Tata Steel

The brief

When Torque won the business for three of Tata Steel’s sectors –Automotive, Lifting & Excavating and Strategic Marketing – in 2013, the company had no regular strategic or co-ordinated PR in Europe. The Automotive PR network was approach via its UK office, Torque, to provide PR support for both the UK and German markets, to establish a cohesive approach to media relations across sectors and markets and to increase positive brand awareness of the company.

How we responded

We began the relationship by establishing a structured approach to managing the account and our relationship with the client. We designated the UK as the lead agency to give the clients one point of contact and below that established how different requests were handled across the team. We set up weekly calls between the two agencies and bi-weekly calls with each sector to monitor progress and budgets.

While a massive supplier of steel to both markets, Tata Steel had poor visibility compared to some of its competitors. Our approach started by and focused on improving relationships with target media, to reintroduce the brand and make it first in mind for relevant stories, as well as identifying newsworthy stories from within the organisation by building relationships with experts at Tata Steel.

Results (Quantitative)

While 2013 was very much about setting a benchmark of what level of coverage was achievable, 2014 was about building on that early success and there has been a consistent increase in awareness and coverage over the last two years.

Results (Qualitative)

While 2013 was very much about setting a benchmark of what level of coverage was achievable, 2014 was about building on that early success and there has been a consistent increase in awareness and coverage over the last two years.

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