BREWER LOFGREN LLP AND SACRAMENTO’S TOP PR FIRM RANDLE COMMUNICATIONS ANNOUNCE STRATEGIC PARTNERSHIP TO SHAPE THE FUTURE OF THE CAPITAL REGION

Collaboration will unite unparalleled strategy and transformative solutions to empower communities to thrive

SACRAMENTO, Calif. – Today, Brewer Lofgren LLP (Brewer Lofgren) and Randle Communications (Randle) announced a strategic partnership that will provide clients with innovative solutions that go beyond traditional legal counsel, government affairs and public relations.

Brewer Lofgren and Randle recently partnered on the St. Joseph’s Medical Center (SJMC) expansion, effectively engaging with the community, key stakeholders and building support to secure entitlements for the project, securing unanimous approval by the Stockton City Council, ensuring local residents continued to have access to a world-class hospital to meet the growing needs of the community.

The teams aim to replicate this success through an ongoing strategic partnership to maximize the collective expertise from Brewer Lofgren and Randle across local public affairs and local government, strategic communications and community relations, bringing a unique and powerful set of services to bolster each firm’s capabilities.

Brewer Lofgren, launched 18 years ago, is the capital region’s leading public policy and land use law firm. Partners Roy Brewer and Martha Lofgren seek challenges and thrive at solving complex problems while maintaining a strong record of success. Their contributions to projects like the expansion of the Folsom Ranch Medical Center, the downtown Railyards and the negotiation of development agreements for land projects throughout Sacramento, Placer and El Dorado counties exemplify their significant impact on our region, setting Sacramento on course for a promising and dynamic future. Their expertise also extends to navigating approvals for rental residential communities in Folsom, Sacramento County and Rocklin, demonstrating their excellence in managing complex land use issues.

“We are thrilled to partner with the Brewer Lofgren team that is renowned for their work in the region to expand services for our client partners and offer comprehensive solutions to complex problems,” said Jeff Randle, Founder and CEO of Randle Communications. “Roy Brewer and Martha Lofgren have been tremendous collaborators for years and this partnership will further enhance synergy between our teams, positioning both firms to deliver unmatched and tailored services for our clients. Both firms share a passion for supporting consequential projects and together we’re thrilled to continue to propel Sacramento into its next chapter.”

Randle Communications, Sacramento’s top ranked public relations and public affairs firm has a 22-year track record of working with public and private organizations across California to build and protect brands and create and implement award-winning strategies for clients. Randle offers unrivaled experience, tenacity and strategy, which have been instrumental in advancing significant policies at the state and local level.

“Randle Communications is a team of highly strategic professionals with a passion and expertise that is second to none. Their work leading on consequential projects has helped shape the Capital region for the last 22 years,” said Martha Lofgren, Partner at Brewer Lofgren LLP. “Roy and I are thrilled to collaborate with Jeff, Julie and their excellent team to complement the work we do at Brewer Lofgren, and to continue to build upon our long history and expertise shaping this region’s future.”

Additional information about this strategic partnership can be found at: RandleCommunications.com/Brewer-Lofgren-LLP.

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About Brewer Lofgren:

Brewer Lofgren LLP is the Sacramento region’s premier real estate development and land use advocacy law firm. Founded in 2005 by esteemed public policy and land use attorneys Roy Brewer and Martha Lofgren, Brewer Lofgren is renowned for its perseverance, strategic insight and collaborative teamwork. The firm specializes in navigating complex challenges such as economic redevelopment, brownfield properties, public financing, permitting, rezoning and infrastructure development. With a deep understanding of multiple jurisdictions and advantageous relationships therein, Brewer Lofgren ensures expedited project approvals, cost-effective solutions and a superb track record. Since its inception, the firm has secured land development approvals and negotiated agreements with public agencies in 26 jurisdictions, in addition to providing strategic planning facilitation for public agencies and due diligence for clients across seven more. Brewer Lofgren remains unmatched in its commitment to guiding clients and public agencies towards successful outcomes, epitomizing the ethos of “finding a way to yes.”

