Software company


Meltwater is a software as a service solution and the world's first online media monitoring company
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About Meltwater

Meltwater was founded back in 2001 in Oslo, Norway. Since then, Meltwater has transformed in multiple ways, both in terms of service offerings, company acquisitions and customer list, as well as seeing their global headquarters relocate to San Francisco.

Meltwater provides a broad range of products divided over four main categories, namely explore & monitor, engage & influence, distribute & alert and analyze & report. As the name suggests, their core product offering can be understood as a digital tool that helps users and companies to monitor, understand and influence the world around them.

More explicitly, Meltwater provides a social media monitoring and engagement software that emphasizes analytics and focused engagement. It examines millions of posts each day from social media platforms, blogs and news sites, filtering out useless or non-applicable ones and assigning sentiment to the ones you are interested in.

The Challenge

For Meltwater, the goal was to increase their overall brand awareness and position themselves as a thought leader within their industry. Initially, this targeted the Swedish market. The scope later expanded deeper into the Nordics and eventually to the Global English market.

Moreover, Meltwater aims to gain increased trust in the field of media monitoring and cement their position as the given choice within the market, both related to their product as well as their expertise.

To help achieve Meltwater’s goals, PRLab was enlisted to grow visibility and enhance Meltwater’s market position, sharing exciting content and communicating their brand’s USPs, which were receiving relatively limited attention in the media. Furthermore, PRLab aimed to position Meltwater as a thought leader within the global media monitoring industry - ultimately establishing Meltwater to become sought after by the media for expert opinions and necessary data.

What did we want to achieve?

  1. Drive global brand awareness in the Nordic Regions and International English market.
  2. Build credibility and trust
  3. Create buzz for upcoming events, exciting news and PR-stunts.
  4. Establish Meltwater as an ideal partner and expert for anyone who would benefit from the use of a media monitoring tool.
  5. Strengthen the relationship with existing clients, the public, C-suite managers, and relevant journalists
  6. Strengthen their position as a thought leader within their industry while radiating a bolder, more innovative and global brand image.

Note: As public relations is dependent on third-party endorsements, KPIs can act as a guide to support the successful execution of a PR strategy. However, milestones and goals may often change if there is a shift in the media landscape or as new opportunities, as well as roadblocks, arise.


Originally, a 2-month collaboration was agreed upon, however - moving into quarter 1 (Q1) of 2022 - the collaboration with Meltwater was extended long term and continued for a set 2 years.

The challenge remained to raise Meltwater's brand awareness in the Nordic regions, with a focus on Sweden and Finland, as well as to strengthen their position as global thought leaders in their industry. Meltwater wanted to keep radiating a bolder, more innovative, and global brand image. For this, PRLab continued to deliver full PR support.

PRLab Strategy

PR planning

After having conducted solid market and media research, as well as creating the initial PR Strategy - the next step was to create a list of media outlets that would be interested in Meltwater’s services. We focused on local media outlets from Sweden and expanded on the media landscape across Scandinavia and Finland.

We also incorporated a more international media scope, with interest from the Dutch market, while keeping the focus set on the Nordic region.

Eventually, we shifted our focus towards the global english media landscape to establish a greater thought leadership presence in the applicable markets.

We were able to curate lists of contacts to pitch Meltwater’s insights to - contacts that we were certain would be interested in running the news of their genius market observations.

Creating media stories

As Meltwater is an expert in media analytics and news monitoring, we were able to use their data-base to research USPs for their PR Stories and to identify which current trends in their niche to jump on.

Examples of Key Messages:

  • Meltwater provides an all-in-one media monitoring platform which provides the user with actionable insight and contacts
  • Meltwater is the most complete solution on the market, always up to speed in terms of desired functionality
  • Meltwater’s scandinavian origin and non-corporate approach
  • How Meltwater’s tool can be used to easily identify trending topics of relevance and showcase how it can be translated into insights

Content creation & thought leadership

To drive Meltwater’s position as a thought leader, we combined multiple formats to share their voice: Press Releases, Newsjacking commentary, editorial features, and well-crafted thought leadership articles that aimed to inform and educate.

Our PR team followed a simple yet effective method to write impactful stories for the media, as well as using Meltwater as a tool to monitor when to share newsworthy stories. A great part of the thought leadership strategy was to never miss the golden window opportunity to share a story with the press.

We delivered engaging content - containing essential information - connecting our client’s core values to the wider context and narrative of their industry.

Media relations

Using the detailed lists of media outlets we created earlier, we pitched dynamic stories to relevant journalists from Meltwater’s market. To ensure our success, we personalized our pitches for the top tier publications, crafting different angles for different journalists, researching their previous work to make sure our efforts are as concise as possible.

Meltwater’s experience with data collection and media analytics proved to be of great interest, as well as their ability to make future market predictions based on the data their media monitoring tool collects.

PR breakfasts

Since the start of our collaboration, PRLab and Meltwater have been working together to build a community of like-minded PR and Media professionals. In Sweden and the Netherlands, the PRLab Breakfasts have been a hit series!

Meltwater has been a valuable partner in making the Breakfast series a great success. Not only do the Breakfasts create a speaking opportunity for Meltwater to share their expertise about the media landscape, the event also sets the stage for community building. Networking is an important component of PR and our Breakfasts play a key role in bringing together professionals from the communications industry to share their opinions, insights and to have collaborative discussions on the topic of the day.

A big part of the Meltwater collaboration has been to establish an ecosystem of peers supporting peers. In the Netherlands and Sweden, the Breakfasts have continued to show the benefits of having regular industry talks where new ideas come to light about PR and the media landscape is functioning today.

PRLab results

The collaboration with Meltwater was a great success. In 2 years, we were able to gain elevated brand recognition and a great industry presence for Meltwater in multiple countries, in different languages, and across all media tiers.

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“PRLab increased our share of voice and helped us become thought leaders in our space, which resulted in many new clients. The number of high-tier media coverage impressed us."
Frida Fors Wallsbeck, Marketing Manager Nordics, Meltwater
Frida Fors Wallsbeck
Marketing Manager Nordics, Meltwater
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