[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fdigital-pr-case-study-leicester-football":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":324,"breadcrumbs":325,"reading_minutes":140,"category":333,"head":335},"2016-05-03T13:12:48",{"rendered":6},"\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> is a powerful marketing channel. When done well, its benefits include building relationships with key journalists and obtaining features both online and off across relevant publications.\u003C\u002Fp>\n\u003Cp>Newspapers and magazines especially are notoriously difficult to obtain feature in, especially if you want to encourage them to link to your website too (links have SEO benefits). They therefore respond far better to press releases and editorial features than to any other link building technique, meaning your business could reach a much wider audience than ever before through employing the principles of PR.\u003C\u002Fp>\n\u003Cp>This is something our client Company Check recognises. You may remember them from the \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fhub.companycheck.co.uk\u002Fwp-content\u002Fuploads\u002F2016\u002F01\u002FBusiness-Census-2016.pdf?pdf=BizCensus2016\">Business Census\u003C\u002Fa> earlier this year which was covered in the likes of \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.forbes.com\u002Fsites\u002Ftrevorclawson\u002F2016\u002F01\u002F14\u002Fuk-smes-see-new-challenges-as-the-chill-wind-of-uncertainty-sets-in\u002F\">Forbes\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.ibtimes.co.uk\u002Fuk-business-outlook-economy-political-uncertainty-main-worries-2016-1538701\">International Business Times\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fuk.news.yahoo.com\u002Fuk-business-outlook-economy-political-084926818.html\">Yahoo News\u003C\u002Fa> and lots more. They’re the UK’s most used premium source of business data, accessed by more than 3 million users each month who use the site as part of their due diligence processes. We’ve been working with them for more than a year now to help them improve their brand visibility and push traffic to their already very popular site through the promotion of \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fhub.companycheck.co.uk\u002F\">data driven news stories\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"an-unexpected-win\">An unexpected win?\u003C\u002Fh2>\n\u003Cp>This weekend, Leicester City won the Premier League. A fantastic accolade for the Club, which has achieved ‘zero to hero’ style success over the past few months, far exceeding anyone’s expectations. Well, we say that…\u003C\u002Fp>\n\u003Cp>It was a couple of months ago now that we spotted Leicester’s meteoric rise and the PR potential it held. We started preparing a story which would promote Company Check as a provider of clever business analysis, hooking onto what we knew would be a very popular news story.\u003C\u002Fp>\n\u003Cp>We wanted to show how the success of the football club could impact its economic growth. We therefore used Company Check data to analyse Bournemouth, another town which experienced unprecedented sporting success, looking across a wide range of business statistics to find our story. We eventually found it in the rate of business growth experienced in the town, which went well beyond the national average in the years following their Premier League promotion.\u003C\u002Fp>\n\u003Cp>Of course, we can’t guarantee this business success was caused by the football, but we can highlight the correlation. We found a similar study based on Swansea after their sporting success, and our story was born.\u003C\u002Fp>\n\u003Ch2 id=\"backing-up-the-data-with-high-authority-quotes\">Backing up the data with high authority quotes\u003C\u002Fh2>\n\u003Cp>To further substantiate the story, we spoke with a professor at Sheffield Hallam University’s sports industry research centre, who had previously reported on the effects of sporting success on a region’s growth. He kindly reviewed our analysis and backed it up with his own quote.\u003C\u002Fp>\n\u003Cp>We then took the story to Leicester City Council and obtained a quote from their director for growth there, which provided us with another relevant and high authority quote.\u003C\u002Fp>\n\u003Cp>With all of this prepared, we simply had to wait until Leicester won. When that day finally came, our PR team sped into action and we sent our press release to our pre prepared list of press contacts, spanning business, national and local press. So far, the article has been picked up by \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.cityam.com\u002F240152\u002Fleicester-city-what-will-the-economic-impact-from-winning-the-premier-league-be-on-the-town-itself\">City AM\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businesszone.co.uk\u002Fcommunity\u002Fblogs\u002Flauralhampton\u002Fleicester-city-triumph-can-sporting-success-lead-to-economic-growth\">Business Zone\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.thebusinessdesk.com\u002Feastmidlands\u002Ffoxes-set-for-150m-boost-after-historic-title-win\u002F\">The Business Desk\u003C\u002Fa> and we expect lots more (the story has only been promoted this morning).\u003C\u002Fp>\n\u003Cp>The benefit of this is that Company Check is receiving a boost in traffic and brand awareness amongst its business audience. Further to this, new links to their site help to boost their authority and support their already strong search rankings.\u003C\u002Fp>\n\u003Ch2 id=\"digital-pr-lesson-be-prepared\">Digital PR lesson – be prepared!\u003C\u002Fh2>\n\u003Cp>The lesson here is that digital PR is all about preparation. Every month for Company Check, we’re promoting one story while preparing another. It’s a system that is built on the assets our client has and one which has proven time and again to deliver results they can be proud of, and which bring new leads and therefore custom into their business.\u003C\u002Fp>\n\u003Cp>You can read the Leicester City press release over on the Company Check Hub here:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fhub.companycheck.co.uk\u002Fleicester-city-economic-boom\u002F\">Big data suggests Leicester’s football success could usher in economic boom\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>To find out more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> and what it could do for your business, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch today\u003C\u002Fa>!\u003C\u002Fp>\n",false,"standard",[10],45,[],[13],135,[15,16,17,18,19,20,21,22],"post-2580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":24,"hero":136},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"How we used Leicester City’s win for digital PR success",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,112,124],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":109},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":107,"image":108},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":117,"image":118,"authors":119,"category":123},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120],{"name":121,"image":122},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type_key":16,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":135},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":133,"image":134},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type":137,"style":138,"heading":28,"date":4,"updatedAt":139,"reading_minutes":140,"image":141,"imageAlt":28,"categories":142,"collections":323},"blog-post","light","2022-02-07T16:48:44",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Ft1zcUO11-050720211625527518_leicester-city-win.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[143],{"id":10,"count":144,"description":145,"link":110,"name":111,"slug":146,"taxonomy":147,"parent":42,"meta":148,"acf":149,"head_links":150,"resource_count":151,"yoast_title":152,"yoast_meta":153,"yoast_json_ld":197,"_links":295,"path":110},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[154,156,159,162,165,168,171,173,175,177,180,183,186,189,191,194],{"property":155,"content":152},"title",{"property":157,"content":158},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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