The Context
For more than eight years, Eaton has worked with Iteo to build earned visibility in Norway. Eaton is one of the world’s leading power management companies. They are operating in an energy market in rapid transition, moving from niche coverage of electrical products to broader, more political debate about power capacity, emissions reductions, peak demand, energy security and resilient infrastructure.
As public interest and media attention increased, so did the need for competence-led communication. The partnership has evolved in step with the agenda, from explaining the technology behind smart homes, energy storage and electrical installations to addressing larger, society-critical topics such as Norway’s role as a power nation, the link between buildings and the power grid, charging infrastructure, and local and European energy policy.
The Challenge
When Eaton chose Iteo as its communications and PR partner in 2017, the ambition was clear: to become a visible, credible and trusted expert voice in an energy landscape undergoing major transformation. To succeed, Eaton needed to cut through a complex media environment with clear messaging, strong spokespersons and consistent presence, all while making technical and often complicated topics understandable and relevant.
The Solution
The collaboration has focused primarily on earned visibility through targeted PR, strategic advisory and thought leadership. Iteo has supported Eaton with content production, proactive and reactive commentary, positioning and ongoing media relations. This has helped the company identify the right stories at the right time and secure coverage in the outlets that matter most.
Over time, the spokesperson platform expanded as the topic landscape grew. Leaders and experts took part in news stories, opinion pieces, podcasts and events, delivering a consistent message: that Norway needs smarter use of power resources, a stronger focus on energy efficiency, and a more holistic understanding of how buildings, industry and infrastructure work together.
The Results
Eaton has built a steady and targeted presence in the trade press year after year, often generating more than 20 news mentions per month. Between 2022 and 2025 alone, Eaton recorded close to 1,000 media mentions in Norwegian news publications. During this period, Nordic Managing Director Jon Helsingeng was also the most visible spokesperson across Eaton’s European organisation.
Several topics and stories moved beyond niche channels into broader national and business media, including outlets such as Dagsrevyen, Finansavisen and Nettavisen, as well as regional energy and business publications. Eaton has become a natural source for journalists looking for expertise on energy and electrification, driven by long-term, consistent thought leadership and PR work.
Overall, the partnership demonstrates how patient, long-term communications and PR can build a strong expert position over time. The work has delivered clear results in media visibility and market presence, helping position Eaton as one of Norway’s most visible voices in energy, electrical systems and smart infrastructure.
Client Testimonial
“Back in 2017, we needed a partner who understood both the electrical industry and the wider energy landscape we operate in. Iteo has been a strong sparring partner, helping us bring the right stories forward at the right time and ensuring we are heard in the media that matter most. They have helped us communicate complex topics in a simple way, while also building Eaton as a credible and trusted expert voice. They know Eaton, understand the industry, and know how we should communicate in the Norwegian market.”
