Blackout Hotspots Report

PSS Distributors is an Australian supplier of power supply and backup solutions, including UPS systems and related infrastructure. In over 30 years, the company has grown into a national business with three branches across Australia. Today, PSS manufactures and supplies a wide range of power infrastructure solutions, including UPS systems, Redback Racks, and Patriot Power Supplies. Their products play a critical role in keeping businesses operational during power disruptions — from short outages to prolonged blackouts. Operating in a highly technical sector, PSS focuses on reliability, resilience, and preparedness.

While their products are essential, PSS Distributors lacked visibility for the industry-specific queries businesses research before they consider suppliers. The core challenge was not demand — it was authority. They needed to:

• Build visibility through authoritative, educational content
• Establish credibility by addressing real-world power reliability concerns
• Earn media coverage and backlinks in a sector where PR opportunities are limited
• Position the brand as a trusted source of insight, not just a power supply vendor

Traditional product-led promotion wasn’t suited to this objective. To build trust at the top of the funnel, PSS needed a strategy that led with insight and education.

We took a data-led Digital PR approach that reframed outages as a public-interest issue rather than a sales opportunity.  

1. Turning outage data into insight

We sourced power outage data from Ausgrid, covering NSW LGAs between April 2023 and March 2024. The data was processed and analysed across two critical metrics:

• Average number of customers interrupted
• Average duration of outages

From this, we ranked NSW LGAs experiencing the most frequent and longest power outages — surfacing patterns that hadn’t been clearly presented before.

2. Building the NSW Power Outage Report

The data was transformed into a structured, insight-led report designed to provide a clear picture of power reliability across New South Wales. [Image 2]   Rather than focusing on a single metric, the report answered several practical questions, including:

• Which NSW LGAs experienced the highest number of power outages
• Which areas faced the longest outage durations
• The most common causes of power interruptions across the state
• Geographic trends and insights from impact scores
• Rather than alarmist messaging, the report focused on clarity and usefulness. The implication was subtle but effective: if outages are frequent and prolonged, preparedness matters.
  3. Digital PR in a low-PR industry
  Power infrastructure isn’t a natural fit for lifestyle or mainstream PR — so the angle had to be data-first and locally relevant. We pitched the report to regional and local media, framing it around:
  • Community impact
  • Business disruption
  • Infrastructure reliability
  • Seasonal outage risks
  This allowed PSS to enter conversations that were already happening — without needing to overtly promote products.

The NSW Blackout Hotspots Report delivered measurable results across visibility, lead generation, and commercial impact — despite operating in a sector where PR opportunities are limited.

1. Media Coverage & Authority Building

The report was picked up by three regional publications, including Coast News, Newcastle Weekly, and The Mirage, placing PSS directly in front of communities most affected by power disruptions. These placements helped establish PSS as a credible source of commentary on outage patterns and power reliability, rather than simply a product supplier.  

2. Lead Generation & Commercial Impact

Beyond awareness, the campaign drove tangible business outcomes:

• Lead generation increased from zero to an average of 4–6 inbound leads per month, directly attributed to campaign visibility.
• A $50,000 custom UPS order was secured for a medical-sector client, with the enquiry traced back to the campaign’s coverage and content.

 

3. Organic Traffic Stability

Ahrefs data confirmed consistent organic traffic across informational, commercial, and branded search intents from September 2024 to July 2025, indicating sustained interest rather than a short-lived spike. Long-Term Impact The campaign gave PSS more than coverage. It created a repeatable framework for using outage data and infrastructure insights to:

• Build authority in a low-PR industry
• Support SEO performance over time
• Generate qualified, high-value enquiries

In an industry where attention is hard to earn, PSS shifted how the market engages with power preparedness — and converted awareness into real business outcomes.