From Ghosted to Getting Coverage: My Internship at 10to1PR
Written by Ella Johnson, PR Intern at 10to1PR
My first pitch went nowhere. No response. No acknowledgment. Nothing. I sent it out, checked my inbox, and waited. Still nothing. By the time my internship at 10to1PR came to a close, my last pitch landed multiple opportunities for the client.
That gap between those two moments is the story of my internship and it was never about perfection. It was about growth.
From learning the craft of pitching to stepping into a client lead role, my time at 10to1PR gave me two things that matter most at the start of a PR career: real skills and real opportunity. Together, they built a foundation I never expected to find in an internship.
The Craft of Pitching: Learning It the Hard Way
When I started, I thought a good pitch was a well-written one. I quickly learned it is much more than that.
10to1PR introduced me to Smart Brevity, a framework that teaches you to lead with what matters most in the fewest words possible. The goal is to create a pitch filled with newsworthiness, emphasizing the relevance and uniqueness of the story. Every pitch I wrote became sharper because of it. More importantly, I learned to tailor every pitch to the individual reporter — their beat, their recent stories, and the specific audience they serve. A pitch that works for a local Arizona outlet will not work for a national business publication, and I learned to tell the difference.
One of the most valuable lessons came from the “hit singles, not home runs” mindset. It sounds simple, but it completely changed how I approached my work. Instead of chasing one big feature, I focused on building consistent, meaningful coverage across the right outlets. That steady approach is what eventually led to wins for the clients.
Tracking newsletters was another tool I leaned on throughout the internship. By monitoring what journalists and editors were covering, I could position clients ahead of the news cycle rather than behind it.
Real Clients, Real Growth
Nothing prepares you for PR work quite like diving headfirst into unfamiliar industries. At 10to1PR, I worked across a range of clients that pushed me to learn quickly and think strategically.
AVANA Companies was my first real lesson in patience and adaptability. Private credit is not a world most college students walk into prepared for, and I had to put in the work to understand the industry before I could find the right story angles. It made me a better researcher and a more careful writer.
With the Arizona Office of Economic Opportunity, a workforce development organization and the first state agency I’ve worked with, I developed an appreciation for mission-driven storytelling and local Arizona media. The work felt meaningful, and it sharpened my ability to write for community-focused audiences. We provided OEO’s monthly job reports to Arizona media outlets, showing how this is a reliable source for employment projections and workforce development.
Kolbe Corp became my confidence-builder. This organization focused on workplace productivity and natural strengths through their Kolbe Index. I wrote the majority of my pitches for Kolbe Corp, tapping into trends around artificial intelligence and workplace behavior to find story angles that connected the brand to what journalists were already covering. I shared ideas during meetings and, for the first time, felt like a real contributor to the team.
360 Adventures, a tour guide based company in Arizona, gave me my first experience as a client lead, where I was responsible for managing client communications and pitching the brand at the Publicity Summit. During this event, we had the opportunity to pitch 360 Adventures to reporters face-to-face. I learned to think on my feet and be prepared for follow up questions without skipping a beat.
Yom HaShoah was the first time I served as the sole client lead, and it gave me a new level of ownership over my work and my professional identity.
Opportunities That Changed the Trajectory
The skills I learned in the office mattered, but the opportunities 10to1PR provided outside of it changed the direction of my career.
Attending the Valley Publicity Summit was a turning point. For the first time, I was learning media relations face-to-face — talking to journalists, understanding what they look for in a pitch, and seeing the relationship between a PR professional and a reporter in real time. The ABC15 media panel gave PR professionals the chance to ask reporters questions directly, and I left with a perspective that no classroom had ever given me.
The Copper Anvil Awards put me in a room full of PR professionals who had built careers I admired. The DSV Groundbreaking ceremony taught me what it means to be a PR professional on event day — the preparation, the presence, and the pivots that happen when the cameras are rolling. That experience directly informed how I approached my first client-lead media campaign.
Professional development was built into every layer of the internship. I was introduced to PRSA, which led me to join their mentorship program. I earned four certifications through Muck Rack and attended multiple webinars to sharpen my understanding of the platform. The team also coached me on strengthening my LinkedIn presence, which opened new professional doors along the way.
Monthly Lunch and Learns, team workshops, and collaborative brainstorm sessions made the culture at 10to1PR one where learning never stopped. A 10to1PR team member taught the team about the importance of Research, Planning, Implementation, Evaluation (RPIE) in media campaigns. Utilizing her presentation from the Lunch & Learn, I applied RPIE to my first media campaign. There was also a healthy dose of friendly competition — every time a teammate shouted out a win, it pushed me to work harder for my own clients. The escape room reminded me that the best teams win together.
A Foundation Worth Building On
My biggest takeaways from this internship are patience, adaptability, and the kind of confidence that only comes from actually doing the work.
I came in not knowing how to pitch. I left having secured real media coverage for real clients across industries I had to study to understand. Every pitch I wrote, every client meeting I sat in on, and every opportunity 10to1PR extended to me contributed to what came next.
That foundation led directly to landing a full-time position at another PR firm.
I am grateful for every person on the 10to1PR team who invested in my growth. You gave me more than an internship. You gave me a career.
6,000 Names, One Campaign: What I Learned Leading My First PR Project
Written by Ella Johnson, PR Intern
Some campaigns are about product launches. Some are about grand openings. This one was about honoring lives.
On April 14, 2026, from 8 a.m. to 6 p.m., volunteers gathered around a local community center in Scottsdale to read approximately 6,000 names of Holocaust victims aloud for 10 straight hours. These names represented only one-tenth of 1 percent of the 6 million Jews murdered during the Holocaust. The event was organized by Hana Lange and Frank Lange, with Sheryl Bronkesh, former president of the Phoenix Holocaust Association present to support and engage with the media. The mission was as clear as it was moving: to teach, to remember and to never forget. Helping to turn a statistic into a real person.
As an intern at 10 to 1 Public Relations, I served as client lead for this campaign, with support from other 10to1PR team members. Through this experience, I learned about how to lead a PR campaign from start to finish, client communications and media relations.
