From Sporadic to Strategic – How Fellowmind Strengthened its PR with Mynewsdesk
To move away from a reactive approach, Fellowmind decided to invest in a content strategy for its newsroom. Together with some of Mynewsdesk’s PR experts, the company has developed a plan to create a common thread in its communication and strengthen the engagement with its target audiences.
Fellowmind is an IT consulting company whose goal is to help other companies discover the possibilities of technology and implement them in their businesses. The Swedish organisation has around 450 employees and a head office located in Malmö. In terms of its PR work, Fellowmind’s challenge has been to cut through the noise and find relevant angles to appeal to journalists – rather than focusing on internal perspectives.
In the long run, the primary purpose of our external communication is to increase brand awareness and create engagement to attract both potential employees and customers. That’s why we wanted to focus even more on PR, says Carolina Jarl, CMO at Fellowmind.
A Strategy for Success
To move away from a reactive approach, Fellowmind decided to invest in a content strategy for its newsroom by using Mynewsdesk’s in-house agency consisting of experienced journalists and advisors. After an in-depth workshop with an internal team, the strategy was presented and would come to form the basis for future content planning.
It was great that Mynewsdesk could help us with the strategy since they also know the platform itself. It went very smoothly and the documentation we received now serves as a guideline for future work. We have been working on our newsroom for quite some time but with a mixed focus. Through the strategy, we have created clarity by defining the purpose, goals, and messages that will form the common thread in our communication, says Carolina Jarl.
Focusing on Continuity
Even though PR is a long-term process, Fellowmind has been able to see clear results from its investment in a relatively short time, both in terms of publications, views in the newsroom, and press clippings – due to the continuity the company has managed to create.
Previously, we published more sporadically when something came up, often focusing on organisational changes. Now we have a clear strategy that defines what content to publish and how often, and we are already seeing a positive effect, says Carolina Jarl before concluding:
It is one thing to develop a strategy, but then it is important to keep up the work. One of the great advantages of Mynewsdesk is the ability to effectively reach out and build relationships with many journalists. I am confident that we will have even greater reach and engagement as long as we continue to work this way.
