KDS Scales up publicity

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KDS is a rapidly growing international provider of corporate Travel and Expense (T&E) management solutions. Its cloud-based solutions enable firms to improve financial compliance, reduce cost and improve workforce productivity.

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PR Brief
French-owned KDS has been around for a while. Eager to innovate and drive for international growth it hired a new and vibrant CEO, Dean Forbes. He recognised that within the UK, a key market for KDS, the company was winning only limited press coverage via an existing PR agency: and really only in just a few UK business travel titles.  Seeking a new agency, one with a broader business and technology media results record, Forbes approached Derek Harris, Harris Communications. Forbes had worked with Derek before. He’d been impressed by Derek’s results as the media relations consultant for Primavera, a project management software firm (now owned by Oracle).
 
Strategy and delivery
Harris Communications first worked with KDS to understand its key audiences and their relevant challenges. Next defining target media, core messaging and spokespeople, a programme of activity was delivered aimed at finance, procurement, human resources , corporate travel and business IT leaders. Work included:-

• Writing Content
  • News releases, pitches and byline articles
  • Defining and writing up a market survey

• Media Outreach
  • Identifying target editors, building awareness, trust and rapport for KDS
  • Proactive pitching of news, article ideas, survey results, bylines
  • Researching editors’ feature plans and offering expert insight from KDS
  • Winning and managing media interviews, including counselling spokespeople
  • Building KDS in editors’ minds as a ‘go-to’ source for comment
  • Seeking and managing press attendance at KDS annual conference and industry events

• Special Projects
  • For a KDS video, identifying, approaching and coordinating interviews with world experts

​Results
Derek Harris quickly grasped the business and technology themes to be communicated and within days was up to speed with writing program content and pitching to target media.

• 5-6 quality pieces of coverage in a typical month (plus wire pick-ups)
• 68 per cent of all coverage in ‘A’ list target titles
• Built KDS in the minds of editors as a credible ‘go-to’ source for comment
• Won 11 journalist attendees to the company’s annual conference in Paris
• Coverage in finance, payroll, procurement, HR, travel and IT titles

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