Challenge
- 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
Implementation
- 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
Results
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.
