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 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 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 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:
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.
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.
10 to 1 Public Relations Recognized as Agency of the Year
This time of year usually has our team busy, submitting dozens of award nominations for clients. Awards can help boost an organization’s reputation with third-party credibility and our team nominates clients in various local, industry, and national awards.
Seeing the value for our clients, we also apply for several awards for ourselves.
Our team is proud to share that 10 to 1 Public Relations was recognized with three Titan awards. The first recognizes 10 to 1 PR as PR Agency of the Year. The second two awards recognize 10 to 1 Public Relations’ expertise in public relations campaigns.
As a firm focused on creating the highest caliber PR campaigns and results for our clients, it’s especially rewarding when independent third-party organizations recognize our strategy creation and implementation efforts as among the best they’ve seen compared to our industry peers.
Josh Weiss President and Founder of 10 to 1 PR
According to the awards organization:
TITAN Business Awards’ mission is to acknowledge the achievements of both entrepreneurs and organizations worldwide, the award aims to provide recognition for all who are over-shadowed, as well as established, organizations around the world.
Here’s a recap of the winning campaigns that were recognized:
For more than a decade, 10 to 1 Public Relations has offered public relations services that are targeted, compelling, and achieve clients’ goals. In today’s flood of non-stop communications across a multitude of channels, it’s tough to get noticed – much less get results. In 2023 our team secured more than 9000 stories for clients. At 10 to 1 Public Relations, our creative plans and messages are distinctive and memorable. We develop original, highly relevant approaches to storytelling that break through the noise and grab the attention of media outlets, and, more importantly, our clients’ target audiences. We believe it’s much more beneficial for a company to dominate industry and local media coverage with multiple different story placements over time rather than solely focusing on a placement in a well-known mainstream media outlet. Like drips out of a faucet, we can collect the water and utilize it however chosen to create the greatest benefit. The more water collected steadily over time, the bigger the impact.
A global semiconductor equipment supplier, ASM, was planning a new North American headquarters in Scottsdale, Arizona, due to the growth the industry has experienced. The global semiconductor industry is expected to double to $1 trillion by 2030, with U.S. semiconductor revenue amounting to $75 billion in 2022 alone. ASM is not as large as some of the ‘household names’ in the semiconductor industry, like Intel, and so they wanted to be better known within the industry and draw attention to their North American HQ expansion. Our team developed a public relations campaign to share this news with local, national, and industry media. Our team generated over 100 Arizona and United States media features for the announcement and had over a dozen reporters show up on the site of the event. Major top-tier national features include Reuters, Bloomberg and Wall Street Journal. National industry features include Semiconductor Digest, Computer World, Silicon Semiconductor Magazine, Semiconductor Engineering, Tech Switch and others.
10 to 1 PR provides traditional public relations services to boost brand awareness for the nation’s largest employee-owned electrical contractor, Rosendin. The construction company is known for building large-scale commercial projects including SoFi Stadium, The Westin Anaheim, data centers for top tech giants, educational facilities, hospitals, and some of the biggest renewable energy facilities in the country. Our team set out in 2023 to position Rosendin as an industry leader that offered career opportunities in a technology-forward company that valued safety. We reshaped the narrative around construction career opportunities by focusing on the individuals who come together for shared success, targeting young people and their parents to change their perception of the industry.
Celebrating Women’s History Month by Honoring the Women Who Made Us (AKA Our Moms)
To celebrate Women’s History Month our team members each took a few minutes to write a summary describing women who inspire them in their daily lives and why. The survey results showed that every team member found inspiration from their mom. Moms influence people’s daily lives, and it’s the women of our family histories who ultimately helped shape our futures.
Drawing inspiration from mothers has a direct correlation to Women’s History Month, as it is an acknowledgment of the influence that women have on each other and how that influence is carried through generations. Below are some of our team member’s brief explanations as to why their mom inspires them and why they look to their mothers as role models.
