The Results

The strength of our press release meant that we obtained extensive coverage in relevant and influential publications, reaching 247,000 people in total. We further amplified this coverage by creating an associated post for LinkedIn, which received a click-through-rate of 4.48% (higher than the platform average of 1-3%) and an engagement rate of 6.74%, outperforming LinkedIn’s average of 2-5%. The post received a total of 15,578 impressions. 

In addition, the press release obtained interest from leading North-East Scotland newspaper, the Press & Journal who interviewed Barry Summers separately, achieving additional exposure for IKM Testing in a region that includes a high percentage of their key target audience and building the profile of the business leaders. 

Notable publications that featured the story included: 

We further amplified this coverage by creating an associated post for LinkedIn, which received a click-through-rate of 4.48% (higher than the platform average of 1-3%) and an engagement rate of 6.74%, outperforming LinkedIn’s average of 2-5%. The post received a total of 15,578 impressions. 

In addition, the press release obtained interest from leading North-East Scotland newspaper, the Press & Journal who interviewed Barry Summers separately, achieving additional exposure for IKM Testing in a region that includes a high percentage of their key target audience and building the profile of the business leaders. 

How we got there

Through comprehensive conversations with IKM Testing about their wider business objectives and the specific role of the announcement, combined with our knowledge of the sector and the media landscape, our approach was shaped around these priorities from the start.

With a clear understanding of what relevant industry publications look for in a press release, we crafted the story, messaging and structure to align with editorial expectations, maximising its chance of securing meaningful coverage.