As well as acting as an efficient and effective means to reach the right audience, regular editorial coverage in specialist trade media brings a degree of credibility and authority that is difficult to replicate through owned or paid media channels. A strategic media relations plan is essential to achieving this and is a critical aspect of the integrated communications programmes AD Communications runs for many clients, including Sun Chemical.
Working to ensure that the Sun Chemical brand is appearing regularly in editorial features, and ensuring that Sun Chemical’s expertise in inks and coatings is prominently communicated, we leverage our network of specialist media contacts to set up interview opportunities and to create by-lined opinion and thought leadership content. Bringing benefits in both brand awareness and in brand authority and credibility, this media relations programme complements a comprehensive, Europe-wide advertising campaign and a constant stream of other content creation and promotional activities.
Prior to COVID – we did not have a robust media relations plan but working with AD Communications to develop a plan provided a roadmap for not only how we handled the challenges of the pandemic but has provided us a blue-print of how we will build our approach moving forward.
Heather Buchholz. Manager, Global Marketing. Sun Chemical