Knowing your strengths and constraints
Before any outreach began, the team conducted a SWOT analysis to understand what we were working with. This entails looking at this campaign’s strengths, weaknesses, opportunities, and threats.
Strengths
The strengths included strong community involvement, including middle schoolers from the nearby school. They read the names of the children who lost their lives, educating younger generations about the severity of the Holocaust.
During the event they read approximately 6,000 names which represents only 1/10 of 1% of Jews murdered in the Holocaust. This statistic was impactful and showcased the severity of this tragedy. Certain reporters lean toward stories that incorporate statistics into their pitch. Other reporters appreciate the human element and family engagement within a story. Part of the event was the event volunteers read names of their own family members who perished, giving them back their voice and recognition.
The name-reading event had elements of statistics and community involvement strengthening its chances of securing coverage.
Weaknesses
In recent events, synagogues and Jewish affiliations have been attacked, creating safety concerns for the name-reading event. For this reason, we asked the media to agree to an embargo until after the event had concluded. This was considered a weakness because we could not reveal the location of the event to the media. I had to find ways to work around the security concerns and needed the media to understand why certain information could not be exposed.
Opportunities
This is where researching opportunities comes into play. Sentimental interviews with the organizers and the former president of the Phoenix Holocaust Association, both of whom had parents who survived the Holocaust. This gave us compelling human interest stories to pitch reporters.
Another opportunity that started out as a weakness was the middle schoolers’ participation in the reading. At first, the event organizers were concerned about the sensitivities around having kids on-camera and getting their parents’ permission. However, we saw this as a great visual opportunity that shows how the event educates the younger generation about the Holocaust, in real time. To turn this visual option into a reality, we worked with the school to have the kids’ parents sign media waivers ahead of the event, ensuring we had the right permissions and could include the students in the story.
Threats
The last step is understanding the gravity of the threats in our SWOT analysis. In this instance, the main threat was the possibility of protests, disruptions or even attacks during the reading. As the client lead it was my job to validate the client’s concerns.To alleviate this threat, we directly established the importance of the embargo to the media. I also kept consistent communication with the client via email, phone call, and text. Understanding the client’s concerns and addressing them head on showed him that I am reliable and proactive.
Putting RPIE to Work
Every successful PR campaign follows the RPIE model: research, plan, implement and evaluate.
Research
Research started weeks before the event, learning the history and significance of the event. In my research stage, I learned about the ceremonies performed on Holocaust Remembrance Day, the lighting of the yellow candles, the alarms, and hosting Holocaust survivors to share their stories. Utilizing a quick google search is a great start, but having a conversation with the organizers deepened the core message and led to the planning stage of the process.
During this conversation, I learned that the number of names they will read represents only a small fraction of those who died in the Holocaust. We ended up using this statistic as a compelling hook for our pitches.
Hearing the client’s story and their connection to the event helped me understand the gravity of the name-reading event.
Planning
The planning stage is where the strategy takes shape. Using the research gathered, we identify target audiences and map out the tactics we use to reach them. This includes building a media outreach calendar, coordinating a pre-event site visit and drafting materials such as pitches, follow up emails, media alert, and the post-event press release. We drafted those in advance so approvals would not delay execution. The team also built a targeted media list focused on television and digital reporters whose beats aligned with the community and education story at the heart of this campaign.
Figuring out the distribution schedule was essential to securing coverage. The pitches were sent first to grab the reporter’s attention, next was distributing the media alert, acting as a reminder. The last step is releasing the post-event press release a few days before the event which gave the media outlets all of their essential information.
As part of the planning process, the team visited the venue with the organizers to get a walk-through demonstration of the event.
Implementation
The implementation stage utilizes the materials created from the planning stage; pitches, pre-event media alert and the post-event press release. I followed the media outreach calendar sending the pitches and media alerts to reporters.
One of the tactics used was TV cold calls to television newsdesks; scripts are helpful for explaining the purpose of the call. Consistency is key, continue to follow up with reporters, and show why they need to cover this story.
On the day-of I emailed and called TV newsdesks as a final reminder of the event. Interviewing the organizer and the former president of the Phoenix Holocaust Association separately from the press, collecting visuals, and distributing the media alert and press release made it easier for reporters.
For post-event distribution, I sent the post-event press release alongside visuals and interviews to reporters and their newsdesks. Continued to follow up after the event concluded and pitched the press release to other digital outlets.
Evaluation
The evaluation phase included reporting out our campaign’s results and reflecting on what worked well and areas for improvement for the next campaign.
As for results, I secured coverage from 12News, Jewish News of Greater Phoenix, Signals AZ, Times Media Group, and interest from ABC15.
The evaluation also confirmed what worked in the media campaign. From my perspective TV cold calls and emailing the newsdesks were the most effective tactic. Following up on multiple occasions and collecting essential information such as interviews, quotes, visuals, and b-roll footage for reporters helped with the success of the campaign.
By putting RPIE to work I secured coverage and instilled trust with my client and reporters.
What I learned about Client Communications
Before this event, I was used to being the one getting CC’d on client emails, but for this campaign, I was the client lead and point of contact. Working with the clients taught me that effective communication begins before the first pitch is written. Ask what their preferred way to communicate is — phone, email, or text. This eliminates any miscommunication or confusion. For this client, phone calls were the most effective as we could get direct answers and communicate openly.
Throughout this internship, I have surrounded myself with people who understand PR “lingo” such as a media alert, press release, and the overall process of media relations. By talking with the client, I learned the need to set clear expectations about how media and PR work. Describing the reality about the relationship between PR professionals and the media helped set expectations for the client. A team member at 10to1PR taught me that media relations can be compared to a one-sided friendship sometimes. In which a PR pro will initiate communication first and propose an event, hoping the media will prioritize your event.
Clients care deeply about what they put out into the world. Approvals for the media alert, press release, and visuals took time, not because anyone was difficult, but because this event meant everything to the people who organized it. Understanding that changed how I received feedback. My role was to reduce their stress, accept their direction and help make their vision shine.
What I learned about Media Relations
Reporters receive hundreds of pitches, which means picking the right reporters to pitch matters just as much as writing the pitch itself.
