NVIDIA configures 'Journal' piece

The Wall Street Journal, April 3

The Wall Street Journal, April 3

What does your company do, and what are its media goals?

Calisa Cole: NVIDIA designs sophisticated processors that are built into PCs, workstations, mobile phones, game consoles, and other devices to enable rich, compelling multimedia experiences. Our corporate PR initiative is very strategic and focuses on building ongoing relationships with top-tier media and industry analysts. Our goal is to communicate NVIDIA's position as a high-growth company at the center of the digital revolution.

The Wall Street Journal is a great outlet, but what made it a good hit for NVIDIA - a company once known primarily in the PC/video game space? How did you pitch reporter Don Clark?

Cole: We're huge admirers of Clark and his work. With the help of our agency, Spark PR, we have developed a solid relationship with him over the years and knew he had a real understanding of our company. When we began planning a media tour to highlight our entry into the high-performance computing market, Clark was one of the first reporters we called.

The Journal story had plenty of third-party testimonials touting NVIDIA. Did you provide those names, and did you do any media training for your executives for this story?

Cole: We provided some names, but Clark tracked down other sources through his own relationships. This resulted in giving us additional insights into what others in the industry were thinking. Our executives are very media-savvy, so we didn't do any specific training. It was just a matter of sitting down with Clark and telling our story.

What was the impact of the hit?

Cole: The article ran April 3 and correctly positioned NVIDIA as a technology leader that is transforming an industry. Even in this era of pervasive digital media, there's a kind of magic that happens when you have an article appear in print in The Wall Street Journal. This story started off our product launch with a splash.

Name: Calisa Cole, director of corporate communications, NVIDIA (Santa Clara, CA)

Placement: The Wall Street Journal, April 3

Pitch timeline: One week

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