ABB

ABB PR Tanja Vainio — ABB PR pro Tanju Vainio

Talented women must also be seen – Tanja Vainio – Inspiration and innovation in the technological world

#PR #comunication #personalbrand #advertisingagency #mediarelations

ABB approached us with an interest in the personal PR of CEO Tanja Vainio. Tanja Vainio has earned the admiration of executives and managers and is one of the most successful women in business in our country. She is not only a highly qualified expert in the energy and automation industry, but also an inspiring manager. Her leadership has been dedicated to promoting technical education, gender equality and encouraging the representation of women in technical fields in schools and in management.

Objectives of PR communication:

Our goal was to raise awareness of the Director’s activities and goals across the newsroom.

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Situation analysis

ABB CR is a technology leader and pioneer with an extensive range of products, services and solutions for the digital industry. Building on more than 130 years of innovation, today ABB is at the forefront of the digitalisation of the industry, supported by four market-leading business units and a strong customer focus. In 2016, Finnish native Tanja Vainio became the new CEO of ABB Czech Republic.

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PR communication strategy:

Tanja Vainio – as the company’s main spokesperson, commenting on the situation in the sector and related social issues, be it HR, education, gender equality or support for women. Given the key themes, we chose to build media awareness not only by promoting company content, but also by presenting initiatives that Tanja supported.

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Plan

Tanja as an inspiring manager, mother, woman with her own interests. We defined topics that we could gradually address in public relations and media relations: e-mobility, education, leadership, digitalization or process automation.

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Tactics

Interviews, comments, conference participation, rankings, LinkedIn. Deepening knowledge of trends in energy and automation with economic media and TV was a fundamental tool. We also focused on conferences where Tanja could share case studies. We complemented the media presentation with various statements, presentations at professional conferences and trade fairs. Tanja was part of several associations where she and other members defended the interests of the sector.

The other direction was the presentation of Tanja as a woman leader in renowned magazines, at leadership conferences, where Tanja motivated the participants with her story.

In addition to these activities, the goal was to nominate Tanja Vainio for the TOP Manager of the Year, organized by Hospodářské noviny, or Manager of the Year.

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Results of cooperation

Media appearances – from news coverage on ČT24 to interviews in economic media such as HN or Forbes to regular cooperation with professional magazines.

… Tanja included in the TOP Women of the Czech Republic 2017 ranking for 6 months

… 367 mentions in the media

… hit 13,8 milionu

… 153,33 GRP

… finalist of the TOP Women of the Czech Republic 2017 survey in the category Manager in 5 months

… Manager of the Year 2018

… inclusion among the TOP Women in Business in the category Manager in 2018