Thought Leadership


How to solve a problem like… brand visibility and engagement

How to solve a problem like… brand visibility and engagement

How to solve a problem like… brand visibility and engagement

For companies, particularly SMEs, looking to break into new territories for the first time, opening those doors, grinding the gears, and building the relationships will be time and resource intensive; often made even tougher due to a lack of brand visibility and familiarity. This is particularly the case in hyper-competitive, or emerging market segments – finding your voice and ‘cutting through the noise’ can be a make-or-break challenge.

This can be even more challenging in an environment where we can’t necessarily rely on as much face-to-face time with clients and prospects as we used to.  The challenge with digital communications channels is that they can be ignored, they have ‘delete’ and ‘decline’ buttons, so the first battle you must fight is getting engagement in the first place, rather than focussing your energies on delivering your messaging, your USPs and why you deserve to be ‘in the room’.

A game of business Wackamole?

If you’re a growing company or you’re new to an industry and you have limited brand visibility, how do you drive this engagement without prospects simply dodging your meetings, deleting your emails, and declining your calls? A strategic communications approach can help businesses to find their voice and ensure they are heard. You need to be able to demonstrate expertise in your target customers’ field of interest, quickly, without waffle and in a way that will spark engagement. And, in this new post-Covid world, businesses need to be able to get their position across increasingly via digital channels.

achieve brand visibiliy with stand out positioning statement

‘Beige is Bad’ is not a positioning

Within any given sector, companies need to consider the issues and topics in which they want to have a voice – and be a thought leader. Take an exceptionally crowded space like ‘Digital Transformation’ where everyone seems to want a position, and the chances are the bigger players already hold the lion’s share of the conversation. What have you got to say that advances the conversation and enhances the quality of the debate? When you identify this, you hold the key to being heard.

Use proven approaches because they work

Businesses need to take a structured and highly targeted approach – to focus effort and resources – just like a building needs a robust framework, so does your business. This can be achieved most effectively by developing a communication strategy which comprise five key components anchored in your commercial requirements.  These five components are: value proposition, industry prioritisation, target personas, positioning statements and messaging which serve to make all your efforts more focused and aligned. Essentially, the comms strategy creates consensus across the business determining what you need to achieve, where your lowest hanging fruit lies and what you need to say to persuade your target audience to buy from you so you can meet your commercial goals.

2i testing logo

An example of an effective communication strategy

2i is one example of how effective a communication strategy can be when executed well. The company was a successful assurance and testing business enabling large organisations such as Aberdeen Standard, Virgin Money and the Scottish Government, to successfully manage their digital transformation journeys through the provision of expert delivery knowledge. 2i delivered a high-quality service, but not enough client organisations in the marketplace were aware of 2i and getting those meetings and securing those introductions was proving challenging. Despite working with some large, credible, well-known brands and delivering great work, 2i was competing for airtime in a crowded space and was getting lost in the noise.

Through the process of working through the communication strategy, 2i was able to define what it is they offered to their target market that was unique and different. They were able to understand not just how they delivered but why, which in turn led to the creation of a compelling value proposition and purpose for their business. Specifically, they captured and developed a unique delivery methodology which they called AssureRMF – something which clearly differentiated them in the market and gave them a conversation piece which set them apart from their competition. This, combined with a thorough understanding not only of their customers and prospects but also critically, what makes them tick, allowed them to define their value proposition in the context of what customers are worried about, what’s keeping them up at night, and how 2i can help.

As a result of putting a comprehensive communication strategy in place that allowed 2i to clearly identify and communicate why their customers should be interested in what they had to say, the company was able to break down those barriers to initial engagement, and then convert that engagement and new relationships into new business. In fact, the business started using the embryonic communication strategy to engage and convert new clients even before it was officially completed.

with brand visibility you can cut above the noise to reach the right audiences

Many companies are doing interesting and valuable work and they have a right to have a voice in their industry, no matter how crowded. By unlocking the power of communications through a well thought out strategy, organisations can cut above the noise to reach their audiences, they can get straight to the point, and they can achieve their aims and grow the relationships that will in turn grow their business.

