How We Helped Shibumi Shade Earn Coverage in Inc.
Inc. magazine article featuring Shibumi Shade, showcasing the outdoor lifestyle brand's innovation and founder story as part of a strategic public relations campaign.
Industry: Consumer Products | Outdoor Lifestyle
Publication: Inc.
Overview
Every media placement should support a larger business objective.
For Shibumi Shade, our goal wasn't simply to earn press coverage—it was to position the company as an innovative outdoor brand with a compelling founder story and a product that was redefining the beach experience.
That strategy led to coverage in Inc., one of the nation's leading business publications covering entrepreneurship, innovation, and high-growth companies.
The Story Angle
Rather than focusing solely on the product, we highlighted the entrepreneurial journey behind Shibumi Shade, the company's innovative approach to outdoor recreation, and how the founders disrupted a traditional product category with a fresh perspective.
By emphasizing innovation and business growth, we developed a story that aligned with what Inc. readers are looking for.
Why This Placement Mattered
Coverage in Inc. helped strengthen Shibumi Shade's credibility beyond the consumer marketplace.
The placement positioned the company as an innovative business, introduced the brand to entrepreneurs and business leaders, and created an authoritative media asset that continues to support marketing, sales, and brand positioning efforts.
PR Strategy
Successful PR isn't about pitching every publication the same story.
Each outlet has a unique audience and editorial focus.
For Inc., we focused on the founders' journey, innovation, and business growth rather than simply promoting the product itself. Aligning the story with the publication's audience helped create a stronger opportunity for meaningful coverage.
Key Takeaway
Great PR is about more than securing a headline.
It's about identifying the right story for the right publication and using every placement to build long-term credibility, trust, and brand authority.