EVBox started out in 2010. Back in the day when electric driving still struggled for a mainstream audience. They became the supplier of public charging infrastructure in cities such as Amsterdam, Rotterdam, and Monaco. Additionally, EVBox started creating and innovating Smart Charging technologies and started offering software for companies, cities and drivers to enhance the charging experience.
EVBox makes charging stations and charging software available worldwide. Their founders Bram van de Leur and Huub Rothengatter drove one of the first Tesla’s in the USA and foresaw the demand for charging stations would go up drastically. Growing from a start-up to a reasonably sized scale-up with offices in ten countries, they found themselves on the brink of some new challenges in communication and PR.
EVBox has a mission: save the world, one charging station at a time.
|Industry||Electric vehicle charging|
|Headquarters||Amsterdam, The Netherlands|
|Active in||30+ countries & 980+ cities|
EVBox intervieweeJob Karstens PR & Events Marketing Manager
“Switching from a corporate to a scale-up offered both opportunities and challenges at the same time.”
Problem: from corporate to scale-up
Job Karstens, PR & Events Marketing Manager at EVBox tells us about his PR-practices for EVBox. Karstens: “I moved from a rather corporate environment, where everything gets checked multiple times, to a fast-moving scale-up. A completely different way of working. When I started at EVBox, we sometimes had news (like a new deal) where we wanted to get the press release out within 1 or 2 days. Or even better: the next day. This meant moving very fast on getting all the images, figure out who the relevant spokespersons are, defining a media list and delegating who will translate this in other countries. Needless to say, it was a bit of a change for me from a company where every comma gets checked by a huge department of Communications and usually runs through Legal as well. Everything moves a lot quicker in a scale-up. EvBox itself just moved from a start-up to a scale-up. So, I came from a corporate culture and EVBox came from start-up culture. We needed some structure!”
Solution: project tool & newsroom in one
“Luckily, I came across the pr.co guys at the OnBrand conference. I found out I could use their pr.co deck as a project management tool as well. It's always difficult to work with multiple teams in different countries. After doing a demo and comparing options, we decided to move forward with pr.co and create a multi-lingual newsroom.”
“I can now create a draft story on our newsroom and give the task to someone in France to translate and tweak the message to the specific market there.”— Job Karstens, PR & Events Marketing Manager at EVBox
“I found it comes also quite in handy as a project management tool. For example, I can now create a draft story on our newsroom and give the task to someone in France to translate and tweak the message to the specific market there. This way all our media partners are also aware of planned communications. In the United States, we work more with lobbyists. The tone-of-voice is different or the way of approaching media differs. Because we all work in the same online environment we can easily check what still needs to be done and what works well in the specific different countries. And still find some unity in that. After a few months at EVBox, I got used to this rhythm and actually appreciated the opportunities the scale-up world gave me. But also saw I could actually use my previous ‘corporate’ expertise to streamline and structure the way we approach PR.”
“Switching from a corporate to a scale-up offered both opportunities and challenges at the same time.”— Job Karstens, PR & Events Marketing Manager at EVBox
“PR has changed a lot lately. I feel it's important not to see PR as a separate channel. You should always have an integrated approach where you combine PR, events, social media but also your employees to get your news out to the world. For example, recently we had our rEVolution event. A knowledge event where we talk about the solutions we see for cities and companies when facing challenges in their transition to eMobility. Events have become an important PR-tool, not just for customers or prospects but also for media and influencers. It is a great opportunity to show your thought leadership. Especially if you’re also announcing something new or innovative during the event, to give a journalist a ‘scoop’ because in the end it’s all about good content of course.”
“Overall, I am very happy with our decision to implement the newsrooms with pr.co. It has really helped bring our global communication efforts to a next level, and streamline some internal processes really needed attention. That together with the personal support from the means I would definitely recommend it to other PR professionals looking to bring their PR to the next level.”
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