When a Deep Freeze Becomes a Dream PR Moment
At 983 Group, we believe that great media coverage starts with understanding the moment and how our clients fit into it. That strategy came to life when we were able to secure our client YardRink, a North Andover-based company that builds custom backyard ice rinks, three standout pieces of media coverage in just two weeks. This was achieved thanks to timing, relationships, and meeting a very specific need: reporters looking for a silver lining in a cold snap.
Understanding the Media Moment
In late January, Massachusetts was hit with a serious cold front. For most people, the freezing temps were a nuisance. But for one group, it was pure magic: families with backyard hockey rinks.
Winter pushes people to get creative about spending time outdoors—and with journalists eager for stories that capture the spirit of the season, we saw a golden opportunity for YardRink.
Crafting the Perfect Pitch for Seasonal PR
We quickly tailored pitches around the idea that this unusually cold stretch was actually perfect for a growing trend: backyard skating. That timely hook resonated, and we helped land YardRink in:
The Philadelphia Inquirer – “Freezing temps have brought back the backyard ice rink”
The Boston Globe – “Outdoor skating season makes a comeback: ‘This feels like old-timey New England.”
Boston Business Journal – “A better backyard ice rink: Mass. entrepreneur nets Wayne Gretzky as spokesman”
Caden Lacroix skated at the North Andover Youth Center rink. 24skating Erin Clark/Globe Staff
PR Coverage That Supports Long-Term Sales
While these wins were seasonally driven, their real business impact comes later.
The selling season for custom outdoor rinks happens long before the snow flies—typically October through December, when families begin planning their winter experiences. That’s why media coverage in January and February, while not directly tied to sales, plays a critical role: it validates the joy of the YardRink experience, building visibility and trust well in advance of when customers are ready to buy.
Building Trust Through Authentic Storytelling
Our client’s commitment to sharing authentic testimonials—and our focus on securing coverage that reflects real users’ joy—helps establish confidence in what is often a large, considered purchase. We’re not just generating buzz; we’re laying the groundwork for conversions by helping audiences picture what’s possible in their own backyards.
Making PR Work Harder: Repurposing for ROI
Each article didn’t just deliver a seasonal moment, it reinforced YardRink’s core message and gave the brand credible third-party validation that can be repurposed throughout the year. From email marketing to social content and future pitch decks, this coverage now serves as a powerful trust-builder. It’s a perfect example of how well-targeted, on-message PR not only lands headlines—it extends ROI long past the publication date when strategically integrated into the broader marketing mix.
Strategic PR That Drives Results
This success wasn’t just about weather—it was about reading the media moment, listening to what reporters needed, and delivering a pitch that hit the right note.
At 983 Group, we’re proud to help clients like YardRink own the narrative when timing matters most—and ensure coverage today drives results tomorrow.
