Resources
Explore expert insights, industry trends, and practical perspectives for technology and energy organizations looking to strengthen their brand, connect with key audiences, and drive measurable business results.
Stay up to date with the latest news and thinking from INK.
News
INK’s continued placement on the annual list of top PR agencies reflects its growth and strategic evolution amid a rapidly changing communications landscape.
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News
The recognition highlights INK's Be There Before® methodology, growing AI capabilities, and workplace practices that encourage new ideas.
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Insights
As the AI data center narrative evolves, technology and energy companies are navigating merging storylines and, as a result, interconnected communications challenges.
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News
INK's research reveals how data center narratives are evolving and what communicators must do differently as scrutiny of AI infrastructure grows.
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Insights
INK leaders weigh in on the communications shifts will shape 2026, from AI to policy gymnastics, and how marketers can navigate them successfully.
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News
INK has released a special report that explains how the data center narrative evolved and reached a critical inflection point in 2025.
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Insights
INK’s creative and research teams break down how they designed original, owned research to help Canopy stand out in a competitive market.
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News
Award celebrates INK’s partnership-driven approach and growing impact across tech, energy and infrastructure sectors.
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News
INK ranks on top agency lists from Ragan, PR Daily, PRNews.
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Insights
Explore what communicators need to know when navigating the data center conversation. This special report uncovers trends, opportunities, and obstacles.
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Insights
Original research in content marketing is most effective when findings are paired with a creative presentation.
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Insights
Navigating new policies, growing demand, and public scrutiny, energy communicators must adapt to new channels, sharpen POVs, and engage nationally and locally.
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Insights
With Generative Engine Optimization (GEO), companies can improve how they show up in generative AI tools like ChatGPT, Google’s AI Mode, and Perplexity.
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Insights
Discover how INK productized its agency methodology to deliver proactive, measurable, and strategic communications results.
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Insights
Regional communication strategies are essential because, while national narratives set the tone, regional strategies are what get things done.
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News
INK’s signature Be There Before® methodology has received its registered trademark, acknowledging our formal approach to proactivity.
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Insights
The news cycle never sleeps. And for CMOs, that means balancing the need to stay ahead of the conversation without constantly playing catch-up.
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Insights
Getting a panel selected for SXSW is a balancing act of relevancy, impact, diversity of perspectives, and expertise. Here is how to shape a winning session.
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Insights
Recent platform news threw a wrench into many a digital strategy, with B2B marketers across industries wondering where to go from here. We can help.
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Insights
Here’s what our leaders across planning, communications, digital, brand strategy and content, and creative services are watching— and how you should respond.
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Insights
Communications strategies that work today may not work months from now because employee and society’s attitudes may change tomorrow. We help brands stay ahead.
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Download
To determine how aligned a brand is to an issue, we take clients through a set of issues management questions. From there, we determine what type of actions our clients may need to take and build out scenario-based engagement plans. Being prepared is key to responding quickly and protecting your reputation.
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Website projects are all about collaboration. From color selection to copy to code. Check out a few of our best practices help us bring web pages to life.
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Insights
We believe it’s our job to proactively bring ideas and strategies to clients that will improve their business results. We do so through Be There Before™.
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Insights
Think of AI as a teammate – available to discuss questions, brainstorm and build on ideas. In marketing communications, having this can be a game changer.
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The reporters you'll want on your insurtech pitch lists.
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Insights
See our proprietary analysis of media trends driving energy conversations this month.
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Insights
Take a beat and look with the advantage of hindsight at what we’ve seen and experienced so far this year. Now is the time to adjust to stay ahead of the curve and keep our energy comms programs effective.
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The reporters you'll want on your pitch list for energy transition, sustainability, and climate change stories.
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Insights
See our proprietary analysis of media trends driving energy conversations this month.
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See our proprietary analysis of media trends driving insurtech conversations this month.
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Insights
To help you prepare for your next speaking session, we’ve compiled some best practices for delivering your message effectively and connecting with your audience in a memorable way.
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Insights
See our proprietary analysis of media trends driving energy conversations this month.
