National Coal Corp, a small publicly traded coal producer in the Southeast, needed to navigate a highly competitive market while maintaining visibility with investors, media, and the local community. As a company with significant communication needs, they required a strategic approach to investor relations, public relations, and marketing—particularly in an industry facing increased scrutiny around environmental impact.

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Our Approach
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As the Fractional Chief Marketing Officer (CMO) for National Coal Corp, Pietryla PR developed and executed a comprehensive communications strategy. The goal was to elevate the company’s public image while managing both positive and negative media coverage, all within the confines of a limited budget. The approach focused on three key areas to ensure the company's communication needs were met:

• Public Relations: Established third-party credibility by generating consistent media coverage, building strong media relationships, and positioning National Coal Corp as a leader in responsible energy production. Press announcements were crafted, media relations were managed, and ongoing media training was provided to ensure consistent, effective corporate messaging.
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• Investor Relations: Oversaw all investor communication, ensuring shareholder inquiries were handled promptly and investors were regularly updated with relevant news. A web-based system was implemented to automate news alerts, while a comprehensive database was maintained to track investor interactions.
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• Marketing Strategy: National Coal embraced a proactive marketing approach under Pietryla PR’s leadership. A modern corporate website, interactive collateral, and new media tools were developed, all aligned with the company's investor and public relations goals. The website was further updated in 2008 with enhanced navigation, a ‘CEO Corner’ blog section, and an online repository for all marketing collateral, significantly reducing printing costs.
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The Results

• National Coal Corp gained prominent media coverage, including mentions in Newsweek, The Wall Street Journal, and Forbes. Additionally, the company saw a year-over-year increase of 10% in media mentions.
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• Investor relations improved through the creation of an automated shareholder communication system, allowing for real-time updates and seamless information distribution.
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• The marketing overhaul positioned National Coal as a trendsetter in its industry, with a cutting-edge digital presence and collateral that aligned with the company's broader communication goals. The new tools reduced costs and streamlined investor communication.

Pietryla PR provided National Coal Corp with the flexibility and expertise of a full-scale agency while delivering hands-on attention and strategic oversight. The result was a stronger public and investor relations program that helped build stakeholder trust and solidify the company’s presence in a competitive market.