Turning Complex Engineering Expertise Into Tier-One Media Coverage and Industry Authority

Client

Victaulic is a global producer of mechanical pipe-joining, flow control and fire protection solutions for complex piping applications. Founded in 1919 and driven by an innovative spirit, Victaulic products and engineered solutions have been integral to some of the most demanding construction projects over the past century, bringing productivity, confidence and sustainability to buildings around the world.

RESULTS AT A GLANCE

In one year, Reputation Ink helped Victaulic significantly elevate its industry visibility and authority:

• 82% of thought leadership placed in tier-one publications
• Consistent media coverage across key AEC and engineering outlets
• Expanded visibility among engineers, contractors and decision-makers
• Stronger positioning of internal experts as go-to industry voices

Challenge

Victaulic operates in highly technical, precision-driven industries, from fire protection and plumbing to infrastructure, mining and energy. In these sectors, credibility is everything. Messaging must reflect deep technical understanding, which is only possible when a team understands the technical concepts behind the engineering and can translate them into language that resonates with audiences at every rung of the ladder — engineers, contractors and owners.

Victaulic needed a PR partner who could quickly understand complex engineering concepts, translate them into compelling narratives and tailor those messages for multiple audiences without losing technical integrity. Without clear, credible messaging, Victaulic risked being overlooked in highly technical markets where trust, precision and expertise directly influence specification and purchasing decisions.

OUR SOLUTION

Deep Industry Immersion

With more than a decade of experience in architecture, engineering and construction (AEC) markets, Reputation Ink brought immediate industry fluency, eliminating the ramp-up time typical of generalist agencies.

To accelerate alignment, our team participated in a three-day, in-person training at Victaulic’s headquarters, gaining firsthand insight into its products, markets and business goals.

SME Knowledge Extraction

We conducted structured discovery sessions with subject-matter experts (SMEs), using proven knowledge extraction techniques to uncover insights and translate technical knowledge into accessible, high-impact content.

Strategic Media Targeting

We developed targeted media lists and editorial calendars tailored to Victaulic’s commercial and industrial audiences across the U.S. and Canada, ensuring consistent and relevant visibility.

Content Development Engine

Working closely with marketing leaders and engineers, we produced a wide range of content, including:

• Bylined articles
• Case studies
• Technical conference papers

We also supported engineers in refining complex submissions for major industry conferences.

Ongoing Strategic Collaboration

Through regular coordination with market leads, we identified proactive story angles, aligned messaging with business priorities and ensured a steady cadence of high-quality opportunities.

RESULTS

Clients benefit from working with professionals who understand their industry and can effectively communicate even the most technical information. We’ve helped them secure case study and thought leadership placements in their tier-one publications. In 2026, 82% of thought leadership articles were published in tier-one media outlets, and the remaining 18% published in tier-two outlets. 

Over the year, we’ve secured coverage including:

• Consulting-Specifying Engineer: “Ways to reduce embodied carbon in building piping design”
• Fire Protection Engineering: “Future-Proofing Fire Safety: Hybrid Extinguishing Systems in Evolving Markets” 
• Spaces4Learning: “Breaking higher ed’s billion-dollar backlog problem”
• Engineered Systems/ACHR News: “Can data centers power their surrounding communities?”
• NFPA Journal: “Striking Departure: Boston Logan International’s revamped Terminal E illustrates how terminal design is evolving worldwide”
• BUILDINGS: “Fire Protection Considerations for Tenant Improvement Projects”
• MCAA Smart Solutions: “Designing for Success with Victaulic & Heffron Company”

We’ve also leveraged our relationships with key journalists and trade publications to help Victaulic’s sales and marketing teams maximize their investment at industry conferences like Autodesk University and AHR Expo. Our team has helped organize media booth visits, compiled reports on attending media and worked with subject-matter experts SMEs to identify the best ways to position them when being interviewed.

Having proved that we can keep pace with their SMEs, the Reputation Ink team has also been trusted to support Victaulic’s engineers in writing, editing and fine-tuning lengthy technical paper submissions for conferences such as UESI Pipelines and WEFTEC. 

“I’ve been impressed with Reputation Ink’s writing and their ability to learn our business. These aren’t easy topics to pick up on, but we trust that they’ll always deliver something we can be proud of,” said Bethany Thornton Baltz, Marketing Director. “We appreciate their willingness and responsiveness to jump in on projects, whether it’s breaking into a new market, announcing a new product launch or translating our project success into well-told stories.”