Planning
Gain insight on the industry, audiences, and current brand perception.
OUR APPROACH
At INK, we believe there's always a better way.
Be There Before® is INK's trademarked methodology for operationalizing proactivity across the agency's work. Honed over more than 20 years, it establishes shared systems and repeatable practices for partnership, integrated communications, and analysis.
How It Works
Our three-pillar methodology yields meaningful progress.
Partnership
Clients should not have to drive every next step. INK’s team takes an active role in understanding your business and proactively bringing recommendations forward, so the partnership and strategy keep moving without you having to ask.
How teams are structured
We build our account teams around the expertise your program needs, from execution and project management to account leadership. Our 360° program approach connects the work in a continuous cycle: planning informs integrated strategy, and analysis guides the next round of planning.
How we develop new ideas
Our teams use Think Wrong, a design-thinking method and system of brainstorming exercises, to challenge assumptions and surface new ideas with clients. It gives us a practical way to look beyond familiar answers and predictable narratives.
Integrated Communications
INK’s programs bring together PR, content, creative, digital, and brand strategy to deliver more value and impact across channels.
How we anticipate shifts
We analyze energy and tech conversations across news outlets and social media platforms to understand which issues are gaining attention and how they’re being discussed. This research informs INK’s quarterly Be There Before® (BTB) Media Trends Analysis reports, which help us identify relevant shifts and make recommendations on how clients can contribute to developing stories.
How we leave room for emerging opportunities
We plan 80% of each communications program around known priorities and reserve 20% for opportunities that emerge as the work unfolds. We call this our 80/20 approach. Building that flexibility into the plan allows us to act on a developing story or a timely idea while remaining on track.
Analysis
INK’s program analysis connects results to your business priorities, with reporting that explains what the findings mean, the true impact of our communications work, and where to focus next.
Why we measure quality over quantity
We choose key performance indicators (KPIs) based on your company’s goals and what matters to the audiences you need to reach in your market. For measuring earned media, INK’s Media Quality Footprint evaluates the quality of each article based on a unique set of criteria set for your program, giving us a way to assess the coverage beyond counting placements.
How we turn program evaluation into action
We look honestly at what's working and what's not. Our reporting explains what those findings mean for your business goals and recommends adjustments for improving the program, so we can constantly iterate and grow results.
CERTIFICATION
Learn the methodology, then apply it with purpose.
Every INKer becomes Be There Before® certified, building a shared understanding of the methodology that guides our work. Certification helps ensure BTB is consistently applied across teams, client relationships, and the work we deliver.
Our 360° program strategy
A smarter approach, from start to finish.
We continuously plan and analyze our programs against objectives, fine-tuning our strategy to impact your business goals. We see it as cyclical: Analysis fuels strategy, strategy yields reporting, and reporting generates analysis.
Integrated Strategy
Combine industry and audience intelligence to lead an objective-focused, integrated campaign.
Analysis
Measure performance, generate insights, and optimize to maximize impact.
Resources
Explore our latest tech and energy resources.
News
INK Communications Co. Named to PRNEWS’ 2027 Agency Elite Top 120 for Seventh Consecutive Year
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News
INK Communications Co. Named to Fast Company’s 2026 Best Workplaces for Innovators
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Insights
What the AI Tech-Energy Convergence Means for Your Communications Strategy
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News
2026 Data Center Report Analyzes New Challenges Shaping Industry Narratives
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MEDIA TRENDS ANALYSIS
The BTB Reports
Be There Before® (BTB) media reports are one way we operationalize the Be There Before® methodology for B2B tech and energy. Each quarter, we capture who is talking, what they’re talking about, and why, with INK’s proprietary analysis of established, emerging, and social media landscapes.
The Technology Report
A monthly analysis of the conversations, trends, and headlines shaping the B2B technology landscape. Discover emerging narratives, media opportunities, and strategic insights to help communications and marketing leaders stay ahead.
The Energy Report
Stay informed on the stories driving the energy industry each quarter. From policy and market shifts to innovation and public perception, this report highlights the news and trends shaping the conversation.
Special Report: Data Centers
As demand for AI and digital infrastructure accelerates, data centers are reshaping industries around the world. Explore expert analysis on the technologies, policies, investments, and market forces driving one of today's fastest-evolving sectors.