When Smurfit Kappa briefed us, the packaging PR experts, to repackage their image, we knew the world’s largest manufacturer of paper-based packaging had a great story to tell and we were the people to tell it.
We began by undertaking a complete communications review, looking at all their communications activities, key messages and audiences. The brand communications audit clarified messages, audiences and key communications tests.
We recognised that the company’s achievements were under-represented in the key packaging press so we embarked on an intensive media relations campaign. News releases on company developments were issued, features targeted, opinion articles written and face-to-face interviews organised. The increase in coverage was massive and Smurfit Kappa’s profile was significantly increased.
Key customers were targeted with a specially commissioned magazine designed to underline the company’s position as the expert on paper-based packaging.
Internal communications were also key to the campaign and we produced a new internal newsletter for employees at all of Smurfit Kappa’s UK sites. The newsletter not only helped contribute to a company-wide culture but it also became a great source of stories for the national PR campaign.