About Randle Communications: 

Jeff Randle created Randle Communications in 2001 to give clients great service from experts who thrive in a team environment. Randle specializes in strategic storytelling, executive positioning, brand building and reputation management, media relations, digital advocacy, breakthrough content generation, ballot initiative campaigns, litigation communications and crisis management. The firm is a two-time Inc. Magazine Best Workplace award winner and has been a longstanding recipient of the Sacramento Business Journal’s A+ Employer award.

Randle Communications Elevates Noah Rodriguez to Account Executive, Recognizing his Outstanding Contributions and Commitment to Success

We are delighted to announce that Noah Rodriguez has earned a promotion to Account Executive at Randle Communications!

Noah joined our team in September 2021 and has been an invaluable member ever since. He plays a crucial part in supporting our core client partners and demonstrates an exemplary level of commitment to success, leading and supporting corporate and regulatory communications, digital strategy and media relations.

Noah’s journey with Randle has been marked by his involvement in key projects, including the development and execution of strategic communications and public relations programs for major California companies.

In his new role as Account Executive, Noah will further cultivate his expertise in energy, water and health care. We are confident that his natural leadership, passion for the industry and talent will continue to contribute to the overall success of Randle Communications and propel his career growth at the firm.

Please join us in congratulating Noah on this well-deserved promotion!

Randle Communications Alum Returns to Enhance Strategic Client Services as Account Manager

The Return of Scot Murdoch Showcases the Power and Appeal of Randle’s Team-First Culture  

SACRAMENTO, Calif. – Randle Communications (Randle), Sacramento’s top-ranked public relations and public affairs firm, announced today the return of Scot Murdoch as Account Manager. He rejoins the team after two years away, underscoring the value and importance of the company’s culture and its longstanding reputation as the leading firm in Sacramento.  

Murdoch’s unique talent and expertise, powered by more than 15 years in the industry, will drive greater value and strategy for Randle’s public relations and public affairs clients. 

“Scot is an exceptionally well-rounded professional who is fully committed to our team-first culture and passion for client service,” said Jeff Randle, Founder and CEO of Randle Communications. “We are thrilled to have him rejoin the firm and look forward to the valuable contributions he will make to further elevate our tremendous team.” 

After more than a decade in the media, Murdoch joined Randle Communications in 2014 as an Assistant Account Executive and quickly rose through the ranks by excelling at managing complex client projects for the firm. He is an earned media expert and is seasoned in creating robust digital advocacy programs, stakeholder engagement and health care communications. Most recently, Murdoch served as the Director of Communications and Public Affairs for the American River Parkway Foundation where he led community outreach, coalition building and media relations efforts to support the conservation of the American River Parkway.

“The Randle Communications team is the best in the business, and the firm’s commitment to innovation, collaboration and working on consequential projects is unmatched,” said Murdoch. “I am thrilled for this opportunity to rejoin this exceptional firm and look forward to continuing to grow and thrive while at Randle.”  

Prior to joining the Randle team, Murdoch was an editor, producer and reporter for KFBK Radio where he reported on a wide variety of topics including health care, business, sports and local issues. 

A graduate of California State University, Sacramento, Murdoch was a double major in communications and criminal justice. He worked as a media consultant for the California Chapter of Defenders of Freedom, an all-volunteer organization that helps soldiers, veterans and their families. 

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The Power of an Empowering Team

By McKenna Hauteman, Summer Intern at Randle Communications

When I started my internship at Randle Communications this past June, I could not have imagined the invaluable wealth of knowledge that I would gain about public relations and public affairs from the Randle team. If someone had told me three months ago that I would be crafting social media campaigns, facilitating advocacy efforts, drafting press releases, and helping to curate digital strategies across multiple platforms, I wouldn’t have believed them. This is mainly in part to my (now debunked) belief that my young age would be a limit to my ability to contribute to the exceptional team at Randle. Now, as my internship comes to a close, I have a renewed belief in my capabilities and a completely redeveloped vision for my personal and career goals in the future, all thanks to the incredibly empowering and encouraging team I had the privilege of working with as a 2023 Summer Intern. 

