Panasonic Case Study

Panasonic is established as one of the best known and most highly regarded consumer electronics companies in the world. With products ranging from televisions to refrigerators, batteries to factory automation equipment, Panasonic is at the forefront of technology innovation.

At the very peak of the digital economy, Panasonic positioned itself to launch a range of exciting new products designed to support the new digital lifestyle. With new biometric security devices, MP3 players, DVD recorders and other products ready to hit the market, Panasonic turned to Fusion Public Relations to help put a focus on obtaining top-tier national consumer press.

Fusion’s central media "SWAT" team, a group within the company dedicated to national media, leapt to the challenge and quickly secured repeated coverage in The New York Times, Sound & Vision, USA Today, Playboy, Forbes, Fortune, BusinessWeek, The Washington Post, The Wall Street Journal, Associated Press, and many other publications.

Following on the heels of the media blitz, Panasonic turned to Fusion to manage the company’s public relations surrounding their sponsorship of the 2002 Winter Games in Salt Lake City.  Fusion leveraged both Panasonic’s newest computing and audio/visual technology and their sponsorship of the 2002 US Men’s Luge team.  Taking an exciting, yet product-centric angle, Fusion pitched story ideas around how the Olympic team used Panasonic's DVRs to record and replay their luge runs to improve their training and performance. Fusion secured coverage in Investor’s Business Daily, CNBC, TWICE and Dealerscope, among many other publications.

Panasonic and Fusion continued to work together on creative and high-level visibility initiatives, such as promoting Panasonic’s DVD-RAM recordable DVD standard.