With strategic, targeted messaging and an outreach plan that focuses on both business and consumer media across social and traditional channels, the Sony Reader PR campaign has leveled the playing field for eReaders in the media and positioned Sony as being not only neck and neck with Amazon – but in position to win the race for eReader dominance. With both the quantity and quality of coverage far surpassing 2008 levels, the 2009 PR program has increased Sony’s marketshare, changed consumer perceptions, and helped reclaim the limelight from Amazon.

Integrated business and consumer campaigns have include:

• Business press and industry analyst tours around major product news
• Aggressive issues-response program to ensure Sony’s inclusion in every appropriate article about eBooks, eReaders and Amazon
• Exclusive media event at the New York Public Library to launch new product line
• Proactive media outreach to Back to School roundups, holiday gift guides and Mommy blogs
• Promotion of a branded micro-site, www.wordsmoveme.com, that encourages consumers to share their love of reading
• Product reviews program reaching out to more than 100 product reviewers

In six months, the 2009 campaign rebranded Sony as the industry thought leader through 5,300 media hits and 6.2 billion media impressions in outlets such as: AP, Reuters, BBC, Bloomberg, USA Today, The New York Times, The Washington Post, The Wall Street Journal, Investor’s Business Daily, The Economist, LA Times, NPR, Fox, CNBC, CBS, ABC News, TODAY, “The View”, BusinessWeek, New York Post, ConsumerResports.com, Popular Science, Better Homes & Gardens, Boing Boing, Engadget and Gizmodo.

Most important, sales for Sony Readers are very strong in 2009 and Sony has recognized the critical role of PR in building mindshare and driving marketshare.