EC-PR are experts in strategic communications and PR. Please get in touch today and find out how we can help you.

Or you can read the 2i case study in full here, and discover what a communication strategy comprises and why your business needs one.

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8-Step Communication strategy guide

A comprehensive guide to delivering your business goals using intelligent and relevant messaging.

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How blogging can communicate your business personality in technology services

How blogging can communicate your business personality in technology services

How blogging can communicate your business personality in technology services

B2B tech gets sociable

Over the last decade, the B2B tech sector has become more sociable. No more so than over the last 18 months with no trade shows and in-person events, it’s been a lifeline to meet and greet prospects and industry peers. Most PR programmes which typically included the classic press release and technical articles have moved to more content driven tactics of thought leadership and blogging as ways to turn controlled content into articles, to communicate their key messages and enhance their online reputation.

A blog post, typically 600-800 words, can also serve as a non-promotional method of communication which, through taking a more journalistic tone, can elevate the brand and credibility of a company. With a blog, you can give your audience an inside scoop of your brand, business, or employees and you can take your audience on your brand’s journey. The added flexibility of a blog is that you don’t have to wait for your next major news story to engage with the industry – a blog post can be published anytime.

Here’s our starter for ten for any technology services business setting up a blogging strategy…

Why bother with blogging?

Without media-reviewed or visible products, a services company can often find it harder to communicate the company brand and culture to gain market credibility. So, what better way to communicate your values and business thinking than through articles you control such as a blog written by a senior executive. Your ideal readers are business prospects who can only see your business from your website, so having a human face for the company immediately creates a personality and a more engaging experience for the reader than if they read a fleeting mention as part of a news article or feature.

You instantly become memorable, building a connection, which, through blogging on a regular basis, helps to create loyalty to your business, an online community and, like many comms tactics, impacts the bottom line.

A blog can also boost SEO, and your company’s SEO is important to the business success. A blog can create more web traffic for your company, with more engagement, and will keep your website updated with more information.

What are the best topics?

Being the comms mechanic for less formal talk at an industry level, a blog can communicate much more than the bottom line to your key industry stakeholders whether they are customers, partners, prospects, investors, and even competitors. Many businesses choose their partners through parity of business values, such as ESG, safety and environmental factors. It’s a safe bet you can use blogging as a beacon to attract customers and build loyalty if you choose the right topics and positioning.

Where can a blog be published?

A blog can be published in owned media, which is your own company assets – your company website, email newsletters, the areas over which you have complete control. The blog is best communicated through social media, via a LinkedIn account post by a company senior executive. The immediate benefit is that the blog post can be liked and shared industry-wide.

Or alternatively in earned media, usually gained through promotional efforts such as media coverage or a shared social media post. This route is less likely, but you can still supply a guest blog, for instance, on another company or influencer website or blog, which provides powerful third-party endorsement of your business services.

1 Sales blogs

Blogging about your services is like free advertising but be careful – it’s easy to get over-excited – ‘me me me’ can be repetitive and a turn-off unless you are an established business with avid followers. It’s good to take a neutral position, even when writing about your own services.

2 Industry blogs

Pick issues which are relevant to other industry professionals, usually keeping to broad themes of interest, such as a forthcoming industry event, hybrid working practices since the pandemic, a new industry standard, tips on how to work with resellers… Offer information which will broaden their horizons and benefit them in their role.

What are the first steps to creating a blog series?

Depending on the nature of your business, you might consider these aspects of your target audience:

1 Goals

Set out your blogging goal(s) to ensure you can measure the success of your efforts.

2 Calendar

Create a blog calendar – a list of topics your business can comment on, so that you are planning ahead. Perhaps start by publishing a blog every other week.

