Getting big news the coverage it deserves

Case Study Archroma

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Getting big news the coverage it deserves

When you’ve got big news you want to make sure it gets to the right people, and this means getting it covered by the right media in the relevant target countries. The EMG team pulled out all the stops to make this happen for Archroma.

When the 175th clipping relating to the closure of Archroma’s acquisition of BASF’s global textile chemicals business was captured it happened to be in an US textiles magazine. The announcement was also monitored in the Chinese chemicals & textiles press, Indian business media, UK & European textile trades and financial media, and the news wires - to name just a few. These were the top countries Archroma wanted to reach, with 20% of clippings in Tier 1 media.

To manage the interest and keep a consistent, on-target message, EMG advised Archroma on a communications strategy for Announcement Day centred on telephone interviews with its CEO and its President Textiles, together with the (former) Vice President of BASF’s Textile Chemicals business. The interviews were co-ordinated by EMG on-site at Achroma’s headquarters in Reinach, Switzerland, with all three spokespeople in attendance.

To hit the ground running at the time of the event, EMG reached out in advance to the business wires and media and the key global chemical and textile media to raise interest and create a provisional schedule. EMG managed to firm-up an extra day of interviews with the key media.

The result: two full days of back-to-back interviews with business, chemicals and textile media, providing efficiency for the spokespersons on the one side and access to top management and good content for the editors on the other. EMG’s presence during the interviews meant the team was able to follow-up and handle additional enquiries very effectively.