Lessons Learned and Lived 

It wouldn’t be hyperbole to say that I learned something new every single day of my internship. My account leaders’ and colleagues’ generous leadership approaches meant that they were willing to answer all my questions and walk me through any process I was unfamiliar with. Their patience and guidance allowed me to refine my skills while also broadening my understanding and perspective on the very wide and diverse set of work I was able to gain experience in. Being able to ask any question or receive extra support allowed me to build confidence in my skill set and courage to advocate for myself in the workplace. 

Not only was I able to expand my conceptual understanding of public relations and public affairs during my internship, I was able to live these lessons out in hands-on experiential opportunities throughout my internship. Being able to speak face-to-face with clients, work on real, meaningful campaigns and contribute to developing strategies that would outlive my time as an intern was absolutely essential to my development as a young professional. The type of on-the-job experience I have gained as an intern has been the highlight of my internship overall, as this experience catalyzed my growth in a unique and special way.  

Extracurricular Exploration 

One of the defining characteristics of my internship was my ability to advocate for what I wanted to learn and gain experience in during my time with the team. Asking questions about my colleague’s experiences and respective roles at the firm helped me narrow down the areas of public relations and public affairs that I want to explore further as future career options.  

Randle’s one-of-a-kind digital practice captivated my attention, as I found myself wanting to learn as much as I could about the profound effectiveness of a robust digital practice. I now have a newfound curiosity for all things digital, and being a part of the Randle team has allowed me to further explore this new interest. I was given the opportunity to take part in curating digital campaigns specific to client goals, to learn about the many facets of our digital practice and gain hands-on experience working to expand our clients’ online presence. I now leave with a renewed confidence in my capabilities and a vision for continued refinement of my skills.  

The Difference an Empowering Team Makes  

As I look back over the past three months, I am filled with gratitude for the team and their continued investment in my growth as a young professional. Randle Communications is set apart by its incredibly dedicated and passionate team, each of whom has taught me a different lesson on what it means to be in the public relations industry. As an intern, I was empowered to grow into my full potential and consistently encouraged to pursue my interests along the way. When I inevitably made a mistake, as all humans do, I was met with compassion and grace, turning a minor inconvenience into a valuable lesson. The support I have received from the team has been incredibly impactful for me as I continue to grow in my professional journey.  

To anyone considering whether a Randle Internship is right for them, I say: Go for it! This experience has been beyond valuable to me, and as I continue to pursue my professional goals, I will never forget the lessons I’ve learned here in Sacramento as a 2023 Summer Intern.  

Randle Communications Announces Promotion of Key Team Member to Director Role

The Elevation of Rachael DiCicco Will Further Power the Firm’s Strategic Public Relations Practice

SACRAMENTO, Calif. – Randle Communications (Randle), Sacramento’s top-ranked public relations and public affairs firm, announced today the promotion of Rachael DiCicco from Strategic Communications Manager to Director. DiCicco’s strategic public relations expertise and unique talent in managing dynamic projects provide significant value to Randle clients. Her positive leadership, industry-leading knowledge and commitment to her colleagues make her a tremendous Randle team member.

“Rachael will play an even greater role in supporting the firm’s most complex and multifaceted client projects,” said Jeff Randle, CEO and Founder of Randle Communications. “Rachael earned this promotion by demonstrating success crafting and executing public relations campaigns across California.”

Since joining Randle in July 2022, DiCicco’s leadership and outstanding contributions have shined brightly, particularly in her prominent roles with Covered California, Dignity Health, Golden 1 Credit Union and the firm’s marketing initiatives. She has proven herself to be an invaluable asset to the Randle team, not only for her strong tactical skills, but also for her enthusiasm, passion and relentless drive to help clients achieve their goals. Before joining Randle, DiCicco held notable roles at public relations agencies leading high-level public relations projects, as well as strategic marketing and business development planning and execution. She has multiple years of experience crafting and managing grassroots public relations and community relations projects for Fortune 500 clients across diverse industries.

“The Randle team is exceptionally talented, and our team-first culture and commitment to innovation and strategy are unmatched.” said DiCicco. “I am thrilled to be part of this team supporting projects that are shaping the future of California, and I look forward to continuing to grow and thrive at Randle.”

