Helping Professionals Make Sense of a Complex Building Trend

Johns Manville (JM), a Berkshire Hathaway company and global building and specialty products manufacturer, is a world leader in delivering building material solutions that address the market’s evolving needs and challenges.

When codes called for more energy efficient buildings, JM stepped up with products to address these needs. Linhart PR helped JM communicate the product solution and construction standard.

Media Relations & Influencer Marketing
Crisis & Reputation Management
Energy & Utilities
JM Educates


The trend of “continuous insulation” (CI), or insulation that covers the entire wall surface area of a building, is quickly becoming the energy efficiency standard in the construction world. JM AP™ Foil-Faced Foam Sheathing is JM’s answer to this trend. Recognizing that JM AP Foil directly competes with two existing categories of insulation, and that the construction industry lacked an authoritative resource on the topic, JM sought to educate influencers about the importance of CI and the benefits of choosing JM AP Foil.


Linhart PR set out to write and submit a bylined article to help alleviate confusion surrounding CI and inform professionals of product considerations for common applications. Linhart PR researched a targeted list of trade publications in Canada — publications directly reaching decision-makers in the commercial construction space — and identified Construction Canada magazine as one of the most influential. After securing interest, Linhart PR pulled information collected from interviews, research and previous articles to develop an influential 2,500-word bylined article that served the needs of the publication’s audience while positioning polyiso foam sheathing as a superior option for many applications.

JM Article


The eight-page article, “The Devil Is in the Details: Maximizing Continuous Insulation in Commercial Construction,” was featured in Construction Canada, reaching more than 12,000 professionals. The article was also prominently featured on the Construction Canada blog.

In addition to media coverage, Linhart PR recommended opportunities to extend the article’s value by directly distributing it to current and prospective customers at key trade shows—including the International Builders Show and Pacific Coast Builders Show—and to employees globally as a go-to resource for educating them about continuous insulation. Linhart PR also repurposed the article to create an educational video for one of JM’s most valued customers, a nationwide home improvement retailer.

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