Panasonic Corporate Systems Company
Panasonic’s proprietary digital content management (DCM) technology was developed a world away from Tokyo headquarters by Los Angeles-based Panasonic Corporate Systems Company (PS), a division with ground-breaking ideas about managing digital media for broadcast, security and sports. As PS’s public relations firm, RBI’s primary challenge was to get these ideas heard above the din of hundreds of competing Panasonic divisions worldwide. RBI developed a laser-focused intra-corporate PR strategy targeting top-level Panasonic execs via PS stories in Panasonic company newsletters and targeted press.
RBI also produced corporate presentations showcasing innovative PS digital platforms, including one for the San Francisco Giants baseball team. The little division, under RBI’s communications stewardship, not only made it on to Panasonic’s corporate “map,” it began to lead the way.