PR & Communications
Earned attention that compounds while ads reset to zero.
01.3 / Service
PR & Communications
In short
What does PR and communications cover?
PR and communications is attention a business earns rather than buys: coverage in the media and a clear voice of its own. We shape the key narratives, prepare press materials, work with journalists on story placement, support thought leadership and monitor reputation. You get a story bank, a press kit, a media list and a response playbook.
The problem
The problem this solves
Paid reach stops the moment the budget stops. Companies with a real story (founders, expertise, results) usually have no system for telling it, so competitors with weaker stories and better PR own the conversation.
Method
How we work
PR here is built on substance: we find the stories your business genuinely owns (data, expertise, decisions) and shape them for the outlets and formats where they earn coverage. No spam blasts, no fabricated news; editors remember both.
When it fits
When this is the right call
Your founder has been quoted twice in three years, both times because a journalist happened to call, and nobody followed up.
You have real data, a product decision or a point of view competitors lack, and it lives in an internal chat channel.
A negative review or supplier dispute went public last quarter and the response was written in a panic at midnight.
You are raising a round, entering a new segment or hiring senior people, and the search results for your name are empty.
01.3 / In one line
Media relations, reputation, thought leadership
Scope
What's included
Communication strategy and key narratives
Press materials: releases, briefs, founder bios, media kit
Media relations and story placement
Thought leadership: articles, commentary, speaking
Internal communication support for key moments
Reputation monitoring and response playbooks
Scope shown is indicative: the final scope is agreed with you before work starts.
Deliverables
What you receive
Story bank
A maintained list of the angles your company can credibly own, each with its evidence, likely outlet type and status.
Press kit
Boilerplate, founder biographies, approved photographs, product facts and past coverage in one folder a journalist can use unaided.
Media list by beat
Named journalists and editors matched to your angles, with what each covered recently and how they prefer to be contacted.
Release and pitch templates
House formats for announcements, commentary offers and follow-ups, written so a real story can go out the day it happens.
Spokesperson briefing notes
Key messages, likely hard questions and bridging lines for each spokesperson, refreshed before every interview or panel.
Response playbook
Scenarios ranked by likelihood, who speaks, who approves, holding statements ready to adapt, and the point where legal counsel joins.
Process
01 / 04
Story audit
What you can credibly say that others cannot, mapped and prioritized.
02 / 04
Narrative
Key messages, founder voice and a media-ready story bank.
03 / 04
Placement
Targeted outreach to the outlets and formats that matter for you.
04 / 04
Sustain
A monthly rhythm of stories, commentary and reputation care.
Timeline
A first engagement, step by step
Week 1
Story audit. We interview the founders and a few senior people, read what has been published about you and list every credible angle.
Week 2
Narrative and press kit drafted. You approve key messages and the first three stories to pitch; the media list is built against them.
Weeks 3-4
First pitches go out, follow-ups are logged, spokespeople are briefed before any conversation. You see the pipeline in a shared tracker.
Month 2
Monthly rhythm begins: one lead story, commentary opportunities, a coverage report and a review of what earned replies.
Measurement
What we measure
Pitch reply rate
The share of pitches that get any answer, including a no. It measures relevance before it measures luck.
Coverage quality
Each placement scored for outlet relevance, message accuracy and whether a link or named spokesperson survived the edit. Volume hides weak hits.
Branded search and referral traffic
Whether coverage changes how often people look for you by name and arrive from the articles. Reach that sends nobody your way is just applause.
Response time in a live issue
Minutes from a public problem appearing to an approved holding statement. The playbook exists to make this number small.
Proof
Evidence, not adjectives
FAQ
Frequently asked questions
Can you guarantee media coverage?
We cannot guarantee coverage because editors decide what to publish. Our work is to prepare relevant, well-supported material, contact appropriate journalists and manage outreach consistently.
Do you handle crisis communication?
We prepare response playbooks and support communication during difficult moments. For legal-heavy crises we work alongside your legal counsel rather than replacing it.
Local media, international, or both?
Both: the story decides. Local outlets for market presence, international and industry media where your ambitions or clients are.
Is PR a retainer, and what changes the fee?
Mostly a retainer, because media relationships do not work in bursts. Launches and crisis preparation can be projects. The fee moves with markets, languages and spokespeople, and whether we write thought-leadership pieces or edit yours.
What do I need to commit to?
A spokesperson who makes time for interviews within a day or two of a request, and access to facts and decisions early enough to shape them into a story. Earned media rewards companies that answer quickly.
Can't I just publish on my own channels and skip journalists?
Publish on your own channels, yes; we help. But a claim on your website is yours; the same claim in an outlet your buyer reads is checked by someone with no reason to flatter you. They compound; neither replaces the other.
Where to next
Keep going
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