PR Case Studies: De Beers Group

Empowering De Beers Group’s brand evolution

About the client
Industry
Jewelry
Client since
2021
Location
Hong Kong

Our goal is to build awareness for our corporate initiatives with the ESG, blockchain, and consumer media.  With the authentic distribution network empowered by Media OutReach Newswire, we are able to reach out to our target audiences effectively at our fingertips.

Loletta Lai
PR Director, Natural Diamond Initiative APAC
De Beers Group
Established in 1888, De Beers Group is the world’s leading diamond company with expertise in diamond exploration, mining, and marketing. Since 2021, the company has entrusted Media OutReach Newswire to support its communication diversification from lifestyle and luxury media to ESG and Blockchain.

Continue reading this PR case study to learn how we leveled up De Beers Group’s success and communication goals by distributing press releases to targeted media in the jewelry, ESG, and Blockchain industries.
Aiming to boost ocean health and safety and permanently lock away carbon dioxide, De Beers Group is investing in the innovative mariculture start-up, Kelp Blue, supporting the development of kelp forests off the coast of Namibia, as part of the wider approach to achieving carbon neutrality.

What communication challenges does your organization face?

Our goal is to drive marketing and communication strategy in Hong Kong, China, and the Asia Pacific region. We aim to raise understanding and confidence in De Beers’ natural diamonds that are produced in a sustainable environment with the consumers, media, and key opinion leaders. As such, our targeted journalist network goes beyond jewelry, fashion, lifestyle, retail, and those traditional sectors of luxury brands.
 
Public relations (PR) is a long-term engagement that requires effort to succeed. De Beers Group takes press releases as a trust-building tool between our brand and stakeholders. In this case study, we want to show our appreciation of Media OutReach Newswire’s distribution, which reaches our target journalists and provides guaranteed online postings on authentic news sites to share our brand evolution.
Aiming to boost ocean health and safety and permanently lock away carbon dioxide, De Beers Group is investing in the innovative mariculture start-up, Kelp Blue, supporting the development of kelp forests off the coast of Namibia, as part of the wider approach to achieving carbon neutrality.

How does Media OutReach Newswire help you?

Media OutReach Newswire’s authentic distribution network helps us garner write-ups for most press releases without pitching and building new media relations. The post-release report is another strength of Media OutReach Newswire’s services. It makes the KPI reporting to senior management much more accessible and efficient.

We cannot emphasize enough the impressive quality of their journalist database and the vastness of their news category in this case study. In a blockchain press release, we discussed how De Beers Group deployed a blockchain platform for diamond production to build consumer confidence in the origin of the diamonds. We received more than 20 pieces of earned coverage for just one release across the Asia Pacific region. Amongst them are top-tier Blockchain media including Fintech Finance, CoinDesk, BelnCrypto and Coin Telegraph. Another achievement from Media OutReach Newswire’s distribution network is that we earned an in-depth write-up from Ming Pao Daily for our ESG project in Kelp Blue. Additionally, it helped us reach out to ESG focused publications in the UK including ESG Investor, Environmental Finance, and Responsible Investors.   

As a pioneer in post-release reporting, Media OutReach Newswire provides groundbreaking historical reports and Media and Journalist Insights. We particularly love that the historical report presents the performance data for each release to facilitate KPI reporting. We can easily extract the data according to our reporting purpose. From their Media and Journalist Insights, we can monitor the open rates of our news releases by publication and country to ensure that we have built a positive impression with our target country’s journalists. 

Is there anything else that makes Media OutReach Newswire different from other newswires?

Media OutReach Newswire’s service has helped us save time and achieve our communication goals at affordable fees. I like that their fee stays the same with each additional news category. Their servicing team is knowledgeable and always supportive of my needs, as they work very quickly to turn around the release.
 
We specifically recommend their press release distribution services. As we have testified with this case study,  Media OutReach Newswire helped De Beers Group build media relations with various target media regionwide. The guaranteed news posting on real news sites encouraged more social media sharing of our company’s news, which strengthened our online visibility and SEO.

Client’s Past Press Releases

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#Diamond & Gems #Lifestyle

22 December 2023

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