A graduate of California State University, Chico, DiCicco earned a Bachelor of Arts degree in journalism with an emphasis in public relations and a minor in Psychology, and was awarded cum laude with distinction. She also has experience as a member of the Communications Committee for Metro EDGE, Orange County Public Relations Society of America and the Women of Sacramento organization.

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How Randle Prepares Its Clients for Any Scenario

By Noah Rodriguez, Assistant Account Executive, Randle Communications

September is a month of transition as we bid farewell to the scorching days of summer and welcome the cooler embrace of fall. However, amidst the changing seasons, there is another significant transition taking place – a shift in our focus towards emergency preparedness. September marks National Preparedness Month, a time when we reflect on the importance of readiness for any and all emergencies.

At Randle Communications, we understand that emergency preparedness is essential and are dedicated to helping our clients educate consumers and stakeholders about this critical initiative. Our comprehensive suite of services and strategic approach allows us to effectively convey the significance of preparedness to a wide audience. With our expertise in crisis communications and emergency preparedness planning, we help ensure our clients are well-equipped in the event of an emergency.

The Importance of National Preparedness Month

National Preparedness Month serves as a reminder that disasters can strike at any time. Whether it’s a wildfire burning throughout the state, an earthquake shaking the ground beneath us, a severe storm disrupting our daily lives, an unexpected power outage, or any other emergency, being prepared is the key to safeguarding our loved ones and property.

Our commitment to emergency preparedness is demonstrated through our partnerships with all our clients, notably in our collaboration with our utility clients like Golden State Water Company and Bear Valley Electric Company, Inc. Together, we understand the importance of ensuring preparedness for unforeseen events.

Through our work with Golden State Water Company, we craft tailored communications strategies for potential emergencies that could impact the company’s water supply systems. Our partnership helps ensure that communities receive timely and accurate updates concerning water quality and other essential information in the midst of a crisis. Similarly, in our work with Bear Valley Electric Service, Inc., we develop robust communication strategies aimed at keeping customers well informed about the status of their power, critical safety measures, and pertinent details during potential Public Safety Power Shutoff events and other relevant emergencies.

Our work with these innovative utility companies has equipped us with the knowledge and proficiency needed to effectively execute crisis communications in the event of an emergency. If an emergency arises, our team has the experience to offer expert guidance, unwavering support, and timely communication, all aimed at minimizing the impact on our clients and their customers.

Simple Steps for a Safer Tomorrow

Taking action today can make all the difference tomorrow. Here are three essential tips to help ensure you’re prepared in case of an emergency:

1. Sign up for Wireless Emergency Alerts: Stay informed and connected by signing up for wireless emergency alerts at calalerts.org/signup.html. These alerts provide critical information during emergencies, helping you make informed decisions to protect yourself and your family.
2. Create an Emergency Kit: Prepare an emergency kit with essential items such as first aid supplies, water, nonperishable foods, and medications. This kit can sustain you and your family during the initial hours of a crisis, allowing you to remain self-sufficient until help arrives.
3. Establish an Evacuation Plan: In the event of an emergency, time is of the essence. Develop a clear evacuation plan that outlines escape routes, meeting points, and communication strategies. Practicing this plan with your loved ones ensures a swift departure if the need arises.

What’s next?

National Preparedness Month serves as a critical reminder that readiness is a shared responsibility. By taking simple steps today, such as signing up for wireless emergency alerts, creating an emergency kit, and establishing an evacuation plan, we can all play a part in safeguarding our families and communities.

To learn more about National Preparedness Month and access additional resources, visit ready.gov/September.

Threads: What is it and the Sacramento Decision Makers and Political Influencers Using it

By Rachel Marquardt, Senior Digital Strategist

Since Elon Musks’ takeover and transformation of Twitter, the social media world has anticipated a new rival app. Now Twitter may have met its match with the arrival of Meta’s new app “Threads.” Since its release on July 5, the app has already set itself apart from other self-proclaimed Twitter-rival apps, with over 30 million sign ups and 1 million posts within less than 24 hours. According to Meta CEO Mark Zuckerberg, Threads now has 100 million sign-ups.  

