Prepared for Klir

Visible Utility

A communications strategy for Klir.

May 2026

How we see you

A small footprint, a wide-open category.

$1.3T

20-year U.S. infrastructure gap

Drought, water reuse and AI data-centre demand are turning a back-office category into a front-page one.

1.7%

Share of voice today

Hach holds 77.6% on volume alone. But Klir's coverage earns the highest per-article engagement in the audit set: 4.2 versus Hach's 0.8.

Unclaimed

The 'utility of the future'

No incumbent owns the forward narrative. Hach has volume without identity. Locus has identity without reach. The category language is there for the taking.

Visible Utility

The opening

Make the invisible operational layer of water legible to media, policymakers and the public, using Klir's data and David's perspective.

The Audit

Volume vs reach. Klir lands where it counts.

Twelve months of competitor coverage (May 2025 to May 2026) across U.S. business, infrastructure, govtech and water-trade media. Hach owns the volume at Danaher scale. Klir sits last on article count, but first on average audience reach.

SHARE OF VOICE

Coverage volume, 12 months

Hach (Danaher) 4,570 Locus Technologies 1,117 SwiftComply 104 Klir 99 NJB Soft / SAMS 0

AVERAGE REACH (UVM)

Avg unique visitors per month of covering outlets

Klir 1.15M Locus Technologies 890K Hach (Danaher) 640K SwiftComply 310K NJB Soft / SAMS 75K

Last in volume. First in reach. Klir already earns the highest average outlet reach in the category and the strongest per-article engagement in the set (4.2, over five times Hach). The brief is to compound that quality with scale, not chase a Danaher-owned incumbent on volume.

The Ask

Claim the category. Own the narrative.

PRIMARY

Move Klir from a known but under-scaled name to the authoritative voice on the future of water utility operations.

The 'utility of the future' conversation is unclaimed. Hach has volume without identity. Locus has identity without forward-facing reach. Klir starts at 1.7% share of voice with every piece of existing coverage positive and strategically framed. A single, repeatable, ownable narrative built around the Visible Utility campaign closes that gap faster than scale alone ever could.

FLOWS FROM IT

Investor credibility, talent attraction and a pipeline of operators, regulators and policymakers who call David first.

Category authority compounds. The journalists, govtech editors and conference organisers who shape U.S. infrastructure conversations are a small group. Once Klir owns the forward narrative, that group starts routing inquiries to David rather than to Hach. That positioning also travels home: Irish media, talent and future funding rounds all benefit from the same upstream investment in narrative clarity.

The Approach

Five plays. One unifying campaign.

01 · Index

Visible Utility Index

A quarterly index tracking the operational readiness of U.S. water utilities across five pillars: predictive operations adoption, water reuse readiness, climate resilience, workforce capacity, and public trust. Each quarter delivers confidence scores by region, a flagship data hook (for example, 'cyber overtakes drought as top concern for the first time'), David commentary, a LinkedIn graphics package and an embargoed tier-one trade brief. The annual 'State of the Visible Utility' report drops into the AWWA fall calendar as the single biggest media moment of the year.

02 · Media

U.S.-led press office engine

Daily news scanning across U.S. infrastructure, govtech and water-trade media. Proactive pitching against the four content pillars (predictive operations, water reuse, water and AI data centres, public trust and resilience). Two ghostwritten founder op-eds per quarter, one aimed at trade or govtech and one aimed at tier-one outlets including Bloomberg, WSJ, FT, Wired and Fast Company. Reactive commentary turned around inside the journalist's window on EPA announcements, drought events and data-centre siting disputes. Irish media handled as a deliberate supporting layer: employer brand, founder profile and innovation credibility, never diluting the U.S. category identity.

03 · Founder

David and Elaine profile programme

David and Elaine are the most valuable communications asset Klir holds. Their EPA Ireland and water-compliance backgrounds, combined with David's non-corporate communication style, are exactly what trade and tier-one editors respond to. The programme covers four podcast appearances per year (targets include Odd Lots, a16z and Built In), one marquee speaking slot per quarter at AWWA, WateReuse or Smart City Expo, one annual long-form profile (target: Wired, Fast Company or FT Weekend), and a monthly LinkedIn thought-leadership cadence. Positioning is not 'startup founder' but 'one of the clearest thinkers on the future of utility operations'.

Media Examples

Outlets we'd target across U.S. infrastructure, govtech and water-trade media.

Note: this list is non-exhaustive. U.S.-led, with Irish media as a deliberate supporting layer.

