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Driving 8x8's channel strategy

Influencer and Media Relations
PR
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Unique monthly visitors

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Briefings in four months

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Key message pull-through

 

The Challenge

With the appointment of a new global channel chief, 8x8 wanted to strengthen their presence in the channel space.

This would be the first time for the new EMEA channel lead to speak with the media as well and briefings with both of them would be key to drive 8x8’s channel strategy conversations in the UK.

Solution

  • We created a media strategy for the spokespersons and secured briefings with two top tier publications. Based on our media relations and sector knowledge, we briefed the spokespersons with the anticipated questions which helped them be better prepared, leading to good stories.
  • Knowing that there was an upcoming blog post for a key news announcement in a format that usually doesn’t garner much interest, we secured one journalist’s interest in a follow-up embargoed interview ahead of time.
  • As planned, we secured a briefing under embargo and an email Q&A with a third channel media for the blog post.

Impact

I've been working with the Clarity UK team for more than two years now and can't fault any part of the team's efforts. They integrated quickly with our processes and operations, seamlessly becoming part of our operation. They come across as truly invested in the company's success and not just chasing success metrics that benefit them and their KPIs. It's not just about their responsiveness in suggesting material to respond to - or the items that they generate themselves - it's the fact that they will also push back and ensure everything is completely aligned and on message - not just tactically but also strategically.

"The best compliment I can give the team is that I know well when I am on PTO or unavailable that any opportunities that arise - and are relevant - will be dealt with quickly and professionally. They have the contacts, they have the skills, they are the team you want. If you've got this team on your side you don't need to worry."

Craig McGillEMEA Comms and Content Lead

Business results:  

  • Within four months, we secured 4 x briefings with tier 1 media targets that 8x8 wanted. All four briefings resulted in positive profiling pieces, and strong relationships with the publications.

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