HARMAN International’s corporate affairs and communications team faced a challenge. Known mainly as an automotive audio company, HARMAN executed a strategic plan to become “the technology partner of choice providing the essential building blocks to the connected car and autonomous driving.” Building on the organization’s five foundations for growth, the communications team spread its message through a yearlong multichannel campaign that resulted in hundreds of media placements around the world along with two dozen important speaking engagements and critical analyst endorsements. All these results (and more) were accomplished with no advertising budget. The team also ensured HARMAN grabbed the spotlight at the Consumer Electronics Show (CES), the industry’s annual signature marketing event. The team’s efforts led to organizational leaders speaking at three on-stage events at the show, delivered 29 awards, and secured coverage in more than 900 articles.