An investigative reporter or a sports journalist will not cover a name-reading ceremony. A community or education reporter will at least open the email if the subject line is right. Targeting the right journalists is step one.The next step is to find two angles that matter most and pitch them with confidence.
I found that the two angles that broke through were the statistics about the 6,000 names read, which represented only one-tenth of 1 percent of the lives lost and the b-roll footage of middle schoolers reading the names of children who perished. Once the angles have been established, it’s time to write the perfect pitch.
The perfect pitch differs for TV reporters compared to digital reporters. For instance when pitching a TV reporter they gravitate towards available visuals to capture their b-roll footage. When pitching to digital reporters focus on interview opportunities, this way they can collect quotes from your interviewee. Both pitches should include a hook, why this matters, and the two angles.
The next step is consistent follow-up and, no, you are not being annoying, you are doing your job. News is constantly changing and priorities change. I learned that nothing is confirmed until the day of the event, and the news cycle changes by the hour. There could be breaking news at the exact time the event starts.
Demonstrating adaptability shows your client and the media that you are a reliable source and a PR professional. That morning, I was still calling TV stations confirming arrival and sent out the last follow up emails before arriving at the site. Once the 12News camera person arrived, priorities shifted to getting them acquainted with the event. In this instance, it was connecting the former President of the Phoenix Holocaust Association and the reporter waiting to interview her.
As the event proceeded, I captured my own visuals, conducted interviews, and gathered quotes to distribute afterward. This is ideal for reporters who are unable to attend the event in person. Stepping into the role of a one-person production team when the story demands it.
What I learned about myself
During the process, I learned what I can control and what I cannot control. I cannot control whether a reporter shows up, but I can control my actions to get them to show up. Picking the right media targets and tailoring my pitches to reporters ensures I’m doing what I can to make the event interesting and newsworthy for them personally. I can also control my demeanor and preparation for the arrival of reporters. I am a helping hand for the client and the media to connect with one another.
I also learned TV cold calls are not as scary as I anticipated. A clear script and two strong angles are enough to hold a conversation and spread the word about an upcoming event. The most important lesson from this campaign: When I am calm, my client is calm. That is not a small thing.
It is important to show your support at the event you’re covering. By listening to the names read, I felt the realness and tragedy of the lives lost. This event is emotional for the community and the client. I learned that emotional support, even if it’s silent, demonstrates that this is not a transactional relationship, but one of support and caring about telling the story the way they want it told..
What I Will Apply to My Next Campaign
For future campaigns involving embargoed media or location privacy, I want to connect directly with venue leadership weeks before the event to ensure everyone is aligned before cameras arrive. It is better to over communicate then have someone left in the dark.
I want to also implement spokesperson preparation into every campaign plan as a required step. Some people are confident and composed in front of a camera, ready to relay their story. That is not always the case, and preparing talking points can be the difference between a good interview and a great one. Setting up a dedicated practice session ahead of an interview can bring the entire experience to a new level for the spokesperson and for the story.
Every one of those lessons traces back to the weight of what this campaign represented.
Six thousand names were read aloud on April 14, 2026. Each one represented a life. Each one deserved to be remembered. Helping ensure the world heard them is the kind of work that puts everything into perspective. That responsibility will shape every campaign I take on from here.
Q1 Momentum: 10to1PR Clients Lead Industry Conversations
The first quarter of 2026 delivered strong media results for 10to1PR clients across diverse sectors. Our team secured coverage in national publications, industry trade journals, and local outlets, positioning our clients as thought leaders and innovators. Here’s a snapshot of our top Q1 achievements:
💡 Healthcare and Technology Advances
RX Insider showcased Swisslog Healthcare’s new Motif tabletop packager, expanding their pharmacy automation offerings.
Medical device innovation earned attention from Citeline Insights, which explored how simplified design helps medical devices reach more patients.
KUNM covered healthcare compacts addressing dental shortages, while Canadian Health Industry News featured an exclusive distribution agreement for revolutionary body-powered hand technology.
🏗️ Construction and Development Stories
Bus & Motorcoach News honored Master’s Transportation for their Kansas City headquarters investment and job creation initiatives.
The roofing industry showed its community spirit as Roofing Contractor covered Action Roofing’s partnership with the Miami Dolphins to provide a free roof to a veteran.
Your Valley featured a former electrician launching a foundation to give back to the industry, while Midwest Contractor News highlighted Helix Electric’s $5,000 donation to veterans.
📺 Local News Impact
ABC15 reported on DSV’s construction of their regional headquarters in Mesa, with additional coverage from the Phoenix Business Journal.
KTAR covered valley homelessness initiatives, while North Central News highlighted grant funding for memory care training.
💰 Real Estate and Finance Excellence
CU Times featured six strategies for managing distressed commercial real estate. Alternative Credit Investor announced the Alternative Credit Awards shortlist recognition.
Arizona’s economic landscape took center stage as our clients provided expert commentary on key trends. The Arizona Republic featured analysis on the state’s steady job growth despite a slower pace in 2025. Axios Phoenix highlighted unemployment trends, while another Arizona Republic piece explored how AI and bankruptcy impact the state’s employment landscape.
The Phoenix Business Journal showcased cross-industry collaboration driving Arizona’s economy, demonstrating our clients’ role in fostering business connections.
📈 Thought Leadership Wins
PI World featured insights on direct mail’s resurgence in a digital world. HR Spotlight published a byline from David Kolbe, while In Business Phoenix announced Arizona Builders Alliance’s new board chairman.
The first quarter of 2026 demonstrated our clients’ expertise across construction, healthcare, technology, and finance. These placements reinforce their positions as industry leaders while building credibility with key audiences.
Ready to amplify your brand’s voice? Connect with 10to1PR to discover how strategic media relations can elevate your business.
My APR journey: what I learned, what it took, and why it was worth it
By Madeleine Budge, PR Executive at 10to1PR
I spent about 18 months earning my Accreditation in Public Relations (APR) through the Public Relations Society of America. An APR is a certification that validates a PR professional’s expertise and strategic thinking abilities. The PRSA’s Universal Accreditation Board administers this credential to distinguish seasoned practitioners from their peers. The program requires five years of experience plus a bachelor’s degree in communications or equivalent work experience.
