How we work
How we turn hidden stories into headlines
A clear process, senior people at every stage and reporting you can read in five minutes. Here is exactly what working with us looks like.
- 01
Discover
We find the stories inside your business.
A deep-dive workshop with you and your team, an audit of your coverage, links and AI visibility against competitors, and a clear view of which titles your customers actually read.
- 02
Create
We turn them into ideas journalists want.
Campaign concepts built on original data, expert comment, visual assets and genuine news hooks, each tested against the question every editor asks: why would my readers care, and why now?
- 03
Pitch
We take them to the right people, personally.
Tailored, one-to-one outreach to the journalists, editors and producers who cover your world. No mass press release blasts, no bought placements, no links you would be embarrassed by.
- 04
Prove
We report on what matters to your business.
Coverage, the quality of links earned, search rankings, AI mentions and, wherever we can track them, enquiries and bookings. In plain English, every month.
The first 90 days
What happens after you say yes
Every engagement starts the same way, so you know what to expect from week one.
- Weeks 1 to 2
Foundations
- Story mining workshop with you and your team
- Audit of coverage, links, rankings and AI answers against three competitors
- Agreed target titles, audiences and success measures
- Weeks 3 to 6
First campaign
- Campaign concept, research and assets signed off by you
- Press materials, spokesperson briefing and photography plan
- Personal outreach to the first wave of journalists
- Weeks 7 to 12
Momentum
- Coverage lands and is followed up across regional and trade titles
- Reactive press office running alongside the campaign
- Quarterly review: what worked, what we change, what comes next
Reporting
A monthly report you can read in five minutes
Six questions, answered in plain English, every month.
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Coverage
Every piece, with the title, its audience and why it matters to you.
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Link quality
Links earned, the authority and relevance of each site, and whether it is followed.
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Search
Movement on the searches that bring you customers, not vanity keywords.
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AI visibility
What ChatGPT, Gemini and Google AI say about you for a fixed set of customer questions.
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Business impact
Referral traffic, enquiries and bookings, wherever your systems let us connect them.
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Next steps
What we learned, what we are changing and the stories coming next month.
Our principles
How we will always behave
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We earn, we never buy
No paid placements dressed as editorial, no link farms, no per-link pricing. Google treats links bought to manipulate rankings as spam, and a premium brand cannot afford the risk.
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Nothing goes out without you
You approve every release, quote and image before a journalist sees it. Your reputation is the asset we are paid to grow, so we protect it.
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Honest reporting
If a campaign does not land, the report says so, with the reason and what we are doing about it. You will never have to decode a dashboard.
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Respect for journalists
We pitch fewer people, better. Relevant, well-researched stories sent to the right desk are why editors answer our emails.
FAQs
Working with us
How much of our time will PR take?
Expect a half-day workshop at the start, then around an hour a week: approving materials, sharing news and making a spokesperson available for interviews. We do the rest.
Who will we actually work with?
A senior strategist leads your account and does the writing and pitching, supported by researchers and a data specialist for campaigns. You will not be handed to a junior after the first meeting.
What do you need from us to get started?
Access to your analytics and search console if you have them, a list of anything newsworthy coming up in the next six months, and a named person who can approve materials quickly.
Can we pause or stop?
After the initial three months, retainers run on 30 days notice. Launch projects have a fixed scope and end date.