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Insights
See our proprietary analysis of media trends driving insurtech conversations this month.
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Insights
Should you speak up or stay neutral? How can you address political topics without bias? Can you leverage the election with authenticity? Our experts answer these questions and more.
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Insights
What's driving the energy conversation? This proprietary look at traditional and social media shows who is talking, what they’re talking about, and why.
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See our proprietary analysis of media trends driving insurtech conversations this month.
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In this Q&A, Pete Pachal, founder of The Media Copilot, shares his expertise on how AI is transforming the media and marketing landscape.
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Insights
Insurtech marketing strategies your brand needs to reach brand strength and differentiation — and your customers! — in a twisting and turning market.
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Insights
What’s driving the insurtech conversation? This proprietary look at traditional and social media shows who is talking, what they’re talking about, and why.
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Struggling to measure the real value of media coverage? By quantifying article and publication quality you’ll gain a full view of coverage impact.
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Insights
The rise of generative AI and machine learning has prompted major changes in SEO algorithms. Learn how to adjust your strategy to maximize authority.
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Insights
Sharing your brand’s specific, unique point of view will help you stand out in the energy transition. Here’s how to find your POV and apply it through communications.
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Insights
AI and evolving social media are set to redefine B2B tech and energy communications in 2024. Dive into INK's latest insights for staying ahead in the evolving digital landscape.
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Insights
Want to engage with media around COP28, but don’t know where to start? Learn what reporters are discussing and how to get included in the conversation.
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Download
Measuring comms effectiveness is key to showing your programs’ value. Use this cheat sheet to determine which KPIs to analyze throughout the funnel.
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Insights
The future of SEO is AI. Here's why that makes thought leadership even more important.
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Insights
Having trouble engaging your roster of thought leaders? Here’s how to get executives, spokespeople, and SMEs excited about contributing to strategic communications.
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Get your spokespeople ready for upcoming opportunities with these tips for effective thought leadership strategy.
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Insights
How communicators can combat post-IRA lulls and create differentiated energy brands as more players enter the energy transition.
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Insights
SEO is more than a race to the top of search results. Learn how to make the biggest splash by aligning your SEO strategy with each stage of the B2B marketing funnel.
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Insights
The EV industry is quickly gaining traction in the energy transition. Learn how get ahead of the curve with your EV marketing strategy.
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Insights
Can you connect the dots between communications tactics and business objectives? Use this interactive funnel diagram to evaluate measurable progress at every stage.
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Insights
Business leaders are a huge asset in building brand trust. But how does that translate to social? Our content experts discuss how executive social can strengthen your thought leadership.
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Insights
It’s time to move past siloed environmental, social and governance (ESG) communications strategies. Here, we discuss how to apply ESG across your comms channels.
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Download
No one particularly enjoys putting together an RFP, but it’s a critical first step in ensuring a successful agency partnership. Use this template to make it easier.
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Insights
In the age of online chatbots, human-produced content is here to stay. Here, we explore how ChatGPT is a powerful tool in content marketing despite its limitations.
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Insights
In the era of the Inflation Reduction Act, energy communicators have a lot to consider. Our roundtable of experts discuss how to make the most of the moment and the long-haul energy transition.
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Insights
Brands that build strong relationships with their customers are more likely to come out on top over their competitors. Use these five tips to create content that builds trust.
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Download
Find out how one large, insights-rich piece of content can be used to create additional assets and activity across your entire communications program.
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E-book
In this interactive guide, 10 of INK's earned media experts weigh in on what's shaping their most effective reporter pitches for tech and energy companies. Inform your media outreach with the latest insight.
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Download
Answer these 10 simple questions to evaluate if your brand voice is resonating with your target audiences.
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Clearly map out your plan for upcoming owned content – including publishing schedule, author logistics, audience targeting, promotion strategy, and more – using this fillable spreadsheet.
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Keep this cheat sheet on hand to align your analyst relations objectives with the focus areas and content of the six top tech analyst firms.
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Use this checklist to build a crisis communications plan that will get your business through everything from crisis blips to catastrophes.
