A strong partnership with a public relations (PR) agency offers numerous benefits to companies by generating attention and interest that draws in new employees, industry partners, and, most importantly, customers.
More and more companies are realizing the value of PR, as globally the PR market is expected to grow to more than $133 billion by 2027. In the U.S., demand for PR specialists is predicted to grow by about 6% by 2032 (faster than average), according to BLS.gov.
However, achieving stellar PR results requires some upfront efforts to ensure the alignment of goals and objectives between the client and the PR agency. The best PR agency–client relationships are characterized by collaboration, respect, unity, and a mutual understanding of the end goals and expectations.
Following are some tips for successful PR partnerships:
Establish a single source of contact: Designate a dedicated liaison who is accessible and responsive to requests for data and media interviews. The ideal partner shares information on company activities and news proactively and views the PR agency as a partner, not a vendor.
Know your people: Draw up a list of spokespeople, including internal executives and customers who will sing your praises, who can participate in media opportunities, as well as the specific topics they prefer to focus on. When it comes to healthcare media relations, it’s always best to lead with a provider customer than a solution provider.
Create the culture: The brands that realize the most value from PR have established a company culture that encourages adoption of new concepts and strategies. An essential component of this is a leadership team that sees the value of PR and its important role in the marketing mix to drive credibility, recognition, and brand awareness, as well as fueling ongoing online content marketing across integrated PESO (Paid, Earned, Shared and Owned) channels.
Develop a social plan: Social platforms such as LinkedIn offer another avenue beyond traditional media for brands to establish thought leadership and contribute to relevant industry conversations. To get the most out of social media, develop a written social media strategy and guidelines (we can help!) about having an active presence on relevant platforms. It is also a big help to have an executive team and employees who are — or willing to become — social media apostles.
See the big picture: Generating the media interest that will lead to valuable coverage and market attention doesn’t happen overnight. It’s important for clients to have a company-wide understanding that PR is not a “project,” but rather a process that should be integrated into every function of the organization from marketing and sales to product development and human resources.
Other factors that set the stage for a productive PR partnership include having a clear brand voice and message strategy, an optimized website, and a customer relationship management tool with a solid process in place for managing leads. (If you don’t have any of these, we can help get you there!) Ultimately, like all relationships, the PR agency–client partnership is all about taking the time to clearly communicate and understand each other to establish productive and positive collaborations.
In the days following the Nov. 5 election, former X users flocked to the new social media platform Bluesky. Their descriptions upon arrival made them sound like refugees who’d fled a war-torn country and found sanctuary.
Bluesky, they said, is everything Twitter used to be before Elon Musk changed it to X and turned it into a platform for right-wing disinformation. Bluesky, they rhapsodized, is safe, informative, educational and, well, nice.
The internet could certainly use more niceness, but is Bluesky a place for brands? It depends.
Certainly not if their intent is to advertise because Bluesky does not accept ads and its owners say they intend to keep it that way. Of course, that was Reddit’s policy once, too. According to the company, it plans to charge fees for users who create custom domains on the site and will eventually sell subscriptions for higher-quality video uploads or profile customizations like colors and avatar frames.
But it’s hard to just ignore Bluesky. Its growth has been phenomenal. Since opening to the public in February, it has grown to over 25 million users. Post-election, it has been attracting nearly 1 million new users a day. It has been the most downloaded free app. Naturally, those numbers have drawn the attention of brands.
Its vigorous policing of content and blocking of racist, hateful and offensive material also makes it attractive to brands. Of course, that degree of control will become harder to achieve as the number of users rises.
Some brands (Duolingo, Hulu, Netflix) are posting organically while others like Red Bull and Xbox seem to have secured handles, but haven’t begun posting. Bluesky does not yet have a verification process, so trolls also are snatching up some brand handles, which is an argument for consumer-facing brands to, at minimum, control their names. For now, though, the platform is mostly user-generated content.
Besides the advertising ban, brands face another challenge on Bluesky. The platform lets users design and control their own feeds, which means they can filter out anything they don’t want to see. For users, it means a cleaner experience; for brands, it means fewer eyeballs. They will have to work to earn engagement with users who might not welcome their presence on the platform.
Politics aside, Bluesky differs from rivals X, Threads and Mastodon in another significant way. It’s an open platform with an API that is accessible to developers, which means any decent programmer can use the same architecture to build new interconnected sites, across which they can share content.
There is also a possibility that Bluesky becomes a de facto platform for liberals and progressives while X continues its conservative MAGA trend under Trump buddy Musk. If that happens, brands and thought leaders would have to decide whether it’s the audience they want to reach and whether joining Bluesky would tag them as progressive, which could cause a backlash (see Bud Light).
Brands and thought leaders that left X over unhappiness with its new direction and objectionable content shouldn’t feel compelled to join Bluesky right away. They can rely on Facebook, Instagram, TikTok and, of course, LinkedIn for messaging (see some best practice tips here.) Exceptions might be those who want specifically to reach a progressive audience or to signal their displeasure with the direction of X.
