At Cupid PR, we specialise in securing high-impact digital PR coverage for businesses of all shapes and sizes, including those in industries you wouldn’t expect to see in the headlines.
One of our recent wins? Turning a local locksmith platform into a national talking point, with coverage in The Express, Yahoo News, New York Post, and over 100 regional and trade publications, all while driving high-authority backlinks and boosting the site’s visibility.
Here’s how we approached it, and why this digital PR campaign is a perfect example of what’s possible when content, timing and strategy align.
The client behind The Perspicacity Life runs a UK-based website that combines practical security advice with a local locksmith directory. The platform is designed to help consumers better understand lock-related issues, from stuck keys to dodgy installations, while also connecting them with trusted locksmiths in their area.
Despite the value of the site, they had zero media coverage and limited organic authority. They came to Cupid PR looking for a digital PR strategy that could build backlinks, increase brand recognition, and position them as a go-to source for security advice across both homeowner and motoring audiences.
Our job? Take a niche site and make it relevant to mainstream media, while driving the kind of coverage that supports long-term SEO growth.
We built a campaign rooted in news relevance, expert insight, and smart content targeting. Here’s what we focused on:
Predictive PR
We pre-planned angles around seasonal topics like cold weather damaging locks, the rising cost of home insurance, and low-cost key replacements voiding cover. These allowed us to hit the news cycle ahead of time — and ensured our stories were always relevant.
Reactive PR
We capitalised on trending stories, from Martin Lewis money-saving warnings to viral TikTok locksmith fails. One breakout story from a number of football fans warning against snorting substances through their car or house keys - landed national headlines and drove major syndication.
Expert Commentary
We positioned the client as a credible, plain-talking voice. Whether it was commenting on dodgy key cuts or giving insurance-proofing advice for winter, every piece was designed to be easily quotable for journalists and helpful for readers.
This campaign landed over 100 pieces of media coverage, including major nationals, regional syndications, and niche trade publications.
Key coverage and metrics included:
Publication |
Link Type |
DR |
Follow |
91 |
|
No Follow |
89 |
|
Brand Mention |
91 |
|
Brand Mention |
80 |
|
Follow |
47 |
|
Follow |
48 |
|
Brand Mention |
43 |
We also secured backlinks from over 80 regional media titles, thanks to syndicated pickup of a single expert comment on home insurance risks, a huge boost in terms of both visibility and SEO impact.
Another successful part of this campaign was syndication.
Our Martin Lewis-style insurance story was picked up by over 80 UK regional news outlets, from Oxford Mail to South Wales Argus, Times Series, and dozens more.
Here’s what you need to know about syndicated digital PR content:
This campaign proves that digital PR for locksmiths, or any local trade business, can go far beyond local listings and directory submissions. With the right approach, you can land:
If you're a local service business or directory-based platform looking to grow your authority through PR, we can help.
At Cupid PR, we build bespoke digital PR strategies for trades, service brands, and challenger sites that need more than blog content to compete. Whether you need backlinks, expert positioning, or national brand presence, we’ll get you in the press, the right way.
Get in touch to find out how we can build a campaign around your business.
No sales techniques here. I'll let you know what we can do for you. And if I don't think your website is right for Digital PR, I won't try and sell you anything you don't need.
Cupid PR, trading as DPR consultancy - Quay Street Manchester