Public Relations & Influencer
Ceratec Group is a real estate development company based in Pune, Maharashtra, known for residential, commercial, and mixed-use projects. It began as a marble and ceramic retail business in 2000 before expanding into construction and real estate development.
However, despite a strong product base, their visibility in media, trade publications, and online press circuits was limited. They engaged Pinaka Digital Technologies about eight months ago to provide dedicated Online Press Release & PR Services to amplify their brand, share news and enhance corporate reputation.
When we began, Ceratec faced multiple challenges:
- Low frequency of media coverage in key industry publications and trade journals.
- Minimal presence in digital press, online news portals, especially for Pune markets they target.
- Press releases issued occasionally but with low pickup (few re-posts, backlinks or shares).
- Absence of measurable metrics to judge PR effectiveness (e.g. reach, share, domain authority, backlinks).
Over the course of the engagement, our goals with Ceratec were:
- Increase the number and quality of press release pickups and mentions in online publications (industry media, news portals, portals relevant to Ceratec’s domain).
- Enhance Ceratec’s brand visibility, credibility and voice in its sector.
- Drive SEO-centric benefits: authoritative backlinks, improved domain authority, referral traffic.
- Ensure consistent, controlled messaging — every press release should reflect Ceratec’s values, positioning, and current goals.
To achieve these objectives, we devised a multi-pronged strategy:
- Editorial Calendar & Thematic Planning:: We mapped a schedule of press releases (new product launches, corporate news, awards) for 8 months, aligning with Ceratec’s business cycle.
- Segmented Media Targeting:: We categorized media outlets into trade journals, industry blogs, general business news portals and local/regional news
- Optimized Release Format & Content:: Every press release was crafted with SEO best practices (optimized headlines, keywords, multimedia).
- Leverage Partnerships & Syndication:: Collaborations with syndication platforms, newswire services, and industry associations to extend reach.
- Monitoring & Iterative Refinement:: After each release, we tracked pickup, engagement, backlink metrics
The Execution
Created 16 press releases (on average 2 per month), covering product launches, business expansions and awards announcements.
For each release, we prepared a media kit (images, company backgrounder, quote templates) and pitched to 100+ relevant media contacts (across sectors and geographies).
Employed a tiered approach: first pitch to top-tier journals/journalists; then secondary and niche media.
Utilized tracking tools (e.g. media monitoring services, backlink checkers, traffic analytics) to measure performance.
Monthly review meetings with Ceratec stakeholders to evaluate successes, challenges, and iterate strategy for next period.
Results Delivered
Over these 8 months, we delivered measurable impact:
300%+ increase
Press release pickups
200+
High-quality backlink acquisitions
2000+ visits cumulatively
Referral traffic from press sites
Key Takeaway
- Consistency is critical: Regular, planned press releases outperform occasional “news blasts.”
- Quality over quantity: A few well-placed, well-written releases with strong media pickup are better than many with zero traction.
- Tailored media relations matter: Knowing the right journalists, creating angles for each niche and nurturing relationships pays dividends.
- Data drives improvement: Monitoring pickups, backlinks, traffic and feedback lets us refine strategy continuously.
- PR and SEO go hand in hand: Press releases aren’t just publicity — they can significantly bolster a brand’s digital footprint via high-authority links and referral traffic.
- Stakeholder alignment: Keeping the client looped in (reviews, feedback, alignment with business goals) ensures PR serves broader business objectives.