3 Authors

Decide authors for the proposed blogs – varying authors of your company blogs on the website can bring readers closer to the inner-workings of the company as each job role has a different perspective and remit.

4 Readers

Put the reader first – decide who you are writing for – build up a persona for your target reader (a fictitious personality which embodies the profile of your audience) and stick with this. Write with this persona in mind.

How do you build a personality?

Just the same as we dress and behave in a meeting to promote an image, a blog gives an immediate impression of the kind of business you really are, through the mouthpiece of the author expert. Tone of voice and energy levels, language and formatting are all key aspects of the blog – the pace of the article, as well as deciding on appropriate doses of key virtues of formality / friendliness. They all play a part. Just as you set the company logo and office culture, you decide the look and feel of the blog and how you want to leave your readers feeling before you go ahead and publish.

We’d advise to maintain a friendly, positive but relatively formal / consultative tone which builds authority. This is a tool to support your sales, so you want to be approachable but also knowledgeable and trustworthy. Humour is usually not recommended – at least for beginners.

Any essentials to include in the blog post?

Always include a call to action – a couple of backlinks to the best webpage. Perhaps a link to your services overview early in the article, and at the end, a ‘contact us’ link. And links to other relevant blogs or articles will keep them reading and improve your SEO. Consider adding a stock image or other graphic to lift an article and add a professional touch.

Would your organisation benefit from more creative PR campaign tactics?

If you want to know more about how EC-PR can support you with a blog series for your technology business, or how we can build an effective communications programme for your technology services business, please get in touch.

For more ideas, read our featured Case Study about how EC-PR helped Concirrus launch a new Insurtech platform to the marine insurance industry with exceptional results.

Or, if you’d just like to stay in touch – sign up to receive regular insights on how to make your PR work harder.

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Creating successful renewable energy thought leadership articles

Creating successful renewable energy thought leadership articles

Creating successful renewable energy thought leadership articles

Why thought leadership?

At EC-PR, we support our clients’ communications programmes by generating quality thought leadership content as a primary source of quality media coverage. This means we can communicate our client’s messages and elevate their profile by associating them with the most pertinent topics on the media agenda. Creating our own content keeps competitors out of the picture and allows complete control over our own narrative.  Right now, in the competitive renewables sector, regular editorial features often contain several companies with only fleeting mentions, which aren’t memorable for readers. A standalone 1500-word article which is authored by one company, is a valuable content asset.

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Example #1 - Renewable energy thought leadership

An article placed for ITPEnergised in Renewable Energy Magazine on the subject of energy transmission access charges

click here >

Therefore, a series of thought leadership articles secured in top-tier renewable energy industry publications can exclusively position senior execs as subject matter experts among business decision-makers. Resulting coverage can be additionally exploited via their company’s website and social media channels. Further benefits of thought leadership also include increasing brand trust, boosting sales and helping secure funding.

How do you secure top tier placements?

In the energy sector, levels of clean energy media coverage have skyrocketed in the lead up to COP26, the UN climate change conference, which will take place in November. So, for PRs representing renewables campaigns and clients, getting your thought leadership articles placed in leading publications and ensuring they remain relevant and topical, are the two main challenges. Aligning with the COP26 agenda which outlines strategies to reach a global net zero 2050 target in the core areas of energy transition, clean road transport and protecting nature/restoring ecosystems – you need to be sure to focus on the hottest sub-topics.

hybrid renewables current topic for renewable energy thought leadership

Are you familiar with the renewable energy media landscape?

To prep for a successful article / series of articles, appreciating the B2B media landscape is vital. The mainstream green energy B2B media outlets, such as Business Green, Energy Voice, Envirotec, and Energy Digital all cover a broad spectrum of energy/environmental issues, including renewables. But a sharper focus on renewables is found within a raft of specialist titles which investors, developers, Government, academics, and influencers now utilise as key sources for consuming information. These cover specific sub-sectors of the renewable energy industry and include H2 View (hydrogen), Renewable Energy Magazine, Energy Storage News, Offshore Wind Journal, and Solar Power Portal. The specialist / generalist nature of the title dictates the level of audience understanding on your proposed topic. Getting familiar with these titles and their UK or international focus is important groundwork.