Madeleine Williamson
My mom is my biggest role model. One of the greatest lessons she taught me is how to set goals and how to work to accomplish them. Watching her determination to try new things and challenge herself with new adventures has always inspired and motivated me to pursue my own goals. Currently, she is helping me train for my first marathon and is so supportive that she decided that she will train too and run it with me.
Lauren Dietrick
Two women in my life who inspire me are my mom and my sister. Their compassion, strength, and positivity inspire me to show up as the best version of myself. They are the first people I call when I need anything, from advice on adulting to unpacking the latest episodes of the shows we are watching.
Jamie Killin
My mom is my greatest role model – she is a semi-retired aeronautical engineer who grew in her career during the 1980s and 1990s when there were few female engineers, and continued to excel in her career even while balancing the demands of being a wife and mother. Not only is she skilled in her trade, she was a great manager and is the first person I go to when I need advice on how to be a better leader. Most importantly, she is a loving wife, a generous friend, a caretaker for her aunt, and a great Mom who’s never too busy to help me prune my roses, figure out my taxes or talk wedding planning. I just wish I would have inherited her math skills!
Rachael Clifford
A role model in my life is my mom. She is a hard worker who cares deeply for her family. She inspires me to practice empathy toward others and has helped me better understand the importance of fostering a positive environment and supporting those around me.
As technology advances AI has brought forth new challenges for businesses. Most recently the threat of deepfake attacks, AI-generated photos, images or audio files has increased, causing business leaders and employees to raise concerns about how to mitigate risk, protect themselves, and guard their businesses.
Below are three steps business leaders can take to prepare employees for a deepfake attack.
Be Transparent
Before a crisis happens, business leaders must prepare employees for potential risks. If a crisis hits, employees are most often the first ones who have to communicate with angry or scared customers– calming their fears and resolving their problems. Be transparent with your employees and let them know potential risks or threats that a deepfake attacker might take advantage of before it happens.
Examples of deepfake attacks can include the inappropriate use of AI-generated images or the spread of a fictional video on social media. A deepfake attack on a construction company can look very different than one on a dentist’s office. Employees are a company’s front line of defense. It’s crucial to be transparent, clear and upfront about company practices and threats.
Create Steps for Workers to Follow
Most companies already have a crisis playbook to guide them through incidents. If your company does not have a protocol in place for employees to follow in case a crisis hits, start building one immediately. When preparing for deepfake attacks, protocol should include educating employees on how to identify a potential deepfake. In addition, employees should know what to do if they suspect a piece of media is fake. Make the step-by-step guide short and easy to follow. If a crisis hits this protocol will help employees navigate the first 24 hours of a crisis until upper management can step in to provide more direction.
Schedule Trainings
Before a crisis company leaders should hold group meetings with employees to get everyone on board with key messaging and proper crisis protocol. Incorporate crisis messaging into monthly talks and urge company leaders to visit with employees to ensure understanding. Work with your company’s IT team to educate employees on how to identify if the media is a deepfake or not, similar to how companies conduct training on how to identify phishing emails or other scams.
Other Strategies
Other strategies for preparing employees for deepfake crises include preparing a crisis playbook and preserving media connections. Take action now and safeguard your business against deepfakes. Take a look at our free guide on how to prepare for a deepfake crisis.
Stop the Spread: Monitoring for Misinformation Will Save Your Business
Monitoring the internet for news mentions, customer reviews, and social media posts is a crucial part of maintaining a business’s reputation.
Businesses need to stay aware of what is being spread on the internet to mitigate risk, maintain trust and credibility, and support customer relations. Recognizing the spread of misinformation is key to building a strong defense against digital deception. It’s important to react to misinformation quickly and efficiently as misinformation can cause major business repercussions such as loss of customers and long-term reputation damage.
With the rise of digital deception, it is more important than ever for businesses to preserve their image to retain and gain customers. Reputation management through monitoring for misinformation safeguards trust and credibility for companies and is a key component of long-term success.
One strategy businesses can use to mitigate the risk of misinformation is to create an online space where customers can find and connect with your brand, such as websites or social channels or a website. If customers know the key messaging and tone of a brand they are less likely to confuse it with misinformation. In addition to creating an online space where customers can recognize a brand, maintaining that space is also crucial. Businesses should prioritize monitoring for misinformation while creating reliable messaging and sustaining engagement with customers.
