How Our PR Plan Works
Real PR should not feel mysterious.
At No Strings Public Relations, we believe clients should understand what is happening, who is working on their campaign, what we need from them, what results can look like, and what can affect momentum.
Our PR Plan is designed to make journalist-led PR more accessible, transparent and consistent without the expensive retainers and long contracts usually associated with traditional agencies.
This page explains exactly how the process works, from enquiry and onboarding through to pitching, reporting, coverage, communication and expectations.
First, What Are You Actually Buying?
Our PR Plan is an ongoing, account-managed PR service.
It is designed to help you build credibility, visibility, authority and media momentum through earned editorial coverage.
Depending on your business, your campaign may include several complementary strategies:
Sharing Expertise
Positioning your founder, spokesperson, leadership team or subject-matter expert as a credible voice journalists can quote, interview and feature.
Promoting Consumer Products and Services
Pitching products, services or experiences for roundups, recommendations, reviews, buying guides, seasonal features and relevant editorial opportunities.
Telling Stories
Using founder journeys, customer stories, personal experiences, brand missions and human-interest angles to create memorable media coverage.
Announcing Business News
Turning launches, milestones, partnerships, expansions, appointments, awards, funding, new locations or campaign activity into credible media opportunities.
Most campaigns use more than one of these approaches over time.
The right mix depends on your business, your goals, your assets, your sector and what journalists are likely to respond to.
Step 1: Your Enquiry
The process starts with our short enquiry form.
This helps us understand:
who you are
what your business does
what you want PR to achieve
whether you have a clear product, service, story or area of expertise
whether we think there is a realistic media opportunity
whether the PR Plan is the right fit
We do not take on every enquiry.
That is not because PR is only for huge brands. It is because PR works best when there is something genuine to work with: expertise, insight, a strong product, a useful service, a good story, a credible spokesperson or meaningful business activity.
If we do not think we can help, we would rather say that early.
Step 2: The Initial Call
If your enquiry looks like a potential fit, we usually arrange a Google Meet.
This is a chance to talk through your business, goals, previous PR experience, expectations and possible media angles.
We may discuss:
what you want PR to support
who your ideal audience is
what you are comfortable talking about
which products or services matter most
your strongest expert topics
whether you have founder or customer stories
what kind of media may be realistic
what PR has or has not done for you before
This is also where we can be honest about fit.
Sometimes we will be excited about several possible angles straight away. Sometimes we may need to manage expectations. Sometimes we may tell you that PR is possible, but that another marketing activity should come first.
Step 3: Sign-Up and Onboarding
Once you join the PR Plan, we begin onboarding.
Onboarding is where we collect the information, assets and context needed to run your campaign properly.
This may include:
your website
founder or spokesperson bios
professional headshots
product images
service information
previous press coverage
brand guidelines
social links
customer stories
expert credentials
key topics you can comment on
topics to avoid
target audiences
important keywords or themes
approved language
media preferences
anything sensitive we need to know
This stage matters.
The better the information we have at the start, the easier it is to build strong angles, write accurate comments and respond quickly when journalists need input.
What Is Onboarding Actually Like?
Onboarding is practical and structured.
You will usually be asked to complete onboarding information, share assets and attend an onboarding call with your account manager.
During this stage, we are trying to understand:
what makes you credible
what your business wants to be known for
what journalists could realistically use you for
what proof points support your story
what angles are worth testing first
how involved you want or need to be
how quickly you can respond to time-sensitive requests
You do not need to have PR experience.
You do need to be willing to share useful information and respond when we need your input.
How Do I Share Assets, Thoughts and Edits?
We try to make this simple.
You can share assets and information through your client portal, during calls, or by email when needed.
Useful assets may include:
headshots
product photography
lifestyle images
founder bios
expert credentials
company background
case studies
customer examples
statistics
previous articles
product samples, where relevant
links to relevant pages or documents
If we draft something that needs your approval, you can share edits, comments or corrections.
We do not expect you to write the PR materials yourself. That is our job.
But we do need your expertise, accuracy and approval where required.
Who Will I Work With?
Every PR Plan client has a main point of contact.
This is usually your account manager, who keeps the campaign moving, coordinates activity and makes sure communication stays clear.
Behind the scenes, your campaign may also involve:
PR strategists
writers
media outreach specialists
ex-journalists
press monitoring support
senior team members
founder-level input where needed
The account manager is there to keep the day-to-day work organised.
The wider team supports with angles, writing, pitching, journalist requests, coverage tracking and campaign direction.