Marketers should, however, keep an eye on Bluesky to see if it continues its growth and makes any changes to be more accommodating to brands.
Below is a quick rundown of some Bluesky features. Keep in mind that the platform is still evolving, and these can change:
Text posts have a 300-character limit.
Users can self-label their posts, especially those containing sensitive content.
“Starter Packs” are curated collections of accounts designed to help users find others with similar interests. One click allows users to follow or block all accounts within the pack.
Users can customize their feed and viewing preferences.
It includes an in-app music and video player.
Bluesky offers custom domains, allowing users to personalize their handles with their domain names.
Fifth acquisition joins growing platform of world-class health-focused businesses
WEST CHESTER, PA AND SCOTTSDALE, AZ, Dec. 4, 2024—Supreme Group today announced its strategic acquisition of Amendola Communications (Amendola), a recognized leader in providing integrated public relations, marketing, and social media services to healthcare, health tech and life sciences companies. Amendola will continue to operate under its brand name as a standalone organization within Supreme Group, with Jodi Amendola continuing to lead the organization as president.
“During the past two decades, we have considered the acquisitions of our client companies among our many successes, because it means you have built something of value that can be even more powerful as part of something bigger,” said Jodi Amendola. “Joining Supreme Group is a founder’s dream, as we will not only retain Amendola’s autonomy to deliver the same strategic approach and services our clients have come to trust, but we will also level up our offerings by tapping into the wealth of expertise of the other Supreme Group companies, including digital marketing, enhanced lead generation, creative design services, and PhD-level clinical expertise. It is the ideal fit for Amendola clients and our team.”
Amendola is the fifth agency to join Supreme’s growing strategic platform dedicated to providing best-in-class marketing and communications services to a broad range of healthcare and life sciences companies. Supreme Group was formed following Trinity Hunt’s majority investment in the digital agency Supreme Optimization in March 2023.
Amendola was founded more than two decades ago by Jodi and Ted Amendola to help promote emerging digital health technologies with a very clearly defined purpose: To improve healthcare for all stakeholders. Over the years, the company has expanded to include healthcare and life sciences more broadly, while continuing to grow as a leading health tech agency. From Fortune 500 companies to startups, Amendola has consistently taken companies from virtual unknowns to household names, and its programs have contributed to successful funding efforts, profitable acquisitions and IPOs. Its senior level “A-team” helps to set the agency apart. The company’s 25 employees serve approximately 50 clients.
“When we learned about Amendola and its strong reputation and footprint, particularly in health tech, we knew the agency would fit in perfectly with the Supreme Group family of companies,” said Tom Donnelly, CEO, Supreme Group. “We’re impressed by Amendola’s entrepreneurial, results-driven focus, and excited to help take the team to the next level with the combined strength of our experienced Supreme Group executive team and the platform’s sister agencies.”
In addition to Amendola, the Supreme Group’s platform includes:
Supreme Optimization, a full-service life science- and healthcare-focused digital agency (founded by Sheldon Zhai in 2012 to provide best-in-class services including paid advertising, SEO, content marketing, analytics and website development)
Health+Commerce, an integrated marketing and public relations agency serving medtech, biopharma and digital health companies
Clarity Quest, a health tech marketing and communications agency
BioStrata, a UK-based agency offering comprehensive marketing communication services to the life sciences sector
Mike Steindorf, partner at Trinity Hunt, said: “Trinity Hunt is a growth-oriented private equity firm that builds world-class companies within healthcare. With Tom’s leadership as CEO and the supercharged platform of Supreme Optimization, Clarity Quest, BioStrata, Health+Commerce, and now Amendola, we are building something powerful in the life sciences and healthcare marketing and communications services business. We look forward to supporting and growing these companies and adding additional complementary businesses to the platform.”
California Counsel Group and Gabriel & Ashworth served as advisors to Amendola.
Headshots of Jodi Amendola and Tom Donnelly are available here and here.
About Supreme Group
Trinity Hunt-backed Supreme Group is a platform dedicated to providing best-in-class business and commercialization services to a broad range of life science and healthcare companies. Supreme Group’s portfolio companies include Supreme Optimization, a life sciences-focused digital agency; Clarity Quest, a health IT marketing agency; Health+Commerce, an integrated marketing and public relations agency; BioStrata, a UK-based agency offering comprehensive integrated services to the life science sector; and Amendola, an integrated public relations, marketing, and social media agency serving healthcare, health tech and life science companies. For more information visit www.supremegroup.io.
About Trinity Hunt Partners
Trinity Hunt Partners is a growth-oriented private equity firm with over $2 billion of assets under management focused on building leading business, healthcare, and consumer services companies. Trinity Hunt’s mission is to provide the talent and strategic, operational, and financial capabilities needed to build entrepreneurial services companies into market leaders. For more information, visit www.trinityhunt.com.
