CASE STUDY: Media Relations Drives 25% Increase in Trade Coverage for Manufacturer

Euclid Chemical, a global leader in the concrete and masonry industry, has a rich history of manufacturing and supplying high-quality specialty products for the construction sector. However, despite its strong market position and deep technical expertise, there was an opportunity to generate more consistent, proactive earned media coverage to amplify its expertise and industry leadership.

The company sought to elevate its visibility within top-tier trade publications, strengthen its position as a thought leader, and ensure its product innovations were consistently reaching key decision-makers across the construction, concrete and related industrial markets. Leadership also wanted measurable outcomes such as increased media engagement and year-over-year growth in earned media. The objective: transition from inconsistent media exposure to a proactive, strategic media relations program that would generate greater awareness and reinforce industry leadership.

Building upon a strong foundation of strategic communications, Euclid Chemical partnered with Roopco, its communications agency of record, to implement a strategic media relations program.

The media relations program was designed to prioritize high-impact trade publications and industry outlets that directly influence contractors, engineers, architects and facility decision-makers. Rather than focusing solely on product announcements, the strategy emphasized thought leadership—leveraging Euclid Chemical’s in-house technical experts to address timely industry challenges, emerging trends, regulatory shifts and evolving best practices.

Key elements of the program include:

• Development of a targeted trade media list focused on publications with strong circulation and digital readership within the concrete and construction sectors.
• Strategic alignment with editorial calendars to proactively pitch bylined technical articles, expert commentary and trend-driven insights.
• Positioning Euclid Chemical’s subject matter experts as credible industry voices capable of educating the market—not simply promoting products.
• Integration of product innovation news, case studies and technical advancements into broader industry narratives to maximize media relevance and pickup.
• Ongoing tracking, measurement and reporting to evaluate placement volume, readership, engagement and audience growth.

THE RESULTS

Since implementing the strategic media relations program, Euclid Chemical has achieved measurable year-over-year growth across placement volume, audience reach and reader engagement:

• Earned Media Growth: Euclid Chemical secured nine additional placements in top-tier trade publications compared to 2024—representing a 25% increase in coverage. A significant portion of this growth came from in-depth thought-leadership articles authored by company subject matter experts. Many of these media placements were published in both print and online formats, further expanding total exposure beyond reported counts.
• Expanded Audience Reach: Estimated online readership increased by approximately 300,000 views compared to the prior year. When combined with print circulation and offline reach, total estimated audience grew nearly 14% year over year. In addition, many publications promoted coverage through newsletters and social media channels, meaning total visibility likely exceeded reported circulation and readership figures.
• Stronger Engagement Performance: Tracked media engagements saw an impressive 206% year-over-year growth compared to 2024. This significant rise demonstrates that the content is not only reaching a larger audience but generating higher-quality interactions and stronger interest among target readers.
• Strategic Newswire Distribution: In addition to direct placements, two strategic newswire distributions generated substantial additional views, clicks and audience reach. This further strengthened brand visibility and expanded awareness beyond traditional trade publications.

This strategic media relations program has transformed Euclid Chemical’s media outreach from transactional pitching into a sustained thought-leadership engine that consistently delivers authoritative content to the industry’s most respected trade publications.