The Value of Public Relations

Practice: Media Relations

Campaign: Promote Purple Sun and its core product via a new client win announcement

Client: Purple Sun

Timescale: Three days

About Purple Sun

Purple Sun offers a range of services to Internet service providers (ISPs) to monitor the performance of customer experiences across a variety of Internet connections. Purple Sun's ISP-I (pronounced "eye spy") system compares ISP performance from a variety of sites across the UK, external to the provider's network.

Objectives

Purple Sun wanted to establish credibility and greater awareness of the company and its ISP-I product amongst ISPs. 

Strategy and Plan

Parker Wayne & Kent researched, drafted and disseminated a news release about a recent and significant new client win for Purple Sun. The release would also required liaison with Purple Sun’s client to gain comment and an endorsement for the ISP-I product.

The news release was targeted at both the technology and the market research trade media.

Results

The news release achieved coverage in publications across relevant industry sectors, gaining eleven known pieces of coverage in eleven different publications.  

Was the same space to be purchased via display advertising it would have cost more than £5,000 for the space alone, many times the cost of the PR activity.

Testimonial:  

Gavin Johns, Managing Director of Purple Sun said: “I was very sceptical about the value of PR, but Parker, Wayne & Kent have shown me that there’s definitely something to it. In a matter of days after the release went out we saw an increased level of interest. Most notable was the incoming request for a meeting from the world’s largest ISP who we’d been unsuccessfully approaching through direct sales for a long time. We can directly attribute this interest to the promotional work of Parker, Wayne & Kent.”