Snow means Positive PR opportunity for IT company
Media coverage of the snow here in the UK has blanketed the news programmes and headlines much like the relentless white stuff and still it continues – this creates an appetite for weather related stories that the PR savvy can exploit.
The bad weather has seen an increase in the number of people using the micro-blogging service to talk about the snow, publish photographs of snowmen in there hundreds and lambast local authorities for not gritting residential roads.
People have also been proudly talking about how they have helped others cope in the bad weather and when we saw Julian Lewis talking about how his company, Positive Computing, was helping people work remotely rather than tackle the hazardous journey into work... well, that’s a news story!
Through his Twitter account @Julian_Lewis is proficient at managing that crucial blend of friendly chat and business promotion and when we saw him tweet how he was helping professionals work from home it was re-tweeted, or re-published, by us and others, which is also indicative of its value as a news story.
Better still it is a genuine news story that also promotes what Positive Computing does! So the media get there objective news story and Positive Computing gets great publicity for one of its services, a provision that more people are now considering.
And so, working remotely naturally, we created a release that balanced the essential news element with promotion and it has already been published, with our suggested headline, ‘Remote working has a positive outcome during the big freeze’ – on Newbury Business Today. It should appear on other local newspaper websites soon and indeed their paper copies afterwards. These are the publications read by the company’s most likely prospective and existing clients.
Regional, national and specialist media may follow, but crucially a key part of the promotion of this story is through the very social media where it started. Since that initial publication we have been tweeting a link to the story that drives traffic and it is being promoted on Facebook and LinkedIn too.
Of course it makes for great SEO too with Google happily indexing every mention of Positive Computing, which will help promote this story long after the snow has melted and quite possibly when businesses are making contingency plans for the next extreme weather warning.