Our Experience.
CAMPAIGNING FOR A NATIONAL SEMICONDUCTOR STRATEGY
THE BRIEF - Paragraf – as The Telegraph puts it – ‘is the sort of gold dust company that Britain vitally needs if it is to sustain an advanced semiconductor industry’. Parisi worked with Paragraf to ensure its messaging was front and centre in the run-up and then delivery of the UK Government’s Semiconductor Strategy.
THE PLAN - A continuous and coordinated international campaign including everything from news-jacking, to site visits by media, feature interviews and op-eds. This is done in sync with public affairs activities including Government briefings, roundtables, submissions, questions in parliament and responding to policy.
THE RESULT - As one editor tweeted: ‘These guys [Paragraf] are everywhere, giving concise comments and shaping media narrative as Govt flounders over semiconductors.’ Parisi's campaign has ensured Paragraf features repeatedly in major online, print and broadcast publications including The BBC, The Today Programme, Bloomberg, CNBC, The Daily Mail, The Economist, The Financial Times, The Guardian, The Independent, Reuters, Sifted, Sky News, The Telegraph and The Times. Parisi continues to maintain a steady stream of in-depth pieces in leading tech and trade publications, too.
PROFILING A WORLD LEADING CASE
THE BRIEF - EIP, acting on behalf of Unwired Planet, brought proceedings against Huawei, with the case eventually heard in the UK Supreme Court. Parisi was tasked with promoting the firm’s role.
THE PLAN - Our team mapped out a timeline for media activity and the team planned media strategies for all possible outcomes, to enable the client to get maximum profile for the case no matter the result. Parisi led media briefings with national media in advance of the judgement and on the day of the judgement, with EIP successfully winning the case. Parisi managed all media relations and worked with the client to provide relevant content to all target media and secure relevant profile slots for key spokespeople.
THE RESULT - Parisi achieved 43 pieces of coverage across national, international, IP/legal trade publications and technology media.
MANAGING A GLOBAL CYBER CRISIS
THE BRIEF - Cyber security is one of the main worries keeping directors up at night. Imagine being alerted that a hacker is sharing an image of a folder with a client’s name on it on the dark web, taken from the backend system of a recent business acquisition. Then said client decides the first thing it wants to do is go on national TV to talk about the breach. This is what happened to a global US-based business who came to us to help manage its crisis communications.
THE PLAN - It was key to establish the facts. Our team assembled all the key stakeholders to agree upon a strategy, followed by a full briefing. We would continue to host these daily calls with the in-house task force to keep abreast of the latest details. Our team put together a series of questions which would help keep everyone informed and used this to draft a press statement and internal and stakeholder communications, as well as producing a detailed timeline to share with the media. The press could also then use this information to check against contradictory statements.
THE RESULT - We stopped the snowball; the firm did not lose any major clients. It is now recognised as an industry leader in cyber security, even winning major awards. It is respected by the media for the professional and helpful way it conducted its business and is now often consulted by the press for background details on cyber security.
THOUGHT-LEADERSHIP PROGRAMME FOR A GLOBAL LAW FIRM
THE BRIEF - Data privacy and cyber security are topics that are at the top of the news and political agenda globally, with many Governments working hard to introduce policy and modern laws for a data-driven future. Parisi works with a leading global law firm – Hunton Andrews Kurth, tasked with profiling the expertise of its cyber security & privacy practice across the UK, Europe and the USA.
THE PLAN - Working with partners and associates, Parisi has implemented a robust media relations programme. This includes a comprehensive thought leadership strategy with top-tier trade and national outlets, monitoring of the policy arena for developments of legislation relevant to data and cyber security and proactive and reactive commentary on everything from ransomware attacks to cyber breaches and prominent legal cases.
THE RESULT - The team consistently delivers high-level coverage across a wide range of national and international media. This, alongside a schedule of media briefings with targeted journalists within the firm’s specific areas of expertise, means that Hunton Andrews Kurth is a firm that journalists approach when in need of legal insight.
LAUNCHING AN ASSET MANAGEMENT PLATFORM
THE BRIEF - In 2022, Capreon, the real estate arm of a prominent family office in the UK, closed two multi-million pound property deals. Our team was asked to create a strategy to announce these deals to the property press and plan this together with the announcement of the launch of Capreon’s Asset Management platform.
THE PLAN - Our proposed communications strategy was a tri-phased communication campaign broadly separated into the two deals, corporate profiling, and the AM platform launch.
To keep the launch and follow-up communications strategy focussed, we produced a detailed manual describing the group matrix: what it is, how it is composed, and what it means to do. This was used as the key reference in creating the campaign messages.
Our team prepared Capreon’s executives for profile interviews, discussed strategy for unveiling Capreon AM platform, and provided in-person support throughout the day of the interview: preparing immediately beforehand, assisting during the interview and providing a post-interview debrief, managing the relationship fully and executing the comms strategy afterwards.
