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PR & Reputation Management Company

Digital PR Agency

Silentnight: PR in a Pandemic


As the Coronavius pandemic turned the world upside down and the UK went into lockdown, for many of us the quality of our sleep took a hit amid disruption to our routines and worries about our health, families and job security.

As the market leader and an authority on sleep, our client Silentnight wanted to support the nation and be the reassuring, expert voice for consumers on sleep health issues. Smoking Gun’s goal was to achieve high profile national press coverage and create timely digital content to support this.

We needed a PR campaign that would cut through a highly competitive media landscape, dominated by hard news about the virus.


Interviewed our sleep expert and created stories and content around her advice during lockdown – from why people were having weird dreams to ways to combat anxiety at bedtime

Pitched stories to national news, health and lifestyle journalists – as well as broadcast 

Developed content for the Healthy Sleep hub on Silentnight’s website, building backlinks to this from online press coverage

Ran weekly Instagram Live events with our sleep expert

Media angles fuelled engaging content for social media channels, as we connected with the brand’s audience


A series of high impact media placements

including Channel 5 News, ITV News, Daily Express, Daily Mirror, The Sun, Stylist, Grazia andMetro – over 100 online hits in total

40% of coverage

generated backlinks from high domain authority websites to bolster search rankings

Domain authority

of the Silentnight website roseduring the campaign period

Thousands of sessions

to the Healthy Sleep content hub

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