INTRODUCTION
BE Ideas developed a strategic communications consultancy and press office project for Staples Portugal, as part of the national launch of a European study on the level of frustration of employees in their workplaces.
The project included an internationally coordinated communication strategy, developed by a global public relations partner, which was adapted and implemented in the Portuguese market, ensuring local relevance and media impact.
CHALLENGE
As part of a study carried out in several European countries – including Portugal – on the satisfaction, motivation and frustration of employees in their workspaces, Staples wanted to ensure that the main conclusions were disseminated in a consistent and relevant way in all participating markets.
In Portugal, the challenge was to contextualize the study’s data to the reality of Portuguese society and transform statistical information into relevant news content, while guaranteeing media coverage in high-profile and nationwide media. The aim was also to position Staples as a brand that pays attention to well-being, performance and motivation at work.
COMMUNICATION STRATEGY
BE Ideas worked closely with the international partner team and the Staples Portugal marketing team to develop and launch the communication strategy in the national market.
The strategy was based on an integrated approach of press relations and data-based communication.
This included editorial coordination with the international approach, ensuring coherence between markets, as well as adapting the main conclusions of the study to the Portuguese reality, highlighting its social and economic impact.
It was also based on a careful selection of the media, taking into account their editorial relevance, notoriety and national reach, and on the development of communication supports that cut across all countries, such as the press release, an infographic with the main data, a dedicated microsite and the availability of the complete study for online consultation. All the work was editorially framed as a topic of public interest, with a direct impact on Portuguese society.
RESULTS ACHIEVED
The launch of the study generated a high media impact in Portugal, with in-depth journalistic treatment by the main media.
The results achieved resulted in extensive media coverage in the traditional and digital press, with immediate prominence in the online media after the press release was sent out. The issue even made the front page of the written press, namely Jornal i, highlighting its relevance, and helped consolidate Staples’ position as a brand associated with well-being, productivity and working conditions.
This project demonstrates BE Ideas’ experience in strategic communication, press relations and the management of international communication projects with a strong media impact and social relevance.