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Example #2 - Renewable energy thought leadership

Green Hydrogen article placed for ITPEnergised in Energy Voice

click here >

What are the hot topics in renewables?

By hooking into topics at the cutting edge of the Net Zero debate, you can enhance your reputation as an industry commentator – the hot topics in renewables include:

1 Green hydrogen

Green hydrogen is a popular topic for clean energy as it creates zero carbon and is a sub-sector of renewables which is likely to explode in the next few years. According to IRENA, there are already plans for at least 25 GW of electrolyser capacity for green hydrogen by 2026, globally. At least 20 countries have now announced hydrogen strategies and it is expected that significant growth in green hydrogen production will drive continued growth in renewables. This is part of the more concentrated investment into sustainable power and hydrogen sources (including blue hydrogen).

2 Offshore wind

The UK is the largest offshore wind market in Europe, both in terms of projects under construction and in pre-construction phases and many UK hubs are emerging – e.g., Wales and Scotland. The UK also has the largest offshore wind farm in the world, off the coast of Yorkshire.

3 Energy storage

Energy storage plays a central role in the transition to a sustainable energy landscape, to overcome the intermittent nature of solar and wind resources and provide power when there is no wind or sunshine. A battery energy storage solution offers new application flexibility and unlocks new business value across the energy value chain.

4 Hybrid renewables

A hybrid renewables power plant typically comprises more than one renewable generating plant, with or without energy storage using the same grid connection point. We are led to believe by market behaviour that hybrids will become the new normal for all renewable energy developers.

5 Corporate PPAs

Renewable installations were once driven by subsidies, then tenders, and there is now a surge in corporate power purchase agreement announcements across markets, supporting new capacity or adding several years to the life of existing assets.

h2 hydrogen fuel cell green hydrogen

What makes a strong renewable energy synopsis?

Creating a well-targeted synopsis or hook which will engage the publication’s audience is key to successfully placing an article with the magazine’s editor. This should consist of no more than two paragraphs, including suggested headline, a summary outline of the main discussion points, details about the author/business and perhaps some industry stats to back up your key points. Keep to a specific area of the sub-industry, stay relevant to current industry debate, and try and take the debate a step further with your business’ own insight and insider knowledge – the more controversial, the better. This will position you as a true expert and your industry views will be memorable and valued.

Checking your draft

Once you’ve produced a draft article that everyone is happy with – do a final check. Make sure you have kept to the word count agreed with the editor, and always re-read to ensure the article remains objective (i.e., non-promotional) throughout. And, the final touch – add a couple of strategically-placed backlinks to specific pages of your company website at the beginning and end of the article.

Would your organisation benefit from a renewables energy thought leadership campaign?

If you want to know more about a B2B thought leadership campaign for in the renewable energy sector, please get in touch .

If you’ve found this article valuable, and you want to learn more about thought leadership, download our PR guide for business leaders “How to Become a Thought Leader”; read how EC-PR helped ITPEnergised, a world leading energy and environment consultancy, develop a communication strategy and deliver B2B PR Campaign Planning; and print out this infographic: “10 Principles for a Successful B2B Thought Leadership Strategy”.

Or, if you’d just like to stay in touch – sign up  to receive regular insights on how to make your PR work harder.

 

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How to develop a B2B thought leadership strategy

How to develop a B2B thought leadership strategy

How to develop a B2B thought leadership strategy

A thought leadership strategy requires three things:

  1. A subject matter expert who is articulate, informed and engaging, and unphased by public speaking.
  2. A well-researched opinion on a relevant, challenging issue and a clear understanding of potential solutions, underpinned by evidence. All of which is captured in a single, regularly updated, central document.
  3. A multimedia marketing schedule to launch, promote and give sustained visibility to the perspective, via written, verbal and video platforms, designed to get the thought leadership in front of the target community.

