When looking to create a good PR story, think strategically but outside the box

January 9, 2012

This is the best PR story of 2012 so far. Although we are only a week into the New Year, I very much doubt whether it will be bettered throughout the rest of the year, on a number of levels!!

The PR story released by Young Mamalade and Halfords to the media via the Press Association this week, centred on the fact that driving with a heavy cold can affect driving aptitude and ability to the same extent as consuming more than four double whiskies. The story suggested that motorists who insist on driving when they are struggling with a heavy cold or flu could be causing thousands of accidents a year. Apparently according to scientific research undertaken by Young Marmalade and Halfords, reaction times dropped sharply, sudden braking became much more frequent and cornering became erratic as the motorist was less aware of surrounding traffic.

According to Young Marmalade’s press release, a participant who had an “excellent” driving rating of 95% when healthy dropped to 60% when suffering from a cold. At this level an insurance company would expect the victim to be involved in an accident. The experiment was carried out using a black “telematic” box, which records drivers’ speed, braking, and cornering.

By thinking outside the box, Young Marmalade and Halfords are ticking inside most of the boxes required to create a good PR story / press release. Ideally the PR story / press release should not be directly about how great you or your company are, but be educational, informative and constructive, thereby indirectly casting your company, product or service in a strong, positive light!! So much of good PR is about inference. The key to an effective, impactful PR story is to be topical, imparting information / knowledge about your industry or field of expertise, but doing it with a creative angle / slant. Young Marmalade and Halfords have achieved this very effectively by focusing on the topical issue of colds and flu in winter and through responsible scientific research, have raised awareness of how every driver can be affected detrimentally by this common, annual virus.

By producing a PR story of general interest and relevance to the majority of viewers, listeners and readers, this is precisely the type of PR story the media are looking for and therefore will be adopted on a widespread level. Young Marmalade add to their credibility by associating themselves with a recognised, respected brand, Halfords…….and it’s win win for both brands. By producing the right PR story at the right time, little known brand Young Marmalade have elevated their profile massively over breakfast on Breakfast TV and radio and in the morning newspapers!!

If you are an SME ( Small / Medium Enterprise / Company ) and you require help with your PR & Marketing, we would be happy to assist you. For further information…….. www.rhetoric-artofpersuasion.com/marketing-for-small-businesses/


2 responses to “When looking to create a good PR story, think strategically but outside the box”

  1. Yuda Hadar says:


    We are in about lunch our apps in few weeks looking for a good PR


    Yuda Hadar

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