Imaginative media success with water firm’s quirky robot, thanks to public relations agency
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, pictured, 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.
check our full guide on how any businesses can be sexy enough for public relations success, even if their work isn’t glamorous:
Think your business isn’t glamorous enough for PR? Think again
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:
How we delivered PR success to Panton McLeod, dramatically raising the company’s profiles and opening up lucrative new markets.
Water quality experts quench a thirst for public relations success
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