CSG International is one of the world’s largest and most established business support solutions (BSS) providers primarily serving the communications industry. In February 2012, the company hired Harris Communications as its PR agency for EMEA. Based on strong coverage results, we’ve since been retained each year, until the end of 2015.
CSG’s home market is North America. With a strategy for international growth, in 2011 it acquired Intec Telecom, then one of the most successful providers of telecoms billing solutions in EMEA. Intec’s name was well known across the region, whilst CSG’s name was not. Early objectives of the PR brief were for Harris Communications to communicate CSG’s acquisition of Intec, help gain recognition and trust across EMEA for CSG’s solid name and begin to educate the market of the combined strengths of the two firms. Ongoing objectives were to help build visibility and an increasingly solid name for CSG, gain recognition for the strength of its solutions and win recognition for its key people as trusted industry opinion leaders. The ultimate goal was to support revenue growth in EMEA.
Strategy and delivery
Harris Communications first worked with CSG’s executive team in EMEA to agree a focus for the PR effort and define key messages. A PR strategy was then agreed. This focused on media relations campaigns to seek press coverage and support social media activity. It comprised action plans, media relations and coverage volume targets around:-
Harris Communications quickly got up to speed, delivering 85 clips in target media in the first year and 80-90 in each subsequent year (plus pick-ups from press releases over Businesswire).