oneM2M - Proactive PR – Content that counts


The Challenge

oneM2M – the global standards initiative for Machine-to-Machine (M2M) Communications and the Internet of Things (IoT) – was looking to raise its profile internationally and promote the need for vendors and service providers to implement standardisation.

Proactive PR was asked to put a global strategy in place to raise oneM2M’s profile – including working with its member companies to encourage and promote their involvement in oneM2M.

Results identified as being important to oneM2M included interview and article opportunities, global coverage of oneM2M announcements, and speaker opportunities and non-financial partnerships at global conferences. The latter was a particular focus and perhaps the most challenging due to oneM2M’s status as a not-for-profit organisation, meaning these usually expensive opportunities had to be secured for free.

Actions Taken

Proactive PR’s team worked alongside the Vice Chairman of oneM2M’s Marketing and Communications committee to develop a strategic PR and marketing plan to drive the oneM2M brand – and its industry-wide standards – to the forefront of the IoT and M2M markets. We applied our knowledge and experience of working with standards bodies in the mobile and wireless sector to target key publications for oneM2M to use as a platform to deliver its message.

In order to increase oneM2M’s presence across the globe, we researched relevant industry exhibitions and conferences for oneM2M to attend and speak at, securing panel opportunities and significant tracks that coincide with oneM2M’s message. All of these were arranged via company media agreements, eliminating the often hefty price tag usually attached to these opportunities.

To maximise on oneM2M’s event attendances, we also organised media and analyst briefings and interviews at them, including at some of the industry’s most prestigious events such as Mobile World Congress.

The Results

Proactive PR continuously reaches out to industry analysts and journalists to increase awareness of oneM2M on a global scale. From May 2015 to November 2015 alone, the team secured an overall total of 30 free event partnerships, with an estimated value of $45,000, along with 10 free speaking slots or panel positions at global industry events, estimated to be worth $30,000.

Numerous interviews, articles and documentation have been published in key online publications, including IoT Now, Wireless Magazine, Global Telecoms Business, Connect World and Telecom Paper. In 2015, a total of 1,295 pieces of coverage were secured.

We have also boosted oneM2M’s online and social media presence by filming case studies and interviews at events and posting in relevant discussions in social media groups, engaging the IoT and M2M community. We also liaise with journalists and analysts to engage the oneM2M brand and promote its cross-sector standards and technical webinars.

The Proactive PR team has been fundamental in promoting oneM2M’s existence with global media and analysts... We wouldn’t be without them! Vice Chairman of Marketing and Communications committee Ultan Mulligan

estimated ROI

articles in 2015