U.S. TIER ONE

Bloomberg
WSJ
FT
Wired
Fast Company

INFRASTRUCTURE & GOVTECH

Route Fifty
Government Technology
StateScoop
Smart Cities Dive
Bloomberg CityLab

WATER TRADE

WaterWorld
Water Online
Smart Water Magazine
Water Finance & Mgmt
AWWA Journal

IRELAND & FOUNDER

Silicon Republic
Business Post
The Currency
TechCrunch
Sifted

Creative Content

Six content disciplines, deployed as the story demands.

OPPORTUNITY SPOTTING

Real-time monitoring for moments where Bird & Bird's voice belongs in the conversation.

THOUGHT LEADERSHIP

Bylined pieces and op-eds positioning partners as authorities on AI, IP, M&A and regulation.

CORPORATE PROFILING

Partner and firm features in business and legal press, building reputational depth and lateral-hire appeal.

DATA-LED INSIGHTS

Original research and proprietary data (the Future Positive Index) turned into earned-media moments.

COMMENTARIES

Reactive comment on regulatory changes, market moves, transactions and competitor news.

ANNOUNCEMENTS

Partner hires, transactions and firm news shaped for tier-1 business and legal pickup.

Pricing & KPIs

Three ways in. One dedicated team.

€12k

All-in, all markets

Recommended. Full PR and comms across all markets (U.S. and Irish, plus relevant British opportunities), including Founder PR.

€10k

U.S. + Founder

U.S. market only, plus Founder comms.

€7k

Founder only

Founder profile building, all markets. Corporate news out of scope, or charged at project rate.

WHAT THE RETAINER COVERS

◆ Dedicated account team (AD + AM + AE)
◆ Key messaging document and content pillar framework
◆ Visible Utility Index: quarterly build, data sourcing and release
◆ U.S. press office: monitoring, proactive pitching, reactive commentary
◆ Founder PR for David and Elaine (op-eds, podcasts, speaking)
◆ Monthly reporting and quarterly share-of-voice audit

YEAR-ONE KPIs

5%

Share of voice

Lift Klir from a 1.7% baseline to 5% of the audit-defined category within 12 months.

12-15x

Tier-one placements

Across U.S. infrastructure, govtech and business press over the year, weighted to proactive campaign moments.

Founder reach and sentiment

David quoted in 20 or more outlets, 4 podcast appearances, 4 quarterly op-eds, and 90% or more of coverage positive or strategic.

Indicative pricing, work in progress and subject to final scope. Fees quoted exclusive of VAT.

About Beachhut

15 years inside tech.

Founded in Dublin by Paul Hayes. Now in Dublin, Belfast, London and Amsterdam.

We specialise in earned media for tech, fintech, medtech, mobility, AI and the professional services firms that serve them. Quality over quantity, tailored stories, smart amplification.

What sets us apart: we understand tech.

No learning curve. We know what works at every stage, from seed to unicorn, and we know the people who matter to you.

Dublin (HQ) Belfast London Amsterdam

15 yrs

in tech communications

4 cities

Dublin, Belfast, London, Amsterdam

Earned

media-first, no paid amplification

Sector

tech, fintech, medtech, AI, mobility

Client Roster

Pioneers in their verticals, leaders in their sectors.

From supporting first-time to serial entrepreneurs, we have been in the trenches with some of the world's fastest-growing tech start-ups and scale-ups.

Across FinTech, Emerging Tech, Mobility, AI & Health-tech, plus events partnerships with Dublin Tech Summit and HumanX.

Selected Coverage

Tier 1 placements across the announcement cycle.

Irish Times. Business Post. Newstalk. RTE. Irish Independent. The Currency. Sifted. Financial Times. Reuters. From announcement amplification to expert commentary to executive profiling. Click any clipping to enlarge.

Op-Ed Placement

Funding Announcement

Corporate Profiling

Event Coverage

CEO Profiling

Expansion & Growth

Partnership News

Profile Interview

Data-Led Insight

Expert Commentary

Your Team

Senior people. Founder-led.

Barry Bracken

Account Director

Amsterdam

Aaron Linnane

Senior Account Manager / Benelux Lead

Amsterdam

Your Strategic Team

Paul Hayes

Founder

Dublin

Niall McLoughlin

CEO

Dublin

Mary Calpin

Senior Media Consultant

Dublin

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Ready when you are.

Five steps to live.

1Review. 2Agree start date. 3Contract shared. 4Messaging / strategy session and ways-of-working call. 5Share relevant collateral: case studies, data, thought-leadership angles, company roadmap.

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Visible Utility

A small footprint, a wide-open category.