How Involved Are the Senior Team?
The senior team is involved in the overall PR model, strategy, standards, process and campaign direction.
Founder or senior-level involvement may happen during:
enquiry review
initial strategy calls
campaign planning
tricky positioning
escalation points
client reviews
major process decisions
high-priority angles
complex campaigns
That does not mean a founder personally writes every comment or sends every pitch.
The PR Plan is designed to be affordable because we use a structured team model, not an expensive traditional agency setup where every task is billed through a senior consultant.
You still benefit from senior experience, but the day-to-day campaign is supported by the wider PR team.
Who Is the Team?
No Strings Public Relations is run by PR professionals and ex-journalists who understand how newsrooms work and what editors actually need.
The company launched in late 2023, but the team’s experience goes back much further, with years of work across PR, journalism, media relations, expert commentary and brand storytelling.
Our team works across the UK, North America and Europe, supporting campaigns across the UK, US and Canada.
The important thing is this: you are not working with an automated press release distribution tool.
You are working with a real PR team that shapes angles, writes pitches, responds to journalists, tracks coverage and keeps the campaign moving.
Is This Just Qwoted, HARO or Journalist Requests?
No.
Journalist request platforms can be useful, and reactive PR can form part of a campaign.
But our PR Plan is not simply “replying to Qwoted” or waiting for journalists to ask for help.
A typical campaign can include both:
Reactive PR
Responding to live journalist requests when your expertise, product, service or story is relevant.
Proactive PR
Creating and pitching our own media angles based on your business, expertise, products, services, stories, announcements and seasonal opportunities.
Reactive PR can help us move quickly when journalists are already looking for sources.
Proactive PR helps us create opportunities rather than waiting for them.
The strongest campaigns usually use both.
Is This Just Qwoted, HARO or Journalist Requests?
No.
Journalist request platforms can be useful, and reactive PR can form part of a campaign.
But our PR Plan is not simply “replying to Qwoted” or waiting for journalists to ask for help.
A typical campaign can include both:
Reactive PR
Responding to live journalist requests when your expertise, product, service or story is relevant.
Proactive PR
Creating and pitching our own media angles based on your business, expertise, products, services, stories, announcements and seasonal opportunities.
Reactive PR can help us move quickly when journalists are already looking for sources.
Proactive PR helps us create opportunities rather than waiting for them.
The strongest campaigns usually use both.
Is This Just a Volume Game?
No — but volume does matter in PR.
Journalists receive a lot of pitches. Not every idea lands. Not every response turns into coverage. Not every article publishes quickly.
That means consistent outreach matters.
But good PR is not just sending as many emails as possible.
The work also involves:
choosing the right angles
making your expertise useful
matching stories to journalists
writing clearly
responding quickly
following up properly
testing different hooks
learning what the media responds to
adjusting the strategy over time
Our model combines structure, consistency and judgement.
That is how we keep PR moving without relying on one big idea or one dream publication.
What Does a Typical Week Look Like?
Every campaign is different, but a typical week may include:
reviewing live journalist opportunities
drafting expert comments
sending proactive pitches
following up with journalists
researching relevant media contacts
developing new story ideas
checking for published coverage
updating the client portal
asking you for input where needed
reviewing campaign momentum
preparing updates or next steps
Some weeks are very active behind the scenes without coverage going live.
That is normal.
PR often has a delay between pitching, journalist interest, writing, editing, publishing and coverage appearing.
What Do We Need From You?
To get the best from the PR Plan, we need collaboration.
You do not need to spend hours every day on PR, but you do need to be responsive.
We may need you to:
approve angles
answer quick questions
provide quotes or insight
review drafted comments
share images or assets
clarify facts
give feedback on positioning
tell us about upcoming launches or milestones
let us know what you do and do not want to be known for
We usually say clients should be able to give around 10 minutes a day when needed.
Some days, we may not need anything from you.
Other days, a journalist may need a quick response.
Speed can matter.
What Is My Involvement With Journalists?
In most cases, we handle journalist communication for you.
That includes:
pitching
sending comments
following up
providing assets
answering basic media questions
tracking interest
flagging coverage
Sometimes, a journalist may want to speak to you directly.
That could happen for:
interviews
podcasts
profile pieces
detailed expert commentary
broadcast opportunities
fact-checking
more sensitive or technical subjects
If that happens, we will guide you.
You are not expected to manage journalist relationships alone.
What Does Reporting Look Like?
We believe reporting should show activity, progress and results.
