TG Daily gives Imagination visibility

David Ward, PR Week USA, 24 April 2006, 06:00AM

Placement: Article in TG Daily, February 10, 2006

Who is your client and what are its media goals?

Neal Leavitt: Our client is UK-based Imagination Technologies, which develops and licenses silicon and software IP (intellectual property) for multimedia and communication devices. The firm is well-known in the European Union and Asia, but turned to us to help it boost its visibility here in the US.

Why was TG Daily such an important hit for your client, and how did you go about pitching the reporters and editors there?

Leavitt: TG Daily is one of the sites under the Tom's Hardware Guide banner and was an obvious target because it's very well-read in the software/hardware IT space. We reached out to the site's editors as part of our pre-Consumer Electronics Show (CES) campaign, and because they knew of Imagination Technologies, it was a fairly easy pitch, and they agreed to meet us at the show in Las Vegas in January.

IT can be a dense, very technical topic. Did you have to do much reporter education or media train Imagination executives to speak in laymen's terms?

Leavitt: No, the TG Daily editors are very tech-savvy, so the reporter education was minimal. Imagination Technologies had a suite during CES with products on display. US business development director Peter McGuinness and PR manager David Harold, both of whom participated in the interview, have a lot of media experience.

What was the impact of the hit?

Leavitt: The client was pleased because this is a very important publication for its industry. It told us the TG Daily piece - along with some other key trade coverage we were able to get - really helped raise its visibility, not just with the media and prospective customers, but also with industry analysts who are now starting to contact us directly looking to do briefings with the company.

Name: Neal Leavitt, president, Leavitt Communications (Fallbrook, CA)

Placement: Article in TG Daily, February 10, 2006

Pitch timeline: About two months

This article was first published on PR Week USA