There is to do
CASE STUDY (C'è Da Fare ETS): communicating a nonprofit association and its initiatives
285 press releases
66 Tier 1
THE CLIENT.
AccessWay is a company founded in Turin by Amit Borsok, Gianni Vernetti and Eldad Bar-Noon, since December 2024 part of team.blue and operating globally with the aim of supporting Large corporations, small and medium-sized businesses, and PAs with digital accessibility solutions, from services to training to AI-based tools. Already present in Italy, Austria, France and soon in Germany, AccessiWay, which is also part of the Interparliamentary Group on Digital Accessibility, has already worked with 1,500 companies of the caliber of ING, UnipolSai, Allianz, Intesa San Paolo, Barilla, AXA, D&G, Lavazza, BPER and Mediobanca, aware of the importance of making the web an increasingly inclusive space, breaking down inequalities and digital barriers.
Currently, AccessiWay has a team of over 105 people, a growth YoY of +400% and more than 1500 customers supported in 20 different countries: among them, more than 200 are in the PA sector and more than 55 in fashion and retail. The company is growing steadily and aims to add another 50 resources to its workforce by the end of the year.
AccessiWay's role has also gained particular prominence in recent weeks due to legislative changes around the topic of digital accessibility: last June 28, in fact, the following officially came into effect the European Accessibility Act, the European directive that requires companies to make their digital services and products accessible to all people with a disability, thereby improving the quality of life of more than 100 million subjects only on European soil.
THE GOALS.
The goal of the PR strategy that AccessiWay communicated to Disclosers by entrusting it with the assignment was twofold:
- on the one hand the Brand consolidation on the media landscape as a European player
- On the other hand, the selection of speaking opportunities and valuable visibility opportunities for CEO Amit Borsok, through interviews (written and live) and open editorials, both in the Italian and English-speaking press.
The collaboration between Disclosers and AccessiWay began in April 2025 with an initial mandate on the short term-aimed at keeping attention high around the topic of digital accessibility and gaining as many opportunities for in-depth analysis as possible on the eve of June 28-and then continued from July 2025 with a more structured formula and on the medium/long term, given the need to keep the debate on the topic burning.
Acknowledging the client's mandate and priorities, the first step of our in-house press office activity was the competitor mapping to then identify the most suitable titles and radio & TV containers for this kind of content.The goal, in fact, was to find the right balance between the client's needs to position itself in the generalist and tech press and the needs of the newsrooms, which were interested in current events and the socio-economic impact of this "revolution." The challenge, from the very beginning, was to be able to get the company's name out there as well On generalist broadcasters and without any paid activity.
The team, consisting of. Jordana Hassan, Carlotta Ruocco and Francesca Bellini moved immediately in the direction of developing a mailing list that would include generalist and Tier 1 newspapers, radio and TV programs devoted to news content, and vertical online magazines that would target an audience of value to the client.
Contextually, we developed a content of presentation for the Italian press e Anglophone which, starting with European-level scenario data and numbers, proposed AccessiWay as an ideal partner for all those companies that, on the eve of the new directives, had not yet achieved the expected levels of accessibility.
THE PR & MEDIA RELATIONS STRATEGY
To achieve the objectives agreed upon with the company, we developed a month-long structured public relations strategy, articulated along two main lines: the Italian media market on the one hand, and the international media on the other. The strategy took into account the different needs of brand positioning and notoriety in the two contexts, adapting messages and communication actions in a targeted way.
In Italy, where AccessiWay already enjoys greater recognition in the industry, we focused on consolidating the brand's role as a thought leader and broadening the media target, involving not only the trade press but also generalist and business/financial media. The main activities implemented were:
- Scenario release: we produced and disseminated a press release aimed at taking a snapshot of the state of digital accessibility in Italy, highlighting the most backward sectors in this area. The goal was to position AccessiWay as an authoritative source, stimulating a public debate and involving newspapers of different nature, from the tech sector to the generalist and financial press.
- Customized pitches for interviews: we offered exclusive interviews with major media outlets on two relevant thematic strands:
- HR and retention: The role of digital accessibility in improving employee well-being and fostering talent retention.
- European Accessibility Act: insights into the impact of European accessibility legislation and the path to compliance for Italian companies.
- Institutional event in Milan: we followed and supported the management of the event held in Milan, organized in collaboration with the President of the European Parliament (Italy section) and AGID, with a focus on digital accessibility. The event represented an important opportunity for institutional visibility.
- Official Statement: on the occasion of the entry into force of the EEA, we drafted and released an official statement, aimed at strengthening the company's position on the issue of accessibility and keeping media attention high.
PR ACTIONS TO REACH INTERNATIONAL MEDIA
On the international front, where the brand is less well known, activity focused on a presentation and awareness-raising approach, positioning AccessiWay as a key player in the European digital accessibility landscape. Key activities included:
- Presentation release: we drafted and released a statement to introduce AccessiWay to international media, highlighting the company's added value in relation to the European Accessibility Act and emphasizing the dual value of digital accessibility: a regulatory obligation and a social-ethical and business opportunity for companies and individuals.
- Customized pitches for interviews: we offered interviews on two key issues:
- HR and retention: digital accessibility as a lever for an inclusive and internationally attractive work environment.
- Accessibility to information: the universal right to access to news and information, with a focus on the importance of making digital content available to all.
SOME ACHIEVEMENTS
Media relations activity in these early months alongside AccessiWay has resulted in a number of Online and print publications and opportunities for visibility on national TV which allowed the company's positioning to begin to settle with valuable interventions, riding the hot moment in the run-up to the European Accessibility Act. In addition, the Publications and interviews in the international press Have helped solidify the brand's impact at the European level, meeting the customer's need to be perceived as a key player beyond Italian borders.
The path is still long and the issues to be addressed together are diverse, which is why the communication strategy for AccessiWay now aims to maintain the positioning gained in recent months and keep Constant media presence in Italian and English-speaking newspapers.
https://www.ilpost.it/2025/06/28/accessibilita-web-disabili
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