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Case Study: The power of Effective News Angles

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Skydome case study - Shedding some light on skylights

DRPR began doing the PR for skylight manufacturer and supplier Skydome in March 2009 and from the onset it was an account that called for a creative approach.

Skydome has an established product line with new products released periodically due to a long R&D cycle. This meant that media coverage couldn't focus solely on new products but had to tap into relevant topics by using interesting news angles.

Developing interesting news angles for Skydome meant thinking outside the box and going beyond the most obvious story.

DRPR used a range of tactics and topics to generate media coverage in targeted publications. These included:

As a result, media coverage appeared in a number of national building, renovation and home publications, in home living sections of metropolitan and regional newspapers and also industry websites. These media addressed the target audiences Skydome wanted to reach.

Media coverage was integrated with other marketing and advertising initiatives and resulted in an increase in customer enquiries and sales throughout the second half of 2009.

So even though on the surface there may have appeared to be a limited number of story angles for Skydome, by adopting a creative approach and thinking outside the square, DRPR was able to reach key audiences and communicate Skydome's messages, ultimately resulting in increased awareness of Skydome and its products.
DRPR isn't done yet... There are many more interesting news angles in the pipeline for 2010!

Jo Gitsham (@jo_drpr)