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Run through these questions and fillable template to build your customer personas.
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We ranked 10 social media platforms, from best to worst, in their value to B2B companies. Download the ranking to learn which ones are right for your marketing strategy.
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Use this step-by-step guide to develop measurable objectives that will help you reach your goals.
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Use this checklist to identify the key information to include in your next analyst briefing deck.
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E-book
What did 2020 teach us about the media – and how does that impact 2021? In this e-book, we share what a changed media landscape means for your PR strategy.
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White paper
In this white paper, we explore nine social media platforms – LinkedIn, Facebook, Twitter, Instagram, YouTube, Pinterest, Reddit, TikTok, and Snapchat – through a B2B lens, so you know which to include in your social media strategy.
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E-book
News cycles, business models, and reporter preferences have shifted – particularly so, as we navigate COVID-19. Learn how these changes impact your PR program and media relations strategy.
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White paper
A brand personality can help to create differentiation from competitors and an emotional connection with your audience. Learn how you can create a memorable personality for your brand in our latest white paper.
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White paper
You’re already using data to plan and measure your marketing campaigns, but have you considered data storytelling? Use the data powering your business as the cornerstone of your next content marketing initiative.
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E-book
When it comes to vying for attention from CEOs, the competition is fierce. So, how can you get in front of this elusive audience? The secret lies within your content.
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White paper
Human-centered marketing updates your current tactics, enhances your customer connection, and spurs collaboration. Learn where to start (with empathy).
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Insights
As marketers, we have a responsibility to understand the words we choose — their meaning and origin, and how others might interpret them. Here, we identify a process for adopting inclusive language into your communications.
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Insights
Earning fintech media coverage and building relationships requires a steady news pipeline, paid partnerships, and thought leader access. Learn how to strike the right balance.
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Insights
Following a decade of slow growth, clean energy investment is now surging. This playbook has four strategies for energy communicators looking to reach investors and help secure funding.
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Insights
Follow these six steps to develop a content marketing plan that reliably contributes to your sales funnel.
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Insights
A flexible and resilient messaging platform is your ticket to standing out and communicating your energy brand’s unique place in the energy transition.
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News
Find out why this award stands out as unique and what our inclusion on the list means to INK's leaders.
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Insights
Find out what topics are trending most heading into COP27 and how they compare to last year's event.
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Insights
Learn about three IoT PR tactics that will lead to more compelling media coverage and ensure your technology brand stands out.
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Insights
Integrating original research into your B2B content marketing can support PR, thought leadership, SEO and demand generation. Learn how to create a successful research report.
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Insights
The energy transition is accelerating, and energy communicators are juggling it all. So, how do we turn pain points into progress? Here are three actionable steps to take.
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Insights
Pitching a new idea? Presenting a recommendation? Reporting on a project? Here are four ways to make sure your senior executives listen and respond.
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Insights
With an influx of cyber crises, learn how cybersecurity comms experts can work with the media to clearly articulate a story’s importance and the relevance of their brand.
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Insights
A downturn is not the time to go dark or cut back on communicating with your audiences. In fact, it could be when maintaining these connections matters most. Find out how to adjust your communications strategy to align with new priorities and the current business environment.
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Insights
New technologies like 5G are increasing the size of attack surfaces and ushering in new data governance regulations. Here are four tips for communicating in a new era of cybersecurity.
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Insights
To reach journalists and secure coverage in the education and ed tech spaces, keep in mind these three major forces at play.
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Insights
What do energy reporters want to see in pitches? Improve your chances of securing briefings and coverage with this insight.
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Insights
High-quality owned content can serve as a competitive differentiator and a powerful aligning force for companies communicating an energy transition story. See how.
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Insights
Communicating your role in the energy transition is a massive challenge, especially for energy companies. Read our interview with our VP of Energy about how INK can help.
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Insights
Gen Z is a growing labor force and social media is one of the first touchpoints the talent audience has with your brand. Learn to convert clicks from a “like” to an “apply now.”
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Insights
Advice for marketers, HR professionals, and business leaders looking to lead their companies into a more formal approach to an employer branding program.
