Communication must be strategically planned because it takes place on many channels simultaneously. A modern concept that describes the structures and possibilities of PR and marketing communication is the PESO model. PESO distinguishes four groups of communication channels: paid media, earned media, shared media and owned media:
- Paid media – is advertising that is paid for.
- Earned media – are PR actions that result from informational content or campaigns and are shared by others.
- Shared media – refers to platforms and channels where content is shared by users, such as social media and influencer marketing.
- Owned media – includes content created by the company, usually in collaboration with agencies. This is also referred to as content marketing.
The PESO model shows how a well-defined communication strategy can enable companies to use different channels synergistically.
science communications covers the entire spectrum of measures in the B2B segment, as the following references show.
The Branco Weiss Fellowship
The Branco Weiss Fellowship was established in 2002 by Swiss entrepreneur Branco Weiss and is now administered by ETH Zurich. It supports young postdoctoral researchers from around the world who are pursuing exceptional and socially relevant ideas with generous grants for up to five years. Over the years, current and former fellows (alumni) have developed into a community of scientists at the forefront of current research in various fields.
Since 2009, science communications has been responsible for the fellowship’s entire public image. In addition to branding, the agency oversees worldwide campaigns to recruit young scientists from almost all disciplines. The challenge lies in the broad distribution to reach as many highly qualified applicants as possible, while at the same time communicating the rigorous selection criteria to keep the number of unsuitable applications as low as possible.
Technopark Zürich
With over 47,000 square meters of space, Technopark Zurich is the largest start-up incubator in Switzerland. For more than three decades, it has been the epicenter of the Swiss start-up scene, with around 260 technology companies and a total of more than 2,700 employees. Nowhere else in Switzerland are so many start-ups located in one place.
Technopark Zurich is managed by the privately financed Technopark Zurich Foundation, which in turn publishes the in-house print magazine “Einblick” twice a year for tenants and decision-makers in the Swiss start-up ecosystem. The production of the magazine has been in the hands of science communications for several years. We write most of the articles, coordinate the photo shoots to illustrate the articles and orchestrate the layout production. We also designed and produced Technopark Zurich’s current corporate brochure.
ZKB Pionierpreis Technopark
Every year since 2001, the prestigious ZKB Pionierpreis Technopark has been awarded to a particularly innovative, technology-oriented start-up company from Switzerland. The winning companies are about to enter the market with a novel product idea. The prize is sponsored by Switzerland’s largest cantonal bank and the Technopark Zurich Foundation. As one of the oldest and most important innovation awards in Switzerland, the Pionierpreis helps young companies gain additional capital and a recognized quality label. It also offers them a platform to present their business idea to the public.
science communications designed the new English-language website and coordinated its implementation, from the creation of a sitemap to the writing of texts and the coordination of the programming.
Swiss Cyber Storm
Swiss Cyber Storm is an international IT security conference on cyber-attack and defense that has been held every October in Bern for over ten years. Around two dozen national and international authorities present the latest findings in the field of cyber security. The 300-400 conference participants include IT security managers, security consultants, hackers and others interested in cyber security. The event also offers national specialists the opportunity to network with Swiss colleagues and international experts. The conference has been organized by the non-profit association Swiss Cyber Storm since 2012.
science communications organizes the media relations for Swiss Cyber Storm and manages the social media channels X and LinkedIn. We develop the media relations strategy, support the organizers throughout the year in planning and preparation, and initiate contacts with journalists from the daily, business and trade press.
Core Rule Set
Core Rule Set (CRS) is a comprehensive set of generic attack detection rules for use with ModSecurity-compatible and other web application firewalls. The CRS is available under an open-source license and protects web applications against a wide range of attacks with a minimum of false positives. The framework is developed by a global group of motivated, independent programmers and is used by many leading service providers, financial institutions and government organizations, protecting hundreds of thousands of applications.
science communications is producing in-depth blog and social media posts for the CRS. In a series of portraits, we introduce the developers to give interested parties an understanding of the work on the project and the people behind it.
Centris
Centris AG operates the largest health insurance ecosystem in Switzerland, providing services for the development and operation of IT solutions to automate the business processes of Swiss health and accident insurers. In total, the invoices of about half of all insured persons in Switzerland are processed via Centris systems. The range of products and services covers the entire spectrum from individual applications to comprehensive overall systems for corporate and private customer business. Centris employs around 300 people at its Solothurn site. Its customers include AXA, Baloise, Generali, Helsana, Helvetia, Die Mobiliar, ÖKK, SWICA and Sympany.
Centris relies on science communications for sophisticated text creation. Whether media releases, specialist articles or texts for a new website – the aim is always to get to the heart of complex technological concepts and processes and to communicate the benefits of the solutions in a clear and comprehensible manner.