How do we better protect, amplify and enhance a corporate reputation?
Despite its position as a leading global satellite provider and the biggest space-facing business in the UK, Inmarsat was relatively little known outside its core sector. Instinctif Partners was appointed to better amplify, protect and enhance its corporate reputation and provide greater external understanding of the business and its on-going strategy.
2015 was a critical year for Inmarsat from an operational and communications perspective, as it made plans for the final phases for the launch of its transformational technology Global Xpress – a new satellite constellation by which people across the globe would benefit from seamless high-speed broadband connectivity. In addition, the company re-entered the FTSE 100, so it was important that its external positioning truly reflected its global scale, reach and ambitions. It was also important this was mirrored in its relationships with key city, industry and media influencers.
We reviewed and refreshed the company’s positioning and messaging to better reflect Inmarsat’s strategic ambitions. Further activities included raising the profile of the key senior executives and pitching global media such as The Financial Times, The Economist and the Wall Street Journal among others.
Additional initiatives involved writing blogs, securing speaking slots and supporting the individual business units through their communication activity. Measurement and evaluation of the communications work was essential so we created high quality global quarterly coverage reports to ensure consistency and demonstrate the value of communications to the business via employees and senior management.
The results for 2015 have been excellent and the overall business is now much better understood from a media perspective. Inmarsat’s peak news spikes in 2015 including the launch of its Global Xpress satellites and the visit of the Chinese President, were widely covered and highlighted the business’ long-term plans and objectives. Using key, senior executives, we have been able to secure important profile pieces in global business and broadcast media.
“As a complex organisation, Inmarsat really needs to better communicate how we talk about ourselves. We operate in space and to a lot of people that doesn’t mean a lot. We have to identify ways in which we can communicate to a broader audience about what it is that we do. Instinctif really helps us to make sure we’re telling a coherent story and that it’s consistent across the board. They really support us in making sure we’re better known by our key media watchers and more generally that we’re better at communicating on a day-to-day basis.
I trust Instinctif Partners as they don’t always tell me what I want to hear. We’ve had some fantastic results since working with them, and the advice they provide is always based on a deep-rooted level of experience”
Jonathan Sinnatt, Director of Corporate Communications, Inmarsat