category building
Strategic Narrative

Three Realistic Reasons to Focus on Category Building

It’s no secret that category building has become a popular positioning and marketing strategy during the past few years. Companies that lead categories have an envious position. They clearly stand out, are more attractive to customers, are loved by media and analyst influencers, and, at the highest level, have the highest market valuation. Who raises the most money, gets acquired and reaches the promised land of startups —  an IPO? Category leaders Let’s look at

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Catapult PR Celebrates
Uncategorized

Catapult PR Celebrates 22 Years in B2B Tech and Enterprise Software

Boulder-based PR firm prospers by helping tech firms develop industry narratives that position them as category leaders BOULDER, Colo., Sept. 9, 2021 /PRNewswire/ — Catapult PR-IR (www.catapultpr-ir.com), a narrative-driven public relations agency for B2B tech companies, today announced 22 years in business. Catapult provides strategic public relations programs and narrative services to B2B tech firms around the world and helps clients generate awareness and leading market positions, especially within the Agile and DevOps space. “It has been an honor

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category narrative
Thought Leadership

Use this Template to Create Your Category Narrative

Companies often adopt the Strategic Narrative Marketing approach because they want to lead markets, stand apart or define an industry category. The approach requires the development of an industry narrative to articulate your company’s vision and align it around a purpose-focused positioning statement. Sometimes, the narrative reveals uncomfortable truths. Perhaps an organization isn’t truly aligned with current trends that are impacting the future of the industry. Or, maybe the organization is aligned, but changes need

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industry narrative now
Strategic Narrative

There’s No Better Time Than Now to Adopt an Industry Narrative

As we transition into the ‘next normal’ for business, many marketers are re-evaluating their positioning and thinking about how to emerge as a leader in a changing and unpredictable world. We have long advocated for all companies to have an industry narrative, and if there was ever a time to adopt one it’s now. An industry narrative is the guiding light of an organization’s highest aspirations. It goes beyond what you ‘do’ and provides a

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Strategic Narrative

How Narrative Ties into the Customer Experience

Companies are more focused than ever on delivering a quality customer experience – especially in B2B tech. Part of that experience is how the company connects with the customer – on a human level. People want to work with companies who relate to their challenges, clarify industry misperceptions and know the industry trends that directly impact them. Many of the leading companies do an incredible job at this by articulating a focused industry narrative. Not

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messaging strategy
Strategic Narrative

Freshen Up Your Messaging Strategy: Spring Your Narrative Forward

Spring is in the air — and we are reminded of new beginnings. We see blossoming flowers, green growth on trees and longer days. In business, Springtime reminds us that the company messaging strategy also benefits from newness and growth.  So many companies suffer from stale, ineffective messaging with no significant changes for years. Or, internal efforts result in inward and narrow messaging that is ineffective and draining.  After repeated tries at differentiation and capturing

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social media managers
Thought Leadership

What Social Media Managers Need to Know About Monitoring

A social media managers’ job is not done once posts are created and scheduled. In a previous article in this series, we dove into exactly what it takes to craft the perfect social media post. However, to run a successful social media program, social media managers must regularly monitor all active accounts for mentions, messages, comments and more. For larger brands, there could be dozens of social media managers whose job it is to track all incoming

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Thought Leadership

Social Media Management Tips for Small Teams – The Art of Posting

Social media management is officially a full-time job and serious career path. While this trend has been on the rise for many years, the COVID-19 pandemic and recent social justice movements have pushed even more people to sign up for social media accounts. With new social platforms popping up at head-spinning rates and algorithms changing constantly, assuming a role in social media management is no small feat, for small and big teams alike. Social media

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narrative consultations
Uncategorized

Narrative Consultations for B2B Tech Companies

Catapult PR Now Offering 30-minute Narrative Consultations to Help B2B Tech Companies Engage Their Community and Lead the Industry Category Free narrative consultation includes a review of the current company story and offers applicable tips for a stronger narrative BOULDER, Colo., Dec. 10, 2020 —Catapult PR-IR (www.catapultpr-ir.com), a narrative-driven public relations agency for B2B tech companies, today announced it is providing free 30-minute narrative consultations. Catapult PR offers more than two decades of communication leadership

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Chili Piper
Market Leadership

Catapult PR Selected by Chili Piper as Public Relations Agency of Record

Tech-focused PR firm partners with Chili Piper to help drive industry awareness and adoption of its inbound revenue acceleration solutions BOULDER, Colo., Oct. 7, 2020 /PRNewswire/ — Catapult PR-IR, a narrative-driven public relations agency for B2B tech companies, today announced it has been selected by Chili Piper (https://www.chilipiper.com/) as its public relations agency of record. As Chili Piper’s public relations partner, Catapult will execute a strategic program aimed to build and strengthen its market positioning as the leader in

