When we first started working with Dongbu HiTek in 2001, it was a start-up semiconductor manufacturer based in Korea wanting to enter the North American market. Though its parent company was worth $11 billion, Dongbu was going to enter a competitive market mostly buying from strong competitors in Taiwan and China. It was virtually unknown in the semiconductor industry and had no relationships with key media and analyst influencers in the US.
In 10 years we have provided the gamut of technology PR and marketing communications services for Dongbu – writing, media relations, trade show and event management, marketing collateral development, and much more. We have also done PR projects for them in Europe and Asia.
Although we now work with clients on online strategies, a decade ago there was no Twitter, Facebook or LinkedIn. No one was blogging, getting inbound links or using SEO to get found. We built relationships with Dongbu’s key influencers the old-fashioned way – one person at a time.
In an increasingly digital world, don’t underestimate the power of building long-term and personal relationships. The lessons below still apply today.