What is thought leadership?

In its simplest form, thought leadership is clearly articulated and informed insight from an expert which contributes to, or advances, a debate or understanding of an issue. That insight can be delivered in any format – written or verbal – through a white paper, article, speech, film, or media interview.

Thought leadership is usually issue-led and often relates to a complex subject matter.  This means it is most often associated with B2B, technical or ethical conversations.

thought leadership strategy

What role does a thought leadership strategy play in Public Relations (PR)?

Your thought leadership strategy plays a critical role in PR. At its best, should provide insight that moves a debate forward, while positioning the expert as visionary, knowledgeable and trustworthy.  Since PR is – the proactive management of information that educates, informs and persuades to advance the interests of the business –  your thought leadership should be an integral part of your PR and marketing communication strategy.

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READ MORE: Why your business needs a communication strategy

Can anyone be a thought leader?

Yes, anyone can be a thought leader if they are equipped with the relevant knowledge, insight, and communication skillset. 

A poor communicator, however, will never become a thought leader.  A thought leader is inspirational.  If someone is not passionate about their subject or finds the limelight distressing, they are less likely to evolve into an effective thought leader – no matter how much coaching you give them. On balance, a thought leader’s subject matter passion will outweigh their fear of the limelight.

It is always worth keeping in mind that thought leadership is an accolade which is earned and awarded by peers and the addressable community – it is not a title that can be acquired lightly.

How do you identify a thought leader?

You can identify a thought leader through four crucial characteristcs:

  1. They will be subject matter experts – search for #IdeasIntoGrowth on LinkedIn posts
  2. They will be eloquent and authentic – their message is clear and easy to understand by the target community – consider Simon Sinek.
  3. They will communicate with tenacity and persistence – consider Arianna Huffington.
  4. They will share their expertise with genuine actionable insight, both freely and enthusiastically.

Examples of outstanding but very different thought leaders include Steven Bartlett the 27 year old CEO of one of the UK’s fastest growing companies, called Social Chain; Arianna Huffington an author, philanthropist, television personality and owner of the independently liberal online news magazine, ‘The Huffington Post and, of course, the teenager everyone loves to hate Greta Thunberg, the articulate environmental activist who is internationally known for challenging world leaders to take immediate action for climate change mitigation.

panel of thought leaders

What is the difference between a thought leader and a social media influencer?

The main difference between a thought leader and a social media influencer lies in their perceived ‘celebrity’. Thought leaders tend to be in the B2B domain where the sums of money involved, and duration of the buying cycle require careful governance and enduring relationships.  A thought leader may be paid a salary or a speaker fee, but they cannot be a thought leader without thoroughly knowing their subject matter and having an authentic message.  Thought leaders will be active on social media, but generally they need ‘long form’ engagement platforms because their subject matter requires it.

According to Influencer Marketing Hub: “Influencers in social media are people who have built a reputation for their knowledge and expertise on a specific topic. They make regular posts about that topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views.” They are valued by brands, usually consumer, because they can create trends and encourage their followers to buy products they promote.

Thought leaders are respected for their depth of knowledge while Influencers are generally admired for their celebrity.

Can one insightful article be thought leadership?

Yes, but one piece of thought leadership will not make the author a thought leader.  You need more than a message – you need a strategy, you need to be consistent, and you need to ensure your message is heard – repeatedly – or you will fail to make the impact your message deserves.

What is the difference between thought leadership and content?

The main difference between thought leadership and content is its perceived independence. Thought leadership will focus on issues – why they exist, where they come from and what their impact is on the community, business, and individuals.