About Amendola
Amendola, part of Supreme Group, is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content, and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit our website and follow us on LinkedIn.
Jodi Amendola, CEO of Amendola Communications and Greg Miller, vice president of business development at Carta Healthcare sit down for a fireside chat to discuss navigating the evolving landscape of healthcare marketing and industry events. They explore the changing dynamics of conferences like HIMSS, HLTH, and ViVE, emphasizing the importance of aligning event participation with business objectives and target audiences. The conversation delves into effective strategies for leveraging social media and digital channels to enhance brand awareness, build relationships, and drive growth, all while highlighting the value of a focused and resource-conscious approach in today’s competitive market.
LinkedIn has evolved beyond a simple job-hunting platform—it’s now a powerful tool for building professional influence and enhancing corporate brands.
But we oftentimes can forget that building a strong presence on the platform is a marathon, not a sprint. Sure, it’s easy to want immediate results, but much like professional relationships, growing your LinkedIn influence takes time, patience, and persistence.
In my time working at Amendola, I’ve seen how an active LinkedIn presence can open doors, foster relationships, and position individuals AND their companies as industry thought leaders. When employees are engaged and visible on LinkedIn, they’re not just investing in personal growth—they’re actively driving results for the company.
As the human face behind the brand, employees can foster more meaningful interactions than brand channels alone. Research supports this, showing that content shared by employees has far more reach, receives more engagement, and generates more leads than content posted by the company itself:
81% of B2B buyers consider LinkedIn a significant source of research before making a purchase decision (Fronetics).
Employees on average have 10 times more connections than their company’s LinkedIn followers (LinkedIn), giving their posts greater potential for expanding visibility.
91% of B2B sales are influenced by word of mouth (Demandbase), underscoring the power of employee advocacy in generating authentic and impactful engagement.
Looking to help your employees not only build their personal brand, but also contribute directly to the company’s overall success? Here are a few strategies we recommend to our clients that have proven long-term impact.
Optimize Your Profile
Your LinkedIn profile is your personal brand’s landing page. Ensure it’s fully filled out with a professional headshot, a concise yet compelling headline, and a detailed experience section. A polished profile elevates both your credibility and your company’s reputation. Here are some other elements to consider:
Add a header image that aligns with your professional brand
Include keywords in your headline and/or summary
Avoid using overused buzzwords/phrases
Personalize your URL, shorten it and add to your email signature
Be somewhat selective when choosing skills and endorsements
Provide details about education, qualifications, volunteer experience and accomplishments, but avoid bragging.
Share Valuable Content
What you post on LinkedIn should provide value to your network. Share insightful articles, industry news, and your perspective on current trends. When you do this, you position yourself—and by extension, your company—as a thought leader.
Consistently sharing valuable content helps attract potential clients and partners. I recommend following the 80/20 rule: 80% of your posts should deliver value—sharing industry news, thought leadership, and relevant insights—while only 20% should promote you or your company’s offerings.
Remember: LinkedIn is a space where professionals come to learn, engage, and connect—not just to be sold to. My colleague Brandon Glenn explains the 80/20 rule in more detail here.
When posting an update to LinkedIn, keep these optimization strategies in mind:
Post frequently (at least one time per week – five is optimal), focusing on quality over quantity
Two posts that offer followers valuable insights are better than five posts that promote products
Offer informative, insightful, inspirational content; users are looking for information and education
Optimize posts by including an attractive image, graphic, or video; ensure text is legible
Include a stat, quote, or interesting line at the beginning of the post from the article rather than the title to make your post stand out
Ask questions to encourage conversation.
Engage, Comment, and Share
It’s not enough to post and log off. Engagement is key. Comment on industry discussions, share others’ posts, and add your perspective. By actively participating in conversations, you’re not only building relationships but also increasing your company’s visibility.
Stay Active and Be Consistent
LinkedIn’s algorithm rewards consistency. Make it a habit to engage with the platform regularly, whether by posting, liking, or commenting. A consistent presence keeps you top of mind within your network, and the more visibility you gain, the more likely it is that people will associate your company with thought leadership.
Invite and Follow New Accounts
Expanding your network is crucial. Don’t limit yourself to people you already know—reach out to professionals in your industry, potential clients, and partners. Joining relevant groups and becoming an active participant in discussions can also help you gain recognition and authority. A growing network is mutually beneficial, exposing you and your company to new opportunities and increasing your company’s influence in the industry.
Be Patient
Building a strong presence takes time. You won’t see overnight success, so stay patient. As your network grows and your engagement increases, so will your influence—and by extension, your company’s credibility.
When employees are active on LinkedIn, it creates a ripple effect. Every post, comment, or share contributes to your company’s overall brand presence. In B2B, trust and relationships are everything. The more employees position themselves as experts, the more the company is seen as a leader in its field.
Remember: LinkedIn growth is a marathon, not a sprint. Building influence and trust takes time. Every thoughtful interaction you make adds up over the long run – and sets you up for long-term rewards for you and your company.
