drip was named for the 10 to 1 PR philosophy that our regular PR wins for our clients are like drips out of a faucet that contribute to a client’s positive brand reputation–slowly but surely, each drip accumulates to an overflowing bowl of water. 

Where is Drip’s office? 

Drip has his very own desk and works amongst one of our office’s trophy display cases, where he has a great view of the entire office. He is very curious about all of the colors and reflections he sees. 

What kind of computer does Drip use? 

While the rest of the 10 to 1 PR team uses PCs, Drip has his very own Mac computer. 

What kind of work does Drip specialize in? 

Drip is a very productive member of the team, blowing an inordinate amount of bubbles every day. The bubbles collect at the top of his bowl, indicating he is pleased with his work. 

Drip’s Next Adventure

What’s next for Drip? We’ll share a progress report on Drip and his contributions to the 10 to 1 PR team at a later date. Stay tuned! 

10 to 1 News

10 to 1 PR Sweeps Public Relations Category at American Marketing Association Awards

by Erica

10 to 1 PR Sweeps Public Relations Category at American Marketing Association Awards

10 to 1 Public Relations won all three awards in the public relations category at this year’s American Marketing Association Phoenix Chapter (AMA Phoenix) Spectrum Awards. The Spectrum Awards are the premier marketing awards program in the state and a testament to the incredible talent and groundbreaking campaigns that hail from across Arizona.

10 to 1 PR won all the public relations awards, which recognized developing successful local public relations campaigns, national public relations campaigns, and effective press kits.

Sweeping the public relations category underscores the effectiveness of our mission to dominate local market and national industry media. Thank you to the American Marketing Association for recognizing our teams efforts to create and execute strategic public relations campaigns that deliver meaningful results for our clients.

Josh Weiss, President and Founder, 10 to 1 Public Relations

Here’s a summary of the winning public relations campaigns:

National Public Relations

Category Description: This category honors public relations campaigns that target a national audience and focus on building relationships with national media and influencers.

The Campaign: To meet credit unions’ ever-evolving needs, AVANA Companies launched AVANA CUSO (a Credit Union Service Organization), formerly Extensia Financial, in 2023. 10 to 1 PR was integrated to amplify the rebrand and increase awareness and education on the benefits of the CUSO. This became an opportunity for 10 to 1 PR to establish AVANA CUSO as a leader amongst other CUSOs, educate credit unions looking to partner with a CUSO and attract new partner credit unions.

Results: The goals of placing a story in a national finance outlet, a national credit union outlet, and a local Phoenix outlet were all met. In credit union industry outlets, the AVANA CUSO announcement press release was repurposed and shared in CUInsight and Credit Union Times. The press release announcing the hire of COO Chad Witcher was also repurposed into stories in CUbroadcast and CUInsight. The most successful thing our team achieved was leveraging the partnership between Sunlight FCU and AVANA CUSO. In the credit union industry, our team secured an opportunity to record a podcast episode with a representative from Sunlight FCU and AVANA CUSO on one of the leading credit union industry podcasts, CUbroadcast. The partnership details were discussed in the podcast episode and how AVANA CUSO works to diversify Sunlight FCU’s portfolio outside its local market by still serving low-income populations in particular. Alongside the podcast episode, we secured a story written by a credit union reporter at a national finance publication, American Banker.

Press Kit/Sales Kit

Category Description: This category honors a comprehensive set of materials that support and promote a brand or product to the media. Examples include a press kit for a new product launch or a sales kit for a tourism destination.

The Campaign: A global semiconductor equipment supplier, ASM, was planning a new North American headquarters in Scottsdale, Arizona, due to the growth the industry has experienced. ASM contracted with 10 to 1 Public Relations to develop a public relations campaign to share this news of their expansion plans with local, national, and industry media. A large part of this work was creating a press kit for the launch event.

The press kit included the following materials:

  • Fact Sheet – 10 to 1 PR started with the creation of an extensive fact sheet. This allowed 10 to 1 PR to gather all of the most relevant information, key talking points, background and history, and more. 10 to 1 PR was able to confirm accuracy with the client and prioritize they key points.
  • Press Release – 10 to 1 PR then utilized the fact sheet to draft a press release draft that would be shared with media that attended the event as well as those who were out of state or could not attend. This would be a more formal representation of the desired messaging and also include quotes from ASM executives and key community partners.
  • Visuals – 10 to 1 PR was able to secure renderings/images of the new ASM headquarters. This was important to help journalists understand and communicate what the new headquarters would look like for their specific audiences.

Results: 10 to 1 Public Relations was successful in executing the event press kit and exceeding expectations with their public relations campaign to drive stories about ASM’s expansion with local, national, and industry media. 10 to 1 PR generated over 100 media features in national outlets such as the Wall Street Journal, Yahoo!, Reuters, Bloomberg; industry outlets such as Semiconductor Engineering, Semiconductor Digest, Computer World; and local outlets such as all the major local TV stations, local NPR, the Arizona Republic (Arizona’s newspaper of record); and others. These stories were all considered very positive and incorporated ASM’s story into the larger story of economic and technological growth in Arizona and the U.S.

Local Public Relations

Category Description: This category honors public relations campaigns that target a local audience and focus on building relationships with local media and influencers.