While it may feel like everyone is hopping on the platform, the app —nicknamed the “Twitter Killer” — is not without controversy, especially among legislators and key political influencers in Sacramento. And while its users continue to climb and the app’s capabilities improve, it’s still too early to tell if this young app will take over the Twittersphere and take the place as the go-to platform for Sacramento Beltway policy and political discourse. 

Meet Threads — Instagram’s new sibling and Twitter rival 

The development of the Threads app began six months ago when Facebook and Instagram creator-company “Meta” saw an opportunity to enter the race to create a “new Twitter.” Compared to other Twitter rival apps such as BlueSky, Threads was already a rising star, backed by the deep pockets of its parent company, Meta. 

The platform looks strikingly like Twitter with the style of its sister platform Instagram, and has many capabilities similar to Twitter, such as posting, liking, reposting and sharing. Threads is also an algorithmically driven timeline, which means a user’s timeline will be a blend of who they are following and users they’ve never encountered before. 

One of the most notable aspects of this platform is that it is already connected to Meta social media app Instagram. Currently, users cannot join Threads without having an Instagram account, as new users join by logging in through their existing account. Verification badges also transfer over – a seamless and stark contrast to the chaos and cost of Elon’s Musk’s Twitter verification process.  

Other major differences between the two platforms include a 500-character count compared to Twitter’s 250-character limit, and the capability to post 5-minute videos compared to Twitter’s 2 minute and 20 second threshold, offering users additional space to share their opinions and perspectives. 

Will Twitter be replaced? 

While Threads has the same root capabilities of Twitter, the question still stands if it will adopt the same atmosphere and presence as the Twittersphere. Thanks to Meta’s deep pockets, Threads developers have the time and resources to adjust and update the platform to user needs. However, many Twitter users are arguing that Twitter continues to be irreplaceable.  

Overall, we are seeing many prominent users post on both Threads and Twitter, meaning there’s potential.  But will this take the place of the #CALeg Community? In the few days after the app’s launch there was a slow start from Sacramento lawmakers, although significant numbers of political and policy minds as well as the capitol press corps have launched profiles. 

KEY SACRAMENTO DECISION MAKERS AND POLITICAL INFLUENCERS ON THREADS 

List updated as of July 17 at 11:30 a.m. PST 

What’s next for the political and communications world? 

While it’s too early to say if Threads will live up to its “Twitter Killer” nickname, it appears to be its fiercest competitor yet, with its user base rising quickly. What also remains to be seen if it can take the place of Twitter, which is the platform for political and policy discourse. In addition, Meta’s goal is to have Threads work across multiple apps to create what is called the Fediverse — a federated universe of services that all work under the same. 

Updates ahead 

While the app is flourishing with users, its capabilities are bare bones. This means updates and changes are likely to happen quickly and frequently as the platform grows. Many users already have expressed interest in the platform adding a direct messaging capability and the ability to create lists as Twitter does, those features have not been activated but we can expect it will be soon. Other significant additions mentioned by Adam Mosseri, Head of Instagram, as “on his list” include… 

• A website interface. Currently Threads is an app only. 
• A “trending” feed, similar to Twitter’s current trending feed. 
• An elevated search that includes the ability to search topics and hashtags 
• A feed that includes only people you follow. 
• An option that allows only people you know to reply to your thread. 

A way to advertise through Threads is also on the list, but Mosseri has mentioned that opening ad capabilities on the platform is not a top priority just yet. According to Mosseri, the app team is prioritizing making the app efficient and ensuring users continue to grow before turning the focus to monetization.  

So, how do you sign up for Threads? 

If you, your team or the organization you represent has an Instagram account already, it is an easy process to sign up and explore the platform. Depending on preferences, the best strategy may be to begin posting on the platform. But keep in mind that even if you decide to go “full speed ahead” on Threads, it doesn’t mean Twitter or any other prominent social platforms are less relevant — yet. For organizations who do not have an Instagram account, now may be the time to consider creating one in order to save your username for a possible Threads account in the future. 

The accelerated adoption of the new platform Threads is an exciting prospect, and we are waiting in anticipation to see if the app takes a seat at the table of important social platforms like Instagram — and steals Twitter’s seat after all. Only time will tell how it will impact the Sacramento echo chamber, our communities, and the way we communicate. 

