In this blog we are going to take a look at the press coverage generated internationally by one of India's top IT services companies, HCL Technologies, over the last 12 months.
HCL Technologies are headquartered in Noida, India and are listed on India's Sensex stock market and hence the majority of its press coverage is generated in the Indian press. However, it has been covered in over 24 different countries that Apollo monitor. The chart below shows the volume of coverage measured in coverage points (click here for an explanation of coverage points) and plots it against the percentage of the total number of journalists that covered HCL Technologies across the 12 month period (orange line).
The volume of coverage across the months is quite typical for a mature and established technology company with each month scoring over 10,000 coverage points. The average point score for a technology company in an article is 43 points, but HCL Technologies average 27 points throughout the year which reflects the fact that they receive plenty of top-of-mind mentions that less well known companies would not receive.
From the chart we can see that there were four main peaks:
- March 2019 - The two main stories in March were the acquisition of Strong-Bridge Envision and the launch of HCL's ADvantage Experience Platform.
- June 2019 - In this month HCL signed a multi-year deal with Cricket Australia. It also announced its 'Tech Bee' programme. On a less positive note, it was widely reported that HCL's staff were involved in the software used in the Boeing's 737 Max.
- October 2019 - This was the biggest month in terms of volume driven, in part, by its very good Q2 financial results. This was also the month that it announced its partnership with Google to launch a dedicated Google Cloud unit. In addition, HCL announced that it had been chosen by Volvo for IT services and its digital transformation.
- January 2020 - In this month HCL's Q3 financial results were announced. It also announced that it was launching a dedicated Microsoft business unit and that its CEO, C Vijayakumar, had been named as chairman of IT industry governors of WEF.
Because HCL Technologies are listed on the Sensex stock exchange, there is a great deal of coverage and analysis in the Indian press when they announce their quarterly results and when their stock price moves. Internationally, 27.4 percent of their coverage comes from financial stories but in India this type of story accounted for over 37% of their coverage whereas in the USA and UK in accounted for about 10 percent.
Another type of story that has worked well for HCL over the last 12 months are those where its services are about to be, or are being deployed. In India, 12 percent of its coverage concerned deployment and they achieved similar levels in other countries such as the UK and Australia, but deployment didn't feature as prominently in its USA coverage.
The main types of stories that contributed to HCL's international coverage are shown in the pie chart below:
Good or poor financial results and stock price movements up or down always have a significant impact on sentiment. However, because HCL's financial results during the course of the last 12 months, nearly a quarter of its coverage has been favourable. Although financial makes up the biggest share of positive stories there were also plenty of other favourable stories such as winning big and high profile business from Australia Cricket and Volvo.
About 7 percent of its coverage was unfavourable. Stories such as HCL's involvement in Boeing 737 Max's software development as well as a security breach involving employee passwords were extensively covered.
The chart below shows the breakdown in sentiment for HCL's coverage over the last 12 months.
The Apollo research team identified 843 different journalists that wrote about HCL Technologies across the 24 countries over the last twelve months.
As can be seen in the chart below, 17 percent of these 843 journalists covered them in two or more articles:
HCL are, we imagine, trying to grab the attention of a number of different job functions within an organisation. We've taken a look at the reach they managed in India via their press coverage across four job functions. You can see from the chart below that the people they've been most successful at reaching are Chief Financial Officers. Over the last 12 months they have reached nearly 37 percent of Indian CFOs and have given those CFO's, on average, over 500 opportunities to see HCL's coverage.
They've also been pretty successful at reaching about a third of Indian CIOs, CMOs and IT Managers, reaching each of those buying groups over 400 times.
Below is a list of how they got on in reaching other IT functions in India via their press coverage. The top group reached here were risk officers but although their reach was not as great amongst data analysts and operations managers, the opportunities they gave these groups to see their coverage averaged over 400 times.
If you want to know which media will give you the greatest reach CIOs, CFOS or CMOs then have a look at our Media Planning Guides on CIOs, CFOs and CMOs. These planning guides will give you excellent guidance in where you should concentrate your PR efforts, and also your advertising budget. If you'd like to see an example of one of these guides then there are quite a few available, such as the Media Planning Guide to Targeting Indian IT Managers, that can be downloaded for free.
Which companies were covered the most in articles where HCL were mentioned? In total there were 2,142 different technology companies that were mentioned alongside HCL but the chart below shows the top 15 together with the percentage of articles they shared with HCL. Unsurprisingly, the top four are their fellow Indian IT services companies whilst many of the others on the list are IT services competitors from different countries such as IBM, SAP and Capgemini.
Themes and Topics
Over the course of 12 months HCL's press coverage has covered a variety of different themes and topics. Not unexpectedly, IT services and consultancy services featured prominently as did mergers and acquisitions. But HCL have done well in making sure they are linked with the some of the major current popular themes such as AI, digital transformation, collaboration, automation and sustainability. The top themes/topics that HCL were associated with are shown in the pie chart below:
We hope you found this analysis of HCL's international press coverage interesting and if you would like a similar analysis on your company then get in contact at firstname.lastname@example.org.