Why I Pursued APR
PR professionals seek this certification to sharpen their skills, demonstrate commitment to the field, and stand out in a competitive industry. The rigorous process challenges practitioners to think strategically and refine their execution abilities. Receiving the APR designation signals to employers and clients that you possess advanced competence and judgment in public relations practice.
For me, the APR experience stretched me in all the right ways. I came out sharper as a strategist, steadier as an advisor to clients, and more connected to peers who care about advancing the PR industry and their work as much as I do.
Building My Support Network
I leaned on the process and the people. Early on, I built a small circle of colleagues who were also pursuing the APR and a few who had already earned it. This included signing up for a mentor through PRSA’s mentorship program, joining a weekly APR bootcamp run through PRSA’s Phoenix Chapter, and connecting with various professionals who had already obtained or were working on obtaining their APR. Their notes on study habits, panel prep, and mindset kept me moving when the workload pressed.
Tackling the Panel Presentation
The panel presentation and questionnaire came first and felt natural. I was confident discussing current campaigns, walking through the plan and answering follow up questions. Presenting the thinking behind my work reminded me that strategy is a habit, not a moment.
Conquering the Computer-Based Exam
The computer-based exam was my hardest hurdle. It took me three attempts to pass. I stacked multiple study guides, flashcards and practice questions. I blocked time every week and drilled vocabulary, case analysis and application. That grind made the difference. It also made the learning stick.
RPIE: A Game-Changing Framework
Research, Planning, Implementation and Evaluation (RPIE) clicked for me in a new way. RPIE sounds simple, but applying it with discipline changed my approach to my daily work. I began campaigns with clearer problem statements, set measurable objectives tied to business outcomes, mapped publics with intent, and closed the loop with evaluation that informed the next campaign cycle. I also was able to plan and organize long-term PR strategies in a way I hadn’t been able to before.
Strengthening My Leadership Style
The APR process transformed my leadership approach by highlighting relationships as the cornerstone of effective PR. I became more hands-on with internal teams, recognizing that successful campaigns depend on every team member seeing the bigger picture. Now I over-communicate campaign goals, ensuring everyone understands not just what we’re doing but why it matters to the organization. I’ve learned to steer teams with clear objectives, specific tactics, and detailed plans where each person recognizes their exact role.
This clarity builds confidence and ownership for myself and others. Relationships matter profoundly, whether they’re with internal colleagues, clients or media contacts. Building trust through consistency, transparency, and mutual respect creates the foundation for everything we accomplish. The strongest PR professionals invest time nurturing these connections before they need to activate them during high-stakes moments.
Understanding PR’s Strategic Role
In addition, I learned that PR works strongest and most effectively when it has a seat at the table, directly advising and counseling CEOs. I better understood how all roles in a company must work together and consider each other’s responsibilities when making decisions. The collaboration between legal, marketing, advertising, finance, and IT teams requires clear communication about priorities and constraints.
Sharpening PR Specific Skills
The APR process refreshed and strengthened my crisis management skills, reinforcing that effective preparation begins in calm times. Through the coursework, I revisited techniques for early issue identification, protocol development without emotional pressures, and scenario planning with leadership. These capabilities prove invaluable when actual crises unfold, enabling more precise thinking, messaging and reputation management when stakeholders seek guidance.
Organizations that navigate crises successfully typically have PR professionals who master both immediate response and long-term recovery strategies. The ethics and law components provided valuable insight on First Amendment applications, privacy regulations, disclosure requirements, and fair use principles. In addition, learning PR history gave me a fresh perspective on how today’s communication channels evolved and why certain approaches resonate with modern audiences.
Know What You’re Getting Into
If you are considering the APR, know what it covers and why it matters. The exam leans heavily on RPIE at 30%, then leadership at 20%, relationships at 15%, ethics and law at 15%, issues and crisis at 15%, and theory at 5%. The process signals mastery in research, planning, implementation and evaluation, crisis counsel, relationship building and ethics. It builds credibility, deepens knowledge, and supports career growth as a strategist and mentor. You apply, present your work to a panel, sit for the exam, and renew every three years to stay current.
Habits That Made the Difference
A few habits helped me:
Join a study cohort and find a mentor who has the APR.
Practice presenting your planel presentation multiple times in front of an audience.
Study to apply, not memorize. Tie every concept to a real decision.
After a setback, pause, review weak areas, and reset your plan.
APR as a Career Standard
The APR is not a finish line. It is a standard you carry throughout the rest of your career. Take your time to learn each concept and new skill. If you need to retake steps in the process, so be it. Mastery is the key.
Breaking Ground: How PR Teams Turn Construction Milestones into Brand-Building Moments
By Ella Johnson, PR Intern
What is a groundbreaking ceremony?
Groundbreaking ceremonies mark significant milestones in corporate expansion and community development. These events bring together stakeholders, employees, local officials, and media to celebrate new investments and partnerships. Company leaders use the occasion to recognize key contributors and share their vision for the project’s impact on the local economy and workforce.
The ceremony serves multiple purposes beyond celebration. It demonstrates corporate commitment to a community, introduces company values to new neighbors, and provides transparency about upcoming construction timelines.
Local officials often participate to highlight economic development benefits, while employees gain insight into their company’s growth trajectory. Media outlets cover these events to report on economic development, job creation, and business expansion news that affects their communities.
From my perspective:
PR plays an important role in gathering media coverage for a groundbreaking ceremony. As a PR intern at 10to1PR, I got to witness firsthand how a public relations team brings this all together. I attended the DSV groundbreaking ceremony that celebrated the new facility that would house all divisions of the company. DSV is a 10to1PR client that focuses on logistics and global transportation.
Our PR team was in charge of contacting various media outlets to attend the event and helping media get situated once they arrived. To help prep spokespeople for interviews and keep messaging consistent, the PR team drafts talking points, strategically telling a complete story about the project.
