The client’s main challenge was to create editorial coverage in the most respected media and communicate its marketing leading position through expertise and depth of experience. The existing PR programme needed to be rebuilt from the ground up. The brand needed to return to engineering-led, technology-focused storytelling allied to creative ideas. The commercial objective was to improve visibility and credibility across priority trade and vertical media.

The PR programme was repositioned around Atlas Copco’s engineering foundations and technology-led stories. Activity focused on securing relevant coverage in core manufacturing and engineering titles, while also expanding into vertical media including Food & Bev and Pharma. Face to face journalist engagement was brought back into the programme

The rebuilt PR programme delivered both greater coverage volume and improved quality, strengthening Atlas Copco’s profile in the influential media that matter to industrial decision-makers. The results were a 43% increase in coverage following the rebuild of the UK PR programme, with Expanded media visibility across titles including The Manufacturer, The Engineer, FoodBev and Pharma media