SERVICES
Strategic messaging deployment
Media relations
THE OPPORTUNITY
Proactive International PR was tasked with maximising coverage for the organisation's Market Panorama report, which was to be launched via an exclusive webinar head of the client's FTTH Conference in London. We were given two goals: increase attendance at the Conference and gain optimal coverage of the latest iteration of the Panorama.
The overarching target was to fortify the FTTH Council Europe’s position in key discussions surrounding Europe’s policy and digital transformation. Additionally, given the diverse fibre adoption picture across Europe, the Panorama would be marketed as a catalyst to create further essential conversations around competition and investment. This would situate the Panorama as the go-to tool for operators, stakeholders, and investors to identify key areas of interest.
THE STRATEGY
The first step was to leverage our of key media and sector-relevant journalists’ relationships to build a targeted embargo list for the release. Given the depth of the report, journalists need and appreciate sufficient time to review the material to craft any stories on a specific statistic or country they see worth exploring. To support this, Proactive PR sent the full report, one-pagers, and accompanying to journalists in line with the FTTH Council Europe’s Tier 1 target list one week before the release date. Additional relevant publications and emerging outlets were also added to media list to broaden reach and ensure the announcement landed with the most relevant voices across the industry.
Once the release was ready to be released publicly, we created tailored 'sell-in's and distributed the release to wider pan-European targets, while following up with the embargoed journalists. The competitive element we introduced in these pitches sparked widespread interest across the continent and beyond. Later rounds of pitching pivoted slightly, still spotlighting the launch of the Panorama, but instead including a focus on the Panorama’s dedicated track at the FTTH Conference, following the strategy of increasing attendance in London.
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THE IMPACT
The release achieved 72 pieces of coverage from 17 countries, spanning key targets across industry, national, financial and Brussels-based publications.
This breadth of coverage yet again established the Market Panorama as a key source of information for journalists, stakeholders, investors, operators, and anyone involved in the fibre industry.
The Council reinforced its existing presence as the leading body for progressing sustainable and modern networking policy with both new and existing audiences. Coverage from new markets such as computing and technology established new journalist relationships, potentially bringing further coverage of FTTH Council Europe news in the future.
Press interest at the FTTH Conference also increased as a result, with six journalists from the FTTH Council Europe’s Tier 1 target list attending the event. This would not only extend coverage of the Panorama into the Conference while also enhancing the profile of the event.
“The FTTH/B Market Panorama is our flagship report here at the FTTH Council Europe. Each year, we need to make sure that the press is aware of the current fibre adoption picture as a lot can change in a year! We were really impressed with the coverage achieved from Proactive PR on this year’s iteration, aligning a clear strategy with our key messaging goals and aims. From start to finish, the campaign was a huge success, and this will only help fortify our position in Europe’s key policy dialogues going forward.” – Chara Drakou, Marketing and Communications Manager at FTTH Council Europe
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