by tradespeopleinsights | May 21, 2021 | Marketing Tips, Public Relations, Public Relations, Tips, Tradespeople Insights
by Kylie Stanley, Public Relations Technician
Are you looking for new customers or want to increase business?
Well-developed public relations can be an effective tool to boost your business and help reach your desired audience. You will be able to establish an emotional connection to your audience through your brand’s marketing.
There are many ways that public relations can benefit you, but today we will be focusing on four methods. Michelle Garrett analyzed these four methods in a post she wrote for Thomas, “Why Public Relations Matters to Manufacturers.”
Educates – Public relations helps to teach your audience about who you are and why your company should matter to them. It also provides the information to your market about your products and services.
Image and Reputation – Public relations can aid in building trust and to establish your brand in the industry. By creating a strong reputation, it can lead to credibility and provide you with lifelong customers. If your customers know what your brand stands for, they will be more likely to engage with your business.
Awareness and Visibility – Potential customers will know that your brand exists, and campaigns can spread awareness of the work that your company is doing. With awareness efforts, you can change public opinions and promote your brand’s value.
Interest – From awareness we can create interest for your brand and products. Interest helps to pull customers in and make them want to learn more about your brand or be involved.
No matter how big or small a story is, it can help to elevate your brand and increase business. Let’s take some notes by looking at some examples of past public relations stories that have created visibility.
Associated General Contractors
Associated General Contractors of California partnered up with BuildOUT California, the world’s first industry association for sustainable growth of LGBTQ+ owned and certified business. This partnership is impactful for their audience and shows that the company cares about diversity and inclusion.
Partnerships can be rewarding and can help your business stand out against your competitors.
Mergers & Acquisitions
HEPACO is a leader in environmental and emergency response services that acquired Summit Field Services from Summit Environmental Services, LLC. This expansion helps to boost business development and to add value to your brand.
In the News
RMH Systems, a turn-key automation packaging and material handling integrator, announced Ryan Howard as their new president. With newsworthy information, your customers will want to hear about any changes happening within the company.
When using all these public relations efforts, we can create powerful results and assist in your brand’s marketing.
Need help with utilizing public relations? Contact us and check out our website for more tips.
by tradespeopleinsights | Jan 10, 2020 | News, Press Release, Tradespeople Insights
Marketing firm wins gold award in “Brand and Reputation” category on behalf of Kapro Tools and bronze award in “Media Relations: Trade” category on behalf of Weldcote.
CLEVELAND – December 2019 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, received a gold award in the “Brand and Reputation” category and bronze award in the “Media Relations: Trade” category at the 17th Annual Public Relations Society of America’s (PRSA) Cleveland Rocks Awards competition.
Sonnhalter received the gold award in “Brand and Reputation Management” for the U.S. influencer program it launched for Kapro Tools, a manufacturer of spirit levels, laser levels, and layout tools, marking and measuring tools. Sonnhalter worked strategically in finding and pitching woodworking, DIY and contractor influencers in the U.S. and Canada who would be willing to use Kapro products on upcoming builds and give honest opinions on the product’s features. Sonnhalter drafted personalized letters to accompany each package of Kapro product samples.
Within the first year of Sonnhalter fully implementing Kapro’s influencer program, the number of Kapro’s Instagram followers has more than tripled. Without ever paying more than the costs of shipping free products, Kapro has greatly increased its presence and credibility across many crucial online communities.
Sonnhalter received the bronze award in the “Media Relations: Trade” for its trade industry media presentation at FABTECH 2018 for Weldcote, a welding products manufacturer. Weldcote was exhibiting for the first time at FABTECH, a large, industry trade show, so Sonnhalter developed a plan four months before FABTECH 2018, identifying the tactics, messaging and budget and presented it to Weldcote. Sonnhalter invited trade media attending the show that cover the welding/fabricating industry to a media event arranged at Weldcote’s booth after show hours. Weldcote received immediate product coverage in industry trade publications that were showcasing highlights from FABTECH and the company became a source for several feature articles based on the connections made with media members at the show. (more…)
by tradespeopleinsights | Oct 30, 2018 | Public Relations, Tradespeople Insights
By Rosemarie Ascherl-Lenhard, Public Relations Foreman
It’s that spooky time of the year — so it seems like a good time to rehash some of the aspects of public relations that can be the scariest to clients.
We find the realm of public relations to be fun, exciting and consistently fresh, but some areas of our field can be scary to our clients. Here are the top five fears people have about public relations, and why you shouldn’t be spooked by them.
1. You can’t control what the media does with a story once you’ve given it to them.
“Earned media” is highly credible because readers know that you didn’t purchase the space to promote your company. Public relations and media relations professionals cultivate positive relationships with media, we work with these folks on behalf of multiple clients most of the time so we’ve built the foundation for positive coverage before they even get your story. In B2T public relations, we’re working with trade publications primarily and their goal is to be a source of helpful information for their readers.
It can be scary not to see the actual article before it’s published, but with long lead times of trade media, it can be a sweet surprise to see your words in print. 
2. Negative comments on blogs and social media.
Your responses to negative comments offer an excellent opportunity to show off your wonderful customer service. Negative comments happen, and if they happen on your social media, you can control the outcome with your response and the community response from your other fans. It’s actually scarier to hide your head in the sand or cover your ears when it comes to social media.
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by tradespeopleinsights | Jun 29, 2018 | News, Press Release
CLEVELAND – June 2018 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, recently announced Rosemarie Ascherl-Lenhard is rejoining the firm as public relations foreman.
In the role of public relations foreman, Ascherl-Lenhard will oversee developing clients’ public relations strategies, as well as planning and implementing B2T (business-to-tradesmen) public relations programs and initiatives for the Sonnhalter client base.
Prior to rejoining Sonnhalter, Ascherl-Lenhard was senior communications strategist at NMV Strategies. Ascherl-Lenhard previously held the position of public relations foreman from 1998 to 2015 at Sonnhalter. In the past she also held public relations positions at Magic American Corporation and Saifman Richards Communications. She earned her bachelor’s degree from the University of Dayton, Dayton, Ohio.
“We are excited to have Rosemarie rejoin our team. Her background and experience in our niche of marketing to the professional tradesmen will be an asset to our clients,” said Matt Sonnhalter, vision architect at Sonnhalter.
“I am extremely thrilled to be back at Sonnhalter, serving clients in an industry segment I’m especially passionate and knowledgeable about,” added Ascherl-Lenhard.
About Sonnhalter
Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter is located in the historic Brownell Building in the heart of downtown Cleveland. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. For more information, visit the company website at Sonnhalter.com.
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by tradespeopleinsights | May 3, 2018 | Public Relations
By Andrew Poulsen, PR Technician, Sonnhalter
You can have the most beautiful website to ever exist, or have a smooth e-commerce system that buyers will love, but if they don’t find you, is it worth it?
First and foremost, make sure you’ve got your site setup with SEO in mind. Create the appropriate tags and optimize your other settings… especially make sure your site is turned ON for search engine indexing.
After that, strengthen your SEO with content and PR. At Sonnhalter, PR encompasses traditional public relations and media relations, as well as social media and content strategy and development. Generally speaking, PR elevates your brand. When your brand is elevated, your search engine rankings benefit.
Here are just three ways that PR can contribute to your SEO strategy: (more…)