I got to see the payoff of planning, the engagement during the event, and how the media plays into groundbreaking ceremonies. Watching our public relations team in action taught me that detail-oriented planning goes a long way. They guided reporters to the best spots for photos and handled the media throughout the event.
The goal is to create excitement about what’s coming while showing respect for the community you’re joining. When it works, everyone walks away understanding why this matters.
The PR playbook
PR professionals orchestrate the media outreach and craft a story that makes groundbreaking ceremonies newsworthy. Their work starts weeks before anyone picks up a shovel.
10to1PR team members targeted specific media that would align with the reporter’s specific beat. For DSV’s ceremony, the team focused on supply chain reporters who understand warehouse and logistics stories. They reached out to Mesa-area outlets for local coverage and business reporters specializing in real estate and semiconductor growth.
The outreach timeline follows a proven pattern. Media alerts go out two weeks before the event. Follow-up phone calls explain the news value and logistics. The team makes additional calls leading up to the ceremony, including check-ins the afternoon before and morning of. After the event, our team distributed the press release for DSV showcasing the value of the groundbreaking ceremony.
Flexibility matters on event day. Reporters cancel when bigger stories break. Others arrive unexpectedly after hearing about the event. PR pros juggle these changes while keeping the program on schedule and ensuring every outlet gets story material.
Increasing Brand Value through Media Outreach
Our PR team knows that meticulous preparation, strategic planning, and real-time adjustments separate memorable brand moments from forgettable photo ops.
The next time your company breaks ground on a new facility, remember what makes these events work. Target the right reporters who care about your industry and location. Start your outreach early and follow up consistently. Plan for the unexpected on event day.
Master these fundamentals, and you’ll turn every construction milestone into a celebration that strengthens relationships and builds lasting brand value. The stakeholders, employees, and community partners will notice the difference between a rushed announcement and a thoughtfully executed event that tells your company’s growth story.
The team at 10to1PR has set ambitious targets for 2026 that blend professional growth with personal wellness. Our roadmap focuses on leadership development, work-life balance, and skill enhancement while maintaining the creative storytelling and strategic communications that earned us recognition as the Most AI-Ready Agency.
Leadership Sets the Pace
Vice President Erica Fetherston plans to expand into public affairs campaigns for clients while chasing a winning record on her tennis team. Vice President Laura Slawny has committed to making more time for family and friends in the year ahead.
Building Tomorrow’s Leaders
Account Supervisor Rachael Clifford aims to master people management and team unification around shared goals. She’s also diving deep into effective ways to manage teams that use AI technology.
Public Relations Executive Emily Cardone will focus on leadership development skills, while Public Relations Executive Madeleine Williamson plans to become a stronger people leader.
Senior Public Relations Coordinator Gabriel Estes wants to take on more leadership roles in client work to prepare for managing his own clients individually in the future.
Finding Balance
Senior Public Relations Executive Danielle Baker has set her sights on achieving better work-life balance. She believes this balance will positively influence how she shows up for colleagues and clients while allowing her to be more present with family and friends.
Growing Our Talent
Public Relations Coordinator Jonathan Melendez will grow and develop in his new role while focusing more time on fitness goals and hobbies outside of work.
Public Relations Coordinator Amanda Lundin plans to enhance the PR skills she learned in school at 10to1PR. Her personal goal includes daily movement, aiming for an average of 10,000 steps a day.
Public Relations Coordinator Lauren Sanders will develop stronger client relations and leadership skills, along with building more relationships with journalists.
Senior Public Relations Coordinator Morgan Ray wants to be more present and not rush through things as much.
What’s Next
These goals reflect our team’s dedication to both professional excellence and personal fulfillment. As we enter 2026, the 10to1PR team is ready to grow stronger together while delivering exceptional results for our clients.
The blend of leadership development, work-life balance, and skill enhancement shows a team committed to sustainable success in the year ahead.
Spotlight on Success: 15 of our Favorite PR Campaigns of 2025
From groundbreaking headquarters openings to heartwarming veteran support initiatives, our team delivered exceptional results across diverse industries in 2025. These campaigns showcase our ability to generate meaningful media coverage, position clients as industry leaders, and create lasting community impact. Each success story represents our commitment to strategic communication that drives real-world results for our clients while making a difference in the communities they serve.
Here are 15 of our favorite PR campaigns from 2025:
1. Master’s Transportation: $72 Million Headquarters Grand Opening
Campaign Focus: Generate awareness and media attention for Master’s Transportation’s new $72 million headquarters in Kansas City, MO Objectives: Secure local and national media coverage highlighting the headquarters’ significance to the community, regional economy, and transportation industry Results: 40+ media placements across television, local news outlets, business publications, and industry trade media, featuring in-depth interviews with the CEO and key executives. Coverage included KMBC, KCTV, and KSHB, providing comprehensive visibility across multiple platforms. Why We Loved It: Celebrating this milestone onsite with our clients and witnessing their long-anticipated vision come to life. The grand opening represented years of planning and investment in the Kansas City community. Read More:https://www.kmbc.com/article/kc-bus-company-expansion-world-cup-2026/68122003
2. ITS World Congress: Global Transportation Innovation Showcase
Campaign Focus: Elevate international and local awareness of the Intelligent Transportation Society’s World Congress in Atlanta, Georgia, highlighting innovations shaping the future of intelligent transportation Objectives: Strategically engage international, national, and local media outlets to drive attendance, coverage, and visibility for cutting-edge transportation technologies and industry advancements Results: Generated 200+ media features worldwide across print, digital, television, radio, and podcasts, successfully amplifying the event’s global impact and showcasing next-generation transportation solutions Why We Loved It: Collaborating with international journalists, coordinating dynamic television interviews and live demonstrations of transformative transportation technologies. Atlanta News First coverage of technology to protect first responders was particularly impactful. Read More:https://www.atlantanewsfirst.com/2025/08/26/new-technology-protect-first-responders-display-world-congress-center/
