Media Relations Enhances Share of Voice for Logistics Technology Leader
Transportation Insight is a multi-modal, leading logistics technology provider that ranks amongst North America’s top 10 largest logistics companies. Transportation Insight engaged Roop & Co. to implement a public relations program with the goal of increasing its share of voice against competing businesses, especially in parcel and 3PL.
Roop & Co. developed a media relations plan featuring a mix of proactive pitching, media interviews, bylined articles and newsletter distributions. To support this, our team built a media list focused on supply chain and transportation publications. Roop & Co. then established key media relationships by introducing Transportation Insight to the reporters, highlighting the logistic company’s expertise and positioning it as a go-to source of stories related to the supply chain’s disruption amid the COVID-19 pandemic.
Roop & Co. worked closely with the Transportation Insight marketing team to regularly identify industry-specific trends and issues, and proactively pitched newsworthy stories about supply chain delays. Roop & Co. developed bylined articles, coordinated media interviews with Transportation Insight’s subject matter experts, monitored for media placements and reported on coverage.
Our media relations strategy led to frequent media placements, including in the Wall Street Journal, FreightWaves, Supply Chain Brain and the American Journal of Transportation. Additionally, Transportation Insight’s share of voice rose to first from fifth in parcel and eighth to third in 3PL media coverage. As a result, this exposure helped to position Transportation Insight as a leading authority and grow its share of voice at a time when supply chain disruption media coverage was at an all-time high.