Objectives
Reuters Communication Services provides enterprise grade instant messaging capabilities to financial markets and global trading communities, improving workflow.
Ruder Finn was engaged by Reuters Communication Services in the UK and in New York to introduce business and trade media and industry analysts to this little-known division.
A three pronged approach was developed:
- A trend and thought leadership campaign that demonstrated the company’s innovative and superior technology for the financial services industry, utilising the CEO as a spokesperson
- Editorial campaign to position executives as expert commentators in financial services communications and collaboration
- Strategy to engage all industry analysts with the RCS product offering
Results
- More than 20 pieces of coverage gained without a definite newshook that positioned RCS as experts and visionaries in the financial industry secured in top-tier business and trade technology titles including:
- The Financial Times
- The Guardian
- Financial Sector Technology
- IT Week
- Computing
- Following an interview between the CEO and the City AM business reporter, an article entitled “How email became old hat” appeared that discussed the technology, its benefits and its importance in a traders day – in a publication read almost entirely by RCS’s target audience (City AM distributed only in London’s square mile and financial hub)
- Interviews secured and hosted with the relevant leading analyst houses including:
- Gartner
- Forrester
- IDC
- Bloor Research
- Butler Group
