International PR

Allied Telesis case study

Allied Telesis is an international provider of secure IP/Ethernet switching solutions and an industry leader in the deployment of IP Triple Play networks.

The challenge

Re-establishing Allied Telesis' international PR profile across Europe. Media reviews had shown that journalists and end-users assumed the company had gone out of business. Allied Telesis was also looking to achieve better efficiency and results for its budget.

Strategy

Each market was at a different stage of development and had its own unique set of challenges and context. The international PR campaign had to be flexible and adaptable with each market having the freedom to influence the campaign, supported by the regional team providing a steady flow of materials and support.

Highlights include

• EML Wildfire streamlined the European agency network 

CSR case study

Providing international PR support throughout a 10-year transition from UK tech start-up to a leading global player in the semiconductor industry.

The Challenge

Over the decade that EML Wildfire has worked with CSR, the international PR campaign has needed to constantly evolve in terms of its structure and messaging in order to keep pace with CSR’s changing objectives, as it has grown, diversified its technology expertise, and acquired and integrated other brands.

The Strategy

• In the start up days the primary need was to ensure CSR was positioned alongside its main competitors and that its technology proposition was seen as credible by key OEMs. EML Wildfire worked with CSR to push an aggressive campaign of customer, partner and third party endorsements to successfully prove that CSR and its technology should be taken seriously by the industry.
• As CSR’s international PR needs grew globally, EML Wildfire was there to support. EML Wildfire introduced CSR to a shortlist of hand-picked international PR agencies in Japan and assisted in the final selection. Following that, EML Wildfire managed this relationship, a relationship with a US PR agency, and later helped CSR to select agencies in Taiwan, China, Korea and India.
• EML Wildfire was assigned the management of these international PR agencies, ensuring global message consistency, consolidated single-point of contact and reporting. EML also took responsibility for generating all of CSR’s international PR material to meet opportunities generated by local agencies.
• In recent times there has been a growing strategic drive within CSR to influence the end consumer and create pull through for its technology. CSR’s business-to-business trade campaign is now enhanced with complementary high level media outreach.

Outcomes

• CSR has maintained a position as an industry and thought leader in wireless and location technology
• CSR is recognised as the UK’s most successful semiconductor company and has built a strong brand in Europe, USA and Asia
• CSR has been widely covered by the business and gadget media over the last 18 months including Wall Street Journal Europe, T3, Pocket-Lint, Engadget and TechEye
• CSR achieves over 200 global press mentions every month

Picochip case study

The number one provider of femtocell technology

The challenge

As part of Picochip's annual business-to-business PR campaign, EML Wildfire was tasked with maximising the company's involvement and presence at Mobile World Congress 2011. The Picochip team invested heavily in their stand for the 2011 event situated in Hall 1 and were keen to create a buzz and to showcase their technology.

EML Wildfire was tasked with making Picochip stand out from the crowd at the show and to drive stand traffic.

Strategy

EML Wildfire regularly recommends PR activity ahead of major trade shows and a press tour took place in the US and Europe in late January with the news released a few weeks before the show. This drove traffic to the stand and made sure the news got picked up ahead of major announcements from the biggest names in mobile at the show. Not many press from Asia attend the show and so in March EML Wildfire arranged an Asian press tour covering Taiwan, China and Korea.

Meetings were also arranged at the show to demonstrate the latest technology and to meet those missed in the earlier press tour.

Highlights include:

• High quantity and quality of press briefed

A total of 162 press & analysts were briefed before, during and after the show

• 44 briefings at the show

Including BBC Click, Associated Press and Light Reading, The Register and E&T

• Impressive National coverage

BBC Click, The Sunday Times, Associated Press and meetings with CNBC, Dow Jones and The San Jose Mercury News in the US

• Consumer profile of Picochip increased

Meetings with Scientific American, MIT Technology Review and Gizmodo in the US generated good coverage of Picochip for a consumer audience

• Trade press and analysts briefed worldwide

Wolfson Microelectronics case study

High performance mixed-signal semiconductor giant, Wolfson Microelectronics needed an international PR campaign to reach the consumer electronics market with its audio technology

The challenge 

Raising the awareness of Wolfson Microelectronics worldwide through an international PR campaign, plus encouraging the association of Wolfson with audio quality

PR strategy / tactics 

As Wolfson’s lead agency for international PR, EML Wildfire’s role was to manage the media outreach directly in Europe and coordinating five partner agencies across the US and Asia. This included:

• Developing clear messaging
• Media training global spokespeople
• Ensuring a regular flow of news
• Driving an authoritative technical article programme
• Facilitating face-to-face interaction via global media tours for key launches