Over five years (2020–2025), we consistently brought Eaton’s expert knowledge into key discussions on the energy transition, power security, renewable energy and data centres. This resulted in more than 7,000 media mentions, strengthening brand awareness and the thought leadership of Eaton’s representatives.
Challenge
The energy transition, the development of renewable energy, power security and data centres feature prominently in public debate. However, cutting through the noise with a substantive message requires consistency, responsiveness and clearly demonstrated expertise.Our task was to establish Eaton’s presence in leading business, news and trade media. We based our communications on expert knowledge and the timely integration of the company’s perspective into key market discussions.
Solution
We began with media training, preparing the company’s representatives to explain complex technical issues clearly and comment on topics relevant to the market and media audiences.We involved ten Eaton experts in our media relations activities. Working together, the agency’s specialists and Eaton’s experts developed an efficient content creation process—from selecting a topic and preparing a brief to gathering insights, editing and approving the final material. This enabled us to quickly provide the media with high-quality, substantive content.
In our media communications, we drew on Eaton’s local and international expert reports, as well as existing market reports and analyses. We transformed their findings into compelling media topics, expert commentary and contributed articles that combined the company’s perspective with the challenges facing the market.
We secured Eaton’s presence in outlets including Forbes, Business Insider, Puls Biznesu, money.pl, Onet and CRN, while also expanding cooperation with radio stations. We also used newsjacking, responding quickly to current events and regulatory changes and bringing Eaton’s experts into the day’s most important conversations.
Effects
Over five years, information about Eaton and statements from its experts appeared in more than 7,000 media publications, ensuring the brand’s sustained presence in discussions about the energy transition and the future of the sector.More than 60% of the coverage appeared in key business, news and trade media. Regular exposure in leading outlets strengthened Eaton’s credibility and positioned the company as one of the energy industry’s leaders.
Half of the coverage consisted of expert articles and commentary, building strong thought leadership for Eaton and its representatives in priority sectors and reinforcing the brand’s position as a source of valuable expertise.
One example of effective real-time communications was our rapid response to events on the Iberian Peninsula. Commentary from an Eaton expert appeared in 440 publications, demonstrating the brand’s ability to quickly contribute to the day’s most important stories.
Five years of consistent communications transformed Eaton’s specialist expertise into a lasting reputational advantage and a strong expert position in the media.