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.
10to1PR Shines at PRSA Phoenix’s 2025 Copper Anvil Awards
Nearly 200 of Arizona’s top public relations professionals gathered at the Peoria Sports Complex recently for the annual Copper Anvil Awards hosted by the Public Relations Society of America (PRSA) Phoenix chapter. 10to1PR emerged as a standout winner, taking home multiple prestigious awards that recognized the agency’s strategic approach and creative execution across diverse campaigns. The evening also featured a special highlight as Madeleine Williamson received the Up and Comer Award, celebrating her exceptional contributions to the industry.
Award-Winning Campaigns
The agency’s award-winning work spanned multiple industries and tactics, demonstrating 10to1PR’s versatility and effectiveness. The “Bridging States, Elevating Standards” public affairscampaign for IDDHL Compact positioned it as the superior solution for dental professional mobility while maintaining high standards and state authority. This strategic initiative increased legislative awareness and support across multiple target states.
Family Promise of Greater Phoenix’s Legacy Village project, an innovative container housing community for families experiencing homelessness, received recognition for 10to1PR’s community relations strategy. The campaign highlighted how this first-of-its-kind project provides dignified housing while creating a replicable model for faith communities throughout Arizona.
The Phoenix Veterans Day Parade special event campaign honored seven Grand Marshals, including MLB’s Luis Gonzalez, through coordinated media appearances that generated extensive coverage despite competing with election news. The strategic approach attracted thousands of attendees and created meaningful connections between veterans and the community through personalized storytelling.
Strategic Media Relations
10to1PR also demonstrated exceptional agility with DSV IMS, a global inventory management leader, at Manifest 2025 in Las Vegas. The team secured multiple interviews for DSV IMS executives on the conference floor within just two weeks of beginning the client relationship, resulting in valuable trade show media coverage and industry positioning opportunities.
The agency’s work with Rosendin’s new solar building robot revolutionized the construction industry through a focused launch campaign. Despite being limited to drafting only two press releases, 10to1PR secured 140 stories with such impact that Google’s AI overview cited Rosendin when searching for solar robots as late as July 2025.
Chanen Construction’s 70-year legacy in the Valley was celebrated through a campaign that reinforced the company’s contributions to Arizona’s construction industry. Through strategic reputation and brand management, 10to1PR successfully engaged local media, community leaders, and industry influencers, enhancing the company’s visibility.
Rising Star Recognition
A particular highlight of the evening was Madeleine Williamson’s recognition with the Up and Comer Award. Since joining 10to1PR in January 2023, Williamson has established herself as a dedicated PR professional, earning a series of promotions from Coordinator to PR Executive. She now serves as the client lead for three accounts and a campaign lead on another, while supporting two additional clients. Her pursuit of APR certification, mentorship of colleagues, and leadership on campaigns like the annual kids construction camp demonstrate her commitment to excellence.
Building on Success
These Copper Anvil wins reinforce 10to1PR’s reputation as a leading strategic communications agency in Arizona. The diverse range of successful campaigns showcases the agency’s ability to develop tailored approaches that deliver measurable results across industries. As 10to1PR continues to grow its team and client roster, these awards position the agency for continued success and industry leadership in the coming year.
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.
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.
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.
By Romi Blackstone, 10to1PR PR Intern, Summer 2025
My name is Romi Blackstone, and this summer I had the incredible opportunity to serve as an intern at 10to1PR!
I’m currently a Strategic and Corporate Communication major with a minor in Public Relations at Chapman University. My internship at 10to1PR allowed me to apply the skills and knowledge I’ve gained in the classroom to real-world situations, while also learning new tools that have prepared me for a future career in PR.
From the very beginning, I was introduced to Smart Brevity—a writing style that emphasizes clarity, brevity, and impact. I used this approach in press releases, pitches, and a variety of other client communications. I also received hands-on training in Muck Rack, where I learned how to effectively monitor media coverage, identify relevant journalists, and craft targeted pitches. These foundational tools shaped the rest of my experience at 10to1PR.
After onboarding, I was placed on three different client accounts, each in a unique industry. One that stood out the most to me was the Arizona Builders Alliance, a leading trade association for contractors in Arizona. Each year, they host a backpack drive to collect donations and distribute school supplies to underprivileged children. Under the guidance of the client lead and the rest of the 10to1PR team, I had the opportunity to write media pitches for the backpack distribution, tailoring each one to specific outlets and audiences. Additionally, I created media lists to distribute the pitches to education and nonprofit journalists. It was incredibly rewarding to help promote a meaningful cause while learning how to craft compelling, audience-specific angles. The backpack distribution was the first PR event I have been to, and I enjoyed seeing all of the team’s hard work come together! At the distribution, I collected photos and videos to send out post-event. The Phoenix Independent and Construction Citizen picked up the story and even included one of the pictures I took! Lastly, I had a hand in writing the post-event press release. Writing the post-event press release helped me recognize the impact our PR efforts had on the success of the backpack drive. It also showed me how our work contributed to the overall growth and visibility of the ABA and the impact the organization has on the local community.