3. Milhaus: Opportunity Zone Thought Leadership
Campaign Focus: Position Milhaus executive Brad Vogelsmeier as a thought leader and expert in Opportunity Zones Objectives: Establish expertise in Opportunity Zones among industry peers and highlight Milhaus’s successful multifamily development strategy Results: Featured 1600+ word byline article in highly respected Urban Land Magazine, including photos of five beautiful Milhaus properties including Northbend, Arrello, and Ora developments Why We Loved It: The article not only positioned Brad and Milhaus as experts in Multifamily Development and Opportunity Zones but also showcased their portfolio through high-quality property photography that demonstrated their design excellence Read More:https://urbanland.uli.org/capital-markets-and-finance/whats-next-for-opportunity-zones-a-brighter-future-for-u-s-multifamily-development
4. JobElephant: Human Touch in AI Recruiting
Campaign Focus: Highlight the critical role of emotional intelligence in modern recruitment despite AI advancements in the hiring landscape Objectives: Position JobElephant as a strategic voice in the future of recruiting that recognizes both AI’s power and limitations while enhancing credibility with HR and talent acquisition professionals Results: Byline article in Staffing Hub featuring their Talent Acquisition team, differentiating the brand from competitors focused solely on automation and reinforcing their commitment to a balanced approach Why We Loved It: Successfully amplifying the message that human relationships and judgment remain essential to hiring success, helping JobElephant stand out in a crowded recruiting-software market dominated by AI promises Read More: https://staffinghub.com/guest-posts/ai-moves-fast-but-emotional-intelligence-wins-the-recruiting-game/
5. Action Roofing Services: Veterans Day Giveaway
Campaign Focus: Highlight Florida’s strong veteran community through roof giveaways in Tampa and Gainesville Objectives: Secure local media coverage emphasizing community support for veterans during Veterans Day celebrations Results: For Tampa, surprised a retired Navy SEAL with WFLA Tampa Channel 8 and WFTS Tampa Bay 28 attending, generating 10 TV segments and 5 online features. For Gainesville, surprised an active duty servicemember with WCJB-TV, WUFT-TV, and Mainstreet Daily News attending, resulting in 3 TV segments and 6 online features. Why We Loved It: The whole process of identifying and partnering with a passionate nonprofit dedicated to veterans, capturing genuine surprise reactions on video, and contributing to the veteran community through months of planning and hard work Read More:https://www.tampabay28.com/news/region-pinellas/navy-veteran-gets-free-roof-repair-ahead-of-veterans-day
6. FirstBank: Acts of Goodness Stadium Tour
Campaign Focus: Connect young fan Everett with the Arizona Cardinals and highlight FirstBank’s community giving initiatives Objectives: Secure a Cardinals stadium tour opportunity and local media coverage to support Everett’s story and FirstBank’s community involvement Results: Arranged a State Farm Stadium tour complete with a signed AZ Cardinals football and new football gear. Media coverage included an exclusive with AZ Family that aired 4 times plus 5 additional stories in local digital publications. Why We Loved It: Seeing how our PR efforts made a direct impact on Everett’s life and helping share his story with local publications to support his GoFundMe campaign for a new prosthetic foot Read More:https://www.azfamily.com/2025/05/19/teen-athlete-shooting-survivor-gets-vip-tour-state-farm-stadium/
7. Arizona Office of Economic Opportunity: Workforce Summit 2025
Campaign Focus: Secure media coverage for Arizona’s Workforce Summit while creating online dialogues about workforce development Objectives: Generate media coverage, create online dialogue, and ensure cohesive messaging throughout all external communications and Summit programming Results: Secured media partnerships with AZFamily and Phoenix Business Journal, boosting credibility and exposure while engaging local media in dialogues about workforce development’s importance to families and businesses. Live social media updates extended the conversation months beyond the event. Why We Loved It: Reading positive attendee feedback and bringing the Summit to a broader audience through television appearances, including OEO’s director explaining the Summit’s impact for families on Good Morning Arizona.
8. Partnership for Economic Innovation: Innovation Summit 2025
Photo by Jaron Quach
Campaign Focus: Promote PEI’s Celebrating Innovation Summit as a gathering of public and private sector leaders across diverse industries Objectives: Highlight Arizona’s innovation ecosystem through pre and post-event coverage and amplify enthusiasm through social media Results: Secured strong pre and post-event coverage highlighting key Summit themes while driving a remarkable 748.1% increase in social media impressions through strategic content Why We Loved It: Working directly with PEI board members as spokespeople for championing innovation, particularly securing the impactful interview on PBS Horizon, a respected local public affairs program Read More: https://azpbs.org/horizon/2025/11/arizona-innovation-summit-high-tech-future/
9. ASM: From Sand to Stars Exhibition
Campaign Focus: Amplify ASM’s “From Sand to Stars” exhibition at Arizona Science Center and field trip sponsorship program Objectives: Build awareness for semiconductor careers among Arizona students using SEMICON West 2025 as a launching pad for securing local and industry news coverage Results: Secured on-site interviews with all 4 local Phoenix market TV stations, built relationships with top technology industry reporters, and ensured ASM’s voice was included in an Arizona Republic article about semiconductor workforce development Why We Loved It: This marked the first time ASM was featured in a local television station live shot in the company’s nearly 50-year history in Arizona, using the exhibition as an effective platform to introduce ASM to a broader audience Read More: https://www.fox10phoenix.com/video/1720521
10. AVANA Companies: India Market Expansion
Campaign Focus: Announce AVANA Companies’ expansion of lending services to India as part of their global private debt commercial lending and investment ecosystem Objectives: Secure coverage while explaining to US commercial real estate and hospitality investors why India’s small business market presents valuable investment opportunities Results: Over 36 features across Indian media and US commercial real estate, hospitality, investment, and business trade publications, demonstrating our ability to translate the story’s importance across different audiences in the context of globalization, private credit growth, and hospitality industry resilience Why We Loved It: Securing our first-ever feature in the Indian market with The Economic Times, one of the region’s most respected business news outlets and the world’s second-most widely read English-language business newspaper Read more: https://economictimes.indiatimes.com/tech/startups/avana-promises-25-million-india-investment-after-nbfc-licence-from-rbi/articleshow/123167029.cms
11. AADB: IDDHL Compact Success