Well-crafted thought leadership will explore a variety of possible solutions and provide a thorough critique of the pros and cons of the different ways of addressing a problem. There may be some preferences expressed but well-practiced thought leaders will lead the audience to water and let them work out if they are thirsty or not!

Any piece of communication which focuses on a business, it’s method or solutions is unlikely to be thought leadership.  This type of content, which talks about your brand’s features, is sales.

What is the value of thought leadership to business?

The value of thought leadership to business lies in the authority and credibilty it attaches to the speaker and the company they represent. To build trust with prospective customers, you need to show them that you are an expert in helping to address their problem.  When someone is struggling with something in business, the last thing they want to hear is a sales pitch. They want a respectful arm around their shoulders and to be told their problem is not insurmountable, there are many ways to solve their problem and you can offer them insight about all those solutions, so that they can make the best choice. This is what thought leadership provides – a platform upon which you can show off the depth and range of your understanding of their pain and how to remove it.  Thought leadership is about building trust.

What are the nine benefits of a thought leadership strategy?

There are many benefits to an effective thought leadership strategy.  Blaire Nicole writes on SocialMediaToday that there are five key benefits to thought leadership, but we think the list is more extensive, including:

1 Heightened competitive advantage

A clear position on a relevant critical issue that your community is wrestling with makes you stand out. This makes you worth engaging with to discover what you know as part of their due diligence.

2 Enhanced desire for business partnership

The fact that you have a clear view on ‘all possible’ solutions and their strengths and weaknesses, will make you a critical partner who can help them make the best decision for them.

3 Increased trust amongst your stakeholders

Sharing your expertise in an objective and informed way, underpinned by evidence, will increase your trust quotient. In B2B, your trust quotient is a critical factor in decision making and is made up of how you are perceived in terms of credibility, reliability, and assurance.

4 Greater brand awareness

The process of driving visibility for your spokesperson and the platforms they will deliver their talks and presentations from will give your brand heightened visibility.

5 Improved audience engagement

If you have selected the right issue and maintained stoic objectivity, thought leadership is the most effective way of filling your sales funnel – it is the air of independence which is so compelling.

6 Purpose-led content

‘Content’ and ‘purpose’: two buzzwords of our time which have all but lost their meaning – which is somewhat ironic. Thought leadership gives direction and meaning to your earned (editorial) and owned (web and blogs) media. You can use the structure of the thought leadership debate as inspiration to guide and inform all your marketing communications.

7 Higher perceived value

A business on a mission with clarity of purpose and the insight and evidence to back it up, has more perceived value than a business simply selling nuts and bolts.

8 Morale/loyalty

Customers, business partners, advisors and employees will experience the ‘feel good’ halo effect of having a recognised thought leader in their midst.

9 Brand differentiation

The impact of #1-8 in a crowded market – you do the maths! 🙌😁

Why does your company need a thought leadership strategy?

Your company needs a thought leadership strategy if it aspires to having a competitive advantage and is looking to release the potential of their brand. There are few companies that would admit they wouldn’t want to have access to all the benefits described above.  Anything worth having requires work, commitment, and an objective-led plan.  Having a plan is the optimum way of ensuring you achieve your goal.  If you do not have a strategy to become a thought leader, it is unlikely that you will ever achieve that status.

What are the five pillars of a thought leadership strategy?

The five pillars of a thought leadership strategy which you need to consider to ensure it is focused and  relevant are:

  1. Who are you speaking to? You should be able to visualise the typical member of the audience.
  2. What problem of theirs you can solve? This needs to be something that they are unable to solve on their own, they will be looking for possible solutions.
  3. What options are available to your target audience? Demonstrate a respectful and honest understanding of the pros and cons of those solutions.
  4. Where does your audience go for their information? You will need to tailor your thought leadership to these channels to access and engage your audience.
  5. Who has the expertise, charisma, and desire to be a thought leader in the target community?

What are thought leadership activities?

