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!
We’ve built our reputation on delivering results for clients across multiple industries through strategic media relations and crisis communications. While you may know us for the coverage we generate and the stories we tell, here are ten facts about our Scottsdale-based agency that showcase the personality and principles behind our professional success.
1. We have a pet fish named Drip.
Our office mascot swims around, reminding us daily about the power of consistent communication. His name reflects the PR concept of a drip campaign, a steady stream of messages that builds awareness and reinforces brand messaging over time.
We focus on proven media relations strategies that deliver real results. Our approach centers on building genuine relationships with journalists and securing organic media coverage.
The city of Scottsdale created this special recognition to celebrate our work and community involvement. This unique honor reflects our commitment to excellence and the positive impact we’ve made in the community.
6. The 10-to-1 rule inspired our company name.
Our philosophy is simple: it takes ten good things said about a business to overcome one negative comment. We help clients build their “goodwill bank” through consistent positive media coverage.
7. We serve clients nationally and internationally.
Our reach extends far beyond Arizona borders to companies across the United States and around the world. We work with businesses of all sizes, from startups to established corporations, helping them tell their stories to audiences wherever they need to be heard.
Our team brings both expertise and personality to every campaign, ensuring that your story gets told effectively across the right media channels. Contact us to learn how we can help share your company’s story.
Driving Global Coverage: Our PR Strategy for ITS World Congress
Written by Morgan Ray, PR Coordinator at 10to1PR
10to1PR partnered with RX Global to manage media relations for ITS World Congress, one of the world’s largest gatherings of intelligent transportation system professionals. The five-day event brought together nearly 600 speakers from around the globe, 6,000+ attendees, and 300 exhibitors to share insights on cutting-edge transportation technologies under the theme “Deploying Today, Empowering Tomorrow.”
Coordinating media for a global conference with attendees from over 50 countries presented both an opportunity and a challenge. Our team leveraged our expertise in trade show PR to create a comprehensive strategy that would generate maximum visibility before, during, and after the event.
Pre-event strategy and prep
Our pre-event strategy focused on building awareness and excitement among key media targets across industry, local, national, and international outlets. We developed a targeted media list that included transportation technology reporters, business journalists, and local Atlanta media interested in the technological innovations, safety advancements, and mobility solutions showcased at the event.
The team executed a multi-phase outreach campaign that resulted in securing over 70 media registrants globally. This success came from personalized pitching that highlighted the most newsworthy aspects of the conference, including tech tours, demonstrations of cutting-edge transportation solutions, and access to industry leaders.
To increase awareness of the event, we researched potential podcast partners and recommended The Transportation Channel to RX Global. This recommendation created the first official podcast partnership of ITS World Congress, establishing a new channel to reach transportation professionals worldwide.
We created press materials including fact sheets and speaker bios for key executives from RX Global and ITS America. Our close coordination with both organizations ensured consistent messaging that aligned with the conference theme and highlighted the most innovative aspects of the event.
On-Site Media Management
The 10to1PR team managed all aspects of media operations during the five-day conference. We organized an exclusive Pen and Pad event with Laura Chace, President & CEO of ITS America, giving journalists direct access to ask questions about the future of intelligent transportation systems and the significance of the technologies on display.
We worked with every type of media outlet to maximize coverage of the event. Our team created a digital briefing directory where media could access exhibitor contact information along with their most recent press releases and media materials. We arranged live television segments for the tech demonstrations with local Atlanta stations and coordinated B-roll opportunities for broadcast media who couldn’t stay for the entire event. The team also coordinated with Atlanta radio stations to arrange phone interviews with industry experts.
The team actively promoted tech tours and demonstrations to attending media, highlighting the real-world applications of the technologies being discussed in the conference sessions. We coordinated with The Transportation Channel, the official podcast provider for the event, to arrange interviews with thought leaders and innovators, extending the reach of the conference content to audiences across multiple digital platforms.
Tech Tours
The tech tours offered a unique opportunity to showcase real-world applications of intelligent transportation systems. We developed targeted pitches highlighting the most visually compelling and newsworthy aspects of each tour location to attract media coverage.
Media showed particular interest in the Georgia Department of Transportation’s Transportation Management Center and the Curiosity Lab at Peachtree Corners, with its living laboratory for emerging technologies. Our team managed the logistics of transporting journalists to these locations where they could see the technologies in action. These tech tours transformed abstract conference discussions into tangible demonstrations, giving media concrete examples to feature in their coverage.
Post-Event Coverage and Results
The impact of our media strategy continued well beyond the conference dates. Our team monitored and tracked over 100 earned media stories following the event, spanning local Atlanta outlets, national business publications, transportation industry media, and international coverage.
