The COVID-19 pandemic led to the primary ever fully digital Shopper Electronics Present (CES) in 2021, and with the present occurring Jan. 11–14, U.S. political and civil unrest created an much more complicated media surroundings. In consequence, Panasonic reimagined its presence on the present by creating the Panasonic CES 2021 Digital Expertise. With the assistance of Porter Novelli, Panasonic applied a extremely focused media technique tailored to the present’s transition to digital.
The method not solely ensured media was conscious of and enthusiastic about Panasonic’s CES information, it drove vital will increase in all key PR metrics regardless of the difficult media surroundings and decrease media attendance. Greater than 800 articles on Panasonic appeared in retailers like Yahoo Finance, CNET and Mother and father, a 270.8% enhance in comparison with 2020, and 70% of the articles have been from top-tier media retailers and their syndications.
To arrange for the present, Panasonic carried out a joint survey of know-how journalists with Muck Rack and used the suggestions to steer the way it engaged media on the world’s largest know-how stage. Porter Novelli developed press releases, pitches, a media alert and inside briefing supplies. Panasonic additionally created data-driven media lists that recognized and prioritized top-tier media.
As soon as the media supplies have been finalized and related reporters recognized, Porter Novelli carried out ongoing media outreach to supply reporters a pre-briefing with Panasonic material consultants. For reporters who have been unavailable for conferences, Porter Novelli shared press releases and visible property underneath embargo. It additionally escalated product requests from media for a hands-on expertise.
To make sure reporters had significant, real-time interactions with the Panasonic model, albeit nearly, Porter Novelli coordinated digital “sales space excursions” of the Panasonic Digital Expertise and scheduled interview alternatives with Panasonic executives and representatives.
Panasonic merchandise, like its new hair dryer, and options have been acknowledged in six award alternatives held by business and media retailers: the CES Innovation Awards, Engadget, VentureBeat, Rolling Stone, Wired, Reviewed and Techlicious.
Kudos to Mark Avera, Erika Willrodt, Erica Baldwin, Lauren Camdzic, Caitlyn Duran, Sara Voiselle, Katie Varan, Mary Morrison, Alexa Ohm, Liz Shaw, Lauren Sallata, Betsy Sagges, Dannea DeLisser and Dan Unger.
Be taught extra about Ragan’s and PR Every day’s present and upcoming awards packages right here.
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