Another project I took on was filming, editing, and publishing a video for the 10to1PR Instagram account. I was eager to gain more experience in social media and had a few ideas for how 10to1PR could continue building its online presence. I created an interview-style video featuring team members for the 10to1PR Instagram. This was a great learning experience, as it was the first time both the team and I explored this style of content. In the future, I would only edit the video on one social platform, versus the three editing apps I used. I would try to make the video less formal, and more fun. I walked away with valuable insights that I’ll carry with me when creating social media content going forward.
10toPR consistently provided both me and the other intern with opportunities to strengthen our PR knowledge and skills. We attended weekly PRSA webinars, as well as team meetings called “Lunch and Learns,” where we explored a wide range of topics—from writing effective pitches and connecting with journalists to navigating crisis communication. A “Lunch and Learn” that most stands out is “How to reuse content” where we talked about how we can use the same information in different ways. I learned how to effectively reuse content in social media posts, byline articles, Q&A’s and press releases. Throughout the internship, we were always encouraged to share ideas, ask questions, and actively participate in discussions.
Overall I am so thankful for all of the support and guidance from my manager, Rachael Clifford, as well as the rest of the 10toPR Team! As I go into my last two years at college, I will start to apply the tools I learned at 10to1PR, such as smart brevity, to all communication efforts in the classroom, and out of the classroom. I now have the tools to understand a journalist’s and/or clients perspective when working on projects at school and/or at work. My goal after graduating is to work at a big PR firm, in either Chicago or New York. I want to continue exploring various sectors in PR, such as B2C. My experience at 10to1PR was invaluable and has helped shape the rest of my career.
As a summer intern at 10to1PR, this role expanded my understanding of the public relations field and provided guidance for my professional career as a public relations pro. 10to1PR offered countless hands-on experiences, I’ve been able to gain relevant technical skills and build upon my learning. While my academic courses set the basis for what to know about public relations, my time at 10to1PR provided me with firsthand industry experiences.
During my Junior year at Northern Arizona University, I was motivated to do additional coursework, such as drafting press releases and pitching. This drive to gain more practice led me to apply for the internship at 10to1PR. During the first few weeks of onboarding, I knew that my duration here would enrich my need to learn more about this industry through drafting pitches, performing media monitoring, and supporting client teams.
Starting at 10to1PR, I was assigned to various teams and helped with supporting their clients. Collaborating with these public relations professionals has contributed to my ever-growing skill set. While my academic courses laid out the foundation of what press releases are and how to manage media relations, this internship presented the true-to-life process of their teachings.
One of the most memorable experiences for me during the course of my internship was being invited to a media event for a team’s client. Family Promise of Greater Phoenix, a 10to1PR client, received a $150,000 Donation from a construction company to support Family Promise’s Emergency Shelter Program. With the client team inviting various local media to attend the check presentation ceremony, Arizona’s Family (Channel 3/5) and 12News (Channel 12) came to document this special event. The media event was a great angle for the story since it was able to perfectly capture the moment and the people involved in way this story is so worthy of reaching an audience. I was able to learn about procedures and etiquette conducted during these events, such as where to stand and how to correspond with media outlet figures such as camera men.
In addition to the Family Promise media event, one of my client team at 10to1PR was CDCA-WREB-CITA (CWC), an agency which focuses on dental licensure examination standards, was featured on a podcast with one of their spokespersons. I was a bit in the dark when it came to podcast interview procedures but thanks to my teammates, I was able to shadow them and learn the behind the scenes operation with talking points and media training.
Another standout experience during my internship was being able to attend the PRSA Phoenix Midyear Mixer. I have had limited experiences networking with other industry professionals, besides my professors, so this mixer provided me with the opportunity to connect with a variety of PR pros. At this event, I was able to converse with professionals working B2B, B2C, and even B2G, and receivel of their career insights deepened my perspective of where I wanted to head as an upcoming public relations graduate. The PRSA Mixer broadened my professional circle, connected better to my team members, and provided support being new into the field.
Being an intern for 10to1PR will always be a cornerstone in my journey of becoming a public relations professional. 10to1PR instills fundamental practices such as media relations, monitoring, with PR writing for any professional through their specialized guidance, career development, and team members.