Randle Communications Hires New Creative Director to Bolser Innovation and Surcharge its Content Studio

SACRAMENTO, Calif. – Randle Communications (Randle), Sacramento’s top-ranked public relations and public affairs firm, announced today the hire of award-winning director and producer Michael Miller as its first-ever Creative Director to fuel Randle’s in-house video practice and content studio. This hire reflects the next phase of Randle’s digital evolution and growth as the firm continues to lead the industry. Miller’s talent, experience and exceptional leadership will drive the firm toward continued creation of breakthrough content and strategic storytelling to shape and frame client issues.  

“Michael brings a unique blend of creative vision, engaging storytelling and artistic expertise that will play a crucial role in shaping and enhancing Randle’s creative services,” said Randle Founder and CEO Jeff Randle. “Michael is an extraordinary director, video producer and leader, boasting a tremendous portfolio that spans multiple industries. With Michael at the helm, our team is poised to deliver unmatched creative excellence for our clients and push the boundaries of innovation.” 

With more than a dozen years of video production experience, Miller has produced many high-profile video shoots and worked on more than 100 productions for global clients, including BMW, the San Diego Zoo, One Medical and Cheetos. Miller’s extensive expertise encompasses photo and video production, including directing, camera operation, lighting and video editing. His deep understanding of these essential elements ensures the seamless creation of visually captivating content that leaves a lasting impression and communicates compelling narratives on behalf of clients.   

As Randle’s Creative Director, Miller will lead the firm’s video production studio, collaborating with client partners to create engaging and impactful content. Miller will be a catalyst to strengthen the firm’s portfolio of videos, graphics and multimedia content, transforming complex ideas and messages into visually compelling stories.   

“I am thrilled to join Randle Communications’ dynamic team and bolster its powerhouse creative services practice,” said Miller. “Randle leads the public affairs and public relations industry, spearheading innovation in storytelling while also delivering exceptional client service. I look forward to working alongside this award-winning and talented team to shape industry narratives and raise the bar for industry excellence.” 

About Randle Communications:   

Jeff Randle created Randle Communications in 2001 to give clients great service from experts who thrive in a team environment. Randle specializes in strategic storytelling, executive positioning, brand building and reputation management, media relations, digital advocacy, breakthrough content generation, ballot initiative campaigns, litigation communications and crisis management. The firm is a two-time Inc. Magazine Best WorkPlace award winner and has been a longstanding recipient of the Sacramento Business Journal’s A+ Employer award.    

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Randle Communications Launches Health Care Practice

Announcement adds to firm’s diverse practice areas and expertise cementing reputation as California’s leading public relations and public affairs firm   

SACRAMENTO – Randle Communications (Randle) the top public relations and public affairs firm in California’s capital region, announced an official launch of its health care practice, formalizing one of the agency’s largest and deepest industry verticals. The announcement of the health care practice adds to the firm’s public relations, public affairs and political affairs practices, along with its in-house digital, creative services, including design and video storytelling, that together offer clients unrivalled strategic value and expertise. 

The move cements Randle’s role as a strategic communications powerhouse, working alongside organizations and leaders who are innovators, all striving to create a healthier future for all. Randle has built a broad and diverse health care client roster that includes work with payers and providers as well as experience working for and with state agencies, the largest statewide health care trade associations, and some of the nation’s largest not-for-profit health systems and behavioral health nonprofits. The firm’s blend of strategy and sophisticated tactics advance its health care clients’ goals to shape a healthier California. 

“For decades, Sacramento has been known as a government town, but it’s clear the city is also a health care town, serving as a catalyst for industry and policy innovation,” said Lindsey Goodwin, Senior Vice President of Public Affairs and Health Care Practice lead. “Beyond the large presence of health systems in Sacramento and the Northern California region, decisions in our capital city drive health care national trends and serve as a model for the rest of the country.” 

The pandemic has changed many aspects of health care delivery and policy as well as consumer perceptions and decision making, posing new challenges and providing the opportunity for innovative solutions. From access and equity to reimbursement and affordability, it’s more important now than ever before for the industry to frame key issues, engage with consumers and shape the debates among   stakeholders and elected officials. 