You need to create a waterfall of thought leadership activities which deliver, reinforce, and clarify your thought leader’s position and provide in-person opportunities for the target audience to engage, question and experience.  These will include:

  1. Whitepapers
  2. Roundtables
  3. Speaker platforms
  4. Webinars
  5. Editorial articles
  6. Guest blogs
  7. Media event/Q&A
  8. Podcasts

How do you measure the success of a thought leadership strategy?

1 Share of voice in target media

Calculate how often your opinion is mentioned in target media compared with your top three or four competitors.

2 Track the data

Is the white paper being downloaded? Are people signing up to listen to and engage with your thought leader? What are the trends? Use feedback to enable your thought leader to update, refine and even refocus the core message.

3 Engagement amongst target groups

Track social reach and engagement through LinkedIn.

4 No longer the warm-up act

Your thought leader is the key attraction at an event. They are invited to talk and referenced in promotional material as the reason to attend. You no longer pay for the opportunity to present to the audience – your thought leader is the reason the audience is present.

Thinking seriously about a thought leadership strategy for your B2B business?

To start forming your thought leadership strategy, reach out to our specialists today. And if you’ve found this article valuable, and you want to learn more about thought leadership, download our PR guide for business leaders “How to Become a Thought Leader”; read how EC-PR helped position Socura executives as thought leaders in the cybersecurity market; and print out this infographic: “10 Principles for a Successful B2B Thought Leadership Strategy”.

Or, if you’d just like to stay in touch – sign up  to receive regular insights on how to make your PR work harder.

 

The Definitive Media Lens Guide 2021 pdf

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Blu Wireless Tech PR Case Study

Blu Wireless Tech PR Case Study

Blu Wireless - Tech PR

How EC-PR built brand visibility in key target markets for Blu Wireless and achieved #1 Share of Voice in the UK amongst competitors

Context

Blu Wireless is disrupting the market with ultra-fast and seamless 5G mmWave solutions engineered for emerging connectivity needs – from smart city networks to connected vehicles and high-speed transport. Blu Wireless works with integrators, manufacturers and service providers to deliver the superior reliability and speeds of connectivity needed for the data-intensive applications of the future.

Challenge

Blu Wireless’ awareness in its key market segments was varied. In high-speed transport, it had a relatively high level of recognition but wanted to build strong thought leadership in key target publications. In other key target markets, such as defence, the brand needed visibility and wanted to gain recognition for their expertise in this field.

Approach

EC-PR proposed a 12-month media campaign titled ‘Leading with intent’ aimed at ensuring Blu Wireless becomes visible, valued and understood amongst its target customers (C-suite executives and technical experts such as Senior Engineers) across three core segments – public safety/smart cities, defence and high-speed transport, in both the UK and USA. The main objectives of the campaign were to increase brand visibility through thought leadership and establish a dominant share of voice on key messages.

The campaign was centred around a highly targeted proactive media outreach. This was underpinned by strong customer proof points/case studies, partnerships (Blu Wireless’ collaboration with Liverpool 5G Create), thought leadership content (an insight paper) and carefully crafted media narratives that highlighted the disruptive effect of mmWave technology on the future of the three vertical markets and the pioneering expertise that Blu Wireless could offer. 

OUTCOME

Within a year, Blu Wireless achieved #1 Share of Voice (61%) in the UK among its key competitors, with the next best competitor recording just 16% of the UK Share of Voice. The campaign generated tier 1 press coverage in key verticals, particularly in transport and defence-focused publications, such as Global Railway Review and European Security & Defence.

Blu Wireless’ partnership with the Liverpool 5G Project has also garnered a steady stream of coverage in key IT and telecoms publications, such as Computer Weekly, Government Computing, and UK 5G Innovation Briefing.

The ‘Public Safety Beyond Covid-19’ insight paper featured contributions from five authors, notably from the University of Liverpool/Liverpool 5G Create Project Lead and Connectivity Technologies Ecosystems Manager at Facebook, helping cement Blu Wireless’ authority and visibility in the 5G space.

