How to Become an (Instant) Industry Expert

Once you commit to being a PR pro, you’re left to decide whether agency life or corporate communications is right for you based on personal career goals, interests, company culture preferences, etc. While some agencies specialize in only one or two industries when it comes to clients, many, including Dittoe PR, do not take that approach. And, in my opinion, that’s where the fun comes in.


Whether it’s day one or 1,000 on the job, agency professionals are consistently challenged to become experts in numerous fields on behalf of their clients. It’s not uncommon for a client roster to include everything from healthcare to technology to hospitality. It’s this kind of diversity that makes agency work appealing to so many, knowing he or she can work with clients representing a wide range of industries and services—making no day the same.


So, what are the first steps to take when you’re added to an exciting new account that represents an entirely new industry for you as a PR pro? It’s a given your agency and account team leaders will provide invaluable instruction and experience, but there are also many proactive and immersive tactics to conduct on your own to become an immediate value-add to your team and client.


Industry publications

When a client represents a new field or trade, it’s critical to begin consuming as much of that field’s media content as possible. It’s up to you to present news and storylines that spark industry reporters’ interest, and you’ll have the most success when you commit to monitoring these publications’ news feeds through e-newsletters and social media channels. In addition, be sure to read publications’ long-form feature articles to gauge their tone, recurring topics, and sourced insights to understand how your client’s voice and expertise can be interjected.


Content marketing

The content your new client marketed and distributed can present meaningful learning opportunities. Make it a point to inquire about any and all customer case studies so you can read about the company’s product or service offering and how their solutions benefit customers. Whitepapers and market research reports are also fantastic tools to understand the state of the industry in which you’re now operating, its challenges and opportunities, and your client’s recommended best practices. To get additional perspective, check out the content marketing pieces being produced by your client’s competitors.


News monitoring

Finally, for continued education, it’s important to stay up to date on the key topics in your client’s industry. Make it a point to carve out time each week to read the news and developments surrounding the topics relevant to your client. Whether it’s 5G wireless, artificial intelligence or an area of government legislation, this will provide more context and guidance as you frame up story ideas for your client. Tools like Talkwalker Alerts can be very helpful to deliver industry and competitor news directly to your inbox.


Here’s to embracing the challenge and landing exciting new clients that keep you loving life as an PR agency pro!

Dittoe PR Helps Delivra Expand its Horizons

In 1999 Neil Berman set out on an email adventure with one goal in mind: to build a company that would always put the customer first through personal connections. He did just that when he founded Indianapolis-based Delivra, an email marketing service provider and strategic consultancy. In 2015, Berman expanded on his goal to reach new places and customers.

Lying roughly 125 miles north of Delivra’s Indianapolis headquarters, a goldmine for the email marketing industry was waiting to be tapped in Fort Wayne, Indiana.

Through research, Fort Wayne was identified as the ideal market for Delivra. With its prominent industries of retail, hospitality and business services – the city aligned directly with Delivra’s expertise and services. For Delivra, the email marketing marketplace of Fort Wayne was projected to be worth nearly $12 million.

This is where Dittoe Public Relations began its role in Delivra’s journey. In March, Delivra began working with our firm to create buzz and excitement for the company’s expansion into Fort Wayne through content creation, media relations and event planning and promotion.

With content creation and media relations efforts for Fort Wayne commencing in April, the Dittoe PR team was able to obtain media coverage that resulted in approximately 1.1 million media impressions by mid-June.

Delivra hosted 112 guests at its Fort Wayne launch event in June, where they showed their commitment to the community by gifting 26 community organizations free software totaling $125,000 via the “Delivra Gives Back” program.

Our team was also able to solidify an official sponsorship with Greater Fort Wayne for launch event promotion to its vast investor network.

We could not have had a better time supporting and working with Delivra as they launched into a completely new territory, so it is with pleasure that Dittoe Public Relations continues this journey with Delivra as they began their second expansion initiative into Louisville, Kentucky. For more on Delivra’s next phase of expansion, be sure to read this story we secured in Louisville’s Courier-Journal.

Referring to Louisville as a “sweet spot” to reach potential clients, Berman and Delivra’s decision to place the company’s second satellite office in Louisville was to put “the customer-facing where the customers are.” Berman provides more insights on the appeal of the market in this Louisville Business First article.

In 1999, Neil Berman set out to on an entrepreneurial adventure. In 1999, Chris and Liza Dittoe started a small public relations business operating out of their basement. In 2015 both companies are thriving and expanding, and our teams could not be more thrilled!