CHALLENGE
Planet is an integrated aerospace and data analytics company that operates history’s largest fleet of Earth-imaging satellites, collecting a massive amount of information about our changing planet. The goal is to build awareness of the start-up, create media attention, establish the speakers as thought leader and coordinate media relations in other European countries. Challenges: explaining the “surveillance issue” and focus on positive aspects when talking to media. Being fast when providing imagery for newsjacking and illustrate Planet’s key messages in a comprehensible manner.
APPROACH
As lead agency in Europe, Brands2Life Global Partner, adel & link, coordinates the public relations in Germany, France and Spain, working with two other Brands2Life Global Partners, Gootenberg (France) and Canela PR (Spain), for the start-up which was founded by three NASA scientists in San Francisco in 2010. As managers of the external press office, all agencies are responsible for active and reactive media relations as well as press enquiries and event coordination. To define story angles for PR activities in Europe and bring Planet’s mission to life we focus on using Planet`s own data and photos.
IMPACT
Arranged interviews with founders in Berlin with tech media (GOLEM, TIC Beat) and national dailies (German BILD, Spanish El Mundo). Planet was featured in a detailed nation-wide radio report and named a pioneer in the “new space”. Also, the agencies invited several Silicon Valley business media correspondents to interview the CEO at Planet’s headquarter in San Francisco (German WirtschaftsWoche, French Les Echos, Usine-digitale.fr, Challenges). Seasonal stories and byliners created with Planet’s own data like “2017 in pictures” were pitched to media across Europe and covered regularly (Business Insider, Huffington Post, Europa Press news agency, Francetvinfo, Bfmtv).
