LAUNCH OF ENGINEERING CENTRE IN TRONDHEIM
Objective
When search engine company Google was to launch its newly established engineering centre in Trondheim, Norway they got in touch with PR agency JustPR Ltd via Octopus Communications’ international network. Although the centre had been operating for some months, it was time to officially launch it to the media.
Strategy Together with JustPR Ltd, it was decided upon a press briefing (followed by one-to-one interviews) to be held at Google’s offices in Trondheim. All key media in Norway, broadcast, nationals, IT titles as well as business titles were invited. The most prominent Swedish business daily was selected to ensure coverage also in neighbouring Sweden, a country with many skilled engineers.
Tactics
Press material as well as key messages and Q&A’s were prepared in English and signed off, and material for the press was prepared in Norwegian and Swedish. The participants were briefed and a representative from JustPR attended all face to face and phone interviews. Some interviews were conducted in Norwegian, some in English and some in Swedish. This presented no problem as the representative from JustPR communicates well in all three languages.
Results
Quality coverage, communicating the key messages, was secured in all major Norwegian media (print, online, TV and radio) as well as in the Swedish business paper. 97% was on-message coverage. The coverage reached over 5 million. (Norway’s population is 4.5 million. Reader/viewers overlap and large nationals had more than one article on different days). The Head of the Engineering Centre was positioned well as the technical spokes person and a strong relationship was formed with key journalists.
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