Media Relations Enhances Share of Voice for Logistics Technology Leader

Media Relations Enhances Share of Voice for Logistics Technology Leader

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 Roopco to implement a public relations program with the goal of increasing its share of voice against competing businesses, especially in parcel and 3PL.

Roopco 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. Roopco 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.

Roopco 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. Roopco 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.

About The Author

As content manager at Roopco, Katie leverages the art of storytelling to create an engaging, on-brand content strategy for our diverse range of B2B, professional services, corporate and non-profit clients. She has a decade of experience in content writing and editing, content marketing, PR, brand strategy and project management.