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Aurotek wanted stakeholders to understand its move from equipment supply to robotics solutions. VOCAL MIDDLE Communications structured a management-led media roundtable around three application areas. The existing case records at least 50 stories, interview invitations from seven outlets, interest from three investment institutions and three keynote invitations, creating further opportunities to discuss the transition.
Aurotek began advancing its robotics solutions business in 2023, with smart manufacturing, smart logistics and smart services as three application areas. It wanted journalists, corporate customers and investors to understand its role in combining products, technology and services. VOCAL MIDDLE organized the transition narrative and management messages for a media roundtable. The purpose was to move discussion beyond financial performance and provide a consistent basis for interviews, industry appearances and business conversations about the company’s direction.
Equipment supply and solutions integration imply different responsibilities for customers. Aurotek’s manufacturing and automation experience provided a starting point, but financial news and individual product announcements did not fully explain how the business combined resources for specific applications. The communication task was to connect those elements without presenting a product catalogue. Bringing the chairman and professional managers into one discussion allowed journalists to question the strategy across functions. A vegetarian restaurant provided a more conversational setting and a sustainability association. These choices supported the intended discussion; the documented results concern media activity and subsequent invitations rather than measured organizational culture change.
Define the integration role before opening the discussion
Management messages connected smart manufacturing, logistics and services with the problems Aurotek aimed to solve, giving journalists a business narrative to explore.
Use an open roundtable for detailed questions
A vegetarian restaurant provided a conversational setting where presentations could lead into questions about applications, products and company direction.
Create routes into further editorial coverage
A consistent transition narrative supported follow-up interviews and industry commentary, with published coverage addressing robotics integration and management perspectives.
The existing case page records interview invitations from seven prominent media outlets, expressions of interest from three investment institutions and three industry forum keynote invitations. It also reports at least 50 mainstream media stories and press-release PR value approaching NT$10 million. Invitations and interest document opportunities for further contact, while the coverage provides public accounts of Aurotek’s robotics direction. The page also records a Top Project Team award in the communications category at the 40th Workshop in October 2025.
1.Why did Aurotek undertake this project?
Aurotek needed stakeholders to understand its move from equipment supply toward robotics integration across manufacturing, logistics and services.
2.What did VOCAL MIDDLE deliver?
The team structured the transition narrative, management messages and media roundtable, then supported press materials and further editorial conversations.
3.Why use a management-led roundtable?
Robotics integration involves business, product and application choices. The format gave journalists time to question managers about how those choices fit together.
4.Which outcomes are documented?
The original case records seven media interview invitations, interest from three investment institutions, three keynote invitations, at least 50 stories and PR value approaching NT$10 million.
5.How does this case relate to AI PR?
Public interviews and stories connect Aurotek with robotics integration and its three application areas, giving people and AI systems identifiable information about its transition.
