Building Corporate Reputation and Thought Leadership in the CPaaS Industry
“The Company”
Industry: IT/Telecom
Sector: Communications Platform as a Service (CPaaS)
PR Objectives
- Corporate Reputation Building
- Thought Leadership
- Media Outreach
Project Summary
“The Company,” a leading CPaaS solutions provider, engaged ElleQuinn Communications to highlight a leadership change and position the new Managing Director (MD) as a thought leader in the CPaaS space. ElleQuinn implemented a strategic approach that included a comprehensive media audit of journalists covering the CPaaS industry and a focused program to introduce the MD to key journalists in India. This involved scheduling relationship-building meetings with critical journalists from top-tier (CAT A) publications such as Mint, Economic Times, Financial Express, The Hindu, Voice&Data, Tele.net, and CNBC.
Strategy and Execution
1. Media Audit:
- Conducted a detailed media audit to identify and profile journalists who cover the CPaaS industry, ensuring targeted and effective outreach.
2. Relationship-Building Meetings:
- Scheduled and facilitated meetings between the MD and key journalists from CAT A publications to establish rapport and introduce the MD’s vision and leadership style.
3. Newsjacking Key Announcements:
- Monitored key announcements by competitors, government bodies and industry regulators.
- Positioned the MD to provide expert commentary and insights on significant announcements, such as TRAI directives, Union Budget updates, and Year-End trends/forecasts.
4. Company Updates and Announcements:
- Shared both Indian and global company updates, including new product launches, partnerships, and corporate milestones.
- Ensured consistent and timely communication of company news to maintain a high level of media interest and coverage.
Impact
Phase 1: Profiling and Introduction
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Published a profiling story of the MD and “The Company” in trade media and the Economic Times, establishing initial visibility.
Phase 2: Media Engagement
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As the MD's influence grew, media outlets began approaching the leadership for comments and quotes on significant industry events such as the Union Budget, Year-End trends/forecasts, and TRAI directives.
Phase 3: Thought Leadership
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On key industry days like Data Privacy Day and World Backup Day, the media recognized the MD’s thought leadership, leading to invitations for the MD to contribute op-eds and thought leadership articles.
ElleQuinn Communications successfully elevated the corporate reputation of “The Company” and positioned the new MD as a thought leader in the CPaaS industry. The strategic media audit, relationship-building efforts, newsjacking key announcements, and consistent company updates resulted in increased visibility and influence for “The Company” and its leadership across top-tier media platforms in India.