Other strategies for maintaining reputation include preparing a crisis playbook and preserving media connections. Take action now and safeguard your business against deepfakes. Take a look at our free guideon how to prepare for a deepfake crisis.
At 10 to 1 Public Relations, we close our office between Christmas and New Year’s Day to give our team a well-deserved break after working diligently for our clients all year long. (Of course, we were on call to assist clients in need during that week in case of an emergency, of which there were a couple that we swiftly handled.)
We asked the team to report on what they were up to over the break, here is a snapshot of what a few of them shared:
Madeleine
Over winter break I flew to Santa Clara, California to celebrate my mom’s 50th birthday. While I was there I visited Wilder Ranch State Park, a relaxing area known for its beautiful hiking trails and and seal watching spots.
Madeleine Williamson, Sr. PR Coordinator
Rachael
I went on a hike and saw a coyote.
Rachael Clifford, Sr. PR Executive
Jamie
Over break I did a lot of home projects including having turf installed in the yard. My dog Piper was so excited!
Jamie Killin, Account Supervisor
Josh
I spent the holidays working hard for all our clients to resolve crises and coordinate interviews.
Josh Weiss, President
Erica
I went to visit the Christmas markets in Strasbourg, France, with my in-laws.
Erica Fetherston, Vice President
Joanne
I had an amazing time with my family celebrating Christmas and my daughter’s birthday on Christmas Eve.
Joanne Sgro-Killworth, Account Supervisor
Laura
Introduced my niece to conveyor belt sushi- she introduced me to mochi ice cream.
Laura Slawny, Vice President
Lauren
Went to watch some St. Louis hockey with my family and saw the Blues win an exciting game against the Dallas Stars!
Lauren Dietrick, Sr. PR Coordinator
Carolina
Had fun helping my nieces and nephews with their gingerbread houses, it was very competitive.
4 Ways to Preserve Your Business’s Image in the Age of Digital Deception
Digital deception is increasing and with today’s evolving digital landscape, leaders may be worried about maintaining their business’s image. It’s harder than ever for businesses to create trust and build relationships with customers, but with a little effort you can share your story the way it was meant to be told.
Here are four ways to preserve your business’s image in the age of digital deception.
1. Consistent Messaging
Messaging is how customers will recognize your company’s brand. If messaging is inconsistent, your target audience could become confused, ultimately leading to a decrease in customer traffic and a loss of trustworthiness. Make sure that messaging is consistent across all channels of communication, internally and externally, to ensure that customers can find your company, recognize your brand, and trust your products or services. In addition, it’s important to remember that consistent messaging should align with your brand’s mission, values, and key principles.
2. Crisis Management Planning
Creating a crisis playbook is a crucial part of preparing your business for unforeseen crises. Incidents such as data breaches, natural disasters, the spread of damaging viral videos and more can have a lasting impact on a company’s reputation. Having a well-planned crisis management plan in the form of a crisis playbook will allow you and your employees to respond to crises in a timely manner, reducing reputational damage and keeping customer and employee trust.
3. Media Relations
Building relationships with media such as reporters and editors will help ensure that your brand’s story is being told accurately. Making an effort to build a relationship with local or industry media will allow your company to be part of the media narrative that impacts the industry, local community, and more.
4. Monitoring Online Reputation
Monitoring the internet for news mentions, customer reviews, and social media posts is an important part of maintaining your business’s reputation. Creating an online space where customers can find and connect with your brand such as websites or social channels is a key aspect of creating a brand. Maintaining that space is crucial for sustaining engagement with customers and reliable messaging.
With the rise of misinformation and digital deception, it is more important than ever for businesses to preserve their image. Building a strong defense against digital deception includes preparing a crisis playbook, monitoring online presence, sharing consistent messaging, and preserving media connections. Reputation management safeguards trust and credibility for companies and is a key component of long-term success.
