Bobcat: traditional PR and media relations

That excellent results can still be achieved with PR and traditional media relations is proven by our work for Bobcat, a global supplier of construction machinery.

The press information we send out is received well and hundreds of articles appear every year. Of course, this is not only to our credit. Bobcat is an iconic brand, constantly expanding its product range, investing heavily in innovation and new technology and having committed customers, so there is always something interesting to report. In addition, Bobcat is willing to invest in relationships with the media by inviting journalists to visits to factories, product launches, trade shows and other events.

‘Good old’ press information

The basis of our work for Bobcat mainly consists of sending press information about new developments at the company, the vision, special projects carried out with the machines and international events in which Bobcat participates.

Most of the information is about new machines and new technology used in the machines. Generally, the press information comes from the EMEA headquarters in the Czech Republic. We translate and edit these and send them out in the Benelux countries. In addition, we regularly produce our own reports on developments in the Benelux countries. For work in Belgium, we use our partner agency Insticom in Brussels. This press information regularly leads to media requests for more information on machines, technology and applications, which we collect and send to editors; regularly even in the form of ready-made articles with professional illustration material. We also arrange interviews and machine tests at the media's request.

Trade media

As good contacts with the (specialist) media are essential, we invest heavily in maintaining contacts with the media in the relevant sectors.

Not only by regularly catching up by phone or at trade fairs, but also by inviting media to events. These can be official press launches of new machines, a visit to the Bobcat booth at international trade fairs, a visit to one of the factories or for Bobcat's annual Demo Days in the Czech Republic. We also sometimes organise small-scale press events with local dealers.

Media planning

For several years now, we have also handled media planning for Bobcat in the Benelux.

Based on the priority topics - which can be specific machines or sectors - we create a media plan. We then book advertisements, banners, advertorials and sponsored articles, we are involved in the localization of the material and we take care of the traffic. Using a PR agency to implement the media plan is a great advantage, because a PR agency assesses media on many more aspects than just reach. The editorial approach and the quality of the content play at least as important a role for us. The collaboration with Bobcat started in 2017 and has been very successful. We can say that out loud, because the results are measured on the basis of a number of KPIs, so that the customer really gets value for money.