8x8 is a global cloud communications provider, relied on by enterprises to keep employees and customers connected. Following the appointment of a new global channel chief and an EMEA channel lead, 8x8 wanted to sharpen how it showed up in the channel ecosystem. The leadership team needed to signal a clear, confident direction to partners and the media, and to turn a routine news cycle into an opportunity to reinforce 8x8’s strategic narrative.
8x8 partnered with Clarity to position its new leaders as authoritative voices on channel strategy in the UK, build trusted relationships with tier‑one channel publications, and ensure every conversation landed consistent, business‑led messages. The objective was not just coverage, but influence: shaping how priority media and partners understood 8x8’s channel ambitions and long‑term growth plans.
Clarity designed a focused media strategy around 8x8’s new channel leaders, prioritising a small number of tier‑one channel publications that mattered most to the business. Drawing on deep sector knowledge, Clarity anticipated likely lines of questioning and built detailed briefing materials so each spokesperson could confidently land strategic messages, not just product talking points.
To turn a routine blog‑format announcement into a higher‑impact moment, Clarity pre‑secured interest from key journalists and arranged an embargoed interview and follow‑up Q&A with additional channel media. This created space for richer, analysis‑led coverage while maintaining 100% message alignment. By concentrating effort on the right titles, right stakeholders, and right timing, Clarity systematised how 8x8 shows up in the channel, converting one news moment into a repeatable playbook for strategic visibility.