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Sarah Atkinson, Director Public Relations BEA Systems

BEA Systems: Creating awareness of what lies under the surface

To enable applications to run in parallel within heterogeneous IT architectures requires a reliable, scalable software infrastructure. BEA Systems provides a solid basis for this in the form of its BEA WebLogic platform. BEA offers its customers the infrastructure they need for creating service-oriented architectures. 


      


At the heart of the platform lies the BEA WebLogic Server application server, augmented by integration software, a portal framework and an integrated graphic development environment. The product portfolio also features data integration software, a Java Virtual Machine and various software adapters.


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"We have been working with Maisberger for over 3 years and our success has proved we made the right choice. Our media resonance analyses clearly demonstrated that BEA's public profile has been significantly raised thanks to the proactive and creative work of the consultants at Maisberger. With the help of Maisberger we have succeeded in establishing reliable journalistic contacts – that's a sign of really good PR!"


Dolores O’Shea, Regional Marketing Director

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Objectives and challenges

The BEA software is very complex to explain and, as an infrastructure, is also hidden beneath the applications. The challenge is to raise the company profile in the trade press and beyond and highlight the economic benefits of the products.

Measures and actions

  • Fast actions: comment on current trends and developments by competitors
  • Regular press workshops, some with the participation of customers, partners and universities
  • Establishing "Friends of BEA" through regular socialising events
  • Editorial visits to IT and business press to communicate the economic benefits of BEA software
  • Press support at BEA conferences
  • Drafting and placing expert articles on trends such as SOA or open source
  • Drafting and placing case studies about customers in a wide range of different industries

Results

Increased media presence, not just in the IT press but also in the business and vertical media; more widespread understanding of the benefits of BEA technology; Maisberger received the "BEA PR Award" for the best European PR agency from BEA in 2003.

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