The Challenge

Securing coverage in the national media depends not only on a powerful story, but the ability to swiftly react to journalist interest in a subject – an especially demanding task when the subject is highly technical.  

The Approach

Having distributed a press release announcing the launch of Schaeffler’s new range of e-mobility solutions, including its electric vehicle motor, chassis and drivetrain technology, we targeted a handful of national motoring journalists with a story that spoke to what the car of the future might look like, and how driverless cars might herald an improvement in road safety. 

A request for further information from a writer at the Daily Express led us to one of Schaeffler’s executives in Germany, who agreed to speak to the journalist at length the following day, armed with extensive briefing notes and a Q&A we had developed to guide the interview.

The Result

The resulting article appeared online and in print and met Schaeffler’s requirement to secure coverage beyond the trade media. It also established a useful media contact for its future stories around electric vehicles, autonomous driving and e-mobility.