Result - Coverage in more than 10 media outlets, including top property outlets for both deals (individually). Exclusive profile of Capreon’s MD with React News (preferred target choice) and interview opportunities with Property Week and Estates Gazette. Capreon AM also launched exclusively in React News.
FROM POLITICAL ENGAGEMENT TO ADVISING THE C-SUITE
The team has worked with a wide range of firms in this sector, from data centre operators that are expanding globally, to the investors behind these new megaprojects. Our experience ensures that we are able to help, whether you are at the start of your journey, or expanding rapidly.
Parisi works with:
- Kao Data, one of the UK’s leading data centre operators, creating digital infrastructure for AI. We have crafted a public affairs (PA) strategy for the senior team to engage with the UK Government and supplemented this with a high-level top-tier only PR strategy, focussed on targeting relevant national media.
- Goldacre, the founding investor of Kao Data, assisting with relevant corporate announcements, team profiles in tech and trade media and working directly with the firm’s senior team to assist with board reports and wider strategy as the business evolves.
- We have also advised a number of start-ups in this space, creating brand awareness, generating profile opportunities and crafting individual strategic comms plans to take into account their business development goals, ensuring that ahead of fundraising, they are known within their industry to potential investors and clients.
DEVELOPING COHERENT AND CLEAR MESSAGING
THE BRIEF - After supporting iPronics, an advanced semiconductor business, with its series-A funding announcement, our team was tasked with broadening the complex iPronics messaging so journalists, prospective clients, and investors could simply and coherently understand its story.
THE PLAN - We have a proven and comprehensive messaging development programme. It is designed to gather all the key information and then interpret it to comprehensible messages.
Mining for Gems – Our team conducted a series of interviews with all the key stakeholders including the business leaders and technical teams. We drilled for all the unfiltered information to gather all the facts.
Message Matrix – taking all the key information from the mining for gems interviews, we translated THE RESULTs into small and easy to understand messages.
Fine tuning the message – over a number of focussed virtual calls, we worked with the iPronics team to hone its message.
THE RESULT - our team presented the messaging to iPronics which outlined when and how the company, its products, its business structure, and its story should be described. This document is used by the communications, marketing, sales, and investor relations teams as a guide of how to talk about the company.
CREATING MEDIA PRESSURE TO DELIVER CHANGE
THE BRIEF - We were enlisted by the Travelodge Owners Action Group (now AGO), a broad coalition of Travelodge landlords and asset owners, to create media pressure ahead of a contentious Company Voluntary Arrangement (CVA).
THE PLAN - We began a targeted campaign of media relations both in response to breaking industry news, bolstered by commentary, analysis and relevant research.
THE RESULT - The activity led to a sustained flow of national coverage across broadsheets, business, and property media in the weeks for months ahead of the CVA vote. High-profile press coverage ensured the position of the coalition was well known ahead of CVA discussions. Our current client AGO Hotels was created following the completion of the CVA process. They are now a leading hybrid lease operator for the UK hotels industry.
COMMS TO DRIVE COMMERCIAL OPPORTUNITIES
THE BRIEF - We were approached to raise awareness of BDO’s tax team and position them as experts on a wide range of personal and corporate tax topics. The goal was to help the partners build relationships with new clients and referrers of business.
THE PLAN - First, we refined the topics the team wished to comment on, crafted clear messaging and positioning on each and started a press office programme to build relationships with key media by reacting to topical issues and sharing insights.
We worked with the Corporate Tax and Tax Dispute Resolution team partners, associates and communications managers to develop the strategy and develop messages for the key focus areas. This included a press contact programme of regular informed comment on Government and industry issues.
THE RESULT - The campaign earned coverage across the UK media including regular pieces in The Times, FT, Mail on Sunday and the Telegraph, as well as key trade press. On average, the team secured 100 pieces of coverage, regularly exceeding its annual KPI target by 200-250%. Paired with a programme of briefings to senior personal finance and business journalists, this made BDO a 'go-to' contact for journalists on tax and related issues.
ANNOUNCING SERIES A FUNDING
THE BRIEF - SLAMcore, an Imperial spinout, produces the software which helps robots find their way around. SLAM being a common robotics acronym for simultaneous localisation and mapping. The company has developed technologies that can be deployed on a wide range of robotics systems, from vacuums to the more advanced autonomous systems being deployed in warehouses. Its algorithms are used to help robots identify the space they’re navigating.
The company instructed our team to promote its $16 million Series A funding announcement with the objective to grow its brand authority in the wider tech outlets, as well as to maintain momentum in the robotics trade media.
THE PLAN - our team worked with SLAMcore to understand its core applications and worked with the team to develop messaging which would easily explain to the media and target audiences what they do. In addition to its funding announcement, we also worked with the SLAMcore team to develop newsworthy angles that would land in higher tiered tech media.
THE RESULT - The announcement was featured in 78 different media outlets. Including TechCrunch; PitchBook; Venture Beats; Tech.EU and Sifted’s newsletter. This is in addition to landing in the trade’s publications such as New Electronics and Robotics247.
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