There’s nothing like fast-moving stories, breaking new industry ground, and a busy event circuit to get the blood pumping (and media coverage rolling in)
Temperatures are soaring as the northern hemisphere heats up – and there’s no sign of cooling down at the IBA offices.
From expo halls and racetracks to fast-moving news cycles and new industries, May has been all about high-speed momentum and keeping clients at the center of the conversation.
Tickets to the hottest events in town!
It’s been a busy month on the IBA event circuit – whether that’s trackside at Silverstone, discussing the future of energy transmission and distribution at IEEE in Chicago, or connecting with aerospace leaders at MRO Americas in Orlando.
One thing’s for certain, the event season is in full swing, and we’ve been actively securing interviews for our clients’ SMEs at various events across the world. In Orlando, we saw the return of MRO Americas, one of the world’s largest commercial aviation MRO events. Naturally, for our aerospace and defense client, this is a key date in the event calendar every year. Ahead of the show, we secured a series of interviews with leading aerospace and defense publications – with four pieces of feature coverage already live!
In the UK, we kicked off May by supporting our enterprise software client at Silverstone racetrack. The one-day event brought together partners, customers, and media to showcase the latest innovations and developments across the business, and that’s where IBA stepped in. Through carefully targeted media outreach, we secured attendance from six industry journalists spanning manufacturing, aerospace & defense, construction, and energy & utilities.
And it’s lights out and away we go on the coverage front too as event write-ups are rolling in!
Never forget the power of a timely comment piece!
In today’s world, geopolitical disruption, worldwide events, and industry uncertainty are no longer occasional occurrences. They are happening all the time and when the news agenda heats up, businesses need to be ready to respond quickly and thoughtfully.
It’s a chance to show credibility, expertise, and real solutions that can help. We aren’t talking ambulance chasing, these stories are almost always negative, and B2B companies want to be on the right side of the fence when it comes to trendjacking.
Here’s the cases in point!
IBA clients have been on the right side of this balance, with some cutting-edge solutions that are making a real impact to companies and industries.
In light of the recent disruption around the Strait of Hormuz and conversations around operational resilience and supply chain disruption, we saw a prime opportunity for our data movement client to join the discussion and highlight how its technology can help enterprises deal with disruption in the future. While the topic was still hot, we developed a timely comment style piece.
The result? More than 20 pieces of coverage and counting!
But impactful content doesn’t have to be on such a scale, they can be incredibly targeted. We’ve said it before, it’s not all about the vanity numbers!
For our asset planning and management software provider client, extreme weather events are a core focus, whether it be wildfires, storms, extreme heat, or extreme cold. Down in Florida, the stormy season is right around the corner, and preparation is already underway. By identifying the right local angle and producing a timely comment piece, we secured coverage in a leading Florida environmental publication, further amplified online and across social channels to support strategic local ABM campaign.
New geographies last month, new industries this month!
Last month, we launched our connected worker platform client into the DACH region and shared the dos and don’ts of entering a new geography. For a quick recap, why not check out our blog on the value of “brand stretch”, which explores how to take existing products or services and extend them into new markets, regions, or forging a new path for them entirely.
As we said then, “You need a savvy PR agency with local or market-specific knowledge to put in place an effective, content-based campaign to establish and cement your brand’s presence.”
Fast forward to this month, and we’ve hit the ground running for our business management software client, in a new industry market – life sciences!
Our client’s first thought leadership positioning article has already secured six pieces of coverage across tier-one life sciences publications in the UK, proving that with the right approach, brands can successfully build visibility – fast – even in entirely new markets.
No signs of cooling down!
From trackside media relations and navigating complex global news cycles to successfully launching clients into entirely new industries, this month has proven the undeniable power of targeted PR. The temperature is only going to keep rising as we head into summer, and the IBA team is already gearing up for an action-packed June. Watch this space!
Georgia Harris is PR Lead Themes at IBA International.