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Insights
The term client “service” is an antiquated one. Here's why (and how) INK goes beyond service to build collaborative and successful client relationships.
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Insights
Marketing to customers is key, but how are you marketing your brand to employees and talent? An employer branding strategy needs purpose, data, and buy-in – here's how to start.
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Insights
Building brand awareness, thought leadership, and credibility with media and your target audiences takes open and transparent communication. Here's when (and how) to go off the record.
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Insights
In honor of INK's 18th birthday, our female founders – Starr, Kari, and Blair – reflect on what they’re proudest of at INK, and where they see the company and industry headed next.
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Insights
Learn about the analyst trends you can expect to see in 2022 – from expectations to preferences – and how to leverage them to maximize the impact of your analyst relations program.
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Insights
Should you be concerned about including Facebook in your digital marketing strategy given the platform's mounting scandals? Find out how we're advising our clients.
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Insights
What can your brand contribute to the climate change discussions at COP26? Reach media by thinking local, acting fast, and embracing an authentic story.
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Insights
Take a look at the four communications trends we think should be on every B2B marketer's radar.
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Insights
Media want information that contributes to the macro-issues of the day. This requires credible, current, and unique data. Learn how to succeed with data storytelling.
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Insights
At INK, we believe analyzing share of voice and running a successful communications program go hand in hand. You can’t create a strategic program if you haven’t first done the analysis.
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Insights
Taking a human-centered approach is critical for reaching your workforce. From personas to employee segmentation to channel diversification - we outline the critical steps for building an internal communications program.
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Insights
Marketing leaders, the internal experts on the company's brand and its position within the market, are being asked to help define and communicate ESG strategies. Here's what you need to succeed.
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Insights
Every day should be Earth Day. Around the world, citizens and corporations alike are making commitments today of how they will carry the banner of climate action forward.
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Insights
As consumer preferences and listening behaviors shift, it's opening the door for B2B marketers to bring audio into the mix. Learn about the benefits of audio and how to use it both internally and externally.
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Insights
If you're going to dedicate budget to a paid analyst program, you want to get the utmost value from it. Learn what type of paid engagements will move the needle for your brand.
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Insights
Getting a contributed article published in today’s environment has never been trickier. Consider these four tips to ensure your content receives the attention it deserves.
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Insights
Twitter can help you stay engaged, informed, and agile in your media relations strategy. Learn how you can adapt to an ever-changing landscape with these five tips.
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Insights
Never underestimate the power of a thoughtful RFP. Our best, longest-lasting client partnerships came from transparent conversations about these six items.
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Insights
Pandemic layoffs forced many reporters to start their own ventures, giving rise to a new era of indie journalism. Here's what you should know about this growing trend.
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Insights
Creating communications objectives without full clarity on business goals isn’t ideal, but it’s possible. Here’s why you should create simple objectives, even during flux times.
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Insights
To survive and thrive in renewable energy, consider five areas of your communications strategy: local and regional, national, global, crisis, and brand.
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Insights
Sponsored content has undergone a complete makeover in recent years. Learn why pay-to-play is well worth your while, plus a few opportunities we recommend for tech companies.
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Maximizing your communications impact with virtual events requires a shift in typical event strategy. Learn more about the changes you should make to your approach.
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The B2B sales model is going digital, calling for marketers to fully embrace and integrate digital channels into their communications programs. Explore four reasons why digital marketing is critical to your success.
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Insights
People are overwhelmed with content and there isn't enough attention to go around. Learn how to adjust your content strategy with the three Rs – reduce, reuse, and recycle.
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Insights
We guide you through the differences between analyst firms and the content they publish, so your analyst relations program achieves maximum impact.
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Is your brand ready to take the leap into creating short-form video content? Here are three reasons why B2B marketers should try Instagram Reels.
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A strategic media relations strategy is critical to any company rebrand. Here are three tips for crafting a stellar campaign that will get the media buzzing about your brand.
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Insights
Consistency is the linchpin of brand trust and loyalty–and content is its vehicle. Bring your brand personality and voice to life with your own unique content style guide.
