How do you get attention for your client when they are attending one of the noisiest media events of the year, they are competing for attention with much larger companies(which all have real news to announce), and they have no real news (just a prototype).
OnPR’s client, Digeo made an innovative set-top box. They were developing a direct-to-consumer product which they wanted to promote at CES to attract partners. They were competing for media attention with other companies in the consumer TV mindspace, including Apple, Microsoft and Cisco, and they wanted coverage.
OnPR realized that we had limited potential to outshine competitors’ news on the floor of the show, so we created a two-tier strategy to take advantage of the natural cycle of trade show coverage. Instead of working to outshout the noisy behemoths, we would work to influence the stories that lead into CES coverage. We arranged to meet reporters a couple of weeks before CES, to help them prepare stories about the major trends and themes likely to emerge from the show.
In addition, since Digeo’s competitors were planning to make announcements at CES, and since the “ink” often goes to the companies that can respond the fastest, we worked to create processes for our competitive PR program in advance. OnPR set up an aggressive news monitoring and commenting process, even anticipating the competitive announcements and creating “colorful” executive soundbites to offer to reporters covering the news. In the end, CES included stories that included Digeo in the New York Times, USA Today, CNET, AP and many others.