Edinburgh’s Hot Tin Roof is set to unveil a new spin-off internet division, Hot Tin Wire, which will focus on creating and delivering online PR strategies primarily for the SME sector.

12 months in the making, the infrastructure and skills are now in place for what they believe will be one of the hardest hitting online PR service in Scotland.

Hot Tin Roof has already delivered online consumer and corporate campaigns for all of its clients and has worked in digital marketing since its launch, and it is seen that Hot Tin Wire’s success will be from taking the traditional PR skills and using them online. “Knowing how to communicate a message and what makes a good story is combined with a broad and deep knowledge of the internet,” says Sarah Lee, managing director at Hot Tin Roof.

“Hot Tin Wire offers a full online PR service including media monitoring, market research, key message creation, copy writing and online press release distribution. It designs, writes and publishes websites, blogs, Facebook and Twitter profiles, newsletters and podcasts.”