ST. LOUIS: Industrial giant Emerson is ramping up PR efforts with longtime agency Fleishman-Hillard as it launches an ad campaign featuring customer success stories.
Emerson recently began a new b-to-b PR campaign tied to the six-month anniversary of last year?s large-scale blackout. The effort, aimed at small and midsize businesses, discusses the need for power backup equipment, a major business area for Emerson.
As part of the campaign, the company last month issued a release detailing a new survey it commissioned on small business power system backup needs and views about the blackout.
More PR is planned as the blackout?s one-year anniver-sary approaches in August. The effort will include meetings with journalists in key cities around the country where Emerson does business.
Emerson Network Power has traditionally sold backup equipment to such major clients as the New York Stock Exchange and is now targeting small and midsize firms.
Emerson is also about to issue its first PR handbook and expects to distribute 1,000 copies of the new manual throughout the company, said Katherine Button Bell, VP and CMO.
The 31-page booklet will cover proactive PR and such topics as crisis management and crisis preparedness.
Emerson is in the midst of a three-year corporate branding campaign. As it has developed its advertising program, ?we have simultaneously ramped up PR,? Bell said.
Like the advertisements, the PR initiative features customer success stories. ?It?s equity building for [Emerson] to have marquee names associated with us,? Bell explained.
Emerson?s major business areas include climate control technologies, process management, and its network power operations. The company recorded sales of $14 billion in fiscal 2003.