/ case study

media relations during a pandemic

ClientEC, European Innovation Council and SMEs Executive Agency (EISMEA)
ExpertiseMedia Relations
IndustryPublic Sector
media relations during a pandemic
Client EC, European Innovation Council and SMEs Executive Agency (EISMEA) OfficeAction Public Sector Expertise Media Relations Industry Public Sector

the challenge

The new European Innovation Council, launched in March 2021, celebrated its first Summit on 24-25 November 2021. This event offered a unique opportunity for European start-ups and innovators, in particular SMEs, researchers, corporates as well as potential investors and venture capitalists to connect and network. The event was organised in a hybrid form, to circumvent COVID-19 regulations and flight restrictions.

Action Public Sector was tasked with attracting high-growth European start-ups and innovators, in particular SMEs, researchers as well as potential investors by promoting the EIC’s funding opportunities through a press release and creating awareness about the programme through success stories presented during an on-site press conference.

our approach

A multi-market media relations approach was formulated, spearheaded by a press conference at the site of the EIC Summit in Brussels, in the morning of the second day.

Media lists: To ensure that the positive messaging of the EIC and the EIC summit were published in target media across EU 27 with a special focus on markets that had award winners, Action developed a tailor-made media database, covering EU27, with a special focus on Brussels and 8 target markets: Denmark, Finland, Germany, Ireland, Israel, Italy, Spain, The Netherlands. The selected outlets were covering economy, enterprises, SMEs, innovation, technology, start-ups issues.

Press release: To ensure maximum coverage, the press release headlines were subsequently adapted so there was a local angle for the markets that had EIC award winners. These releases were translated into local languages. Besides a general photo from the event and relevant photos of the winners for each market, the press release featured a QR code for the download of the Deep Tech Europe – EIC Impact Report 2021.

Press conference: Action Public Sector organised a morning live press briefing on the second day of the event, at Autoworld Brussels. Despite simultaneous events happening in Brussels and Strasbourg, as well as stricter COVID-19 regulations in the winner markets, the briefing was attended by a total of seven journalists – out of which two international and five correspondents. Action prepared a press pack with relevant information and a media itinerary for both days, with opportunities for the journalists to gather information about EIC actions and prizes and set up live and written interviews with several winners.


  • 100 media coverage over a period of one month
  • 1 press release distributed across EU27, including tailored versions for the 9 focus countries
  • 1 live press conference organised in Brussels
  • 7 journalists present at the event and press conference
  • reaching over 48 million people

let’s work together