Get Seen with a Public
Relations Boost Campaign

Most PR outreach doesn't fail because the story isn't good enough. It fails because the pitch went to the wrong people, in the wrong format, without any real consideration for what that journalist actually covers or why their audience would care. Journalists receive hundreds of pitches a week from brands that have done no research beyond finding an email address. The ones that earn a response are the ones that demonstrate a genuine understanding of the outlet, the beat, and the reader.

Volume is not a strategy. Relevance is.

Targeted Outreach Built on Real Relationships

We research the media landscape for each campaign specifically — identifying the journalists, editors, and producers who cover the intersection of topics where a story genuinely belongs, understanding their recent work well enough to pitch something that fits rather than something that merely touches the same industry. A pitch that references a journalist's recent piece, connects the story to something they've already demonstrated interest in, and packages it in a format that makes their job easier has a fundamentally different response rate than a broadcast email that treats every contact on a list identically.

Quality of Placement Over Volume of Outreach

A single feature in a publication that reaches the right audience is worth more than twenty mentions in outlets nobody reads. We prioritize placements based on audience fit, publication credibility, and the downstream value of the coverage — whether that's direct traffic, SEO authority from backlinks, or the kind of third-party validation that influences decisions when prospects research a brand before engaging. The goal is coverage that moves something meaningful for the business, not coverage that exists to be screenshotted for a social post.

Journalists are not a distribution channel for marketing copy. The instinct to pitch press releases written in the same language as a sales page is understandable — it's the content that exists — but it's reliably ineffective. Media outlets exist to inform their audiences, not to amplify brand messaging, and the stories that earn coverage are the ones that offer something genuinely interesting to the readers on the other side, independent of what the brand wants to communicate about itself.

The craft of PR messaging is finding the version of a story that's true, relevant, and actually worth reading — and that version is almost never the one the marketing team wrote first.

Finding the Story Worth Telling

Every business has angles that are genuinely newsworthy if they're framed correctly. A founder's unconventional path to building the company. A counterintuitive position on an industry trend that invites debate. Data from the business's own operations that reveals something surprising about the market. A client outcome that illustrates a broader problem people in the industry are actively grappling with. We identify these angles by understanding the business deeply and mapping them against what's currently driving coverage in the relevant media landscape — finding the overlap between what's true about the brand and what journalists are actively looking to write about.

Narratives That Hold Up to Editorial Scrutiny

A media-ready narrative needs to survive a journalist's natural skepticism. Claims need to be supportable. Quotes need to sound like a person talking, not a press release. The story needs a point of view rather than a carefully hedged position that says nothing anyone could disagree with. We develop messaging that's honest, specific, and editorially credible — the kind that journalists can work with rather than work around — because coverage built on vague promotional language tends to be shallow, and shallow coverage doesn't build the kind of authority that PR is supposed to create.

When a journalist decides a story is worth pursuing, the next thing they need is everything required to move forward without having to chase it down. Bios, headshots, product images, background on the company, supporting data, brand assets — if any of these require a follow-up email and a wait, some percentage of interested journalists will move to the next story rather than wait for materials that should have been ready before the pitch went out.

A well-prepared press kit signals something beyond its practical utility. It tells the journalist that the brand takes media seriously, is organized enough to be a reliable source, and understands what editorial work actually requires.

Everything a Journalist Needs in One Place

We build press kits that are comprehensive without being cluttered — the materials that genuinely support coverage, organized and formatted for editorial use rather than internal brand purposes. Executive bios written in the third person, calibrated in length for different contexts. High-resolution imagery with clear licensing permissions. Product and service overviews that explain what the company does in plain language, not marketing language. Key facts, figures, and milestones that provide context without requiring the journalist to do background research independently. Company boilerplate that's accurate, current, and consistent across every piece of collateral.

Digital-First and Easy to Access

Press kits that live in a folder on someone's hard drive don't serve journalists who are working on deadline and need assets immediately. We build digital press kits that are accessible via a clean, shareable link — no download required, no outdated PDF that was last updated two years ago. When materials change, they change in one place and stay current everywhere they're accessed. That accessibility is a small thing that has a meaningful effect on whether a journalist who was interested yesterday is still interested by the time they get around to writing the story.

Earning a single piece of coverage is the beginning of the value it can create, not the end. An article in a strong publication that's read by its immediate audience and then disappears has a shorter lifespan than the same coverage amplified through wire distribution, syndicated across relevant platforms, and leveraged strategically across owned channels. The reach of a PR placement is substantially determined by what happens after it goes live, not just by where it appears initially.

Wire Distribution That Extends Reach Meaningfully

PR wire distribution places stories in front of journalists, editors, and researchers who are actively monitoring news in their coverage area — creating secondary pickup opportunities where the initial placement earns additional coverage through syndication and original reporting from outlets that discovered the story through the wire. We select distribution networks based on the audience and industry fit for each campaign rather than defaulting to a single wire service for everything, because the value of distribution is in reaching the right secondary audiences, not in maximizing the raw count of outlets that receive the release.

Amplification Across Digital Channels

A press placement that doesn't get promoted is an opportunity partially realized. Coverage from a credible third-party outlet is one of the more persuasive content assets a brand can have — it carries the credibility of an independent editorial judgment that owned content can't replicate. We build amplification into campaign planning rather than treating it as an afterthought: social promotion that extends the coverage's reach to audiences who wouldn't encounter it organically, integration into email campaigns where the coverage is relevant to the subscriber base, and strategic placement on the website where it contributes to the overall credibility impression that prospects form when they research the brand.

PR measurement has a credibility problem. Advertising Value Equivalency — the practice of estimating what coverage would have cost as paid advertising — is widely used and widely misleading. It tells you what you didn't spend, not what the coverage actually produced. A metric that measures absence of cost rather than presence of value isn't useful for making decisions about where to invest or how to improve. Better measurement asks different questions: what did the coverage reach, who saw it, what did they do as a result, and how does it connect to the business outcomes the campaign was designed to support?

Metrics That Reflect Actual Impact

We report on the dimensions of coverage that have real meaning: publication credibility and audience size, estimated reach and impressions contextualized by audience fit rather than presented as raw numbers, engagement signals where they're available, and the quality of sentiment — whether coverage is presenting the brand accurately, positively, and in the context that serves the campaign's objectives. Where placements generate measurable downstream activity — traffic spikes, direct referral visits, increases in branded search volume — we track and attribute those outcomes to provide a clearer picture of what the PR investment is actually producing.

Reporting That Informs the Next Campaign

Performance data from a PR campaign is most valuable when it shapes what comes next. Which story angles earned the strongest pickup? Which outlets produced the most engaged audiences? Which messaging resonated with journalists and which fell flat? These questions, answered by real campaign data, make each subsequent campaign better-targeted and more effective than the one before. We structure reporting to surface those learnings explicitly — not just accounting for what happened, but drawing out the implications for how the next campaign should be approached differently. PR that gets smarter over time produces compounding returns that one-off campaigns never achieve.