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Catapult PR
Market Leadership

Catapult PR Celebrates 21 Years of Narrative-driven PR Strategies

Boulder-based PR firm continues to offer industry-leading strategic PR and narrative services to organizations in DevOps, Agile, Cloud, Security and Tech BOULDER, Colo., Sept. 9, 2020 /PRNewswire/ — Catapult PR-IR (www.catapultpr-ir.com), a narrative-driven public relations agency for B2B tech companies, today announced its 21-year anniversary as a leading high tech B2B PR firm. Catapult PR helps its clients become industry leaders with a narrative-driven communications strategy including, social and content marketing, media and analyst relations, and Strategic Narrative Marketing

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industry narrative
Strategic Narrative

Four Essential Elements of an Industry Narrative

At Catapult, we have long advocated for the industry narrative.  Think about the digital world we live in. Narratives matter because stories spread like wildfire, especially on social media.  Every organization has the opportunity to leverage an industry narrative to lead and influence the direction of your industry.  You and your organization’s leaders know better than anyone what is impacting and changing your industry – and you should be talking about it! You can drive

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Market Leadership

Three Reasons You Need a Strategic Narrative Messaging Assessment

It can be hard to get out of your own head. In business, we are all so close to our company messaging that we sometimes miss the flaws or opportunities for a better narrative. At Catapult, we’ve talked to dozens of CEOs who are unsatisfied with their company narrative but unsure how to go about improving it. When you’re busy running a business or leading teams, you tend to be inwardly focused on your products

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Market Leadership

Align Your Company with a Category-focused Strategic Narrative

A building is only as strong as its foundation. The same is true for relationships, education and business. One of the core foundational components of any successful business is organizational alignment. Organizations founded upon and aligned around a set of core values and a clear vision tend to lead industries. From our experience as a PR firm in the tech industry, alignment can be achieved through a strategic narrative that defines a new or existing

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Thought Leadership

Twelve PR Quotes That Still Ring True Today

“This is not a secret press bureau. All our work is done in the open. We aim to supply news.” -Ivy Lee In 1906, Ivy Lee issued the “Declaration of Principles.” This “declaration” laid the groundwork for public relations. In his “Declaration of Principles,” Lee stated that the public and the press had a right to know timely and accurate information regarding a company’s actions and thus the ideology of public relations was born. Ivy

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authenticity
Market Leadership

How to Achieve Narrative Authenticity in 2020 and Beyond

“Knowing yourself is the beginning of all wisdom” – Aristotle What separates an ordinary business from a market driver that propels an industry forward? It’s not just about the company’s products and/or services and it goes beyond being ‘cool’ or ‘edgy.’ You have to look a little closer and see what is woven into the fabric of these organizations.  Simply put, these companies are all about narrative authenticity. They stay true to who they are

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PR
Market Leadership

PR Predictions for 2020: The Great “PR” Revival

Over the summer, my family and I spent a long weekend at a cabin in the Colorado mountains. Having two young children, a campfire and S’mores were an essential part of our plans. The kids asked about 100 times when we were going to have S’mores – and on our final night, we made it happen. To my husband’s surprise, a chocolate ad promoting S’mores popped up in his Instagram feed the next day! This

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2020
Market Leadership

Top Marketing Tips for a Strong 2020 from Forbes

A solid plan and fresh ideas are great ways to kick off a new year in business. Marketers have a lot to consider as they enter 2020. What are the marketing goals and are they aligned with the overall business strategy? What is the budget? What worked and what didn’t work in 2019? Forbes Communication Council shared tips from 15 marketing thought leaders – including Catapult’s chief narrative officer and principal, Guy Murrel – on how to

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Market Leadership

Another DevOps Enterprise Summit in the Books

As DevOps Enterprise Summit 2019 comes to a close, the Catapult team heads home after three days of immersive learning and networking in Las Vegas. If you’re not already familiar with the DevOps Enterprise Summit – it is the premier industry conference for business and technology leaders to learn how to develop and deploy software faster and win in the marketplace. The Catapult team provided PR and social media support for the event for the

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DevOps Enterprise
Uncategorized

