Employee Engagement Technology Company / HR Technology

Background

We have delivered an ongoing strategic PR programme for an international technology company operating in the employee engagement and digital solutions sector.
The communications programme was built around a continuous newsroom model, combining proprietary monthly market research, thought leadership and strategic media relations to generate a consistent flow of editorial coverage throughout the year.
Rather than focusing on individual products or services, we developed a broader communications strategy positioning the company as an expert in employee engagement, workplace motivation, employee benefits, customer loyalty and the future of work. This enabled the client to participate in wider business and HR discussions while building long-term credibility among employers and business decision-makers.

Challenge

The project required generating continuous, high-quality earned media coverage in a highly competitive B2B environment without relying on product-led communication.

Our objectives included:

positioning the client as a recognised expert in employee engagement and workplace trends;
creating media stories with genuine editorial value based on proprietary research;
generating continuous visibility across business, HR, technology, marketing and retail media;
educating employers and decision-makers through data-driven insights;
strengthening the client’s long-term credibility, visibility and thought leadership.

Strategy & Execution

Strategic Positioning
We deliberately moved the communications away from product-focused messaging and repositioned the client around broader business themes including:

employee engagement;
workplace motivation;
employee benefits;
customer loyalty;
changing employee expectations;
the future of work.

This significantly expanded the number of media opportunities and allowed the client to contribute expert commentary to wider business and HR conversations.

Monthly Data-Driven PR

Every month, we designed and executed proprietary market research exploring topics such as employee expectations, workplace motivation, reward preferences, customer loyalty, consumer behaviour and emerging HR trends.
We analysed the findings, identified the strongest editorial angles and transformed the results into compelling media stories supported by expert commentary.
Instead of reacting to existing news, we continuously created new stories that journalists genuinely wanted to publish.

Media Relations
Every month we prepared press materials and proactively pitched journalists across Poland’s leading business, HR, technology, marketing, retail and national consumer media.
Our consultants actively identified media opportunities, secured interviews and developed relationships with journalists to maximise earned editorial coverage.

Content Marketing
Alongside PR activities, we produced monthly SEO-optimised articles covering employee engagement, workplace motivation, loyalty programmes and HR innovation.
The content supported the client’s organic visibility while educating employers and decision-makers.

Expert Positioning
Whenever appropriate, we secured interviews, expert commentary and contributed articles, strengthening the client’s position as a recognised industry voice on employee engagement and workplace trends.

Scope of work

Ongoing press office and media relations
Monthly proprietary market research
Data analysis and media insight development
Preparation and distribution of press releases
Strategic media outreach
Interview management and expert positioning
Monthly SEO content creation
Media monitoring and reporting
Monthly strategy and performance review meetings

Results

Media Visibility
During a 12-month period, we secured 226 earned media publications across Poland’s leading business, HR, technology, marketing, retail and national consumer media.
Coverage appeared in a broad range of high-authority publications, including national news portals, business newspapers, HR magazines, technology media, marketing publications and specialist industry titles.
The campaign generated visibility in outlets such as Dziennik Gazeta Prawna, Forsal, Infor, PulsHR, Wirtualna Polska, Onet, RMF FM, Dzień Dobry TVN, eGospodarka, ITwiz, Biznes Wprost, HRnews, PropertyNews, Next Gazeta.pl and numerous other respected national and trade media.
Rather than relying on product announcements, editorial coverage was generated through proprietary monthly research, expert commentary and thought leadership, creating a sustainable flow of high-quality media exposure throughout the year.

Brand Positioning
The communications programme successfully positioned the client as a recognised expert in:

employee engagement;
workplace motivation;
employee benefits;
customer loyalty;
the future of work.

The client significantly strengthened its credibility among employers, HR professionals and senior business decision-makers through consistent, educational and research-driven communications.

Strategic Value
The programme delivered long-term value beyond individual media placements by creating a sustainable communications engine based on proprietary insights.
Key outcomes included:

226 earned media publications generated within 12 months;
continuous editorial visibility driven by monthly proprietary research;
successful transition from product-led communication to thought leadership;
strong integration of PR, executive positioning and SEO content marketing;
long-term relationships with journalists covering HR, business and workplace trends.

Outcome

This project demonstrates how strategic positioning combined with continuous data-driven PR can transform a technology company into a recognised industry thought leader.

By consistently producing original market research, creating media-friendly insights and delivering expert commentary, we helped the client build lasting credibility, generate 226 earned media publications within one year, and establish a strong, sustainable presence across Poland’s leading business, HR and national media.

The project illustrates how proprietary research, thought leadership and strategic media relations can work together to create long-term visibility that extends far beyond traditional product-focused PR.