Coordination and communication: the key to success at MWC
Michelle Spencer, head of EMEA public relations at Intel Security, shares her experience on succeeding at MWC
“Now I’m a veteran at Mobile World Congress– 16 years and counting. Over that time, I’ve seen MWC change immeasurably, and despite my 16 years on the trot, it’s that industry evolution that makes me excited to go. Every year.
Something that hasn’t changed, however, is the approach my team and I take to ensure each MWC is as successful, if not more successful, than the last. And that approach is centred around coordination. The reality is I don’t get bored of talking about coordination– in fact I live for it when it comes to things like MWC. Here’s why.
At MWC, we like to run one-to-one, on-site briefings for our spokespeople. We think it gives media and influencers the time to catch up properly with what’s going on at Intel Security. We have media coming from many countries from around the world to meet with our spokespeople, speaking many languages, and briefings are being secured by our agencies across the globe – all at the same time. Each spokesperson needs to understand the key messages that we’re trying to convey, and needs to be briefed ahead of time to ensure the coverage we get proves successful and highlights our main business priorities. The schedule needs to be tight, but with NO overlaps or clashes.
See what I mean about the need for coordination now?
So where do we start? Simple. We have a lovely team at the core of our MWC activity – a hub based out of the UK that makes it easy for agencies across the world to be briefed, media meetings to be booked in, briefing documents to be consistent, and ensures key messages are clear, and of course, spokespeople are briefed by the right people, at the right time.
This core team is my agency in the UK: Hotwire. Since coming on board 5 years ago, every MWC we’ve been to has been more successful than the last, and it’s down to not only their media supremo skills (along with the regional teams’), but their attention to detail, care and coordination prowess.
With the team, we start planning months in advance, preparing media materials, schedules, calls with all the agencies across the world – communication is absolutely key here. We have regular check ins to make sure everyone is on the same path, and Hotwire does a great job in bringing everyone along in a collaborative way, which ultimately delivers the best outcome.
I’ve found that the better the coordination and communication, the better the results are – some of the coverage the teams generate across the world is astounding – and at the end of the day, that’s why we’re there. Intel Security’s reason for being at MWC is to show the mobile world just how important security is, now more than ever. And it’s not just across mobile devices, it’s smart home tech, it’s pet tech, it’s even pregnancy testing kit technology (I know!). People’s data has more value placed on it than ever before, and we’re best equipped to show people how to keep themselves and their data safe in this ever changing, exciting landscape. And having a presence at MWC, and the resulting coverage, are vitally important for sharing our message.
I look forward to my 17th visit to MWC being an absolute corker. This year’s planning and prep has been better than ever so I know that our time there, the deals we’ll do and the media we’ll meet will blow me away, once again.”