Services/Earned media and PR

{Earned media and PR}

Getting your executives published, quoted, and named in the publications your buyers already read.

Coverage you earn carries weight that advertising cannot buy, and it is the outside corroboration that both buyers and AI assistants weigh most heavily.

Why it matters

Someone else saying it counts for more.

Anything you publish about your own company is a claim. Coverage in a publication your buyers read is a third party putting their own credibility behind you, and it is read that way by everyone who encounters it.

It also does work you cannot do yourself. AI assistants lean on outside sources when deciding which companies to name in an answer. Buyers shortlist straight from comparison lists. Both are places your own website cannot reach.

What we see go wrong

What we see go wrong.

PR happens only around announcementsA burst of activity when there is news, then silence for four months. Reporters build relationships with sources who are reachable year round, not with companies that surface twice a year.
A newswire is mistaken for distributionPushing a release onto a wire service and calling it done. It reaches an archive, not an editor, and no one writes about it because no one was asked to.
Executives are positioned as spokespeople instead of expertsQuotes about how excited the company is, rather than a person with an informed position on something their industry is actually arguing about.
Awards and lists are treated as vanityThey read as self-congratulation internally, while buyers and AI assistants use those same pages to decide who belongs on a shortlist.

What we do

What the work looks like.

Positioning comes first. Pitching runs continuously after that.

01 — Position your experts

Position your experts

We work out what each executive can credibly speak on — not their job title, the specific subjects where they have a view worth quoting. Then we build the value proposition behind each one so it holds up in a pitch to an editor who has never heard of your company.

02 — Build real media lists

Build real media lists

Hundreds of named journalists and publications, chosen because they cover your space and your buyers read them. Endemic trade press first, business and national outlets where the story genuinely warrants it. Not an exported database of generic contacts.

03 — Pitch continuously

Pitch continuously

Bylined articles published under your executive's name. Expert commentary on stories reporters are already writing. Podcasts and industry shows.

04 — Handle releases properly

Handle releases properly

We build a target list, pitch the story to individual reporters under embargo so it lands as the release goes out, and follow up one by one. The release itself is the last step, not the strategy.

05 — Awards and comparison lists

Awards and comparison lists

We identify which awards are worth entering and manage submissions end to end. We maintain relationships with the publishers behind the comparison lists in your category, work to get you included, and keep you there when they refresh.

What you get

Deliverables, named.

Executive positioning briefs

What each of your experts speaks on, and the angle that makes an editor care.

Media target list

Named journalists and publications, maintained rather than bought once.

Drafted bylines

Written for your expert, revised with them, submitted under their name.

Pitch and placement log

The outlets pitched, what's landed, and what is still in play.

Award submissions

Identified, written, and filed on deadline.

Comparison list management

Getting listed in your category, and staying listed.

GEO / AEO

Send us your domain.

We will look at where you have been covered, where your competitors are showing up, and which publications your buyers actually read.

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