AWARD-CASE: RECOMMIND (PR Report Award 2016)
in the Blind Spot - raising awareness for preventative compliance audits
Context and Task
Over the years, Recommind had gained a very good reputation among lawyers through targeted marketing. However, the company now wanted to reach decision-makers at management level through focused PR and thereby open up new sales channels.
The PR programme for Recommind started with several challenges. First, there was rarely any hard news. Second, customers were reluctant to talk about their use of the solution, and finally, product news were of no interest to media, not even for tech journalists. They used to say: "That's way too specific for our readers!" The PR strategy therefore had to solve the following three problems:
The key factor for the effectiveness of the Recommind campaign was that we were able to create relevancy for executives by connecting e-discovery to their everyday decision-making.Manuela Moore, Managing Partner, Oseon
Working together for more compliance awareness created close ties between Recommind and potential users. This helped our sales force win significant new deals which more than justified the investment in PR.Peter Gottschalk,
then Head of Marketing & PR, Recommind Germany
The jury of the PR Report Awards 2016 was convinced by the professional implementation, top-class media coverage and a clearly measurable return on investment of 1:12. The campaign therefore received praise and the prestigeous PR industry award in the Technology category.