Blu Wireless logo

EC-PR has become our strategic communications partner that delivers not just robust advice but also challenges us as a business. Their ability to create outstanding thought leadership is complemented with a highly professional, tenacious and transparent approach to campaign delivery.

Ciara Barron

Head of Brand and Communications, Blu Wireless

EC-PR’s in-depth understanding of the telecoms and transport industries has strengthened our thought leadership in these markets. What was particularly valuable to us was EC-PR’s strategic recommendation onto how to build awareness in the defence sector where we have started to see some positive results.

Mark Barrett

Chief Marketing Officer, Blu Wireless

Results

#1

Share of Voice in the UK against its key competitors

61%

Share of Voice compared to its nearest competitor who recorded 16%

Tier 1

Press coverage, such as Global Railway Review and European Security & Defence

Share of Voice in the UK against its key competitors

Share of Voice compared to its nearest competitor who recorded 16%

Press coverage, such as Global Railway Review and European Security & Defence

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technology pr

Technology PR

EC-PR is a B2B PR agency specialising in Technology PR and STEM industries. Read more about our Tech PR offering here.

 

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Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Socura Cybersecurity PR Case Study

Socura Cybersecurity PR Case Study

Socura - Cybersecurity PR

How EC-PR transformed the Socura proposition into a compelling media narrative, delivered outstanding thought leadership and valuable marketing outcomes.

Context

Socura offers a Threat Detection and Response managed service, often referred to as MDR. The service acts as an extension of clients’ in-house capability and is operated by a team of highly experienced security experts. Socura’s analysts work in partnership with the customer to detect and defend against cyber threats.

Challenge

Socura was a new entrant to the highly competitive cybersecurity market looking to establish its share of voice and make its brand visible, valued and understood amongst target customers.

approach

EC-PR proposed a comprehensive PR launch programme that spanned the development of a Brilliant Ideas Bank – a repository of engaging ideas for thought leadership and comment, and an insight paper titled ‘Cyber Security in a Post-Pandemic World’, providing the business with an ‘in’ to discuss with the media and provide the brand with relevance.

The launch campaign also consisted of a highly targeted proactive media outreach that was looking to secure thought leadership article placements, media interviews and brand mentions in cybersecurity and health and care press – two key sectors for Socura.

OUTCOME

The Socura insight paper launch had an immediate and powerful impact on the brand’s share of voice and visibility, including SEO rankings. Coverage in tier 1 tech publications such as Information Age and PCR was accompanied by influencer recognition on social media by the likes of Lisa Forte, a high-profile UK cybersecurity influencer.

The campaign continued with a steady stream of high-quality article placements, including in CISO Mag, Infosecurity Magazine, HealthTech Digital and Tech Native, firmly positioning Socura as a cybersecurity thought leader with a strong focus on health and care.  

Socura logo

EC-PR’s in-depth understanding of the cybersecurity industry has helped secure internal buy-in among our key executives and position them as thought leaders in the market. EC-PR’s strategic counsel has added great value to our PR function and empowered us to become more strategic in our approach to communications.

Andrew Kays

CEO, Socura

We have been totally sold on the value of PR. EC-PR’s expertise, dedication and the ability to transform our proposition into a compelling media narrative has not just built the foundations for our brand awareness and delivered outstanding thought leadership but also generated additional marketing outcomes, such as propelling forward our SEO ranking and social media engagement.

Anna Bancroft

Marketing Manager, Socura

Results

Visits to the
Socura website
increased by

Web-page engagement increased by

Engagement rate per session increased by

Visits to the
Socura website
increased by

32%

Web-page engagement increased by

54%

Engagement rate per session increased by

89%

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Cybersecurity PR

Cybersecurity PR

EC-PR is a B2B PR agency specialising in Cybersecurity PR and STEM industries. Read more about our Cyber Security offering here.

 

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GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.