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To mark the end of our 3-month pitching guide project, we reflected on the five most important media relations lessons to take away from 2020.
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Insights
The C-suite isn't the only place you'll find thought leaders in your company. Here's how to strengthen your thought leadership program by growing your lineup.
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Insights
We stand with the Black Lives Matter movement. Learn about the actions we will take as a company in an open letter from our executive team.
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Successful media interviews are all about understanding an audience that many spokespeople are unfamiliar with – journalists. Give your media training a rebrand by focusing on empathy.
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This biweekly guide shares how the media is covering AI in relation to COVID-19 and which reporters to consider pitching proactively.
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Inform your proactive media outreach with biweekly insights on what cloud reporters are covering – and what they want to cover next.
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Insights
Tempted to adjust your marketing metrics in light of COVID-19? Consider these words of wisdom from the Oracle of Omaha before making any sudden moves.
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Insights
In challenging situations, social media can be intimidating for brands – but it's still an important communication channel. Here are the steps you can take to navigate hard times.
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Does the thought of a like-less Instagram feed make you nervous? You’re not alone, but there’s no need to fear. Learn how digital marketers can adapt to a world without likes.
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Insights
Amid the economic crisis caused by the COVID-19 pandemic, fintech has gained media attention. Download this weekly guide for the latest insights on key reporters and fintech coverage.
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Insights
We're monitoring e-commerce media targets, news trends, and the share of coverage focused on COVID-19. Download this guide each week for the latest media landscape.
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Are you pitching around topics like 5G or the IIoT? Use this weekly guide to monitor reporter preferences and inform your media outreach.
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Download this weekly guide to stay up to date on key security reporters, what they're interested in covering, and how (or if) to consider pitching them.
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We're keeping a pulse on key reporters and COVID-19 news coverage across tech industries. Download guides for AI, cloud, IoT, security, fintech, and e-commerce.
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Insights
As companies shift to fully remote work, video conferencing platforms have proven to be essential. From interviews to events, use these tips to prep for on-screen meetings.
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When working with journalists on stories related to the coronavirus, PR professionals should proceed with care and caution. Be sensitive, be helpful, and be prepared.
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Communicating, internally and externally, is crucial to strong leadership in a crisis. We share what communications strategies you should prioritize today, and tomorrow.
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Amid a global crisis, it’s critical to align plans and messages with the moment. Here’s how you can effectively shift your communications program during this uncertain time.
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Our healthcare system is under immense strain, heightening the importance of tech solutions – and their coverage in the media. Use this guide for insight on health tech reporters.
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Keep a pulse on what ad tech and martech reporters want to cover and how you can pitch them. Use this guide to help inform your ongoing media strategy.
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Insights
Why do marketers and businesses continue using PowerPoint for reporting if there’s a better alternative? Here are four reasons to ditch PowerPoint – and opt for a dashboard.
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Insights
From Domino’s to Nike, all kinds of companies are now calling themselves tech. But what makes it true? It comes down to the story you’re telling. Learn when to embrace the label – and how to do it effectively.
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Working with a new agency partner? Here are eight tips to help you seamlessly kick off the new partnership, begin program initiatives, and get results.
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Building a B2B influencer marketing program is not a one-size-fits-all endeavor. Here's how to determine if it's right for you.
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The format of your brand materials may hold more power than you think. With a wealth of options at your disposal, here's how to identify the right format for every piece of content.
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What's the strategy behind the buzzword? We define thought leadership, why it's important, and how to run a successful program.
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Given the sheer number of awards and events, creating a strategy for your company can be overwhelming. Here's how to determine which opportunities are worth the effort.
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In every PR and marketing communications program, priorities shift and new opportunities arise. Use this four-part framework to establish a strategy that can scale.
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Considering INK as an agency partner? We love to hear it. Here are the five things we look for to ensure we’re a good fit for our prospective clients.
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Before you dive into planning the next 12 months, let’s talk about measurement and how it can help inform your business goals for the next year.
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As a social media manager for a B2B tech brand, you should be an expert in all things social. Here are seven tips to keep your social media presence in tip-top shape.
