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A journalist receives more pitches in a morning than they could read in a week. The ones that get answered have something genuinely new in them – data nobody else has, a story that affects readers, or an expert worth quoting. Everything else is a press release about a company nobody asked about.
A journalist puts their name on what they publish. When they cover you, they lend you an audience they spent years earning – which is why the bar is high, and why nothing about the process is guaranteed.
The work is therefore mostly upstream of the pitch. Finding a story worth telling, usually from data you already hold. Identifying the handful of writers who cover exactly that. Then writing to them like people who have a job to do, rather than blasting a list.
This is not link building – links from coverage are a genuine by-product, not the goal. It is also distinct from reputation management, which handles what is already being said about you.
Most PR budgets are spent at the wrong end of this list. The top three are hard to produce and get covered; the bottom two are easy to produce and almost never do. We will tell you which end your story sits at before we pitch anything.
Most businesses already hold a story at the top of this list and do not realise it. Booking patterns, quote data, failure rates, seasonal demand – anonymised and analysed, this is the raw material national desks want and cannot get elsewhere.
Running all six at once produces noise. Most businesses start with a data campaign to establish that they have something to say, then add expert commentary once journalists know the name.
Everyone asks for the household-name publication. It is the hardest to get, the least targeted, and often the least commercially useful. The trade title read by four thousand people who all buy what you sell is usually worth more.
Agencies that lead with volume of emails sent have skipped steps one to six. The pitch is trivial once the story and the list are right, and hopeless when they are not.
Step six is the one clients underestimate. A reporter asking for a comment needs it within hours, not on Thursday. Programmes that cannot respond quickly lose most of the reactive coverage available to them.
Authority accumulates in order. A business nobody has heard of cannot be a trusted voice, and a trusted voice that nobody quotes is not yet an authority. Campaigns fail most often by aiming three levels above where the brand actually is.
Moving from level one to level three usually takes six to twelve months of consistent output. Anyone promising level four inside a quarter is describing paid placements, not earned coverage.
PR reporting has a reputation for creative arithmetic – combined audience figures, advertising value equivalents, numbers designed to look large. We do not use them.
You get the placements, where they ran, what they linked to, and the full outreach list with outcomes against every name. The declines are the useful part: they tell you which angles to stop developing.
A single campaign takes six to ten weeks from discovery to reporting. Programmes that run continuously overlap them, so one campaign is being pitched while the next is being researched.
Digital PR is slower and less predictable than paid channels. What it produces is credibility you cannot buy – which is precisely why it takes longer.
A publication saying it carries weight your own website never will, however well written it is.
Branded search rising after a placement is the clearest sign coverage reached the right audience.
Editorial links from real publications are the kind link building tries hardest to earn. Here they are a by-product.
Prospects who have already seen you quoted arrive with less to be convinced of.
Executives who are quoted regularly become an asset – to hiring, partnerships and future coverage alike.
Relationships built in calm periods are what make a difficult news cycle survivable.
Systems drawing on published sources reflect where you are cited – which connects to LLM optimization.
Candidates research employers. Coverage in respected outlets does quiet work in recruitment nobody measures.
The commercially convenient answer is always that your news is interesting. Often it is not, and pitching it anyway spends journalist goodwill you will need later for something that is.
So the first thing we do is look for a real angle in what you already have. If there genuinely is not one yet, we will say so rather than bill you for a campaign that cannot land.
Most businesses hold something a journalist would want. Finding it is cheaper and lands better than inventing a campaign from nothing.
We name the writers, read their recent work, and know their beat. Bought databases are stale and get your domain filtered.
Twenty considered pitches beat two thousand identical ones, and they do not damage the relationships you need next quarter.
Sample size, dates, how respondents were found. Journalists check, and a story that cannot survive checking is a liability.
You see every name contacted and every outcome, including the silence. No advertising value equivalents, no combined reach figures.
We will decline to send a weak pitch on your behalf. One placement is never worth a writer stopping opening our emails.
Even industries that consider themselves unglamorous have trade titles, newsletters and specialist reporters actively looking for stories. Usually those are the outlets your buyers actually read.
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Tailored to your business goa
Reliable process, clear communication.
We're here when you need us.
Tailored to your business goa
Reliable process, clear communication.
We're here when you need us.
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Everything businesses ask us before starting digital PR.
Earning coverage in online publications by giving journalists something worth writing about – original data, expert comment, or a story that affects their readers. It is media relations conducted digitally, not press release distribution.
Guest posting means you write the article and a site agrees to publish it, usually for a link. Digital PR means a journalist writes about you because they judged it newsworthy. You control the pitch, never the piece – which is exactly why it carries more weight.
Often substantially, because editorial links from real publications are among the strongest signals there are. But links are a by-product here. If links are the sole objective, link building is the more direct route.
No, and we would be sceptical of anyone who does. Editors decide independently, and a promised placement usually means someone is paying for it. What we commit to is the story development, the targeting, and full transparency on what landed and what did not.
By hand. We read who is currently covering your subject, what angles they take, and which desk they sit on – then build a list of named writers. Bought media databases go stale quickly and mass sending gets your domain filtered.
Most businesses do and cannot see it, usually sitting in their own data. If after looking there genuinely is not an angle yet, we will tell you rather than run a campaign that cannot land.
Placements with the outlet and writer named, referral traffic per placement, branded search movement, share of voice against named competitors, and the full outreach list with every outcome. We do not use advertising value equivalents or combined reach figures.
A first campaign typically takes six to ten weeks from discovery to placements. Building to the point where journalists approach you unprompted usually takes six to twelve months of consistent output.
Yes – existing positive coverage is what appears when someone searches your name during a difficult period. Active management of what is already being said sits under reputation management.
We look for the story in your own data before proposing anything, we build journalist lists by hand, we send small volumes written individually, and every report includes the pitches that failed. We will also tell you when you do not have a story yet.
Tell us what your business sees that nobody else does – the patterns in your bookings, the questions customers keep asking, the thing your industry argues about. We will come back with the angles we think a journalist would run, and say plainly if there is not one yet. Free, findings yours either way.
The businesses that win aren’t just found – they’re found first. We make that happen, from local search to your entire digital presence.
