Whether it’s a global event, a new industry, or a top-tier podcast – preparation means you’re primed for success
As we roll into Q4 and people start preparing for the holiday season – whether that be prepping the turkey for Thanksgiving, gathering the family for Diwali celebrations, or getting ahead on Christmas shopping – at the IBA office, we’re always putting in the prep work for our clients.
This month, we’ve had global client events to support that have been months in the making, new sub-industries to drill down into, and powerful podcasts – it’s been a textbook lesson on how preparation is key in the B2B PR and marketing world.
Driving event coverage in six different industries
It’s October, and our enterprise software client kicks off its Q4 with their annual international user conference in Orlando. But now think back six months: what were you doing? Well, the IBA team, armed with a jam-packed agenda, commenced its global outreach, and lo and behold, six months later we had 17 journalists jetting off to Orlando.
And the hard work didn’t stop at just securing journalist attendance. Throughout the event, we had strategic news announcements, industry research, media briefings… The IBA Team was prepped and prepared for all eventualities. Who said press events were just another ‘jolly’!
You may wonder, was the six months of work worth it? Well, on the day of writing, we’ve already seen over 90 pieces of coverage in key target industry media spanning manufacturing, communications, aerospace and defense, energy, utilities, resources, and construction & engineering. With coverage coming in all different shapes and sizes – journalist-written features, comments, press release coverage, interviews, and social posts – just watch this space, there’s plenty more to come!
Drilling down into the sub-industries to own the theme!
With audiences becoming more wary of who they trust as AI-generated slop floods the media, one of the biggest challenges is establishing a true industry leader, especially in a new market – but not for the IBA team!
Avid readers of the IBA blog may remember that back in May, we spoke about how we hit the ground running for our business management software client in a new industry market – life sciences, securing six tier-one placements!
With the groundwork set in the life sciences industry, we took this one step further in October and drilled down into a key sub-industry of life sciences, with a piece exploring how AI is reshaping pharma operations. It has flown off the shelf already, gaining three placements, with a further four pharma publications actively reviewing the piece. A truly golden example of how creating credible content goes a long way to owning the theme in a target industry and securing that sought-after AEO visibility.
The power of the podcast
Towards the start of 2026, we spoke about how long-form content is making a comeback in the battle to gain brand authority. So, when a top-tier energy and utilities journalist came back requesting a more in-depth podcast following their review of our asset investment planning client’s article, we were over the moon! This was the perfect opportunity to amplify our client’s latest product launch in more detail, and explain how our client is making power planning in North America work for consumers, regulators, and utilities alike.
And it’s seven up!
And we didn’t look back – one take, no edits, and straight to being published across seven, yes, seven, different podcast streaming platforms! But in true IBA style, we stuck to our age-old saying of “write once, repurpose many times” or, in this case, “listen once, repurpose many times,” as we have since used the podcast to feed into our client’s corporate social and executive-level social activity.
And it’s screening now!
But the audio content didn’t stop there for our clients this October. Following our aerospace and defense client attendance at a top aviation Maintenance Repair & Overhaul (MRO) industry event last month in Singapore, we have now seen two video interviews from the show floor go live across two top-tier industry publications.
Fail to prepare, prepare to fail rings true
Talking of preparation, I’d better go prepare myself for a bumper final few months of 2026 so there’ll be no need for last-minute PR dashes to the shops for team IBA this year!
Sam Walker is a PR Executive at IBA International.
