Client Challenge: SyncML, an open standard for synching remote data across multiple networks and devices, was rolled-out to global fanfare two years ago. But despite its heavyweight backing by the likes of Ericsson, IBM, Motorola, Nokia and Symbian, other pressing industry-wide agendas had placed it on the back-burner of compatibility initiatives. The flagging interest in the mainstream media was telling: Thirty-five articles during the standard's roll-out had dwindled to seven the following year. Informal perception audits revealed increasing skepticism and confusion among industry opinion leaders. The SyncML Initiative reached out to McQ to help resurrect the movement. McQ Response: Our public relations unit responded with a three-month communications plan that comprised three strategic objectives: Leverage the upcoming SyncML Congress by using it as a justification for contacting tech media throughout the world with targeted advisories, tailored to individual coverage areas. This revitalized contact allowed us to consolidate the latest news and developments around SyncML, recasting it as an extremely dynamic and progressive movement. Take advantage of the critical mass of high-level executives attending the Congress to attract an equally critical mass of interest from international editors and reporters with one-on-one phone interviews during the event. Armed with simplified explanations of the importance of a 'synching' standard, and the implied endorsement of corporate executives from the world's leading tech companies, generate summary articles about the progress of SyncML. Demonstrate the vital importance of such interoperability initiatives by showing how historically antagonistic companies such as Nokia, Ericsson and Motorola have overcome their differences to find common ground and agreement. This come-together "Kumbaya" angle added a human dimension to an ordinarily dry tech story. Results: McQ's goal was to secure four to five articles in target publications over the course of our three-month engagement. By the end of the project, however, the combined published and committed press coverage totaled 28 articles on SyncML, device management and the Annual Congress - more than five times our stated goal! Exposure included a cross-section of international and domestic publications and online news media. These included InfoWorld, Wireless Week, the San Jose Mercury News, Internet World, Mobile Computing, Wireless Review, ZDNet, the451.com, San Jose Business Journal, and eWeek, In addition, analyst briefings lead to closer tracking and reporting of the initiative by some of the world's leading research and analysis organizations.