Jenny Halpin: The media goals of Microsoft, for Windows Embedded Devices, is to showcase the technology behind smart connected devices that run on Windows Embedded operating systems. Much of [its] outreach targets embedded developers and original equipment manufacturers, but with this feature, we were looking to reach the broader IT community.
What made Computerworld a good target for your client? How did you pitch reporter Eric Lai?
Halpin: [It's] one of the top IT publications, and Eric is a leading reporter at the magazine covering operating systems. We interested Eric by offering an exclusive on how [the] Windows Embedded [division] was working with handheld device maker Adeneo and its partner DetectaChem on a new product that can detect trace amounts of chemicals found in illegal drugs or explosives.
Lai opted to interview only DetectaChem for this story. Did that present a challenge in getting the Window Embedded message out?
Halpin: It was a slight challenge, but we worked with DetectaChem founder and CEO Vaughn Clift prior to his interview to ensure that he stressed the benefits that Windows Embedded and Adeneo offered for his company's Seeker CDU technology. We also provided Eric with a case study that included additional information on the technology benefits.
What was the impact of the hit?
Halpin: The story was a win because it conveyed the company's key messages and explained how this technology can be tied to a larger global issue - combating terrorism. The client was thrilled. n
Name: Jenny Halpin, account coordinator, Weber Shandwick,
Placement: Computerworld, February 7
Pitch timeline: Three weeks