Case Study: Teradata boosts UK media profile and business coverage with CommsCo

Teradata lifts UK quality coverage to #1 with CommsCo

Teradata, a major global data and analytics company, faced a challenge in gaining traction with the UK business press despite the growing interest in big data. Their technical heritage was well-known, but they struggled to break into mainstream and vertical media. The vendor, CommsCo, was engaged to raise Teradata's UK profile and shift the narrative from technical jargon to one focused on the business value of big data.

CommsCo implemented a strategy focused on quality over quantity, uncovering compelling stories within Teradata and leveraging media relationships to place them. They launched a 'Media Heroes' program to develop key spokespeople and identified a core list of influential journalists for direct access to Teradata's leadership. This approach resulted in the UK becoming Teradata's top international market for quality coverage, features in major publications like Forbes, 91 quality articles, and a 25% increase in social media following. CommsCo successfully made Teradata's executive team more prominent and secured valuable industry award nominations and speaking opportunities.

Teradata