Sexy PR – Panton McLeod’s WALL-E character delivered massive PR success
Tuesday, August 12th, 2014
Imaginative public relations success with water firm’s quirky robot
This post is part of our guide on how any businesses can be sexy enough for public relations success, even if their work isn’t glamorous. This case shows how a wee bit of imagination transformed the media profile of a water quality company.
HAVE you ever listened to voices telling you that your business just isn’t interesting enough to feature in the media? Larger than life water quality expert Jim Panton faced exactly that situation.
When he approached Holyrood PR in Edinburgh it was a last throw of the dice.
Two previous PR advisers had tried to earn media interest for Panton McLeod’s services, only to admit defeat. Too niche, they told him. Too technical and just too difficult to explain to a mainstream audience.
It was a challenge we were happy to take on. And we smashed it. Our campaign delivered at least 349 significant items of media coverage in all target publications, including specialist water press, local and national newspapers, business publications and trusted online news sites, including BBC Online.
So what exactly was behind the transformation in fortunes for Panton McLeod? Let’s call it the Holyrood PR effect.
We spotted that Panton McLeod work in a hidden world that is genuinely fascinating. Who knew that the water coming from our taps is stored in a series of huge underground tanks, some the size of cathedrals? When it comes to cleaning those structures Panton McLeod are the country’s main experts, even using specialised robots for the job.
Here’s where the clever part comes in. While being given an introducing to one of those robots – the snappily named VR600 – we spotted a resemblance to the Pixar cartoon robot, WALL-E.
Immediately we knew we had the line we need to help catch the imagination of journalists – the perfect popular culture hook to help gently introduce them to Panton McLeod’s work.
Did it work? Like a charm. The results speak for themselves – and you can see a sample of those results in this 30 second video:
Be sure to read the detailed public relations case study showing exactly how we delivered PR success to Panton McLeod, dramatically raising the company’s profiles and opening up lucrative new markets.
Check out the other posts in our Sexy Public Relations series designed to show business people that what they do is interesting and lively enough to earn valuable PR success:
Think You’re Not Sexy Enough for PR? Think Again – Discover why many passionate business people mistakenly think their work isn’t interesting to a wider audience.
Digging for Victory With Eagle Couriers – Here you can see how we dug out a gem of a story from the most unpromising material and earned widespread, positive headlines.
Good Vibrations for Struggling Sales Team – Even the most techie material can yield eye-catching stories. And those can transform the fortunes of your sales staff.
Delivering Warm Sales Leads for Energy Experts – If you’ve ever doubted that PR can make a positive impact on your bottom line – whatever your sector – then check out this post.
How can PR services from our public relations agency help your business?
We’d love you to get in touch to discuss how we could help your business and there are many hassle-free ways contact us. For a free, no strings consultation you can phone us on 0131 561 2244 or fill out the simple form, below and we’ll get straight back to you.
Scott Douglas is the co-founder of the multi award-winning Holyrood Partnership, renowned public relations agency in Edinburgh, Scotland.
As well as providing expert PR services in Scotland and the UK, the former journalist heads a team which offers a host of other professional media services.
Those include crisis management PR, photography for business PR, affordable business video, social media campaigns and strategic content planning and delivery for businesses of all sizes.
So how can we help?
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