“The competitive advantage of Randle’s health care practice goes beyond issue expertise and experience to include an unrivalled 360-degree perspective our firm brings to every project given our deep public relations, public affairs and political expertise. Our team offers insight into consumer and opinion leader thinking as well as innovative services to advance the goals of our clients,” said Jeff Randle, Founder and CEO. 

Randle has led some of the state’s largest consumer health and integrated public affairs campaigns that have helped major health care trade associations shape, frame and win legislative debates. Outside of the policy arena, Randle has also led local land use and ballot initiative campaigns, helping expand access to health care and protecting hospitals’ abilities to continue to operate in local communities across California. Randle is battle tested and understands the complexities of the policy and political climate that shapes the health care landscape in California. The firm’s in-house creative, digital and video capabilities also provide a unique agility to provide clients with dynamic storytelling that establishes their voices and engages key audiences to achieve their objectives by deploying bold and creative strategies to cut through an often-cluttered landscape. 

The depth of Randle’s health care expertise is clear in its roster of dynamic client partners. Randle is proud to support the nation’s largest state-based health insurance exchange, Covered California, and is eager to help state partners as California embarks on its massive shift in Medi-Cal enrollment following the end of the state’s Public Health Emergency. The firm lives and breathes health care through its ongoing work with major statewide trade associations and non-profits who are shaping policy agendas through integrated public affairs campaigns that incorporate digital storytelling to drive awareness and action by key audiences. Past and current work includes strategic partnerships with the California Hospital Association, Californians Allied for Patient Protection, Private Essential Access Community Hospitals, Behavioral Health Action, National Alliance on Mental Illness California, Adventist Health, John Muir Health, CommonSpirit Health Physician Enterprise and others. 

Learn more about Randle’s health care practice here: randlecommunications.com/healthcare   

About Randle Communications:  

Jeff Randle created Randle Communications in 2001 to give clients great service from experts who thrive in a team environment. Randle specializes in strategic storytelling, executive positioning, brand building and reputation management, media relations, digital advocacy, breakthrough content generation, ballot initiative campaigns, litigation communications and crisis management. The firm is a two-time Inc. Magazine Best WorkPlace award winner and has been a longstanding recipient of the Sacramento Business Journal’s A+ Employer award.   

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Twitter Verification Checkmark Required to Run Ads

By Rachel Marquardt, Senior Digital Strategist, Randle Communications

It’s been a tumultuous several months for Twitter as extreme changes have continuously been implemented to the channel under its new ownership. Among all the buzz and announcements, one of the most impactful changes for advertisers lies in a thin drop-down banner notification in Twitter’s paid ads platform. This update informed Twitter Ads users that as of April 21, the app would begin withholding paid digital ad options for any organization not verified with a checkmark on Twitter. It also informs advertisers that if they have booked or book a future campaign of more than $1,000 with Twitter, the account will automatically be eligible for a complimentary gold checkmark – for now. The announcement followed a large purge of blue checkmarks from previously verified accounts on the platform just the day before.

At Randle Communications, Twitter serves as a key advertising tool that is often incorporated into our paid digital strategies and acts as an essential communication channel to support brands in a variety of industries to pinpoint key audiences and markets. Now, we are supporting our clients in a reassessment of their strategies to help them make a key decision: Whether or not to subscribe to Twitter and obtain a verification checkmark in order to advertise on the platform.

This requirement is part of Elon Musk’s long-term plan to monetize the platform and decrease bots. It has since created a significant barrier to entry across the platform for advertisers big and small. According to a notice from Twitter, the “change aligns with Twitter’s broader verification strategy: to elevate the quality of content on Twitter and enhance your experience as a user and advertiser. This approach also supports our ongoing efforts to reduce fraudulent accounts and bots.”

Now, organizations must decide to either adjust their digital paid ads strategy to not include Twitter advertising, or pay for one of the new Twitter verification subscriptions to receive a checkmark.

