Earned media that puts you in front of the buyers who move freight
Turn expertise, company news, proprietary data, and executive perspectives into coverage that builds credibility, increases market visibility, and creates measurable demand.
PR that creates a connection with a future customer
Most supply chain buyers research quietly before they ever raise a hand. They read the trade press, watch who speaks on stage, and notice which brands keep showing up with something useful to say. Commercial PR is how you become one of those brands.
We combine executive thought leadership, targeted media outreach, and storytelling, then tie it to the rest of your go to market so attention turns into pipeline.
PR is how you share good news. The engine does the rest.
Coverage on its own is awareness. In the Revenue Engine it is the first of three moves: share good news, track interest, follow up.
Earn the attention
Press placements, executive bylines, speaking seats, and data stories put your news in front of the right accounts.
See who responds
We watch which accounts visit, read, and engage after the news lands, so interest is captured instead of lost.
Turn it into pipeline
Demand generation and outreach pick up the accounts that showed interest while the story is still fresh.
Eight ways we build your market presence
Commercial PR
Build and keep relationships with the trade and national press that cover supply chain.
Media relations
Place executive voices in the targeted media your buyers actually read.
Thought leadership
Long-form content that gives your experts a point of view worth engaging with.
Partnership strategy
Partnership announcements that extend your reach and borrow credibility.
Trade shows
Show up with customers, partners, and press, not just a booth.
Premium content
Long-form pieces written by industry veterans who know the freight conversation.
Affiliate programs
Reach more of the market and open an additional revenue path.
ROI reporting
Measure what PR does for go to market, so it is judged like every other channel.
The PR Funnel
The PR Funnel connects earned media to revenue. Trusted coverage becomes organic discoverability, AI visibility, and qualified traffic that converts, and every stage is measured.
Earned exposure
Press releases, bylined articles, media coverage, and newswire pickups.
Visibility and trust
Backlinks lift SEO, trusted outlets feed AI answers (AEO), and articles send referral traffic.
Audience engagement
Pageviews from earned sources, scroll depth, profile views, newsletter signups, and repeat visits.
Attribution and outcomes
Form fills, demo requests, sales qualified leads, and deals tied back to PR originated traffic.
How we measure it. We track referral sources in Google Analytics 4, search lift in Google Search Console, ChatGPT and Perplexity referrers for AEO, and CRM attribution to connect coverage to pipeline.
What changes when the market knows you
From unknown to known
Earn attention from future prospects, and the invitations to RFPs that follow when buyers already recognize your name.
Get on stage
Win speaking seats at the conferences your buyers attend, and use them to build the relationships that become deals.
Measurable impact
Benchmark yourself against competitors and see where you rank as a leader in your category.
Why you need a point of view
Freight buyers hear from dozens of carriers, brokers, 3PLs and technology vendors that all promise the same service. Reporters and analysts remember the executive who has a position on where the market is heading and can defend it.
A point of view is the base of executive thought leadership. Without one, PR is a stream of announcements. With one, your leaders become the people the market quotes, invites and calls.
"Company announces new service lane."
Read once. Filed. Nobody calls.
"Capacity will tighten before rates do. Here is why."
Quoted. Invited. Called on deadline.
Headlines above are illustrations of the difference, not client results.
Reporters quote opinions
A specific position on rates, capacity, tariffs or technology makes your executive the person they call on deadline.
Executives become the brand
Buyers shortlist people they have read, heard on stage or seen quoted. That familiarity carries into the RFP.
One position feeds every channel
Build it once, then run it everywhere so each piece reinforces the same story.
We start with an executive interview, pick the two or three positions you can own, and back each with data your buyers will recognize.
A point of view with a number in it gets cited by AI
We tested it on ourselves. LeadCoverage ran 12 weekly press releases over 13 weeks through GlobeNewswire and tracked every LLM citation, along with search and site traffic.
Lead with a real number
Stat-led releases averaged 135 LLM references. Releases without a stat averaged 20. An AI model cannot invent a new number, so it cites whoever published it.
Write about what buyers ask AI
Benchmark data, research findings and market trends get cited. Internal company milestones get very little pickup. Topic relevance matters as much as the stat.
Expect a lag, and measure past clicks
Citations came first and traffic followed 4 to 8 weeks later. Impressions rose while organic clicks fell 9%, because AI Overviews absorb clicks. Judge the program on impressions and citations too.
What good looks like: 25 to 50 citations and 3 to 5 quality trade pickups per release. Roughly 1 in 10 to 12 releases passes 100. AI-referred visits are few today, but in our data they convert at 5 to 10 times the rate of Google organic. That is why the point of view comes first: a clear position with a real number behind it is what reporters quote and what AI repeats. See the AI referral traffic data
Source: LeadCoverage internal 12-week PR test using GA4, Google Search Console, GlobeNewswire and LLM citation tracking.
Three industries, three Revenue Engine results
ITS Logistics turned an internal Port Rail Ramp Index into pipeline
A monthly index cited by CNBC and Reuters reached Fortune 500 shippers and drew $4.2M in Q1 2023 opportunities.
Read the case study →A Midwest freight broker replaced scattered marketing with a repeatable demand engine
HubSpot Marketing Hub live in 60 days, 17 MQLs in the first 90 days, and 99 MQLs in the first year.
Read the case study →A freight tech company used analyst relations to redefine its category
Five Gartner Market Guide features, a Magic Quadrant inclusion, and 35% lead conversion from analyst-backed content.
Read the case study →The outlets our PR work has reached
Placements from the engagements in our case studies, from the national business press to the trade titles freight and logistics buyers read.
What supply chain leaders ask us about PR
What is commercial PR for a supply chain company?
Earned media and executive visibility aimed at your buyers, not at general news readers. We turn your expertise, company news, proprietary data, and leadership views into coverage in the trade and national outlets that freight and logistics decision makers read.
How is this different from analyst relations?
Commercial PR earns attention from the press and the market. Analyst relations shapes how the research firms describe your category. They reinforce each other, and many clients run both.
Does PR actually help sales?
It can, when it is built that way. Coverage gets you known before a rep ever calls, which lifts reply rates, warms invitations to RFPs, and gives sellers something credible to send. The follow up still has to happen, which is why we connect PR to demand generation and sales outreach.
How do you measure it?
We report on the same funnel as everything else we run: reach and share of voice at the top, engagement and inbound interest in the middle, and influenced pipeline at the bottom. Targets are set with you at kickoff, not promised in advance.
What do you need from us to start?
Access to a few executives or subject matter experts, your news calendar, and any data you own that the market would find useful. We handle the pitching, drafting, and follow through.
How an engagement starts
From first call to a running Revenue Engine
Discovery call
We listen to how you sell, who you sell to, and where your pipeline stalls.
Funnel assessment
We look at your prospect, nurture and customer funnels and the data behind them, and find the weakest link.
Scoped plan and SOW
You get a plan tied to volume, velocity and value, with clear deliverables.
Run and report
We run the work and report on what moves pipeline, not activity.
What is your next story?
Share a launch, a hire or a data point and we will show you where it can earn coverage.
