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.
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.
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.
Summer Spotlight: 10to1PR Clients Shine Across Media Landscape
10to1PR’s summer media campaigns delivered impressive results across various industries, showcasing our team’s expertise in securing high-impact coverage for our diverse clientele. From technology innovations to community initiatives, our clients made headlines in major publications, demonstrating the power of strategic public relations.
🔋 Technology and Innovation
ITS World Congress took center stage in the Ivory Coast publication Acturoutes, featuring an exclusive interview with ITS America CEO Laura Chace. This coverage highlights the global reach of our clients’ innovations in intelligent transportation systems.
The Dallas Morning News spotlighted Rosendin’s solar robot installer on its front page, emphasizing how this technology reduces worker injury, accelerates renewable energy project construction, and addresses the industry’s workforce shortage.
Traffic Technology Today featured highlights from ITS World Congress 2025, further cementing our client’s position as a leader in transportation technology.
Swisslog Healthcare contributed expert insights to a Canadian outlet, MRO Magazine, discussing the importance of upgrading pneumatics for smarter maintenance in healthcare facilities.
🏢 Business and Real Estate
JobElephant made waves in the recruitment sector, with CEO Michael Ang featured in The Global Recruiter. The company’s 2025 DEI Marketing Report, revealing strategies for diversity recruitment, earned coverage in Staffing Hub.
Avana shared valuable thought leadership on the commercial real estate market, featured in Bisnow’s analysis of banks finding creative ways to manage vintage CRE loans.
Peak Roofing’s acquisition of Skymark Roofing caught the attention of multiple outlets, including Axios, Roofing Contractor, and PE Hub, highlighting the company’s strategic growth.
Milhaus opened luxury apartments in Oklahoma, as reported by Connect CRE. The company also broke ground on the Atheria at West Grove community in McKinney, Texas, covered by Community Impact.
🏗️ Construction and Development
Chanen Construction’s transformation of a Sedona staple into a mountain modern brand was featured in Commercial Construction & Renovationmagazine, showcasing the company’s innovative approach to hospitality projects.
Dick Anderson Construction shared insights on successful company meetings, featured in Plumber Magazine, demonstrating thought leadership in team management.
Master’s Transportation contributed a byline article to School Bus Fleet, addressing new EPA derate rules and their impact on school bus maintenance.
The company’s new Parts and Service Department opening was featured in the Kansas City Business Journal, further highlighting their growth and expansion.
🏖️ Community and Tourism
Hansen Super Techs celebrated Mother’s Day with a heartwarming air conditioning giveaway, garnering coverage in HVAC Insider and Contracting Business. This initiative showcased our client’s commitment to community engagement and customer appreciation.
Encantame Resorts earned features in AZCentral and Yahoo Life, spotlighting the best hotels in Puerto Peñasco, Sonora.
Del Llano was showcased in Fox 10 Phoenix‘s “Made in Arizona” segment, highlighting local businesses making an impact.
The Arizona Office of Economic Opportunity provided expert commentary on Arizona’s tech growth in an AZCentral article and appeared on AZFamily to discuss economic trends.
🔜 Looking Ahead
As we move into the fall, 10to1PR continues to build on this summer’s successes. Our team remains committed to delivering impactful media coverage that drives results for our clients across all industries.
For businesses seeking to elevate their media presence and tell their stories effectively, reach out to 10to1PR. Our proven track record speaks for itself, and we’re ready to help you make headlines.
