The recent webinar hosted by ACE Public Relations was a resounding success, with insightful discussions on the evolving role of PR in today’s business landscape. Attendees gained valuable perspectives on three key topics: strategies for leveraging PR-driven content, hosting impactful open houses, and preparing teams for media engagement. Here’s a summary of the key takeaways from the session — packed with actionable tips and expert advice from Heidi Thompson and Monika Dürr, two seasoned PR leaders.
Key Takeaways:
PR-driven content keeps your network informed and engaged, strengthening relationships and positioning your brand as an industry leader.
Open houses are important for building relationships, generating leads, and attracting media attention — hosting them annually is a solid strategy.
Media training ensures your team communicates effectively with the media and responds confidently under pressure.
PR is vital for expanding into new markets and reinforcing your position in existing ones, leveraging regional expertise and media connections for maximum impact.

PR Pros Comment on PR-Driven Content: The Foundation of Ongoing Engagement
Heidi Thompson kicked off the webinar with exciting updates from ACE Public Relations, highlighting one of their newest resources — a dedicated page on PR-Driven Content. This page explores how PR-driven content can be used to inform and engage your entire network, including customers, prospects, and industry partners. Heidi emphasized that while traditional PR tools like press releases and case studies are important to share with the media, it’s equally essential to share this information with your target audience through channels like email, social media, webinars, and your website. By doing so, you ensure your message reaches a wider audience, building trust and keeping your brand top of mind.
ACE is regularly updating its site with fresh content and new pages, so be sure to visit often for the latest PR insights and resources. And don’t forget to follow ACE Public Relations on LinkedIn for regular updates on new blog posts, trending PR topics, and more!
The Power of Open Houses: A Strategic PR Opportunity
When asked how often a manufacturing company should host an open house, Heidi shared valuable advice. Open houses, she explained, serve as excellent PR tools by creating opportunities to build relationships with existing clients, attract new customers, and engage with local communities. These events also provide a chance for media exposure.
Heidi recommends hosting an open house at least annually, particularly if your company is offering new products and processes. To maximize their impact, she suggested promoting the event well in advance through email campaigns, press releases, and social media.
During an open house, she recommends offering live demonstrations and networking opportunities to keep attendees engaged and informed. Moreover, capturing video clips during the event and sharing them on your website and social media can extend the reach and impact of your efforts.
Why Media Training is Essential
Monika Dürr provided compelling insights into the value of spokesperson training. A well-trained spokesperson is not just someone who knows the company’s products but someone who can effectively engage with the media and deliver clear, concise messages — even under pressure. Media training focuses on preparing spokespeople to interact with journalists in a productive, non-salesy manner.
One critical piece of advice was to ensure that multiple team members are trained, as this ensures the company is always ready for media interactions — even if the primary spokesperson becomes unavailable unexpectedly.
Monika also highlighted the practical aspects of media training. Spokespersons will learn how to provide valuable insights, handle tough questions, and craft quotable comments that make a lasting impression on journalists. The training, she recommended, should ideally take place over two half-day sessions, combining theoretical and practical components to ensure the best outcomes.
PR’s Role in Market Expansion
Finally, the conversation turned to PR’s critical role in market expansion. Heidi shared that PR isn’t just about getting media coverage — it’s about strategically positioning a brand as an industry leader, both in new and existing markets. PR initiatives can help businesses stand out by showcasing their expertise and thought leadership in emerging markets, while also reinforcing their market leadership in established regions.
A well-crafted PR campaign in a new market might include press releases, thought leadership articles, and product launches, while established markets may benefit from ongoing media outreach and showcasing innovation.
ACE Public Relations has partners across critical regions like the US, Europe, and Asia-Pacific, giving their team a strategic advantage when helping clients expand into global markets.
Wrapping Up: PR as a Key Driver of Long-Term Business Success
The webinar concluded with a call to action: businesses must prioritize ongoing engagement, training, and strategic PR planning to stay competitive in today’s global market. Whether through content-driven outreach, events like open houses, or ensuring your spokespeople are media-savvy, the right PR strategy can make all the difference in building lasting relationships and driving business growth.
For more insights, be sure to check out the resources available on ACE Public Relations’ website and LinkedIn page.