Growing the Global Reputation of a World Leader in Specialty Chemicals
For 10 years, EMG has been supporting Clariant to harness the power of proactive media relations to build its reputation in the global specialty chemical industry and vertical sectors. From having no presence in trade and corporate media, today the company is a recognized go-to source for editorial information and industry comment. A strategic and robust global media relations programme across Europe, Asia and the Americas shares growth strategy, introduces new products and supports corporate initiatives to successfully capture the interest of editors and reach (potential) customers across its target chemical and vertical markets.
PURPOSE
Create awareness for Clariant in the global chemical business and trade media, ultimately leading to business opportunities
- Strengthening visibility of expertise, products and industry-relevant solutions
- Fostering reputation of executives and technical personnel as trusted and responsive sources
- Drive interest and traffic to the Clariant stand at trade shows
APPROACH
- Message development and content creation centred on industry interest topics, featuring product and corporate initiatives
- On-going relationship building with key editors
- Leverage trade show schedule to gain maximum exposure in social, online and print media before, during and after each show
- Media training and leadership positioning
- Proactive media pitching plus support around press briefings and media conferences
- Media engagement through a mix of media conferences, roundtables, one-to-one press briefings and joint customer/media events
- Social media programme to create a buzz around trade shows and product innovations
IMPACT
- Over 1500 press releases developed since 2009
- Engagement with all the key media in target sectors - chemicals, oil, plastics, coatings, paints, automotive, home and personal care, healthcare, catalysts - resulting in recognition for Clariant as a go-to source for editorial info
- Omni-channel approach combining social media posting, press release distribution, feature, technical and thought leadership article pitching
- On average 40% of coverage in Tier 1 publications
WHAT CLIENTS SAY
"At Clariant we believe in media relations as an important and strategic element in the communications mix. Working closely with EMG we are continuously building Clariant’s reputation as a thought leader in the global specialty chemicals industry. We therefore make it a top priority to constantly develop our tactics to bring our media relations to the next level." - Stefanie S. Nehlsen, Global Media Relations Clariant