Panasonic Business – Making Toughbooks the Most Famous Rugged Computers

Panasonic wanted to strengthen its communication strategy in the Benelux for 6 of their Business Divisions. Through content creation, press lobbying, video production and events organization, the different divisions combine today and every month more than 60 clippings in the Benelux media.


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  • Insticom manages PR activities for 4 Panasonic departments in the Benelux:
  • Computer Product Solutions: rugged notebooks and tablets
  • Visual System Solutions: projectors and professional displays
  • Professional Camera Solutions: cameras for cinema and television as well as security cameras
  • Communication System Solutions: scanners, printers, VOIP phones


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  • Localisation and distribution of press releases in the Benelux
  • Preparation of opinion articles, white papers, expert advises to position Panasonic a thought leader on its markets and position the company as an expert in digital transformation for professionals
  • Ensure press coverage during trade shows (ISE and IBC in Amsterdam), through the organisation of a press conference and interviews
  • Organisation of press trips to Panasonic’s factories
  • Set up test reviews by journalists and influencers
  • Crisis communication: creation of a crisis communication plan and media trainings for C-levels


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Growing press coverage each year since 2012, with 33% increase in 2015 compared to 2014, and 46% increase in 2016 compared to 2015. An average of 40 articles are published each month in the Benelux.

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