Case Study: The power of Effective News Angles
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)
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