What was the scope of their involvement?
We were looking for a public relations company that could boost our worldwide coverage every month, handle interviews, and increase our presence in the industry for analysts, journalists, and end users.
Once K2 started working, we had planning calls every month. First of all, they had a basic outreach plan where we built together a list of publications and analysts, ranked in order of importance. They conducted outreach efforts based on whatever topic we had for that month. We got a monthly report from them about different outreach efforts, and they worked hard to arrange interviews for us periodically.
In addition, K2 focused on public relations. We would come up with topics, either articles or press releases, that we wanted to promote. Sometimes, we had to strategize with them because we didn’t always have news. They were always ready to do more work, even though we didn’t have enough. We strategized together on what to do and when. We gave them the raw materials, and they wrote the press releases for that month. We’d go back and forth until the releases were ready, and then K2 would publish them according to our schedule.
When we had important exhibitions, we had a separate PR campaign. This event was handled as a separate, more detailed process. K2 put together a separate outreach plan where they would work with the event guide to contact all the journalists and analysts that were attending. They would arrange and book interviews for us over the course of the event and send us a full brief with background information about each publication, journalist and analyst, their main focus, and topics to be covered.
How did you come to work with K2 Global Communications?
I may have met them through a local marketing event or by a recommendation. When we initially spoke, they were more cost-effective than our earlier options. They had a lot of international experience in telecom, and we also liked their approach.
Over the years, whenever we had a new vice president at our company, we always weighed our options and came back to K2 because of their great prices and service. There’s no reason to change if we’re happy.
How much have you invested with K2 Global Communications?
I don't remember the prices but they were very reasonable, under $2,500 per month. Initially, K2 did one press release a month, and then we bumped it up to two per month. Multiply that by 12 and go back up at least 6 or 7 years, and you’ll have a rough idea of how much we spent.
What is the status of this engagement?
I started working at Starhome at the end of 2000 and took over this project with K2 in the mid-2000s. So, the company has been working with them for at least 6 or 7 years.
The new company I’m working at is also using K2, although I’m not involved in that area. My previous vice president left Starhome a few years ago, and she’s here now. When she asked about our PR agent, I recommended K2.