The Campaign: In July 2023, Unical Aviation relocated its global corporate headquarters from Los Angeles, California, to Glendale, Arizona. 10 to 1 PR was integrated to amplify the benefits of moving to Arizona and establish Unical Aviation as a leader in the aerospace market.

The objectives of this project included amplifying positive messaging around this relocation to support Unical Aviation’s hiring efforts and establishing Unical Aviation as a trusted global aircraft parts supplier in the Phoenix market. The goals indicated at the beginning of this project included targeting the local Arizona publications to aid in Unical Aviation’s new hiring initiatives and the aviation industry publications to elevate Unical Aviation as a leader in the industry.

Results: For the internal communications strategies, goals and objectives were met, as our customer, vendor, and internal communication documents were shared with the appropriate audiences, assisting in Unical Aviation’s goals of amplifying positive messaging around this relocation to support Unical Aviation’s hiring efforts and establishing Unical Aviation as a trusted global aircraft parts supplier in the Phoenix market.

Goals and objectives were also met for the external communication strategies, as our team was able to secure media placements in local media for the formal announcement of the move to Arizona, including the Phoenix Business Journal, ABC15, Daily Independent, Greater Phoenix Economic Council, Glendale Arizona, AZ Big Media, West Valley View, Glendale Star, and Glendale Independent. We also secured placements in the Los Angeles market, LA Business First, and an industry publication, Connect CRE.

10 to 1 News

10 to 1 Public Relations Clinches Two Hermes Creative Awards

by Erica

10 to 1 Public Relations Clinches Two Hermes Creative Awards

10 to 1 Public Relations was recognized with two Hermes Creative awards. Both recognize 10 to 1 Public Relations’ expertise in public relations campaigns. These awards acknowledge 10 to 1 PR’s success in executing multi-level campaigns that deliver results to support client goals. 

Hermes Creative Awards is administered by the Association of Marketing and Communication Professionals (AMCP) and is an international competition for creative professionals involved in the concept, writing, and design of traditional and emerging media. Hermes Creative Awards recognizes outstanding work in the industry while promoting the philanthropic nature of marketing and communication professionals.

“At 10 to 1 PR we believe that a successful communications campaign should share our client’s story in a targeted compelling way that supports the client’s goals. We share our client’s stories the way they  should be told and the recognition we’ve received is a testament to the hard work and dedication it took to develop and execute these campaigns.”

Josh Weiss President and Founder of 10 to 1 PR

Here’s a summary of the winning campaigns that were recognized:  

Platinum Winner: PR Campaign for Unical Aviation Relocation

The Situation: Unical Aviation, Inc. is a leading provider of aircraft parts and components to the global commercial aerospace market. In July 2023, Unical Aviation relocated its global corporate headquarters and parts warehouse at the recently built Falcon Park 303 in Glendale, Arizona. Alongside the move to Arizona, Unical Aviation set a goal to hire for dozens of new positions in Arizona across many departments, including warehouse, finance, aircraft repair, human resources, IT, and more. 

Our Results: 10 to 1 PR amplified positive messaging around this relocation to support Unical Aviation’s hiring efforts and established Unical Aviation as a trusted global aircraft parts supplier in the Phoenix market. 10 to 1 PR secured media placements in local media for the formal announcement of the move to Arizona, including the Phoenix Business Journal, ABC15, Daily Independent, Greater Phoenix Economic Council, Glendale Arizona, AZ Big Media, West Valley View, Glendale Star, and Glendale Independent. We also secured placements in the Los Angeles market (the previous location of the headquarters), LA Business First, and an industry publication, Connect CRE. Industry publications were included as well; Aviation Week, MRO Management, and the local publication Arizona Digital Free Press. These placements included key messaging objectives, positioning Unical Aviation as a leader in the aviation industry, and elevating a new hire announcement to recruit and retain employees.

Gold Winner: PR Campaign for Camp Build Initiative from The Rosendin Foundation

The Situation: The campaign we spearheaded focused on changing perceptions among young people and their parents through career exploration with a new initiative from The Rosendin Foundation (TRF), Rosendin’s 501c3. The Rosedin Foundation hosted a free summer camp called TRF Camp Build for middle school boys and girls at their training centers and prefabrication warehouses in five cities. For one week, dozens of students in each city learned hands-on skills from construction experts using professional-grade power tools, materials and computer systems. 

Our Results: In every market, 10 to 1 PR got reporters to come to TRF Camp Build to share stories in local, industry and business media that showcased the incredible skills of these children. TRF Camp Build was a huge success for the campers and the industry. Our efforts secured 96 unique TV, newspaper, digital, and magazine stories that ran in all five markets (Phoenix, Austin, Anaheim, Nashville and Sherman, TX). We also landed national stories with the construction industry and business magazines. In total 10 to 1 PR secured over 350 earned media stories with consumer, business and industry media outlets across a wide spectrum of mediums including television, newspaper, radio, and digital. This does not include press releases posted on a news wire, sponsored posts, or marketing of any kind. Our earned media results came from 10 to 1 PR’s stellar pitches, media relationships, award nominations, and well-crafted thought leadership articles. In addition, we used TRF Camp Build to win regional awards for community service, a leadership award for the camp director, and industry giant ENR Magazine gave Rosendin’s CEO the Southwest Legacy award.