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 the exploration, mining, and marketing of diamonds. The company has chosen Media OutReach Newswire as the partner in supporting their communication diversification from lifestyle and luxury media to ESG and Blockchain since 2021.

Read on and find out how Media OutReach Newswire supported De Beers Group in reaching their new communication goal by distributing their news to targeted media in ESG and Blockchain.
Aiming to boost ocean health, safety and permanent 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?

My goal is to drive marketing and communication strategy for Hong Kong, China and the Asia Pacific region. I aim to raise understanding and confidence for 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 is far broader than jewelry, fashion, lifestyle, retail, and those traditional sectors for a luxury brand.
 
Public relations is a long-term engagement that requires effort in order to be successful. We take press releases as a trust-building tool between our brand and stakeholders. Therefore, we really appreciate Media OutReach Newswire’s distribution that reaches our target journalists and provides guaranteed online postings on real news sites to share our brand evolution.
Aiming to boost ocean health, safety and permanent 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 almost all our press releases without pitching and build new media relations. The post-release report is another strength of Media OutReach’s services that makes the KPI reporting to senior management much easier and efficient.

I am impressed by the quality of their journalist database and the vastness of their news category as experienced when I issued press releases related to blockchain and ESG. In a blockchain release, we talked about how we deployed 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 Asia Pacific region, amongst are top tier Blockchain media including Fintech Finance, CoinDesk, BelnCrypto and Coin Telegraph. Another achievement from Media OutReach’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 the post-release reporting, Media OutReach Newswire provides groundbreaking historical report and gives details of Media and Journalist Insights. I particularly like the historical report which presents the performance data for each release to facilitate KPI reporting by every single release. We can easily extract the data according to our reporting purpose. From their Media and Journalist Insights, I am able to monitor that our news releases have secured high opened rate by journalists, publication and country. With this insight, I’m confident that we’re building positive impressions when the journalists had opened our release.  

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

Media OutReach Newswire’s service has really helped us save time and achieve our communication goals at affordable fee. I like that their fee does not increase with each additional news category. Their servicing team is knowledgeable and always supportive of my needs as they work very quickly to turnaround the release.
 
Most importantly are the distribution results. Media OutReach Newswire helped me build media relations with my target media across my target countries. 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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