Journalists at the Unconference
Brand building involves making the brand and its representatives tangible and experienceable. In media relations, press trips and events have long been established tools for this purpose. But are these still appropriate PR instruments today? Do busy journalists still take up such offers?
We know the answer is yes. When the client and their topic are compelling and the conditions are right, the media even appreciate an event as far away as Helsinki and are happy to take part.
WithSecure: Meeting the Cybersecurity Experts in Helsinki
At the end of May 2024, the most important event of our client WithSecure took place at the Cable Factory in Helsinki. The SPHERE Unconference brings together keynote speakers, customers, and partners from around the world for learning, discussion, and networking. Through targeted media outreach and intensive dialogue, we were able to persuade ten specialist journalists and influencers from Germany and Austria to travel to Finland.
Due to the large number of international journalists attending, interviews with the experts had to follow a tight schedule. We supported WithSecure in the implementation and coordinated the on-site presence of the German-speaking media. In addition, we were able to relieve WithSecure by acting as intermediaries and quickly clarifying the most important questions from the journalists.
Live PR – A Whole Toolbox of Media Relations
Before and after the Unconference, we placed WithSecure’s cybersecurity expertise in the German-language press with thematically relevant press releases. We also continue to carefully nurture our media contacts afterward, ensuring a strong and lasting connection with the relevant editorial teams. Through meticulous monitoring, we stay informed about new publications at all times. On LinkedIn, we draw the WithSecure community’s attention to the relevant articles, thereby sustainably increasing reach.
In the end, the press trip to WithSecure in Helsinki was successful not only because of the attractive cybersecurity content. Thanks to strategic planning and dedicated execution, TDUB was able to ensure outstanding media reach and the establishment of long-term relationships.