Public Relations
PR done by humans, end to end. We map the reporters who actually write about your category, build angles around stories they’re already chasing, and pitch one at a time — not a press-release blast into a thousand-person list. The point isn’t the placement count. It’s coverage that moves the way buyers and investors and recruits think about you.
The process
PR is one of the channels where shortcuts show. We do it the long way on purpose.
STEP 01
The reporters who cover your category. Their last 90 days of bylines, their open beats, their public preferences for what they want pitched and how. Not a media-list export — a real read of who matters and why.
Artifact: ranked reporter list, with beats and recent angles each one is pursuing.
STEP 02
Not a press release. A story they could plausibly write, with you as the source — built from what they’ve already covered, the broader category shift it ladders to, and the data or experience you have that nobody else does.
Artifact: per-reporter pitch with the angle, the proof, and the why-now.
STEP 03
Personal outreach, human-to-human, with a real reason this reporter would care about this story right now. Followed up when warranted, dropped when not. The goal is the next-best fit, not the highest-volume hit rate.
Artifact: live outreach pipeline you can see. Status per reporter, response, next step.
What lands in your inbox
Most PR engagements feel like a black box because the agency keeps the pipeline private. Ours doesn’t. You see the reporters being pitched, the angles, the responses, the wins and the no-thanks.
DOCUMENT
Ranked reporters by beat and fit, with the recent angles each one is chasing. Yours to keep.
DOCUMENT
Multiple angles per quarter, each built around a specific reporter and what they’d plausibly write. With the data, quotes, and proof points ready.
LIVE
A shared view of outreach status. Who’s been pitched, who’s replied, who’s on a follow-up, what landed. Updated weekly.
Receipts
Anonymized, because most clients prefer it that way. The point isn’t the logo on the placement; it’s the shape of the move.
Narrative-driven coverage
Pitched a category-shift narrative for a mid-stage SaaS founder — not a product launch, not a funding announcement, just an under-told observation about where the market was actually going. Landed coverage across tier-one trade press without a press release going out.
Reporter relationship building
Identified five reporters covering an emerging vertical and built a 90-day cadence of useful, no-ask outreach: data points, source intros, a heads-up on a story they’d care about. Three became regular callers when they needed a quote in the space.
Crisis-adjacent positioning
A client’s competitor blew up in the press. Most agencies would have piled on. We did the opposite: built a quiet, considered point-of-view piece on what the broader category should learn, and landed it as a guest contribution. Three inbound investor calls followed.
Award & recognition surfacing
Mapped every industry-list and award worth applying for in a client’s category, ranked by ROI, and ran the applications. Half a dozen wins inside a year — useful as social proof in sales conversations long after the cycle ended.
Pricing
PR engagements are sized on scope, not template. A funded scale-up running a category-creation campaign is a different shape from a healthcare practice that wants thoughtful local coverage. We’ll quote on the call.
Engagement
Monthly retainer covering reporter mapping, angle building, outreach, follow-up, and the live pipeline. Scoped to your category and ambition.
Campaign
A defined window of PR around a specific moment: a launch, a funding round, a category-shift narrative, a crisis-adjacent reposition.
Honest answers
No, and you should be skeptical of anyone who does. PR is earned, not bought — if it could be guaranteed it would be advertising. What we can promise is the work: a real map, real angles, real personal pitching, and a pipeline you can see. Placements follow that work; they don’t precede it.
When there’s genuine news (funding, acquisition, big launch), yes — and we’ll write it as part of the work. We don’t pretend the press release is the campaign. It’s scaffolding for the moment, and the personal pitching is what actually moves it.
Two things. We do the research before we pitch — not a media-list export but a real read of what each reporter is actually writing about right now. And the pipeline is shared with you live, so you see who’s being pitched and how they responded. No mystery, no “trust us, we’re working on it.”
It means we’d rather land one piece in a tier-one outlet that frames a category shift you’re defining, than fifteen mentions in roundup posts that mention you in passing. Most clients want both eventually; the narrative pieces are the ones that compound.
Often, yes. We’ll scope the overlap on the call and either complement (e.g., we handle category-shift narratives while your team handles funding and product news) or replace, whichever fits. We’re not territorial.
The reporter map and first angles ship in two to three weeks. First real conversations with reporters usually inside a month. Coverage timing depends on the angle and the news cycle — we’ll be honest about realistic expectations on the call.
Even a half-formed version. We’ll show you the reporters who’d plausibly take it, and the angle that would get their attention.
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