THE CULTURE OF RELATIONS

Effective communication strengthens media positioning.

The upcoming implementation of the new Building Energy Act—also known as the Heating Act—on January 1, 2024, has sparked lively political and public debates in Germany. In recent months, the use of renewable energy for heating has become a major media topic, with heat pumps taking center stage. In this dynamic landscape, for our client DAIKIN—the world’s leading manufacturer of heat pumps, ventilation, and air conditioning systems—we intensified corporate communication efforts towards daily and business media, in addition to traditional press relations and product PR.

Our goal, in close collaboration with the client, was and remains to position DAIKIN as a sustainable and innovative heat pump manufacturer that has been producing in Germany and Europe for decades, clearly communicate the company’s standpoints on publicly debated topics, professionally contextualize the arguments being discussed and provide industry expertise to the media.

To achieve this, we expanded our media relations with various daily and business publications. Additionally, we strategically placed content within the framework of agenda setting and issue management.

Our efforts resulted in publications across key media outlets, including Der Spiegel, WirtschaftsWoche, Handelsblatt, Frankfurter Allgemeine Zeitung, ARD, as well as trade and consumer media. This generated nationwide awareness for DAIKIN on crucial topics such as the heating transition, the heat pump rollout, and the new Building Energy Act. The continuous development and nurturing of relationships with journalists also led to proactive interview requests.

The results within just a few months:

  • Print reach: Our targeted communication reached 15 million readers.
  • Online presence: DAIKIN content reached 500 million users.
  • Audio/TV exposure: Our strategy resulted in a reach of over 8 million listeners and viewers.

These results demonstrate that strategic, dialogue-oriented corporate communication can significantly strengthen a company’s media presence—especially during times of intense public debate and rapidly changing regulations, such as the revision of the Building Energy Act in July 2023. Moreover, continuous communication and the development of strong, respectful relationships with media representatives ensure visibility during periods of high public interest, ultimately leading to neutral to positive media coverage.

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