case study 1

Focus on issues secures national and international coverage

A swift reaction to issues in the media is just one element in the success of our work for specialist UK communications technology design consultancy Plextek Ltd.

Plextek had just completed a new antenna design for cellphones that increased efficiency and also acted to minimise user exposure to radiation, when stories about the possible harmful effects of mobile phone radiation on the brain hit the headlines. This opened up opportunities for us to gain media coverage for Plextek's new proprietary technology, and to raise awareness of the company itself, but rapid response was vital.

We had to ensure that Plextek did not become embroiled in the health arguments so we prepared a press release that gave a positive angle to the scare story, and sent this out to the press on the day the topic was first covered. This was followed up with telephone calls to selected key media.

The response was excellent - by tackling this topical issue so quickly and offering a positive angle, we achieved numerous mentions for Plextek and its technology across many titles, international (reaching as far as Japan), national, regional, both print and broadcast, as well as Plextek's trade magazines and even some vertical media. These included the Express, the Evening Standard and its web site 'This is London', the Financial Times Mobile Communications industry newsletter, Electronic Engineering Times (published in USA), Electronics Weekly, Mobile News and Pharmacy magazine.

We also secured interviews with Plextek's spokesperson on key news slots on regional television, both BBC and Independent networks, including a piece alongside a quote from Tessa Jowell MP, Public Health Minister, as well as radio coverage.

This is just one example of the PR programme that we have been running for Plextek since late 1998, of which media relations has played a key part in building a profile with potential customers.

Some of the other parts of our PR programme are:

Identifying and developing wireless technology industry themes for Plextek, such as telemedicine, third generation mobile technology, DECT (digital enhanced cordless technology)
Identifying and preparing appropriate topics to offer as features to targeted media
Highlighting hot topics appearing in the media and issuing response
Identifying other initiatives, such as round table debates and award sponsorship, which would open up PR opportunities
Identifying and securing conference speaking opportunities
Exhibition support.

Public relations, focusing on both direct and media communications, has played a key role in raising both the corporate and technical profile of Plextek. The company has enjoyed consistent media coverage in its key trade media, as well as some influential national media exposure - in particular in the Financial Times, leading in turn to an interview with BBC Radio 4 In Business programme. Positioning one of its consultants as the mobile communications 'guru' resulted in a speaking platform at the annual UMTS congress, the premier event in the 3G mobile communications calendar.