AWARDS 2012 CASE STUDY: Category 4: ‘It’s time for corporate information responsibility’ for Iron Mountain by Berkeley PR International
Iron Mountain faced a communications challenge in Europe with a lack of awareness and minimal news agenda. It tasked Berkeley PR International with addressing this, stimulating media interest and elevating the complex issue of information management to C-level executives.
To create a compelling angle, Berkeley worked with Iron Mountain to define a new concept: ‘Corporate Information Responsibility’. It agreed to launch this at a high profile, international influencer event, underpinned by new research that demonstrated how the mismanagement of company information is exposing businesses to high levels of unnecessary risk. Berkeley commissioned a large piece of in-depth research, and the findings were presented at a high profile one-day summit in Madrid on 22 March 2012.
The event at the Spanish Stock Exchange brought together 23 journalists from across Spain, France, the Netherlands, Germany and the UK – all top sales markets for Iron Mountain. A total of 41 one-to-one media interviews took place. More than 150 items of coverage have been secured, with a total OTS of over 13 million. Coverage appeared in leading business media including Bloomberg, FT, The Times (UK), Wirtschaftswoche and Welte.de (Germany), De Telegraaf (the Netherlands), Silicon.fr (France) and El Economista and Business TV (Spain).