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Smart questions can be powerful in the workplace. From phrasing to follow up, here are five ways to go from question-asker to question master.
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Insights
In the last few years, top firms and industry analysts have shifted their approach. Learn how to design and run an effective analyst relations program in today’s landscape.
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Insights
Without a clear definition of earned media, it’s hard to target and measure it strategically. We break down what earned media means today and the strategies to align it with business success.
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Leverage social media as a digital marketing strategy to boost brand awareness, conversions, and, as a result, customer loyalty with a simple three-step process.
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Are you ready to choose an agency partner? Here's how to decide and what to expect, from strategy to communications to results.
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A solid media relations program shouldn’t rely on press releases and media tours alone. Here are six strategies you and your agency can use to achieve better media results.
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It's crucial to fully understand your audience when creating customer personas. Learn how to use qualitative research to uncover B2B buyer behavior.
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Businesses need a balance of paid and organic social media. Learn how a strong B2B social media strategy can build brand awareness and drive engagement.
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Insights
Struggling to prove the value of your communications program? We have a radical idea: stop reporting.
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Insights
AI is changing the way we market in the B2B space. Here’s how you can make AI part of your marketing strategy and transform your brand for the better.
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Insights
Every team member has a role in brainstorming, except the devil's advocate. Learn how to avoid this persona's disruption and channel their energy elsewhere.
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As data synthesizers with a creative mindset, marketers have the advantage of unique business exposure. Own your position as the customer and market expert.
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If your agency simply says "yes" to your requests, that's a disservice. Learn what the traits of a true communications agency partnership look like.
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With knowledge of your industry's buzzwords and tactics in place to avoid them, your marketing communications can convey the messages you're prioritizing.
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In marketing communications, two main factors can make or break your plans for media coverage and visibility: speed and the quality of the news story you bring to the table.
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Social media marketing tactics seem to change every day. Learn which ones have staying power for your brand, from Instagram Stories to video content.
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Research is a critical first step in developing your brand’s message. Here's how to analyze your industry landscape, competition, and audience, then assess your own company
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Here are three tips to help B2B tech marketing experts save time, money, and ring in the new year with some stellar campaigns this holiday season.
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Insights
You've heard of the rule of three? It proves that words, concepts, and characters that come in threes are more believable, satisfying, and memorable.
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Insights
As the media landscape rapidly evolves, how do we as communication professionals keep up? This is a question about the state of journalism comes to mind almost daily.
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Insights
We hosted a two-day retreat in Austin for the whole staff as an opportunity to test out our Think Wrong chops and to see what we could dream up for the future of PR and INK.
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Let’s dig into how you can take your team's social photography beyond “point-and-shoot” to thoughtfully composed and perfectly exposed.
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Insights
First time to SXSW? Have no fear! Here are our picks for the interactive, film, and music portions of the festival to help you make the most of your badge.
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Here’s what you can do to maximize your time at trade events and put your best, preferably comfortable-shoed, foot forward.
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Working in the communications industry, we think about what our clients say about themselves and how they communicate it to the masses a lot; not just what they say, but how they say it.
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One of the most significant components of our strategy with Datapipe was taking over and revamping their blog. Here’s an inside look at our work together.
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What INK's work with some of the world's largest and most innovative energy companies has taught us about the evolving energy landscape and its story.
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Insights
The industry didn’t change overnight, neither did we. We’ve evolved significantly, hiring in and growing up our multi-disciplinary marketing and creative specialists. Now our name reflects our expanded focus on PR and then some.
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Snapchat is changing the social media game. Here's what marketers and advertisers need to know, so they can take the reins of this powerful platform.
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Be There Before (BTB) media reports are one way we operationalize the Be There Before methodology for B2B tech and energy. Each month, we capture who is talking, what they’re talking about, and why, with INK’s proprietary analysis of established, emerging, and social media landscapes.
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.
Stay informed on the stories driving the energy industry each month. From policy and market shifts to innovation and public perception, this report highlights the news and trends shaping the conversation.
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.