Creating ideas

Case Study 3M

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CASE STUDIES

Testimonial

"Our press relations pipeline, while working well at a local level, lacked cohesion in a pan-European context.

Our objective was to make it more efficient and effective for our bussiness units collectively and importantly enhance its value, through the media, to our markets by giving a solid industry and end-user focus to press release content"

 

The Challenge

The 3M Industrial Adhesives and Tapes Group has always had an active engagement with the media throughout Europe. However, because this had been handled on a country-by-country basis there were both duplicated efforts  and missed opportunities where good news stories received only local coverage.

The Solution

In conjunction with EMG, the existing press relations organisation was reviewed. Research showed that specifiers across 3M’s market segments were as much interested in why particular adhesive solutions worked as they were in new applications.

This led to the development of a new format in which news would be given a practical, solutions-based emphasis. Alongside this a web-based concept for news management was developed where all country businesses retained their autonomy in respect of the stories they wanted to use.

Importantly, the press releases would be written and translations prepared centrally thereby saving time and providing for a professional, consistent style.

Not only would the tool bring economies and processing advantages but it would also provide a platform for information and best practice sharing across teams and countries.

The Result

The 3M PR Pipeline, managed in partnership with EMG, combines press releases and application profiles in languages with a photo library, and is accessible by all team members.

Additionally all 3M personnel are able to contribute directly to an ‘Ideas Hopper’. These ideas are then followed up centrally for development into news releases or feature articles.

The Pipeline makes ongoing PR activity transparent to everyone and enables a  cohesive approach to the group’s press relations programme.