How to craft a timely PR story

Julia Cross
May 4
2 min read

Updated: May 19

News generation is both an art and a science. It’s about tapping into cultural moments and making your client’s brand truly relevant at that time. Here’s how we did it recently for Tielle, the brand that supplies luxury linen to some of the world's most famous five-star hotels, also available for homes.

Spot a hot topic

We noticed that sleep divorce was trending – after celebs including Cameron Diaz began to normalise sleeping in a separate bedroom to their significant other, for the sake of a good night’s sleep

Enter the conversation

We recommended that Tielle create a new product for sleep divorcing couples – a bundle containing everything needed to create the perfect night’s sleep in two master bedrooms, with a cost saving

Find a hook

We conducted some consumer research and discovered that some couples are going to great lengths to facilitate their sleep divorce, even moving or re-mortgaging their homes to be able to have enough space to sleep apart. This hook opened up homes and property pages for the story, which are top tier targets for Tielle.

Bring it to life

To move the story on for the journalists we wanted to approach, we found a selection of case studies who had done exactly this – moved, extended or remortgaged to be able to sleep separately. We worked with them to source quotes and photography, to be used directly by the media

The results? 12 pieces of stand out national coverage with brand mentions and key messaging, including the Telegraph, Standard and Times, which is still living on six months after it was first sold in. Working with a real cultural moment has turned our hot topic into an evergreen hook, and our research is still generating coverage.