The Removal and Addition of Verification Checkmarks

Twitter has introduced three new checkmarks after its removal of the classic blue checks that the Twitterverse had become accustomed to:

• The first of Twitter’s new verification subscription levels is the familiar Twitter Blue, where users can pay for a blue checkmark and a few benefits for $8 a month. Benefits Twitter provides to Twitter Blue users include the ability to run ads as well as edit Tweets, bookmark folders, be prioritized in conversation rankings, ironically see fewer ads on their own feed, and a few additional content-based benefits.
• A gold checkmark comes with Twitter’s Verified Organizations program, which sits at $1,000 a month as a baseline. After being approved for the program, Verified Organizations will have all benefits of Twitter Blue, as well as the ability to add affiliate accounts to their Verified Organizations hub.
• Twitter’s third verification level is a gray checkmark. A variant of the Verified Organizations mark, the checkmark is a free symbol of verification for government-affiliated organizations and multilateral institutions.

To explore further benefits of each of the platforms, visit here.

This expanded version of Twitter’s paid verification system creates a pay-to-play model that may serve as a force for decision-making for many brands and organizations. The hesitancy to hop onto Twitter Blue still remains, but it is still to be seen whether brands will take their pick of the options above or take their leave.

In the aftermath of the announcement, we have seen both sides of the argument, with some elected officials refusing to pay for Twitter Blue after losing their checkmarks, while other organizations are “reluctantly” purchasing it. A Twitter verified checkmark already comes with a predisposed amount of uncertainty, due to the backlash from Twitter advertisers and users during their first iteration of Twitter Blue. This announcement transformed the blue checkmark into a threat, allowing anyone to purchase the symbol for a mere $8, no matter what their account represented. This created a storm of controversy, confusion, and consequences due to fake accounts and misrepresentation, resulting in many advertisers backing away from Twitter.

The Other Changes – And Rumors

These changes to verification statuses are accompanied by a plethora of other changes that align with Musk’s monetization plan, several of which experts believed would cause the downfall of the app itself. While many of these changes have been solely focused on placing costs on once-free content such as its Application Programming Interface (API) and verification checkmarks, Musk has also significantly adjusted Twitter’s original format to prioritize content creators, making room for long-form tweets, videos, and more visual content. These changes, we can assume, are aimed at appealing to younger generations (while creating more options and room for advertising, of course). This may be the reason that Twitter’s download and usage rates remain strong, even amongst the chaos that followed shortly after Elon Musk’s purchase of the platform when many experts predicted that it was heading for demise., making room for long-form tweets, videos, and more visual content. These changes, we can assume, are in hopes of appealing to younger generations (while creating more options and room for advertising, of course). This may be the reason that Twitter’s download and usage rates remain strong, even amongst the chaos that followed shortly after Elon Musk’s purchase of the platform when many experts predicted that it was heading for demise.

However, many believe that the largest reason Twitter remained above water was the absence of an alternate app the Twitterverse felt comfortable moving to. Now that may change with the new app “Bluesky,” created by former Twitter CEO Jack Dorsey. While the app has topped headlines as the possible resolution in the “Hunt for the Next Twitter,” currently it is invite-only where potential users must sign up for a waitlist. By the end of April, Bluesky had reached 50,000 users, including public figures such as Alexandra Ocasio-Cortez (D-NY) and organizations such as NPR – who recently and very publicly exited Twitter – finding a home on the platform.

What’s Next?

As we all know from experience, we can expect more changes from Twitter coming our way. Since the announcement, Twitter has already reinstated free blue checkmarks to accounts with over a million followers. This included LeBron James, who was “gifted” his blue checkmark back “on behalf of Elon Musk” after James refused to pay for Twitter Blue. Celebrities such as Stephen King and William Shatner received free checkmarks as well.

Twitter serves as an ongoing case study of the ever-evolving world of digital, and the importance of social media marketing. With this new significant barrier to entry for Twitter advertising and its attempt to force the Twitterverse to adopt these new paid verification options, many are flagging this as one of Twitter’s riskiest moves. As advertisers hold Twitter in their hands, we are sitting at the edge of our seats waiting to see if they will bend to the new requirements and purchase a checkmark or break away from Twitter as a paid marketing channel, which may spell concern for Twitter itself.

The only thing we can say for certain is that we are in anticipation of what changes are next with Twitter, and to see if it can withstand its biggest test yet.