Challenge
For many years the data centre sector had quietly been thriving without much public attention. However, with the sector booming and projects getting larger in scale, Pure DC recognised the need to have a PR and Comms function in place.
Approach
Our communications programme was structured around two key strategies: a proactive press office and creative campaigning. Pagefield implemented a consistent stream of media engagement and social media content. This included launching a journalist briefing programme targeting key national and trade media, leveraging newsjacking opportunities, generating compelling stories, and issuing press releases for company announcements. Additionally, Pagefield worked with Pure to establish its presence in the data centre conversation on LinkedIn.
Additionally, Pagefield worked with Pure to establish its presence in the data centre conversation on LinkedIn. This involved audience segmentation, strategic content planning and creation, and the introduction of paid advertising to amplify reach and engagement.
Results
By establishing a proactive press office and positioning Pure DC as a leader in its field, both the company and its CEO, Dame Dawn Childs, secured high-profile media coverage. It has been featured in The Sunday Times, BBC, City A.M., The Engineer, and numerous industry trade publications. Pure’s LinkedIn following grew by 6,940 in 2024, but the focus remained on quality over quantity. Notably, 70% of new followers were managers or senior decision-makers in target industries—exactly the audience the content was designed for. Engagement also saw strong growth, rising from 5.6% in January to 8.7% in December.
