Recent RGD Firm Owner's meet-up offered advice on getting attention in the media

During a recent RGD Firm Owners meet-up, Cathy-Anne O’Brien, co-founder of Blue Sky Communications, discussed the critical role of compelling and story-driven Public Relations (PR) in the design industry.

A full-service PR agency with over 20 years of operation, Blue Sky Communications focuses on media relations, influencer engagement, content creation and social media. With this expertise, Cathy-Anne O’Brien joined the Firm Owners Virtual Community to emphasize how storytelling and strategic media relations can significantly enhance a firm's brand visibility, reputation and overall success.

Friendly Competition

Cathy-Anne highlighted how strong PR and media relations can benefit a firm beyond exposure. Effective PR boosts team morale and supports company culture by celebrating the firm's unique aspects, work, and operations. To illustrate, she shared the story of Pivot Design Group and Q30’s shared office space, where competitors collaborate in an unconventional environment.

“We offered a story that people cared about, something that interested them and that they could relate to.” shares Cathy-Anne.

The story captured national media attention, drawing digital traffic to both firms and distinguishing them in a crowded market. This example illustrated how storytelling is essential in PR, emphasizing the importance of presenting an engaging narrative. Cathy-Anne also shared advice on identifying the right stories to pitch and the best ways to tell them: "Consider the reader, find a business story, identify something about society, or a common problem that people are experiencing—something that unites them and can capture their interest. Once your audience is engaged, you can include your messaging."

Encouraging & Implementing

Cathy-Anne also shared some practical techniques, steps and approaches for firms to engage in strong and effective PR.

Targeted

A strategic approach to pitching stories is essential. Identifying the publications, trade media and podcasts that align with a firm’s expertise will lead to more meaningful and effective coverage.

Consistent

Building momentum in PR requires consistent effort. Cathy-Anne recommended regularly sharing new and relevant content across multiple channels, including social media, blogs and newsletters, to maintain visibility and engagement.

Monitored & Measured

While measurability can be challenging when applied to abstract concepts like awareness, favourability and brand perception, there are a number of metrics like media mentions, impressions, social engagement and web traffic that can help firms measure the impact of their PR efforts.

Brave & Visionary

Cathy-Anne encouraged firm owners to take advantage of their independent position and be bold in their messaging, leveraging their unique perspectives to shape industry narratives. Doing so can position firms as industry leaders, building awareness and influence.

Collaborative

Unique and interesting stories are the cornerstone of PR, and collaboration can broaden topics and present new opportunities to identify and tell exciting stories while strengthening the design community.

Final Thoughts

The discussion conducted throughout this session highlighted the indispensable role of compelling, story-driven public relations in the design industry. Emphasizing a strategic, consistent and measurable approach, actionable advice was provided for firms to enhance their communications strategies. With a reminder of the unique perspectives present in every firm, firm owners should be bold, and consider how the stories they tell can go on to shape their firms' positioning in the industry.