All clients would like favourable editorial in all the nationals day in, day out. While this is simply unfeasible, it is possible to focus on interesting 'campaign-able' ideas that can mean national coverage, even for small companies.
Strategy and Plan
Blitz PR identified keywords research as newsworthy after analysing the data across Europe. It showed that 'sex' was the most popular keyword that advertisers used in all European countries apart from the UK which was 'employment'.
The main tool was a press release that highlighted all the key points as well as the humour in the findings. A full document of raw data was also available on request.
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Results
Clicksure The Clicksure response gained extensive coverage as a news story in key TV (three film crews attended), nationals and business IT and Internet titles for example Sky News, Financial Times, Times, Telegraph, Independent, Silicon.com, Computer Weekly, Business 2.0, Internet Works.
The absolute measurement of success was that every mention of the Trust UK launch was accompanied by an alternative view of the scheme Clicksure's positive objections to the scheme.
Clicksure is firmly positioned as an authority in the e-business certification arena and has been approached by a number of corporate institutions to discuss business opportunities.
