Communication for EWM: PR and social media working closely together
When PR meets social media, communication reaches every relevant target group. EWM knows this as well. The mid-sized German company is a leading machine manufacturer in welding technology. It is a long-established supplier of the complete range of arc welding technology with an international reputation. Its portfolio ranges from welding machines and accessories to automated welding solutions and Welding 4.0 systems.
International visibility as the key objective
The long-standing partnership between additiv and EWM aims to increase EWM’s visibility in the international trade media. From the start, additiv has relied on continuous, strategic PR work. All content is translated into several languages and distributed by additiv to every target country. That covers the large core markets and many smaller ones. In the DACH region (Germany, Austria and Switzerland), extensive industry distribution lists are added. Twice a year, additiv also leads coordination rounds with the international business units. It collects topics and coordinates projects. That keeps knowledge flowing between the markets.
From trade magazine to feed
After several years of successful PR work together, EWM extended its partnership with additiv to social media. Today, additiv is a permanent sparring partner for the social media team. Because the people responsible at additiv work closely together, topics and messages are managed consistently across all channels. On the PR side, additiv relies on an experienced specialist editor. She prepares technical topics precisely and clearly and places them in the trade press.
Measures
Close coordination of topics with international relevance
International trade press relations, with distribution in five to six languages (English, Spanish, Polish, Czech, French, Italian)
Social media management with strategic campaign planning and content creation, coordinated weekly
Measurable success through integrated communication
The close link between PR and social media has proven to be a real success factor. In the first half of 2025 alone, more than 100 articles appeared in trade media. Target groups that traditional media reach less easily find the trade press content on the social media channels. At the same time, reactions and interactions from the community give the PR work valuable input. Topics that are discussed intensely online can be picked up specifically in technical articles or press releases.
Results
More than 100 publications in the first half of 2025
Clear growth in social media reach and interactions since additiv took on the account
PR and social media reinforce each other, with a stronger brand presence in international trade markets
PR and social media from one team pay off
When PR and social media come from one team, the company presents a consistent picture to the outside world. Topics and tone fit together. Content looks consistent and builds recognition. Target groups are picked up smoothly at every touchpoint. Companies gain a clear, unified brand voice that strengthens trust and their position in the market.
Get in touch and we will show you how PR and social media can work as one for you.