Public Relations

Tinderbox Media masterminds successful PR campaigns. We secure high-profile coverage on television, radio and in leading print and online publications.

We work to agreed targets and guaranteed results, producing regular reports and coverage files. Our individually tailored packages can incorporate offline PR, online PR, social media or a combination of all three.

Our work results in positive media exposure, raised brand awareness and increased sales. Crisis management and event management services are also available.

Offline PR

We draw upon our excellent media contacts, abilities to “dig out” good stories and copywriting skills to produce great coverage for clients in their target regional, national or trade publications.

In the past 12 months alone, Tinderbox Media has secured coverage in a wide range of publications including the FT, The Sunday Times, Guardian and The Sun. We have secured broadcast appearances on programmes including Woman’s Hour, The ONE Show and BBC News 24. We also enjoy strong links with regional media, in Yorkshire and beyond.

We also have extensive knowledge of and experience working with a number of trade titles across a variety of sectors. Titles we have recently secured coverage in include Retail Week, Marketing, Automotive Management and Solicitors Journal.

Online PR

Tinderbox Media’s online PR service draws upon our social media expertise and can incorporate marketing-led SEO work such as  link-building campaigns. We generate buzz and brand awareness, secure extensive online coverage, drive targeted traffic to your site and increase sales of your products and services.

During the past 12 months we have secured coverage for clients and links to their websites from high authority sites including Comment Is Free, MSN and Times Online.

Tinderbox Media’s online PR service also includes reputation monitoring and management. A lot of the time, what is published online is there to stay; so if you don’t like what is being said about you or your brand, what can you do about it? This is where we come in.

Contact us to find out what we can do for you.

Public Relations case study

Client: Case Study: TrustedDealers.co.uk
Sector: B2C and B2B

Client: Trusteddealers.co.uk

Work:
B2C and B2B; offline and online media relations campaign.Social media management.

Duration: Launch campaign, five months.

Date: Spring 2011.

Background:
Trusteddealers.co.uk is an online used car showroom for members of the public, and is – uniquely – owned by its advertisers. The website offers more than 25,000 cars for sale.

The online used car sales market is particularly competitive, with established rivals including Autotrader.co.uk and Motors.co.uk.

Launched in February 2011, Trusteddealers.co.uk has grown to include more than 40 dealership groups as members. Trusteddealers.co.uk removes the risk of buying a second hand vehicle as all car dealerships featured on the site agree to sign up to the 10 Point Difference. These are 10 guarantees to any purchaser that the car they are buying is safe and has been fully vetted.

With a limited budget at launch, Tinderbox Media was asked to produce a five-month integrated offline and online PR campaign.

Objectives:

  • Build awareness of the brand among consumers and within the motor industry
  • Build an online community around Trusteddealers.co.uk
  • Develop a voice for the brand as a champion of everyday motorists, offering used car deals that car buyers could trust.
  • Generate traffic and backlinks to the site.

What we did:

Tinderbox developed content that would engage the public, populated social media channels and attracted online and offline media coverage, Our programme of PR activity included the following:

  • Shareable content in the form of a PDF handbook called The Hypermiling Handbook. Packed with fuel-efficient driving tips, it was co-authored with the help of blogger Karl Dyson, author of the popular www.hypermiler.co.uk. Tinderbox wrote the content and commissioned design for the booklet.

The booklet was placed prominently on the Trusteddealers.co.uk site, made available on the brand’s Facebook page and trailed on both Twitter and Facebook – with one tip per day released on both over a month-long period.

  • The creation of a blog  – Driven –to help build the brand’s voice online. Tinderbox also managed content creation for the blog. The blog’s main author was positioned as the MD of Trusteddealers.co.uk, Neil Addley. With over two decades of experience in the motor industry he was seen as an authoritative spokesperson for the brand and helped to develop the blog’s personality.
  • Launched and managed Facebook and Twitter accounts for the brand, as well as a Twitter stock feed for new cars added to the site. Tinderbox developed Twitter and Facebook profiles to promote the Trusteddealers.co.uk brand, and specifically to signpost content developed for the blog or Hypermiling Handbook.
  • Facebook promotions and competitions focused on building awareness of the brand and the 10 Point Difference Trusteddealers.co.uk offers on all cars. This included a popular spot-the-difference type competition. All activity was supported by targeted Facebook advertising.
  • The Twitter stock feed automatically updated a Twitter account with details of new vehicles for sale. The move was aimed at increasing the brand’s visibility in Twitter search and in Google’s real-time search results.
  • Commissioning consumer research into the extras car buyers look for when picking a new motor. The results became a news release providing top five lists of the most and least desirable extras (and also adapted to use as a blog post).
  • Generating positive media coverage of the Trusteddealers.co.uk launch in trade publications.

Results:

Overall, results for the campaign demonstrated the benefits of adopting a joined-up approach to PR campaigns.

More than 40 pieces of offline and online press and blog coverage were secured during the campaign, with notable coverage including a triple-page spread in The Sun (which led to the largest traffic spike the TrustedDealers.co.uk site had seen), as well as online/offline coverage in The Scotsman, The Daily Star and The Sunday Mirror.

In addition Tinderbox secured a five-minute sofa slot on STV’s The Hour show, with Trusteddealers.co.uk MD Neil Addley sharing some of the choicest tips from the Hypermiling Handbook.

Inbound links and online coverage included www.scotsman.com, www.stv.tv and others.

Regional media coverage included the Manchester Evening News, Leicester Mercury, South Wales Argus and Newsletter (Belfast).

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