2020 was an unprecedented year and the COVID-19 pandemic affected every one of us in different ways. From an industry perspective the usual trade shows, conferences and networking events were postponed and the majority of us ended up working from home.
As a PR and marketing agency, supporting our clients at international trade shows like NAB and IBC is a large part of our annual service programme. As such face to face events were no longer viable, the MKM team had to respond quickly to support our clients, including Dejero, differently.
Rewriting the Programme
– Produced 100% more press releases
– Arranged 27% more media interviews via video conferencing
– Produced 20% more contributed editorial articles
– Engaged with and received more coverage from non-broadcast industry press including public safety, sports tech, e-sports and film & advertising production vertical sector outlets
– Emphasised Dejero’s role as a key solutions and support provider that helps content creators to overcome the challenges presented by COVID-19
“The MKM team has proven to be dynamic and agile in what has been an extraordinary year for everyone globally. They have helped us to respond to the pandemic using the appropriate tone and messaging, across relevant industry platforms and influential media, to ensure our brand integrity is maintained.
MKM is truly an extension of our team and operate as if our business is their own. They are results-oriented, proactive, efficient and warm – and crucially MKM is able to pivot as we have needed to.”
– Richard McClurg, VP Marketing, Dejero
Continued support and evolving messaging
Although the pandemic continued to hit hard throughout 2020, Dejero was keen to ensure its approach to news announcements was mindful and considerate of the evolving situation.
With that, MKM varied the emphasis of the 13 press releases related to COVID-19 to ensure that positivity and support for Dejero’s customer was key in its overall messaging. Phrases such as ‘emergency reporting’, ‘remote production’ and ‘collaboration’ were introduced to cement Dejero’s name as offering efficient and reliable connectivity. Only four of these press releases mentioned the pandemic in the headline.
Social media support
Above and beyond contract-level agreement, MKM began retweeting/re-posting and referencing broadcasters and individuals who mentioned Dejero in their posts whilst working from home.
The media (many of whom follow MKM and their clients on social media) took notice of this activity and we began coordinating interview opportunities with Dejero and its customers who had been affected by the pandemic.
Interviews and thought leadership articles
MKM secured multiple interview opportunities with key titles in the US and Europe and even helped set up a virtual studio tour with a journalist reporting from home using FaceTime.
As the year went on, more and more journalists were contacting MKM to involve Dejero in their editorial as an expert in connectivity when it came to deploying remote and flyaway kits, as well as disaster recovery solutions to help with social distancing – a direct result of the announcements MKM had crafted for Dejero.
Conclusion
MKM is proud to offer a flexible approach to its PR programmes and can shift with its clients changing needs and objectives throughout the year – so our clients know we are always delivering on the level of agreed outputs and every penny spent is contributing to their overall strategy.
*based on search terms “Dejero AND pandemic” not including “LNR” and “NR-Based”
