Situation: The acquisition of Signavio put SAP in a position to bring a deeper level of intelligence into its S/4HANA cloud environment. SAP, together with Signavio, helps businesses understand, improve, transform, and manage their business processes through a holistic suite of flexible process transformation solutions. Signavio was another asset in SAP’s arsenal to compete with companies like Salesforce and Oracle.

Strategy: The PR program leveraged news, thought leadership, research, and analysts to explain the broader capabilities of S/4HANA and created an educational program to help explain it to the media. We generated content for placement and inspired the media to cover SAP in a strategic fashion.

Results: We garnered coverage in business, tech, and industry publications. Something to note about companies the size of SAP is that it’s often more about what articles don’t appear. We were able to successfully moderate or negate undesirable articles while pushing positive media.