Case Studies Raising the alarm: landing 130+ media hits for a personal alarm provider

Using Digital PR, media relations, broadcast media and newsjacking to enhance brand reputation and media profile of a telecare company.

TakingCare Personal Alarms came to us with the brief of wanting to be ‘made famous’ in the world of telecare. So, we worked with the AXA-backed company to position the brand as expert leaders in their field, through producing data reports, expert-lead newsjacking and careful spokesperson media relations.

Our key objectives:

  • Increase media presence of TakingCare in titles popular with our target customer
  • Position TakingCare as market-leader for industry news and opinion
  • Create linkable assets on the website to build SEO authority
  • Create content that the target audiences connects with
  • Increase the number of quality, relevant backlinks to the website
  • Increase online revenue by 40% YoY through a collaborative SEO and DPR approach

The results:

  • 20% increase in brand clicks and 30% increase in brand impressions
  • 4,000 additional new users to one of our data reports
  • 42% increase in direct traffic and new users
  • +2.58 increase in average positions for competitive personal alarm keywords
  • +5.32% increase in website visibility compared to competitors for target terms
  • 73% increase in users visited the website between March-July 2022, with an increase in organic visits of 106% YoY
  • Online revenue increased by 60% YoY, 40% above target
  • 125 pieces of online coverage gained through Digital PR activity
  • 7 pieces of live broadcast coverage including Sky News Radio and Greatest Hits Radio
  • 940 pieces of interview radio coverage on 316 local and regional stations with a potential reach of 2million

Uk Search Awards 2022 - Winner in 2 categories



Pieces of online coverage


graph icon

Increase in users


Ecommerce SEO

Increase in online revenue (40% above target)

Key services


Top coverage

The brief:

  • Establish the TakingCare Personal Alarms brand as an expert and authority within the market through Digital PR, data reports, media relations and expert commentary.
  • This included content creation around topics the target customer cares about, as well as developments within the telecare industry.
  • Content should aim to build brand awareness, highlight the health issues older people face at the more challenging times of the year, and reinforce the support TakingCare products provide.

What we did:

  • After performing in-depth analysis of TakingCare’s target customers and their online behaviours at different points of the buyers journey, we identified the topic areas that were most important to our target customers and the media outlets that would cover these topics.
  • This research informed our PR & media strategy, which combined Digital PR with traditional media relations and broadcast media management. Our strategy involved reactive and proactive newsjacking, data report creation and expert-lead content such as thought leadership placements.
  • Through our research and analysis we were able to create a PR calendar rich with media opportunities, from data reports on the best retirement towns for the elderly to reactive comments about the impact of the cost of living crisis on the elderly, to our heatwave deaths report that highlighted the impact global warming has on elderly people to commentary on the true cost of the care home crisis.
  • For each campaign, we conducted our own research and processed the data in a format that was easy-to-read for the general consumer. This data was highly informative and often backed by experts from the brand.

Why was it successful?

  • Throughout the year, we have launched a number of successful PR campaigns that have landed an enormous volume of coverage for TakingCare. Not only were these pieces in-keeping with the tone of the brand, but they were also highly informative and insightful, featuring original research.
  • A heavy amount of resource was apportioned to research and data collection, ensuring that TakingCare had access to interesting data and analysis that was attractive to the press.
  • Our PR activity had a direct impact on the website SEO and authority, by building relevant and high-quality backlinks to the website and securing consistent coverage to keep the brand active in the news agenda, boosting brand visibility online.

Want to achieve the same? Let’s talk…

We’d love to have a chat about your objectives, and how we can help you…