CAMPAIGNS: FINANCIAL PR - Reuters nets traffic for its live webcast

Client: Reuters



PR Team: World Television



Campaign: Preliminary Results Briefing



Timescale: February



Budget: Undisclosed



Reuters announced its preliminary results on 13 February from

London.



Reuters is listed on both the London Stock Exchange and NASDAQ and has a

strong international profile. The company needed to communicate its

results simultaneously to an international audience.



Objectives



To maintain Reuters' position as a leading blue-chip global group

through effective communication of its financial results to an

international audience. The results had to be live and cater for

audience interaction.



Strategy and Plan



The chosen medium for this event was both a live and an on-demand,

archived webcast.



To guarantee delivery of the live webcast, a pre-event site for viewers

to test the capability of their computers to retrieve video was set-up.

A CD Rom was distributed to investors and analysts, which included the

software application to watch online video.



World Television provided a four-camera broadcast unit to cover the

event.



The video footage was synchronised with the slides from the speakers'

presentations and transmitted alongside the video footage on the

web.



To meet Reuters' requirements of audience interaction, a live internet

question and answer module was included whereby the audience sent

questions to the speakers by e-mail.



Measurement and Evaluation



An evaluation form was included on the website to get audience feedback,

which was positive.



Reuters is unwilling to disclose the number of hits that the results

webcast generated.



Results



World Television's broad-cast of Reuters' financial results highlights

the benefits of the internet as a simultaneous global communications

tool.



Although no traffic data was provided, the webcast successfully relayed

the complex event to those who accessed the site.



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