Live From DevOps Enterprise Summit Las Vegas

This week, the Catapult team traveled to Las Vegas to provide PR and social media support at the DevOps Enterprise Summit (#DOES19).  The DevOps Enterprise Summit is the premier industry conference where business and technology leaders gather to learn how to develop and deploy software faster and win in the marketplace. We absolutely love being a part of this event and we’ve had the honor of supporting it since its beginning in 2014. Over the

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20
Strategic Narrative

Catapult Celebrates 20 Years: 20 PR Lessons Learned

Twenty years ago today Terri Douglas and I took our own good advice and started our PR firm — Catapult PR. Since 9/9/99, there’s been a lot of hard work, an awesome group of employees past and present, many great clients, and a whole lot to be grateful for. There are also many lessons learned along the way on this wild and crazy ride. This year is especially significant because it marks the big “2-0”

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PR Firm
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How to Prepare for Your First Day at a PR Firm

A new job is a fresh start for many people. Whether you’re moving to a new state, starting at a new company or landing your first job after college, it’s an exciting time. For me, I landed my first job out of college at a boutique PR firm in Boulder, CO. Like many people, I had been dreaming about this day for a long time and the hard part was finally over, I got a

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category leader
Strategic Narrative

Elements of Strategic Narrative Marketing for Category Leadership

‘Strategic Narrative Marketing’ elevates company positioning and messaging to help B2B organizations become category winners through their industry narrative BOULDER, Colo., June 12, 2019 — Catapult PR-IR (www.catapultpr-ir.com), a high-tech public relations and Strategic Narrative Marketing agency, today released the four elements for building a strategic narrative focused on industry megatrends, insights, vision and category definition. The four elements help companies discover their narrative for the industry so they can tell a story that is

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Google
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Boost Productivity with these Five Favorite Google Apps and Extensions

I’ve found that whenever something frustrates me or slows me down in my digital workspace (which is pretty much 100% Google Chrome) — there’s an app for that! Chances are, if I’m getting tripped up time and again, someone else has had the same problem and a solution is out there. The Internet ecosystem includes hundreds of helpful and creative Gmail and Chrome browser extensions that make work life easier. Over the years I’ve installed

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playlists
Uncategorized

Increase Productivity with Music: Best Playlists to Help you Work

(I’m a Spotify user so sorry to everyone who uses a different platform. You can still use these tips on how to build out your own playlists on your preferred platform.) Is it just me or does it seem like music platforms like Spotify, have a playlist for everything? Some activities might be better if you had a little music to accompany it but on the occasion of being productive, music can either be helpful

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Strategic Narrative Marketing
Strategic Narrative

Strategic Narrative Marketing: Four Lessons Learned

It has been a couple of years since we (Catapult) formally launched Strategic Narrative Marketing. What a roller coaster ride it has been to introduce something totally new to the PR market! If one thing is clear today- it’s that Strategic Narrative Marketing is our true differentiator as a PR firm. Along with our journey, we’ve had the opportunity to refine and adapt Strategic Narrative Marketing. If you’re new here, Strategic Narrative Marketing is an

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Market Leadership

Gift Guide for the PR Professional in Your Life

It’s that time of year again, a magical time when no one knows what to get each other for the holidays – but have no fear. Here to help you out is a list of great gift ideas for the PR person in your life. Even if you forget to get someone a gift, a couple of simple last minute ideas are here to save the day. In the PR world, we usually use this

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webinar
Thought Leadership

Webinar: Learn What Makes a Category Champion

As 2018 nears the end, many of us are busy planning and developing strategies to make 2019 an amazingly successful year.  On Wednesday, Dec. 5, 2018 at 11 a.m. PST/Noon MST, I will be hosting a webinar to help business leaders and marketers learn why industry category champions win in the marketplace. These are the companies that people want to hire, work for and invest in, and we’ll dive into why this is so important

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job
Thought Leadership

The Recipe for Landing Your First (PR) Job

The holiday season is a wonderful and magical time. It’s a time for making lasting memories, and a wonderful time for spending time with loved ones. Can it be a magical time for landing your first real job? Yes!  From personal experience, I am most grateful for my new job during this holiday season at Catapult PR in Boulder, one of the top B2B high-tech PR agencies. Some of you may have been wondering why

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narrative
Market Leadership

The DevOps Industry Narrative Journey

Narrative leads every industry forward. For the software industry, two major movements — driven by narrative — has led to the rise of Agile, and more recently, DevOps, from concept to mainstream practice. From the Agile Manifesto (Feb., 2001) and Marc Andreessen’s famed 2011 WSJ column “Why Software is Eating the World,” to the much used motto “Building Better Software Faster,” narrative stories have helped lead both practitioners and vendors alike to collective benefit. Last

