There aren’t many devices that are both named and talked to by their owner. Yet most iRobot robot vacuuming machines owners do exactly this. The product doesn’t just clean the floor, it also generates emotions. For iRobot, we focus on generating media attention and brand awareness. Progress Communications helps to position distributor Robopolis as a pioneer in the robotics market, using mutually-enhancing PR tools. We set up interviews, arrange press interviews and manage press tours, during which we visit media with iRobot products. We’re always in touch with media and bloggers to pair iRobot with relevant editorial offices. We focus on tech, consumer, lifestyle and general media. For each medium, we turn to different product qualities: from specs to the amount of time they save.