Since 2022, we’ve worked with leading construction and mining equipment manufacturer Komatsu to help them land their stories in the right places and in their key media. They operate in a competitive, high-stakes industrial sector and they need a steady, practical PR program that delivers impact. Our role is to elevate customer stories, support product launches, position executives as credible industry voices and manage communications around major initiatives and sponsorships.
A program that flexes with the business
Our approach has been deliberately flexible with a mix of proactive storytelling and responsive opportunities shaped around what’s happening across the business.
That’s looked like a media visit to Komatsu’s Mackay branch, a workforce diversity story in The Australian for International Women’s Day and managing media around their Western Sydney Wanderers sponsorship launch.
Alongside this, we’ve delivered media and presentation training to key executives, building confidence and ensuring they can communicate clearly and consistently when engaging with media.
A focus on trade media
Trade media is a key channel for Komatsu’s communications, as it’s where their customers are accessing information, researching new products and making decisions. A big part of our program of work has been facilitating strong relationships with their trade media contacts and ensuring Komatsu is showing up in the channels that matter most to their audience.
Last year, we supported Komatsu in hosting trade media at their “Boots On” event, where the focus was simple: give journalists the opportunity to experience the machinery in action and connect directly with the people behind it.
We organised a dedicated media day, working with publications ahead of time to map out product stories and interviews. On the day, we supported everything from walkarounds and demos to even stepping in as videographers where needed, all while getting behind the controls of some of their biggest machines ourselves.
The event led to more than 15 pieces of content across print, online and social trade outlets, including video walkarounds and Q&As.
What that delivers
Over time, our PR program has helped Komatsu maintain a steady presence across national, mainstream and trade media, while building the profile of its people, customers and projects. Most importantly, it ensures they are meeting their audiences where they are. Reaching those working in construction, mining and utility sectors with content that reflects the reality of their day-to-day.
Alex Williams