One of the most high-profile tactics involved issue jumping. For example, Hotwire identified two major issues in advance: the report by the All Party Parliamentary Internet Group on the Computer Misuse Act and the second reading of the Companies Bill. On both occasions, Hotwire prepared media alerts and pitched to the press before, during and after events achieving significant coverage in top-tier technology media, including IT Week and Computer Weekly. This targeting of the important technology trade media was supplemented by a programme of supporting Butler Group’s research and symposia events.
One of the key misconceptions was that the company was perceived as being too close to the vendors with the consequence that Butler Group analysis was viewed as being ‘bought’ and therefore not objective. By arranging breakfast seminars with PR agencies and in-house analysts and conducting strategic briefings with the press, Hotwire enabled the company to state categorically that this was not true. |
Campaigns 
