Encompassing sectors globally including oil, gas, chemicals, pharmaceuticals & life sciences, power generation and water, Energy Industries represents one of the larger commercial opportunity for ABB’s Industrial Automation business.
Our mission
Our aim is to proactively position ABB Energy Industries as helping its customers to achieve greater safety, sustainability and smarter operations through the implementation of ABB’s automation and digital technologies. In doing so, customers can better address risk, while improving safety, performance and efficiency.
Strategy
We started with a ‘deep-dive‘ information gathering exercise to inform the creation of a communications strategy and compelling messaging that best represented their impact on industry and society. This included facilitating vision and messaging workshops, helping the recently restructured business to develop compelling messaging and narratives.
In partnership with the Energy Industries marketing communications team and technical experts we have developed relevant in-depth thought leadership synopses, on which ABB can have a voice in relation to customer, industry and societal trends related to their area of work.
We are spearheading campaigns that cut across media, social media, multimedia, events and wider marketing activities related to key energy sector discussions and debates including: navigating the energy transition; journey towards autonomous operations and models of innovations; and the collaborating to ensure intelligent, integrated project execution.
Day to day we are tasked with managing all proactive and reactive media relations activity globally. This involves research and drafting press releases, proactive feature pitching and managing any reactive media requests including negative issues.
We also provide support at key industry events throughout the year, establishing and building upon media relationships with ABB executives through face-to-face meetings with journalists on key issues.
Finally, we arrange regular press trips linked to key projects, technologies and wider hot topics related to energy transition, autonomous operations and best examples of project execution – not least showcasing how ABB is working with its customers to help to increase the renewables energy mix, reduce carbon emissions, reduce waste, increase energy efficiency and improve safety.
It is important that whatever we are issuing to media is innovative and impactful, and truly reflect ABB’s position as a global technology leader for industry, promoting ‘world first activities,’ ‘groundbreaking technology’ or interesting collaborations, which has yielded strong media coverage and results.
Results
Some highlights from the past year include:
- Total audience reach (online news only) 255 million
- 18 global press releases issued;
- 94 were in-depth thought leadership features of between 1000 and 3000 words appeared;
- 436 total pieces of coverage have appeared globally;
- Nearly 80 per cent of features appeared in pre-agreed priority media titles;
- 105 face-to-face media briefings were secured with priority journalists at key ABB and industry events; and
- We create and managed a high-profile media event – JIP Subsea Press Trip – with 19 journalists attending including representatives from publications including Forbes, World Oil, Rigzone, Offshore and World Oil.
