Case Study – Symbol Technologies

The Brief 

  • Position Symbol Technologies as a leader in enterprise mobility with customers and partners in Singapore and the Asia Pacific region over the next 12 months, using media and analysts as the primary communications vehicles
  • Timeline: April 2004 – March 2005

PR Strategy

  • Create awareness amongst media and analysts about Symbol’s products and solutions
  • Leverage Symbol’s leadership position and the benefits of its products and solutions using customer and partner references
  • Differentiate Symbol from its competitors by outlining a clear and compelling value proposition
  • Build the profile of Symbol’s management team and establish spokespeople as thought leaders in enterprise mobility

Focus Areas

The Approach 

  • Regional:

–Work closely with regional owner to deliver results on opportunities

–Provide speedy counsel and implementation for projects

–Providing support in the execution of communications plans for  events

  • Local:

–Proactive support: media support and counsel

–Support on channel communications

–Facilitate owners role to deliver performance-based results

–Support for ASEAN communications

  • Account management:

–Monthly media coverage and WIP reports

–Weekly Global PR Call reports for Singapore and Australia, China

–Weekly coverage updates on

–Tracking:  Comprehensive media coverage tracking

Notable coverage





































Summary Coverage


Summary Analysis