Campaign Focus: Position the Interstate Dental & Dental Hygiene Licensure Compact as the superior solution for dental professional mobility Objectives: Generate awareness among state legislators, build support for adoption in target states, and educate key stakeholders about the IDDHL Compact’s benefits over the competing CSG compact Results: Secured positive media coverage in 9 target states with 14 total media placements including op-eds, news articles, and industry features. Louisiana became the first state to adopt the IDDHL Compact, Mississippi passed it through both chambers, Oklahoma passed it through the House, and Pennsylvania and Massachusetts actively considered it. The campaign successfully stalled the competing CSG compact, which despite being introduced in 18 states, only passed in two. Why We Loved It: Turning compelling data into persuasive messaging that resonated with multiple stakeholders, particularly the finding that 82% of Americans want dentists to demonstrate practical skills before receiving a license, which proved decisive in legislative discussions Read More: https://www.rdhmag.com/career-profession/news/55307965/the-interstate-dental-dental-hygiene-licensure-compact-gains-momentum
12. Jack Rabbit Air and Plumbing: Brown Friday Campaign
Campaign Focus: Demonstrate expertise with home plumbing issues that many people experience following Thanksgiving holiday Objectives: Position Jack Rabbit as an expert resource for common post-Thanksgiving plumbing problems Results: Secured and completed an interview with FOX LIVE Now, the national streaming channel for FOX News on the Wednesday before Thanksgiving. The interview aired on local stations nationwide and on the national streaming channel 4 times on Thanksgiving Day. Why We Loved It: The Jack Rabbit team was extremely busy that day with all their plumbers on service calls, but they remained relentless until they found the perfect spokesperson for the interview Watch the Clip
13. Family Promise of Greater Phoenix: A/C Donation Drive
Campaign Focus: Raise awareness for an air conditioning outage at Family Promise facilities and secure donations Objectives: Generate community support to address an urgent cooling need during Arizona’s summer heat Results: Secured $20,000 in monetary donations and prompted multiple air conditioning companies to reach out offering free replacement services Why We Loved It: What began as an unexpected crisis transformed into an incredible victory. An A/C outage in the Arizona summer presented a serious challenge, but the community’s quick and heartfelt response demonstrated remarkable generosity Watch the clip
Campaign Focus: Amplify Helix’s corporate responsibility initiatives and awareness within the San Diego community Objectives: Generate media coverage for Helix’s donation event as part of their 40th anniversary celebration Results: Secured 3 industry articles and 6 features from local publications, including the San Diego Business Journal and the Times of San Diego Why We Loved It: This marked Helix’s first media stunt event. The Helix team worked tirelessly to ensure the event went as planned, creating a genuine surprise moment for the nonprofit recipients Read More:https://timesofsandiego.com/business/2025/12/06/sd-nonprofits-and-community-groups-spread-holiday-cheer-across-the-region/
15. Otonomus Hotel: CES 2025 Exhibition
Campaign Focus: Secure interview opportunities for the leadership team at Otonomus Hotel as the only hotel exhibiting at CES 2025 Objectives: Generate media coverage highlighting Otonomus as an innovative AI-powered hospitality concept Results: Secured 15 interview opportunities, resulting in over 50 features from industry, local, and national publications, including the Associated Press, BBC, Forbes, Fast Company, and more Why We Loved It: Taking on the challenge of being the only hotel at a consumer technology show allowed us to get creative by offering exclusive tours to top-tier media attending the show, giving them a glimpse of the first AI-powered hotel before it opened to the public Read More: https://www.fastcompany.com/91259781/an-ai-powered-hotel-is-coming-to-las-vegas
…and so much more! That’s a wrap on 2025, and we’re already planning for hitting the ground running in 2026.
Building Stronger Communities Through Volunteer Work
Written by Gabriel Estes, Sr. PR Coordinator at 10to1PR
We love giving back to our community, and our recent initiatives proved just how powerful collective action can be. Our entire office building rallied around causes close to our hearts, demonstrating that corporate social responsibility isn’t just good business but the right thing to do.
In September, we launched two community initiatives that brought our team together while making a real difference in the Valley. We partnered with the Arizona Animal Welfare League for a month-long donation drive and sent team members to volunteer with our client Family Promise, painting rooms at their housing shelter.
10to1PR team with collections from the donation drive for the Arizona Animal Welfare League.
The response from our team and building neighbors exceeded our expectations. We designed a flyer that spelled out exactly what items were needed for the animal welfare drive and showed people where to drop off donations around the building. The variety of donations we received showed just how much our community cares about animal welfare. Our collection included tennis balls and fun dog toys, cat and dog food, training pee pads for puppies, sturdy leashes and collars, cat toys and pill pockets.
Meanwhile, several of our team members rolled up their sleeves to help Family Promise with hands-on volunteer work. They spent time painting rooms at the housing shelter, helping create a welcoming environment for families who need temporary housing support. This direct service allowed our team to see firsthand how their efforts make a difference.
Ted Taylor, Executive Director of Family Promise (left) with 10to1PR team members Morgan, Emily, Gabriel, and Lauren.
Corporate social responsibility matters now more than ever. Research shows that 82% of consumers consider corporate social responsibility when deciding what services and products to buy and from where. Similarly, 86% of millennial workers greatly value their companies’ corporate social responsibility programs and would quit their jobs if those programs started to slip.
We’ve seen this play out in our own workplace. Projects like these bring our team closer together. When we work side by side for something bigger than ourselves, we create the kind of workplace where people want to give back to their community. Every donation we collect and every room we paint will make a real difference for animals waiting for their forever homes and families working toward stable housing.
At 10 to 1 Public Relations, we believe that generating goodwill by integrating community issues and social causes into our business operations strengthens our brand’s reputation while making a positive impact. These initiatives reflect our ongoing commitment to building stronger communities through meaningful partnerships and direct action.
Strategic PR Elevates Semiconductor Leaders at SEMICON West 2025
Written by Emily Cardone, Sr. PR Coordinator at 10to1PR
SEMICON West, North America’s premier microelectronics exhibition, made history this October as it moved to Phoenix for the first time in its existence. The Phoenix Convention Center was filled with innovation and excitement as industry leaders gathered to shape the future of semiconductor technology. Among the standout participants were 10to1PR clients ASM and IMS, a DSV division, both making significant impressions.