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budgeting a stategic narrative
Thought Leadership

Budgeting a Strategic Narrative: Why Your CEO Will Love It

It’s that time of year where the B-word is front and center. That’s right, the budget. Budget planning brings up mixed feelings and it can get a little intense. As marketers, it’s not always easy to get the CEO on board with certain budget items. Demonstrating value and ROI can be tricky – and the CEO wants to know that the investment is worth it. Unfortunately, marketing also tends to get a bad rap for

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celebrating
Strategic Narrative

We’re Celebrating Our 19th Anniversary as a High Tech PR Firm

Wow – it’s hard to believe that we’re celebrating 19 years in business. Time flies when you’re having fun – and boy do we know how to have fun. As we reflect over almost two decades of hard work and success, we can’t help but feel a sense of pride as we think about all the good work we’ve done to help our tech company friends build awareness, thought leadership and create attention-grabbing positioning and

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Market Leadership

Catapult Adds Zype to B2B High Tech Client Roster

We are pleased to announce that Catapult has been retained by Zype, a video content and distribution company out of New York, for PR and Strategic Narrative Marketing services. Through our Narrative Practice service offering, we will help position Zype as a market category owner in the rapidly growing direct-to-consumer streaming video market. Zype CEO, Ed Laczynski, shared his thoughts on this new partnership: “We’re excited to position Zype as an industry leader with Catapult’s narrative

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brand leadership
Strategic Narrative

Brand Leadership And The Narrative Economy

The following is an excerpt from an article by Guy Murrel titled, “Brand Leadership and the Narrative Economy,” that was originally published on Forbes.com While just “words,” the power of narrative is now a force to be reckoned with — from politics and pop culture to social movements and business. All too often, we now see narrative take down the mighty and powerful and, at the same time, expose the once obscure to great fame.

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Top Quotes on PR and Narrative from Catapult

In a previous blog, I shared some tips on what I learned from my first couple of weeks in the PR industry. One thing I learned after joining the Catapult team is that, “Tips from co-workers are the best… if a co-worker gives you any information on how to make your time more productive or to make others in the office happier, take it. Many of my co-workers at Catapult have helped me with this.” Shouldn’t

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collaboration
Market Leadership

Collaboration: the Ultimate Win/Win for Everyone

Think about it. What is it about certain people or environments that make you enjoy your work more? You probably feel empowered, that there is an open exchange of ideas, and encouragement to express your thoughts, ideas and suggestions. Whether it’s personal or in the business world, it is clear. The more collaboration, the greater the trust, learning, growth and innovation. According to Wikipedia, collaboration is “the process of two or more people or organizations

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Market Leadership

Strategic Narrative and Category Building are Front and Center for CEOs

Messaging and positioning are more than just marketing’s priorities These last few years I’ve seen Catapult go in and help organizations create strategic narrative messaging and execute PR efforts that lead markets and create new categories. In that time, I’ve noticed some patterns in the way that organizations 1) realize they need help with telling their story, 2) reach out to third parties to gain an outside perspective and, 3) involve executive leadership to implement

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B2B Content Marketing Strategy
Market Leadership

Anchor Your B2B Content Marketing Strategy with a Strategic Narrative

Your content is only as good as your B2B content marketing strategy. Evidence supports this theory in the Content Marketing Institute’s 2018 B2B Content Marketing Benchmarks, Budgets and Trends report. According to the report, 91 percent of respondents use content marketing. However, similar to previous years’ reports, it’s the organizations with documented content marketing strategies who report higher levels of content marketing success. Yet, only 37 percent of respondents have a documented strategy. A top reason

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Market Leadership

Narrative + PR = Category Winner

It’s harder than ever to stand out — with most companies saying the same thing as competitors. It’s even harder to seize the top spot within your given category. Despite all the digital automation and intelligence available to marketers, effective public relations still provides the most credible path to winning the market positioning battle, especially for startups and B2B tech firms. Don’t get me wrong… Growth hacking is great. As is paid digital marketing that

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Strategic Narrative

Achieve Strategic Company Alignment with a Strategic Narrative

Every business leader wants their company to be strategically aligned. It creates unity among teams and delivers a consistent, clear message of who the company is and what it stands for. Unfortunately, achieving this sort of alignment from the top down and across every facet of the organization is complicated because a lot of companies struggle with their positioning and messaging. What is strategic business alignment? Jonathan Trevor and Barry Varcoe do a great job

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Strategic Narrative
Strategic Narrative

