Hot Tin Roof is launching Hot Tin Wire, a spin off internet division, creating and delivering online PR strategies primarily for the SME sector.
The agency has spent the last 12 months developing the infrastructure and perfecting the skills that will allow it to offer one of the hardest hitting online PR services in Scotland today.
Online consumer and corporate campaigns have already been delivered by the agency for all of its clients including Ryvita Limbos, Spencerfield Spirit and User Vision.
The unprecedented growth of social media over the last two years has changed the media landscape forever. It’s no longer a question of should a company develop an online PR strategy, but how quickly it can start and how it maintains visibility.
Hot Tin Roof has worked in digital marketing since launch, having delivered Ambergreen’s campaign for seven years, positioning the company as one of the UK’s leading digital marketing agencies, pioneering search marketing in Europe.
Sarah Lee, Hot Tin Roof MD explains: “Online PR is fresh, new and exciting. It has matured over the past five years and today UK business is ready for the concept and eager to engage.”
Many companies are now looking to online PR as a more accessible and affordable entry point to public relations. Traditional offline PR that builds reputation and positions a brand has to be sustained over the long term. Online PR can be instant, rapidly raise awareness and deliver results immediately.
There are plenty of stories of bad online PR like the forum discussions that destroyed the Kryptonite bike lock reputation because its brand managers did not monitor what was being said about the brand online.
Lee continues: “And thank you Ryanair for such a monumentally bad response to a blogger last week. Communication like this shows that we all need to become PRs now. Good communication is absolutely essential to the success of businesses online and to the security of brand reputation.”
The key to Hot Tin Wire’s success is taking the traditional PR skills and using them online. Knowing how to communicate a message and what makes a good story is combined with a broad and deep knowledge of the internet.
Hot Tin Wire offers a full online PR service including media monitoring, market research, key message creation, copy writing and online press release distribution. It designs, writes and publishes websites, blogs, Facebook and Twitter profiles, newsletters and podcasts.
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For more information contact: Sarah Lee :: 0131 225 3875 :: 077 66 542110 :: sarah@hottinroof.co.uk
Take care to avoid oversimplified explanations of crises like the statement made above about the Kryptonite situation, but the need to have a social media strategy component to all brand marketing activities is on point.