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Rockwell Automation Media Tour: Pushing the Right Buttons

To heighten visibility of a small product with tremendous operator safety features, Rockwell Automation engaged Padilla Speer Beardsley to launch its Allen-Bradley Zero-Force (ZF) Touch Button, an industrial control product that controls machine stops and starts. Simply distributing a news release about ZF wouldn’t do the product justice and give it the attention it deserved. So, PSB used a media tour strategy, timed to coincide with proposed new plant safety regulations from OSHA, to address challenges of machine operators and plant managers — from carpel-tunnel syndrome to operator safety associated with running heavy industrial equipment. The Zero-Force was covered in 21 industry publications reaching more than 2.4 million readers. Two trade publications featured the ZF on the covers of their magazines, and the product was named a finalist for three "Product of the Year" competitions.