case study--how to create non-news to generate free buzz for your company
Step 1) Owner of dating website sees spike in traffic during snowstorms.
Step 2) Site owner has good PR contacts or friends working in news
Step 3) The Telegraph has a slow news day
The result:
Snowed-in spouses 'turning to adultery' - Telegraph
Conclusion:
Always create reasons for people to write about you. As paid advertising this would've cost over £100 per single column centimeter in the print edition and fewer readers would've paid attention.
Step 2) Site owner has good PR contacts or friends working in news
Step 3) The Telegraph has a slow news day
The result:
Snowed-in spouses 'turning to adultery' - Telegraph
Conclusion:
Always create reasons for people to write about you. As paid advertising this would've cost over £100 per single column centimeter in the print edition and fewer readers would've paid attention.
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