Prepared for Klir

Visible Utility

A communications strategy for Klir.

June 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 largely unclaimed. Hach has volume without identity. Locus has identity without forward-facing reach. Klir starts at 1.7% share of voice, with every major coverage theme focused on operational modernisation. At the same time, water reuse is emerging as one of the defining challenges and opportunities facing utilities globally. As operators navigate the compliance, operational and strategic complexity of that transition, Klir has a credible opportunity to become one of the category's most trusted voices.

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. national, state, infrastructure and water-trade media.

U.S.-led, with state-level awareness building in Texas, California and Florida supporting utility trust and local visibility. Irish media remains a deliberate supporting layer.

U.S. NATIONAL BUSINESS

Bloomberg
Wall Street Journal
Financial Times
CNBC
Fast Company
Wired

INFRASTRUCTURE & GOVTECH

Route Fifty
Government Technology
StateScoop
Smart Cities Dive
Bloomberg CityLab
Governing

WATER TRADE

WaterWorld
Water Online
Smart Water Magazine
Water Finance & Management
AWWA Journal
WateReuse Review

IRELAND & FOUNDER

Business Post
Irish Times
The Currency
Silicon Republic
Sifted
TechCrunch

STATE & REGIONAL

Texas

Dallas Morning News
Houston Chronicle
Texas Tribune
Austin American-Statesman

California

LA Times
San Francisco Chronicle
Sacramento Bee
CalMatters

Florida

Miami Herald
Tampa Bay Times
Orlando Sentinel
Sun Sentinel

Creative Content

Six communications disciplines, deployed to position Klir as the voice of the future utility.

FUTURE OF WATER

Position Klir at the centre of conversations around water scarcity, water reuse, resilience and the next generation of utility operations, highlighting how utilities can transition from compliance to sustainable water management.

THOUGHT LEADERSHIP

Bylined articles and expert commentary positioning Dave Lynch as a leading voice on water infrastructure, operational intelligence and utility transformation.

WATER (RE-USE) INTELLIGENCE

Original research, proprietary utility insights and operational trends transformed into visual reports, dashboards and media stories.

COMMENTARY

Rapid response to water reuse programmes, infrastructure failures, drought events, regulatory developments, AI adoption and sector news.

UTILITY PROFILING

Customer success stories, utility transformation case studies and operational outcomes demonstrating real-world impact.

ANNOUNCEMENTS

Funding rounds, product innovation, major customer wins, partnerships and strategic milestones shaped for earned media impact.

Irish Strategy

Building Elaine's profile in Ireland as a leading founder in water, infrastructure and climate innovation.

While Klir's commercial focus remains firmly U.S.-based, Ireland strengthens the employer brand and attracts technical talent. It also offers a pillar for enhanced founder credibility and longer-term board and advisory opportunities.

Founder profiling

Targeted interviews and profiles across the Business Post, Irish Times, The Currency, Silicon Republic and Newstalk. Themes: building a global company with Irish roots, the future of water infrastructure, women in leadership, scaling internationally, and climate and utility innovation.

Thought leadership

Position Elaine as a commentator on water scarcity and reuse, sustainability and infrastructure resilience, and AI and utility operations, as well as a leading entrepreneurial voice on Irish innovation.

Speaking & networks

Selective positioning around Dublin Tech Summit, TechFoundHer, Scale Ireland and the Enterprise Ireland ecosystem.

Talent & employer brand

Use Irish media visibility to support recruitment, company culture, a strategic EU base, and engineering and product hiring.

Pricing & KPIs

Three ways in. One dedicated team.

€12k / $14k*

All-in, all markets

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

€10k / $11.5k*

U.S. + Founder

U.S. market only, plus Founder comms.

€7k / $8k*

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.

5-8

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. * USD shown at the ECB reference rate of €1 = US$1.1614.

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

Lead Amsterdam

Aaron Linnane

Senior Account Manager

Amsterdam

Rosie Mullen

Account Executive

Dublin

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.

Volume vs reach. Klir lands where it counts.

SHARE OF VOICE

AVERAGE REACH (UVM)

Claim the category. Own the narrative.

PRIMARY

FLOWS FROM IT

Five plays. One unifying campaign.

Visible Utility Index

U.S.-led press office engine

David and Elaine profile programme

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

U.S. NATIONAL BUSINESS

INFRASTRUCTURE & GOVTECH

WATER TRADE

IRELAND & FOUNDER

STATE & REGIONAL

Six communications disciplines, deployed to position Klir as the voice of the future utility.

FUTURE OF WATER

THOUGHT LEADERSHIP

WATER (RE-USE) INTELLIGENCE

COMMENTARY

UTILITY PROFILING

ANNOUNCEMENTS

Building Elaine's profile in Ireland as a leading founder in water, infrastructure and climate innovation.

Founder profiling

Thought leadership

Speaking & networks

Talent & employer brand

Three ways in. One dedicated team.

WHAT THE RETAINER COVERS

YEAR-ONE KPIs

15 years inside tech.

Pioneers in their verticals, leaders in their sectors.

Tier 1 placements across the announcement cycle.

Senior people. Founder-led.

European PR for the most trusted crypto platform.

PR OBJECTIVES

Irish market launch for the UK's leading digital bank.

PR OBJECTIVES

Ready when you are.

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