HCP Associates was selected as Port Tampa Bay’s strategic communications partner after a competitive RFP process. Prior to HCP’s involvement, PTB had modest brand awareness with media outlets and industry associations, underdeveloped social media channels, and was often misunderstood by the public.
HCP Associates began by creating a triage-based crisis communications plan, emphasizing the importance of thorough planning and preparation. They then focused on creating and disseminating proactive stories, emphasizing positive media relations with a new positioning statement that “HUMANIZED” PTB’s operations. This strategic positioning was crucial in reshaping public perception of the Port.
A significant milestone was the 2019 partnership announcement with CMA CGM, featuring the largest container ship to ever pass under the Sunshine Skyway Bridge. HCP Associates managed all PR aspects of this event, showcasing their ability to leverage high-profile occasions for maximum impact.
Throughout the engagement, HCP Associates prioritized comprehensive planning and strategic positioning:
– Moderated strategic planning sessions with senior leadership
– Created and implemented the first Crisis Communications Plan
– Guided corporate policy changes with senior leadership
– Developed action plans for social media management
– Handled multiple press conferences and events
– Executed educational initiatives about COVID-19 responses
– Fostered partnerships with educational institutions and environmental organizations
– Implemented the Port’s first media audit
By the end of HCP’s tenure, PTB had significantly increased its brand awareness and positive public sentiment. Social media followers increased by 185%, and major events garnered extensive media coverage. The “HUMANIZATION” approach successfully improved public understanding of the Port’s critical role in the community and economy.
