Data-driven PR - Axelos - Metamorphic PR : Metamorphic PR

AXELOS global best practice – joint venture company created by the UK Government’s Cabinet Office and Capita plc – which develops, enhances and promotes international best practice methods and frameworks including PRINCE2®, MSP® and ITIL® 4. AXELOS global best practice – joint venture company created by the UK Government’s Cabinet Office and Capita plc – which develops, enhances and promotes international best practice methods and frameworks including PRINCE2®, MSP® and ITIL® 4.

OBJECTIVES

To position AXELOS’ knowledge, expertise and ITIL’s association with strategic IT service management and digital transformation.
To emphasise the importance of best practice training and certification for professionals involved in IT service management and digital transformation.
To present new concepts contained in the updated ITIL 4 best practice guidance

PR STRATEGY

Harness research findings to create definitive research reports that offer the latest insight and thinking into the topics.
Incorporate independent expert commentary that lends additional credibility to the reports.
Create media relations activity to generate coverage in relevant IT publications.

PR ACTIVITIES

Research report: AXELOS ITSM Benchmarking Report (2017 and 2019 editions)

Reviewed the raw findings produced by the research company
Created a proposed report structure based on an evaluation of the research data – designed for the client to understand quickly and easily where data would fit and where additional subject matter expert input was needed.
Summarised themes and sub-topics that would become the AXELOS ITSM Benchmarking Reports
Interviewed industry experts to provide independent commentary
Drafted and developed research copy, including a foreword attributed to the Chief Product Officer

Media relations – news story (2017 edition)

Based on the 2017 AXELOS ITSM Benchmarking Report, identified the most newsworthy findings with which to target the IT media
Drafted and distributed news story on strategic alignment for digital transformation success

RESULTS

Created definite reports that demonstrated AXELOS’ insights into the state of global IT service management, the success of digital transformation, the impact of emerging technologies and the value of training, skills development and certification
Demonstrated evidence for why and how ITIL best practices support successful digital transformation and strategic alignment between the IT function and business
Provided a platform (in 2019) to present the new concepts in ITIL which had culminated in the updated ITIL 4 guidance
Generated media coverage (in 2018) for the strategic alignment/digital transformation story in publications including Computer Weekly, CIO.com, Information Age and Government Computing.

DATA-DRIVEN PR - AXELOS

Data-driven PR and content marketing for a company involved in B2B technology and business transformation

Using global research data to create defining, data-driven research reports and media relations activity aimed at the IT media

RESULTS