The expansion of fiber optic networks in Germany is progressing slowly. In an international OECD comparison, Germany ranks far behind in 36th place out of 38.¹ With a new concept and model, the company metrofibre is stepping up to accelerate the expansion of fiber optic networks in urban areas. The pioneering project: ruhrfibre – a collaboration with the city of Essen.

There are many tasks involved in this case: 1. Launching the ruhrfibre brand and raising awareness of it, 2. providing information and education, 3. setting up the entire PR department for ruhrfibre in Essen, 4. developing a PR strategy for local press relations, and 5. managing and coordinating press relations and cooperation with journalists, local media, and the telecommunications trade press as an external press office.

In no time at all, we set up a press office for ruhrfibre, lay the groundwork, develop topics for local press relations, send out regular press releases, conduct background discussions and interviews with local media as important educational work, respond to press inquiries, and organize PR events with city representatives or to mark the start of construction work. Not to mention industry PR, which is also part of zerons' job.  

With 99 press reports in the first year alone, ruhrfibre is quickly becoming well known, and increasing inquiries from editors on the subject of fiber optics demonstrate the success of the PR strategy, which serves as a blueprint for further metrofibre projects.