Essential Communications designed a PR programme that would move the company away from product announcements and talking only of technology, to one that revolved around thought leadership. It did this in two ways. The fi rst was to write opinion pieces on topics that were of interest to the sectors TouchStar wanted to work with and place them with the trade and vertical press.The second was to produce a series of whitepapers on the subject of the ‘Elastic Warehouse’ that could be used as a sales tool to support campaigns and events. 

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