Making the News

Turning National Narratives Into Story Telling Opportunities and Brand Awareness

Sometimes, the best opportunities aren’t planned—they’re seized. It’s not something devised in an annual business plan or a marketing campaign. When opportunities show up unannounced, and you're quick on your feet, they can turn into major moments. That’s exactly what happened when a national news story gave us an opening to elevate our clients’ voices and land impactful coverage, both locally and nationally.

By responding quickly with a unique point of view, compelling visuals, and a strong brand message, we establish our clients as trusted, go-to sources. Our goal? To be the media’s first call when they need expert commentary on breaking industry topics—and to answer that call with speed and precision.

We inject your brand story into every media outreach creating a consistent and cadence of communication beyond a press release with the news, earning meaningful opportunities telling your brand story.

Craft Beer and Tariffs: A Timely, Impactful Story

According to 2025 sales data from the Brewers Association, aluminum cans account for approximately 75% of packaged craft beer’s volume and revenue. That means any changes in aluminum costs have a direct impact on craft breweries’ daily operations. When the tariff news broke, we ensured our partners got in front of a large local and national audience, ensuring their perspective reached the right people while placing their brand at the center of the conversation. 

TailGate Brewery, a fiercely independent Nashville-based brewery, recently celebrated its 10th anniversary. With nine locations and nearly 300 unique recipes in its lineup, it was clear that the tariffs would pose a challenge. However, TailGate took the opportunity to assure customers the brewery would do its best to absorb cost fluctuations through strategic inventory control and product diversification. This resulted in a featured segment on the local CBS affiliate [watch it HERE] and a CNN article [read it HERE] reported by Jordan Valinsky that was shared by outlets across the world. The result – TailGate’s name in the headlines, seen by millions or 263.64 million people to be precise.

Meanwhile, Indeed Brewing Company, headquartered in Minneapolis with a second location in  Wisconsin, also stepped into the spotlight. Founded in 2010, Indeed has grown alongside the booming craft beer movement, producing over 20,000 barrels per year. When the Brewers Association released its federal affairs announcement on the tariff’s impact, Indeed’s Chief Business Officer, Ryan Bandy, was ready. He provided the local ABC station with expert commentary on how the tariffs would affect the industry while also reinforcing Indeed’s brand identity [watch it HERE].

What is Media Moderating?

Reporters are busy. The news cycle never stops, inboxes are overflowing, and there’s more noise than ever. That’s where we come in.

Our team works to cut through the clutter with pitches that are relevant, useful, and actually add value. Telling your story in front of a camera is easy when you have the right media relations team behind you. These features are a prime example of why media relations matters. These headlines are earned not paid – the difference is monumental. We’re constantly monitoring industry and cultural trends (we’re obsessed). At Turn It Up, our job is to work closely with journalists and media professionals to position your brand as an authority in the industry. When national news breaks, we help you leverage it, turning broad headlines into meaningful exposure.

And one other thing: you don't have to be political to be in the headlines and these cases are proof. We're only concerned with publishing your story if it aligns with your values.

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