The Scene

The global semiconductor shortage exposed major vulnerabilities in the national supply chain, and Intel, as one of the few U.S.-based companies capable of leading large-scale semiconductor fabrication, needed to communicate its role clearly and credibly to influence legislation that would strengthen domestic chip manufacturing.

The Ask

Partner with Intel’s Global Government Affairs team to build a communications engine capable of elevating the semiconductor manufacturing issue, educating policymakers, and positioning Intel as a credible, solutions-driven leader in domestic chip manufacturing.

The Idea

Build a narrative that connected Intel’s domestic investments to broader national priorities: economic resilience, technological competitiveness, and supply-chain security. Develop a message that made the issue relatable, urgent, and aligned with Intel’s brand identity.

The Strategy

The campaign was built on a multi-layered communications strategy:

Research-driven messaging: The team conducted a comprehensive audit of global semiconductor manufacturing, foreign government incentives, and U.S. legislative efforts. It also analyzed congressional statements, industry commentary, and third-party influencers to identify narrative gaps. Then, the team developed clear messaging pillars in coordination with Intel’s stakeholders that tied semiconductor incentives to jobs, national security, and economic stability.

High-impact content production: The team produced hundreds of social posts for Intel’s corporate and policy channels, many of which were based on blog posts and editorial content created by the team.

Strategic events & announcements: The team supported Intel’s major U.S. manufacturing announcements, including a $20 billion investment in Ohio. It also managed a high-profile event in Washington, D.C., that featured policymakers, industry leaders, and national media, and an event partnership with Politico called Tech+Policy.

The Challenge

Semiconductor manufacturing is a complex, highly technical issue that is difficult to explain to general audiences and policymakers alike. And, the shifting political landscape meant that messaging needed to stay aligned with evolving negotiations. Every piece of the campaign needed to be factual, nonpartisan, and grounded in research, and most importantly, be compelling enough to drive action.

Why It Worked

Research-driven messaging gave Intel credibility and clarity in a crowded policy environment. And, consistent, high-quality content with strategic media placements kept the issue visible across channels and audiences when it mattered most. And, tight alignment with Intel’s team ensured communications supported—but did not politicize—the effort.

The Impact

This campaign helped shape the national conversation around semiconductor manufacturing and positioned Intel as a central voice in rebuilding America’s technological leadership.

The team secured 21 interviews in top D.C. outlets, including Politico, The Washington Post, and The New York Times, as well as 30 pieces of unique coverage. The team also created an eight-piece package of blog posts and editorials that advocated for domestic semiconductor manufacturing.

Credits

Director of Content: Melissa Terry

Public Affairs Lead: Bonnie McLaughlin

Events Lead: Elizabeth Fawcett

PR Associate: Lindsey Godbout

PR Specialist: Danielle Land

Company: RH Strategic

Intel,CHIPS Act