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HomeCase StudiesQuality and efficiency help power SEMI’s PR efforts

Quality and efficiency help power SEMI’s PR efforts

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As the association serving the manufacturing supply chain for the micro- and nano-electronics industries, SEMI promotes the development of the global electronics supply chain and positively influences the growth and prosperity of its members.

The global industry group also promotes a free and open global marketplace.

To stay on top of issues and initiatives supporting its 2,000-member companies, SEMI streamlined processes for maximum efficiency and to ensure its messages were reaching the right audience.

High efficiency, driven by a strong process, is key to managing a heavy workload, asserts Mike Hall, marketing communications manager for SEMI. Hall’s workload includes weekly newsletters, press communications, social media, and special projects.

To help with its communications needs, SEMI was using technology from three different software providers, including Cision.

“I support a global marketing team so using three separate platforms was inefficient,” Hall says. “To help streamline workflows, shave costs, and better enable us to deliver on our communications strategy, we consolidated our PR services.”

SEMI initially went with another provider. “Attractive pricing was a factor in SEMI’s decision to consolidate on the that platform,” notes Hall. “We also felt that the capabilities were sufficient to meet our needs, but that platform didn’t quite measure up, partly because of its technical limitations.”


To help streamline workflows, shave costs, and better enable us to deliver on our communications strategy, we consolidated our PR services

Mike Hall, SEMI


Eliminating the guesswork

Hall decided to switch back to Cision, choosing the Communications Cloud platform to reach relevant media influencers and craft compelling campaigns that impact customer behavior. SEMI’s subscription includes access to Cision’s North American influencer database and email distribution.

The database provides instant access to nearly one million vetted influencer profiles, which helps take the guesswork out of finding the right contacts for its PR campaigns. Cision Database is integrated with an online news and Twitter archive, enabling users to search for recent content created by influencers.

After building targeted lists, Hall enlists Cision’s email distribution tool to efficiently build a multimedia-rich template for press releases distribution.

According to him, consolidating services within Cision Communications Cloud was the right decision, delivering specific advantages:

Formatting flexibility: Small details can go a long way in terms of efficiency.

“With the Cision Comms Cloud, you very easily format content the way you want,” he says.

Additionally, SEMI likes to include multimedia assets with its press releases. Manipulating images within Cision Comms Cloud is a simple process, a task Hall found difficult with the other platform.

Overall ease of use: From onboarding to building media lists, ease of use and an intuitive platform is key for SEMI, which Hall says is a key benefit of the Cision software.

Event coverage using a targeted email database: Most of SEMI’s PR campaigns are centered around events. There are typically several announcements released when promoting an event, such as the opening of registration and also press releases detailing the agenda and speakers.

In addition to events, SEMI develops in-depth research about the global microelectronics industry. For both needs, SEMI uses pre-built email lists aligned with specific announcements. The comms team also takes advantage of building new targeted lists within Cision Comms Cloud.

This coming year, SEMI is looking to expand its Cision capabilities, so that SEMI’s email distribution, press database, monitoring, analytics and wire distribution will all be handled through one platform.


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