Kyocera - moving towards thought leadership in Australia through PR and Taurus Profile™

The campaign to introduce and establish a basic understanding of who Kyocera is and what their strengths are. With the media we highlighted two to three key areas where they had excellent products and put them forward as experts on a number of ‘media – favourite’ topics from BYOD to Green IT. This established excellent initial rapport with the media and provided Kyocera with an ‘in’ to talk to the media.

Phase 1 – Introduction and consolidation

• Conducted over 85 conversations with media to introduce Kyocera and explore coverage opportunities. Indicated Kyocera’s spokesperson availability to comment on trends.
• Established first levels of awareness in the media.
• Ran a funky campaign to grab media attention. By taking an opposing stance on the belief that paperless offices will soon become a reality, the campaign, titled “There will be paperless offices when there are paperless toilets,” garnered wide interest from social media channels.

Phase 2 – Extending reach

• We focused on building imperative relationships with product review media. Reviews can make or break product sales.
• Extended PR program to New Zealand and established awareness.
• Further supported marketing goals by targeting a vertical media focus; focusing on readers and decision makers in the Education sector.
• End of Phase 2 saw regular inclusions in relevant IT features.
• Achieved 60 pieces of coverage.

Phase 3 – Establishing thought leadership

• Saw a spike of traffic to Kyocera website in New Zealand following continuous coverage and strengthened local media presence.
• Built thought leadership for Kyocera on topics such as Green IT and BYOD through coverage in C-Suite publications including BRW and CEO Forum.
• Worked to extend Kyocera’s reach by highlighting expertise of the Kyocera team – through CIO thought leadership articles.
• The next natural strategic step to elevate Kyocera’s media presence for the press to meet with Kyocera’s Managing Director face-to-face in an event type setting. The media based event addressing a relevant and interesting hot topic results in lively conversation.

We have found that with sufficient understanding of ‘media buzz’ and hot topics a finger on the media pulse through our media relationships we are able to creatively develop news worthiness. For Kyocera, we identified a hot topic around Australia’s ICT crisis and a discussion around this from a vendor’s perspective has garnered strong media interest.

As PR consultants we manage the entire process for the MD. We ensure the right media (that we want to establish relationships with and influence) attend and create positioning through our extensive research on what Kyocera’s stance and opinion should be. If there is an opinion space to be owned we identify it.