Since August 2020, the agency has been responsible for preparing the overall strategy and coordinating PR activities – including media and influencer relations as well as ongoing press office services.
Panasonic is one of the world's leading consumer electronics manufacturers. For over 100 years, the company has pursued the mission of its founder, Konosuke Matsushita, whose goal was to strive for a better life and a better world (the motto "Better Life, Better World").
Big Picture's tasks will include preparing the overall strategy for the brand's PR activities, coordinating cooperation with media and influencers, and actively running the press office. Big Picture will be responsible for communication across all product categories in Panasonic's portfolio, including segments: televisions, camcorders and cameras, audio and video, headphones, small home appliances, and personal care.
In the recent quarters of 2020, Panasonic will strengthen its communication through a range of high-reach PR activities, including high-profile ambassador collaborations, major product launches, and cooperations with top influencers.
Coordination of activities on Big Picture's side will be handled by the lifestyle team led by Kamila Kończak, Brand Communications Director Karolina Pękalska, and Marta Kłys.
Concepts from the article
Tenders in the PR industry – how Panasonic chose Big Picture
PR — Public Relations. Activities that build an organization's reputation and relationships with its environment: media, clients, employees, partners, and communities. PR encompasses press releases, media relations, crisis management, events, and brand narrative.
Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. An editorial publication and a well-managed crisis weigh more than a campaign — because it's a third party speaking, not the brand about itself.
When it is used: Continuously: media relations, press releases, interviews, events; especially during a crisis and during changes within the company.
What happens if omitted: Without media relationships, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.
Summary
Since August 2020, Big Picture has been responsible for PR strategy and coordination of media activities for Panasonic, covering all product categories — from televisions to small home appliances. The agency will also run the press office as well as ambassador and influencer collaborations. The project is handled by the lifestyle team with Kamila Kończak, Karolina Pękalska, and Marta Kłys. Importantly, the text shows that in 2020 the brand was betting on high-reach communication activities, combining classic media relations with influencer marketing, which was a clear trend in the consumer electronics industry at that time.
