The team at Kite Hill wrapped up work with our latest Tech for Good winner, Arbor earlier this year. The program is a continuation of our collective effort to address the glaring industry need to amplify the growth and success of purpose-driven technology companies led by those who have historically been marginalized.
We held our second annual “pitch-off” in December 2022 and were thrilled to learn about all the innovative companies that applied. Working with Arbor, a data science platform that enables brands to increase profits and save the planet, over the 4-month program enabled us to identify stories and strategies that would elevate the company’s mission. We asked Arbor’s Co-Founder and CPO, Danny Grande, a few questions about our partnership and their recommendations for companies thinking about applying to Tech for Good in the future.
What were some of your biggest learnings during the PR program?
In working with Kite Hill, the Arbor team got a front-row seat to witness how difficult it can be to earn media coverage! Watching PR professionals in action showed us the amount of time and dedication it can take to get a company’s name and message out to its targeted audience.
Our partnership also reiterated just how important storytelling is. A good story captures the attention of journalists and makes them a lot more likely to feature the company behind the story. It’s also very important to be able to highlight what makes us unique by using our own data to support our story.
We also learned how critical it can be to build and maintain relationships with journalists covering sustainability. This involves researching and understanding their areas of interest and expertise, reaching out to them with relevant news and story ideas, and being responsive and helpful when they need information or quotes. Thankfully, we had the Kite Hill team build relationships on our behalf.
What was the most impactful part of the partnership?
There were multiple things that were impactful for Arbor. Learning more about the world of public relations was very interesting. The team at Kite Hill proved to us that with the right skill set, high-price tag media features are not the only option. You don’t need to spend thousands of dollars to be featured in some of the biggest columns in the world.
We also learned how impactful high-quality thought leadership is. It solidified Arbor’s thinking that people aren’t just buying a product or service, they are interested in investing in the people and brand behind it.
How has your perception of the value of public relations changed?
Prior to this opportunity, Arbor’s marketing team thought that PR was mainly focused on crisis management and press releases when negative things occurred. The Kite Hill team helped show us that we can use public relations as a positive way to showcase all of Arbor’s benefits and uniqueness.
What lessons will you continue to apply to sustain momentum?
We learned that PR needs to have consistency to be the most successful. With everything we build, we’re actively considering what a press release would look like, and working to implement a monthly press release cadence.
We’re also keeping an eye on the news cycle for any developing stories in which Arbor can contribute to the conversation.
What advice would you give other startups considering applying for Kite Hill's Tech for Good program?
Do it! Kite Hill’s team was absolutely wonderful to work with. They provided us with so much information, guidance, and education on how to successfully run PR and earned media campaigns. Arbor really enjoyed and benefited from our time with Kite Hill.
For more information or questions, please contact TechForGood@KiteHillPR.com.