Hexaware

Building Brand Awareness: A Media Relations Program for Hexaware Technologies

Situation: Hexaware, a global provider of IT and BPO services based in India, sought to generate brand recognition and build business in North America. Though known as a leading niche provider in select vertical markets such as financial services, insurance, human resources and transportation, Hexaware faced a bigger challenge: The company was competing against the outsourcing behemoths for attention from customer prospects, the analyst community and U.S. journalists.

Program: Hexaware charged Stanton Communications with generating awareness among key U.S. business and trade media. Recognizing that tier-one U.S. media naturally turn first to tier-one outsourcing providers for commentary and trend stories, the planners knew that a proactive and opportunistic media relations program founded on frequent reporter contact was essential for securing coverage for the client and positioning Hexaware’s top executives as thought leaders. The program goals were to develop and execute a media relations program that laid the foundation for relationships with journalists; establish the credibility of Hexaware executives as experts in the areas of global outsourcing, financial entrepreneurship and business in India; and create a prominent foothold for the company in regular industry coverage. The program included a media tour in New York City for top Hexaware executives with tier-one business press and IT and outsourcing trade media, a consistent proactive outreach to key targets, ongoing monitoring of industry coverage and an opportunistic rapid response campaign to link company news to notable industry themes and trends.

Results: Over a 12-month period, Stanton Communications secured interviews for executives with top business media outlets such as Fortune, The New York Times, Barron’s and BusinessWeek along with trade publications including CIO, HRO Today, Network World, Wall Street & Technology and Workforce Management. This focused and aggressive high-level media relations campaign resulted in an exponential increase in Hexaware’s presence with targeted U.S. media outlets, improved brand recognition and greater awareness among business and outsourcing beat journalists of the company’s niche expertise.