June 10th, 2012
A little while ago (I’ve been busy, OK?), the newspapers were alive with the secrets of how to get a good night’s sleep.
Drink tea, wear pyjamas and retire at 10pm: The secrets to getting a good night’s sleep
We all know what it is like to have a bad night’s sleep and to start the day feeling tired and grumpy.
But a new survey has revealed the key to sweet dreams – going to bed at 10pm after having a cup of tea in your pyjamas.
And from the Telegraph:
The key to a perfect night’s sleep
The key to a perfect night’s sleep is going to bed at exactly 10pm, wearing pyjamas and enjoying a cup of tea beforehand, according to a poll.
And from the Express:
SECRETS OF A GOOD SZZZLEEP
THE key to a perfect night’s sleep is going to bed at exactly 10pm, wearing pyjamas and enjoying a cup of tea beforehand, it was revealed yesterday.
A survey of 2,000 adults who claim to enjoy an undisturbed sleep every night of the week highlights how they do it.
It shows you should have at least two hours and seven minutes’ rest in the evening after cooking, washing up and doing the chores.
Where might this highly-important information, presented right across our popular press, have come from? Might it be sleep scientists, advising the public for our greater good? Or perhaps some kind of sociological survey?
Nope, it came from bed linen company Bedeck.
We can see this for certain, as we can locate the press release their PR firm Camron came up with, having commissioned the survey through our old friends OnePoll. Quickly comparing the three articles with the press release shows just how closely the press release text and listed findings were replicated into the news.
You might think it odd that a bed linen company list the most important factors involved in getting a good night’s sleep, and their bed linen not feature in that list. Herein lies the subtlety of PR – had ‘a nice set of clean set of sheets’ been high on the list, the commercial source of the story would have been far too obvious. However, consider the value in having ‘a good night’s sleep’ subtly linked with the name of this bed linen firm. This is the subtle value of PR.