Setting the channel communications standard

Posted on: 2012-06-28 in Examples   |   Tagged: b2b pr case study zycko

By Niamh Kinsella of TopLine Communications @minteressant

About the client:

Zycko is an international value-add distributor of leading-edge IT solutions that span the breadth of business IT infrastructure, covering technology areas including: data networking, data storage, virtualisation and data centre infrastructure. Zycko gives its customers unique points of difference and first-class proven solutions in a crowded market by selecting the leading-edge companies and their technologies as its strategic partners.

Hitachi Data Systems, LifeSize, Riverbed and Asigra are some of Zycko’s strategic partners.

The Brief:

As Zycko’s retained PR agency and London video production company, TopLine’s objectives are to:

  • Raise the profile of the distributor and that of its vendors to both reseller and the wider channel communities.
  • Cultivate and maintain strong relationships with vendors and resellers by highlighting the benefits of resellers’ solutions and supporting them in raising their profiles in the IT end-user media.
  • Position Zycko as a thought leader on issues and trends in the IT channel such as virtualisation, networking, data and storage management and achieving return on IT investment. 

The Strategy:

TopLine’s approach incorporates the full range of PR activity, including:

  • Placement in IT and trade media of in-depth case studies of successful implementations of vendor solutions.
  • Thought leadership pieces featured in the channel media in the form of letters and bylined articles.
  • A regular programme of interviews with the business end-user and channel media.
  • A regular interview programme with both the channel and business end-user media.
  • Creating a media focus on case studies and Zycko’s nominated spokespeople for special focus pieces and features.
  • Reactive event media relations.
  • Using TopLine's event video production team to produce video content showcasing Zycko’s thought leadership at the IP Expo and other events.

The Results:

In the past year, TopLine has secured 180 pieces of media coverage for Zycko , half of which has been its prescribed tier one publications, including DCS,, SNS, CRN, CNN, IT Director, Computing, and Microscope.

 “Our business relies on communicating with a variety of audiences from vendors to resellers to business end users. This is a complex requirement but TopLine has always been able to break our messaging down into language appropriate for audiences at every stage in the channel. We are now well known to the IT press thanks to TopLine delivering the results they promise for a price that seems genuine.”

Rob Cullum, group marketing director, Zycko

UK Agency Awards Winner 2016

About this blog

The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog was founded by B2B PR specialist Heather Baker, who runs video production and corporate animation agency TopLine Film and digital PR and SEO agency  TopLine Comms. The B2B PR Blog takes contributions from sensible industry folk with something interesting to say.


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