Brand Storytelling for Tech PR

HARMAN Professional Solutions, a Samsung company, offers a range of B2B and B2C audio/visual solutions.

From cloud AV integration systems to studio headphones and robust tour audio systems, HARMAN products are highly technical in nature, making it challenging to explain the benefits of their solutions.

Prior to working with Amplify, HARMAN’s small PR team was using multiple external agencies and freelancers. But the company really needed an efficient, integrated agency that could tell compelling brand stories and land placements in key media outlets.

PR Content Creation and Media Relations

With an award-winning content creation team, and experience with both B2B and B2C media relations strategies, Amplify was an ideal choice for HARMAN Professional Solutions. As the social media marketing agency for HARMAN Brands such as AKG, we already had a deep understanding of their customer base. 

Using our integrated agency approach, we’ve developed a collaborative system to work closely with the internal HARMAN PR team and manage content projects from ideation to distribution. 

Since 2017, we’ve helped HARMAN Professional to take their brand storytelling further by placing hundreds of stories in trade publications and mass media outlets.

• Tech Press Releases: We craft and distribute compelling announcements to press about new product introductions (NPIs), corporate news and more.
• Global Case Studies: We interview HARMAN customers and stakeholders from around the world, and build PR case studies for web, print and media distribution. 
• Visual Presentations: We report on the impact of HARMAN Pro PR initiatives with visually dynamic presentations.
• Pitches: We write pitches tailored to key media outlets, and reach out to contacts from our extensive database. 
• Media Lists: We maintain a list of over 600 contacts from tech, entertainment and AV publications. We custom-organized this system to more accurately and effectively conduct outreach—resulting in more high-quality media placements.

Sharing Stories, Driving Results 

Here are some highlights from our engagement with HARMAN Professional:

• 210% increase of average monthly press mentions since November 2019
• Increased output and distribution of global case studies from APAC, EMEA, LATAM, India, China and North America
• Secured key media placements in consumer-facing outlets such as The Wrap, CNN, TechCrunch and Good Morning America

In addition to the above, we’ve also managed special projects and event coverage including:

• We nurtured media relationships with a new campaign to support journalists through COVID-19, seeding the AKG Lyra USB microphone to reporters who needed to elevate their at-home audio solutions. The AKG Lyra campaign built relationships with the media at outlets such as USA Today, Genius and The Hollywood Reporter. 
• We provided tradeshow and event support, working in tandem with the 2020 NAMM Show to build its media center. We assisted nearly 200 different podcasters and press, building key relationships and showcasing HARMAN Pro products along the way.
• We supported additional crisis response through COVID-19 by managing day-to-day media inquiries and distribution strategy. You can read more about our crisis communications strategies here.

What it’s Like Working with Amplify

“As HARMAN Professional’s PR agency, Amplify has helped us craft and support a number of diverse storylines across a wide range of products. They’re smart, responsive, and easy to work with—even when priorities and deadlines shift. 

Amplify has helped us secure countless earned media placements over the past four years and maintain a pipeline of editorial content to support our brands.”

—David Glaubke, Director of PR, HARMAN Professional