ASM’s Interactive Exhibition Captivates Families and Children
ASM, a semiconductor equipment company with a nearly 50-year history in Arizona, partnered with the Arizona Science Center to create “From Sand to Stars: A Semiconductor Adventure,” an immersive exhibition that brought the complex world of semiconductor manufacturing to life. Located just across the street from the convention center, the exhibition served as a perfect complement to ASM’s presence on the show floor.
The exhibition made technical concepts into engaging, accessible experiences for industry professionals and the general public alike. Visitors explored interactive displays that demonstrated the journey of semiconductors from raw materials to finished products that power our digital world. The exhibition highlighted ASM’s innovation and commitment to education in the semiconductor field.
The strategic timing of the exhibition, running from September 26 through December 24, 2025, aligned perfectly with SEMICON West’s move to Phoenix. This created a powerful opportunity for ASM to showcase its technology and community commitment to both industry insiders and the broader public during this landmark industry event.
We’ve secured impressive media coverage for the exhibition, with segments appearing on AZFamily, FOX10, and ABC15 reaching thousands of viewers across the Phoenix Valley. A handful of industry reporters also covered the exhibition, spreading awareness throughout the semiconductor sector and highlighting ASM’s commitment to education and community engagement.
ASM’s Industry Party at Arizona Science Center
Our team attended ASM’s exclusive SEMICON West industry party hosted at the Arizona Science Center. The event provided an opportunity to connect with ASM staff from around the world while enjoying food, drinks, and the immersive exhibition. The Phoenix Mayor delivered remarks alongside ASM’s CEO, highlighting the significance of the semiconductor industry to the region’s economic growth and ASM’s role in fostering innovation and education.
IMS/DSV Secures Key Media Interviews
For the Inventory Management Solutions (IMS) division of global logistics leader DSV, we implemented a focused media relations strategy that positioned the company as an essential partner in semiconductor supply chain management. The team secured multiple interviews with industry publications and mainstream media outlets, highlighting IMS’s innovative approaches to inventory management and logistics solutions specifically tailored for semiconductor manufacturers.
IMS representatives appeared on local FOX10, providing expert commentary about the growing Arizona tech landscape. The media coverage extended beyond television, with our team arranging interviews with several publications like Silicon Semiconductor, Global SMT & Packaging, and more. These opportunities included a 15-minute video segment with a leading industry publication and discussions with both specialized semiconductor media and mainstream national outlets. The team also facilitated a meeting regarding authorship opportunities for the Semiconductor Manufacturing Handbook and the Data Center Handbook, positioning IMS as a key player in the semiconductor supply chain ecosystem.
Face-to-Face with Journalists: 5 Key Lessons from the Valley Publicity Summit
Written by Ella Johnson, PR Intern, Fall 2025
I recently attended the 21st annual Valley Publicity Summit, presented by the Society of Professional Journalists and hosted by 10 to 1 Public Relations. It was a great experience to meet PR Professionals and connect with journalists. As a PR Intern, I was able to gain insight into what reporters look for in stories and what grabs their attention.
Attending this event created meaningful connections and established teamwork between PR professionals and reporters. These are the tips and tricks I learned to increase media relations and interpersonal communication skills:
Ella Johnson, 10to1PR Intern
1. Relevance is everything
Each reporter covers a unique beat, and they always keep their audience in mind. Focus on story relevance when pitching reporters. Ensure it’s impactful and aligns with their beat. Reporters prioritize stories with significant impact. Match the right story to the right reporter.
For example, an investigative journalist will want to focus on unsolved crimes in the area. They are in need of expert opinions, such as attorneys and police officers. This type of journalist will be disinterested in a consumer-based pitch or community-oriented stories.
Dig deep into each reporter’s style of writing and the topics they write about. When pitching the right story to the right reporter, it deems you competent and strengthens your relationship with that reporter.
2. A 150-word pitch is a reporter’s dream scenario
Get right to the point when pitching via email. Reporters receive hundreds of emails every day from PR professionals. This is where you can stand out, the word count. Give them enough information to get excited about the story, but do not show them all your cards. 150 words are enough to share the background, why it matters, and a call to action.
Do not overcomplicate the pitch; instead, create a simple, direct idea with a visual, picture, art, or video to help capture the story. Every book needs a creative cover!
3. Learn the transition from small talk to your pitch
Establishing a connection between a reporter’s work and a story you want to pitch can be challenging. There needs to be a natural flow within the face-to-face conversation; asking them questions about their work and the stories they are interested in is a great start. After that, transition into your pitch. Keep it a conversation by asking: “Is this something you would be interested in?” Make the conversation light-hearted by using welcoming body language. Simple gestures such as a smile, a firm handshake, and a relaxed posture create a comfortable environment for the PR pro and the journalist.
30 journalists at the 10to1PR office for the SPJ Valley Publicity Summit
4. Go to as many face-to-face events as possible
In the world of media relations, there are a few opportunities to meet the reporter in person. It is very important to attend events that give you a direct line to them. Within these pitching conversations, there are non-verbal cues such as body language, facial expressions, eye contact, and vocalics that can be received and interpreted. People’s faces are very telling, which helps us understand positive and negative responses in the middle of a conversation.
For example, a reporter slouching in a chair and their eyes wandering indicates boredom. A PR pro can recognize the change in behavior and respond accordingly. A few quick steps can help increase the connection between PR professionals and journalists; start with a compliment, discuss shared experience, show appreciation, introduce a contact, and ask about them.
5. Metric! Metrics! Metrics!
Metrics and statistics are crucial for business writers because they provide concrete evidence that supports claims and arguments, enhancing the credibility of the article. Metrics can be a good way to balance out the human interest and emotional side of your story. Business-to-business reporters utilize metrics to help their readers understand trends and make informed decisions. By highlighting key figures, writers can effectively capture attention and emphasize important points. Statistics stand out in a page full of words!
