Promoting New   Technologies,
  Not Just Companies

Back in 1999, SealedMedia was in the tricky position of needing publicity for both its products and its technology type. At the time, Digital Rights Management (DRM) was unheard of in the UK media, so MCC embarked on an educational PR programme, as much for the benefits of DRM as for the expertise of SealedMedia.

DRM articles written and placed by MCC helped push the issue into the IT and internet press, while MCC's work to associate 'real' news stories with its client has meant the national media also showed interest. Across a 12-month educational PR campaign, MCC delivered 21 face-to-face interviews (including Radio 4, Radio 5, The Times, Publishing, Computerwire, IT Week, New Media Age), 20+ telephone interviews, five by-lined articles (written and placed) and more than 40 high-quality pieces of coverage.

MCC has continued to be hired to bring new technologies to the media via its 'educational' PR campaigns in the years that have followed. These include email management (for eGain Communications), XML (for Software AG), grid computing (for Platform), PVRs (for Home Media Networks), CIM (customer and citizen interaction management, for NICE Systems) and podcasting (for Ipswitch).