Securing High-quality Coverage with a Digital Press Conference

Client: Tektronix

Objective: Due to the global pandemic in 2020, face to face press conferences were not an option for clients who were looking to share their latest products and updates with the media. Instead, Tektronix asked for Napier’s support in attaining attendance from key editors in Europe to their digital press conference targeting key contacts across EMEA and North America.

Activities: Napier was tasked with inviting leading editors from UK, Germany, France, Russia, Italy and Israel to attend the virtual event which launched a new product. To maximise the visibility of the launch,  Napier also recommended expanding the invitation list to include tier one editors from other EMEA countries.

Utilizing our strong relationships with editors, Napier’s outreach included tailored emails and follow up calls; as well as proactively following up with editors’ post-event to secure coverage.

Results: The digital press conference received a positive response, with 30 European editors attending the event, and an additional 10 1to1 interviews confirmed with top priority editors. One editor even commented, “It was my first virtual press event and I was very impressed”.

The digital press conference also resulted in a steep increase in PR coverage, with the event achieving 42 pieces of coverage from influential publications across Europe.