30 Quotes on “Narrative” and its Impact on Storytelling

As stated in the previous “50 Quotes on Narrative that Change the Way we look at Storytelling” blog post – a picture may be worth a thousand words, but the narrative itself is priceless. As marketing and PR pros, we must unpack the truth in what makes a narrative resonate with our audience, thereby incentivizing our desired call to action. It takes time and dedication to create a powerful narrative – a constant drip of

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Strategic Narrative

How Communications Pros can get the Whole Company Excited About Category Building

Communications and PR people get the importance of narrative. You don’t need to convince us, it’s the world we live in. Stories shape and redefine our companies, our clients, the industry we are in and the industries we represent.  Our day-to-day work involves digging up those narratives, editing them, analyzing them and acting with the story as the backbone of our activity. Therefore, when the marketing team creates a plan or the PR agency comes

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strategic narrative
Market Leadership

Why You Shouldn’t Leave it up to the Industry Analysts to Define and Claim Your Market Category

If you are in the tech space, you are familiar with all the industry research firms who tout their worth and value when it comes to defining who your company is and where you fit within their various market categories. Companies pay a LOT of money to get on analysts’ radar screens and utilize their advice and services. There’s nothing really wrong with this approach. There is definitely certain value you get out of paid

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Market Leadership

Five Reasons why Category Building is Marketing Gold

True market leaders own, define and/or lead market categories. Think about the Apple’s, Netflix’s and Airbnb’s of the world. They disrupted competitive and dynamic markets, intentionally created new and innovative categories in markets where technology was forcing change – and the results have been extremely prosperous. Marketers should be REALLY excited about this because it’s not easy to stand out in crowded digital platforms – and it’s getting harder to bring new people in. Consumers

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Thought Leadership

We’ve Come Full Circle: Email is Dead.

I’m not one to jump on trends. If something brings actual value, then I’m all for it. If it feels like it’s all style over substance, it probably is. Business development in the B2B tech sector for public relations companies is often a timely convergence of need, trends and luck. In the age of email lists – bought and sold like bizdev currency – it is tempting to get stuck in the blast loop, trying

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Market Leadership

Women-in-Tech Narrative Aims to Empower and Inspire

This article is reposted from Business 2 Community. Read the original posting here: https://www.business2community.com/leadership/women-in-tech-narrative-aims-to-empower-and-inspire-02052220 An industry narrative presents a great opportunity for organizations of all types to stand for something higher than “what they do.” Crafting a narrative that aims to inspire industry change is the stuff that sets true market leaders apart and determines business winners and category champions. Sometimes it’s hard to grasp how a strategic narrative – not traditional messaging or storytelling – can

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Market Leadership

Narrative Spotlight: A Strategic Narrative Can Sweeten Social Media and Drive Real Change

In many respects, the social media narrative is souring as its worst qualities have come to light. Anyone who follows the news has seen countless stories about data breaches, election meddling, its addictive nature and even its impact on mental health – and studies back these claims. For instance, social media is now reportedly linked to depression in teens. A study completed by the Royal Society for Public Health in the UK revealed that Instagram,

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Market Leadership

Dear CMO, What’s Makes a Tasty Marketing Recipe?

There is no one correct way to make my favorite dish of all time – macaroni and cheese. With a plethora of options — from cheese selection to noodle type, in addition to different cooking methods involving butter, eggs or cream — the beautiful thing about making “mac and cheese” is that no matter what ingredients you use, the combination of pasta and cheese usually tastes good no matter what (though there are still ways

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Catapult PR and CorSource Develop and Launch ‘Staffing Lifecycle Management’ Through the Strategic Narrative Marketing Approach

Today we are excited to announce that we helped CorSource create and launch a new process framework through the Strategic Narrative Marketing approach. Read the news below: Industry framework establishes a unique platform for CorSource to address employee management challenges in tech with concrete steps to improve the Talent Economy. Here’s the news release: BOULDER, Colo., April 17, 2018 – Catapult PR-IR (www.catapultpr-ir.com), a Strategic Narrative communications agency, today announced it helped CorSource develop and launch,

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Strategic Narrative

The Rise of Strategic Narrative In Marketing

The following is an excerpt from an article published in Forbes by Guy Murrel It’s no secret that a person who talks endlessly about themselves is a bore. For years, businesses have been guilty of this “look at me” approach when it comes to positioning and messaging. Mission statements, inward value manifestos and the overuse of self-serving superlatives result in a dead end of unfocused and uninspiring brand messaging. But the use of narrative in

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