A10 Networks

Media relations for a highly specialised technology business

A10 Networks is a leading US multinational in the Application Networking sector.

When A10 Networks decided to enter the Italian market, they looked to BMP for a communication partner that would generate visibility for the company and its solutions. In coordination with A10 Networks’ PR company in the UK, BMP assumed responsibility for the press office activities in Italy.

As a first stage, the agency delivered consultancy support to A10 Networks’ Italian managers, principally in the form of sessions to enable them to develop messages that would resonate effectively with the requirements of the local market. Then, to enhance the effectiveness with which these messages were delivered in contact with journalists, BMP also provided media training to the company spokespeople.

The first public activity organised was a company presentation event attended by the main sector media.

Over the ensuing months, BMP delivered a continuous flow of activities to consolidate the results obtained from this press launch. These included localising highly technical content and editing it into more accessible form for use in press releases and bylined articles.

In addition, BMP involved A10 Networks’ Italian managers in 1-to-1 interviews with the media, which helped to position them as experts in their sector.
As a result of these activities, the press coverage included articles in the best of the specialist titles, such as Office Automation, ImpresaCity, 01net, Data Manager, Silicon, Tom’s Hardware, CorCom, Linea EDP, BitMat and Business Community.

Franco Caterino

Country Sales Manager Italy, A10 Networks

In several decades of business experience, I have sometimes found myself doubting the value of communications, often because of the difficulty of choosing the right service and, above all, the right consultancy partner.

Immediately I met BMP, however, I learnt to value Francesco, Michela and Pietro for the marvellous sector professionals that they are. Their abilities include content generation, meticulous writing skills and excellent relationships with the media and with innovation research – so important for those, like us, who specialise in technology.

All this comes with constant availability and versatility between roles. In short, the phrase ‘Three is the perfect number’ could have been invented for BMP!