We distributed a post-event press release highlighting key announcements, notable speakers, and technological innovations from the conference. This timely recap provided journalists with the information needed to develop stories even if they couldn’t attend the whole event.
The media coverage captured the conference theme, “Deploying Today, Empowering Tomorrow,” and showcased the technologies presented by exhibitors and speakers. Stories focused on advancements in connected vehicle technology, artificial intelligence applications in transportation, and infrastructure innovations that are reshaping the future of mobility.
By Dayja Hernandez-Brown, 10to1PR PR Intern, Fall 2025
Last week, I had the incredible opportunity to attend the PRSA Phoenix x ABC15 media panel with my team at 10to1PR. One of the best parts was getting a behind-the-scenes tour of the newsroom. I was so excited to see where the stories come to life and to meet the people who make it all happen. Hearing directly from reporters and producers gave me a fresh perspective on how stories are chosen, crafted, and shared with the public.
As a PR intern, the event felt like a crash course in what makes a pitch stand out. Here are six key takeaways that have reshaped the way I think about storytelling and media relations:
Lead with the “Why”
A strong pitch starts with why the story matters, not just what happened. Reporters receive hundreds of emails every day while juggling tight deadlines. If you don’t make the purpose clear right away, your pitch risks getting buried. A compelling “why” shows you understand the audience and the newsroom’s goals. Once you’ve nailed that, layer in the 5 Ws (who, what, where, when, and why) to give the full picture.
Think Local First
If it impacts the neighborhood, it matters. ABC15 prioritizes hyperlocal stories from everyday people stepping up to community challenges and local trends. In Arizona, for example, weather is a common theme because it affects everyone’s daily life. To strengthen your pitch, tie it to what’s happening in the community or what’s trending that day. Stories that highlight real people and real impact at the local level are far more powerful than chasing broad national headlines.
Positive Stories to Balance the Chaos
News at ABC15 Arizona often focuses on death and destruction. That’s why stories about local heroes, small wins, and inspiring efforts stand out more. Reporters look for feel-good content that brings emotional balance. If a story makes people feel something real, it’s more likely to get picked up.
Offer a Follow-Up Angle
Don’t just pitch a one-and-done story. Reporters love stories that have room to grow. Whether it’s a seasonal twist, a follow-up event, or a community-driven solution, offering a clear “what’s next” makes your pitch more dynamic. For example, if the story starts with a snowboarding accident, the next chapter could explore helmet safety or local policy changes. A built-in follow-up keeps the coverage going and keeps your story top of mind.
Visuals Are Everything
In today’s fast-paced media world, visuals can make or break a pitch. High-quality video, clear b-roll and audio bring stories to life. It’s also important to format content for the right platform such as horizontal videos for broadcast and vertical for digital. In today’s attention economy, a strong visual hook at the start can determine whether a story gets airtime or gets skipped.
Back It Up with Stats
Numbers add credibility. Whether it’s local data, national trends, or original survey results, statistics show why your story matters right now. Reporters need facts to support their coverage, and a strong stat can make your pitch more relevant, urgent, and trustworthy.
This panel reminded me that pitching isn’t just about sharing content, it’s about partnering with journalists to tell stories that matter to the community. I walked away feeling encouraged and more confident about what reporters are looking for and how I can rise to meet those expectations.
As I continue my PR internship, I’m excited to apply these lessons by tying client stories to the local communities they serve, ensuring every pitch adds value to the conversation. Attending this panel gave me practical tools I can bring back to my client work while also pushing me closer to my internship goals of building confidence in pitching and growing my skills in campaign planning. At the end of the day, my goal is to pitch stories that matter to the community, not serve up another cooking segment reporters are tired of seeing.
Summer 2025 took the 10to1PR team across the map in the United States and in Europe! Our team members explored new places and created unforgettable memories. Here is a look at where our PR professionals traveled during their time away from the office.
Rachael joined friends for a rafting trip on a river in Boise, Idaho.
Erica traveled with her tennis team to Albuquerque, New Mexico, for the USTA Southwest Sectionals, facing opponents from Flagstaff to El Paso and finishing in third.
Danielle spent time with family on the Connecticut coast.
Morgan celebrated the Fourth of July in Boston.
Laura explored historic neighborhoods and landmarks across Prague.
Madeleine held baby sheep in Ireland.
Josh visited Miami and made time for the beach.
Emily headed to Montana for family hikes and time outdoors.
Gabriel traveled to a small town in Illinois for a family reunion.
These trips gave the team time to relax and recharge ahead of a busy fall and winter for our clients. The team returned with fresh perspectives and renewed energy to tackle upcoming campaigns.