Your reporting may include:
pitches sent
angles being worked on
journalist requests responded to
coverage secured
live article links
publication details
backlinks where they naturally appear
campaign notes
upcoming opportunities
next steps
You will also receive regular progress updates and account calls.
The aim is to avoid vague “we’re working on it” PR.
You should be able to see what is happening, even during quieter periods when coverage has not yet gone live.
Do I Need to Use the Portal?
The portal is there to give you visibility.
It helps keep everything in one place, including activity, updates, assets, messages, coverage and next steps.
We strongly encourage clients to use it because it reduces confusion and gives you a clearer view of the campaign.
That said, you can still email us.
If something is urgent, simple or easier by email, that is fine.
The portal is not designed to make communication harder. It is designed to make the campaign easier to track.
Can I Just Email?
Yes, you can email.
We know not every client wants to live inside a portal.
However, for the clearest campaign tracking, we recommend using the portal where possible, especially for approvals, updates, assets and campaign notes.
Email is useful for quick questions.
The portal is useful for keeping the full campaign organised.
Both can work together.
How Often Will I Hear From You?
You should not feel left in the dark.
Communication may include:
portal updates
email support
journalist request questions
progress updates
monthly account calls
ad hoc messages when something needs your input
coverage alerts when articles go live
Some weeks may involve more communication than others.
That usually depends on campaign activity, journalist deadlines, approvals and what is happening in the media.
What Can Go Wrong?
PR is powerful, but it is not perfectly predictable.
Because earned media depends on journalists, editors, timing and public interest, there are things that can affect results.
A journalist may show interest and then not publish
This happens. Journalists may change direction, lose space, get reassigned, or have an editor cut the section.
A quote may be used without a backlink
Editors decide whether to include links. Backlinks can be a valuable benefit of PR, but they are not guaranteed.
Coverage may take longer than expected
A journalist may use your comment weeks or months after receiving it. Articles can sit with editors before publication.
Some angles may not land
Even strong ideas do not always get picked up. PR involves testing, learning and refining.
A campaign can slow down if we do not get input
If we need comments, approvals, images or clarification and do not receive them quickly, opportunities can be missed.
The media may care about a different angle than you expected
Sometimes the strongest PR angle is not the one a client originally imagined. We will guide you towards what we think journalists are more likely to use.
Coverage may not be in your dream publication straight away
Building media momentum often starts with relevant, credible coverage and grows from there.
Being honest about these things helps campaigns run better.
What Should I Expect From the First Month?
The first month is often about setup, strategy and momentum.
This may include:
onboarding
asset collection
expert positioning
angle development
portal setup
initial pitching
responding to journalist requests
drafting comments
identifying proactive ideas
learning which angles are strongest
Some clients get coverage quickly.
Others take longer to build momentum.
The first month is important because it gives us the foundation we need to pitch consistently and accurately.
What Should I Expect After the First Few Months?
After the initial build-up, we usually have a clearer sense of:
which topics journalists respond to
which angles are strongest
which publications are realistic
how quickly you respond
what assets are useful
where the campaign has momentum
what we should do more or less of
This is where PR often becomes more effective.
Coverage may start to cluster. Journalists may come back for more. Stronger angles may emerge. Your media footprint may begin to feel more established.
PR tends to build through consistency.
What Does Success Look Like?
Success is not only about counting articles.
Depending on your goals, success may include:
credible media coverage
expert quotes
interviews
podcast opportunities
product features
service recommendations
improved Google presence
stronger LinkedIn authority
better sales credibility
media logos for your website
increased trust before enquiries
stronger founder or spokesperson positioning
greater authority in your sector
We care about meaningful media coverage that supports your business, not vanity PR for the sake of it.
What Publications Are Realistic?
This depends on your business, sector, story, expertise, assets and timing.
Some clients are a natural fit for national media.
Some are better suited to trade press, lifestyle publications, podcasts, regional media, business titles or specialist outlets.
Often, the strongest PR strategy is not chasing one dream publication immediately. It is building a credible footprint through consistent, relevant media coverage.
We will always try to be honest about what is realistic.
What We Cannot Promise
We cannot promise:
coverage in a specific publication
instant national press
a fixed number of articles every month
that every article will include a backlink
that every pitch will receive a reply
that every journalist who shows interest will publish
that PR will create immediate sales overnight
No reputable PR agency can control editorial decisions.
What we can do is create strong angles, pitch consistently, respond quickly, communicate clearly and keep building media momentum.
Why Our Model Is More Affordable
Traditional PR agencies often charge several thousand pounds or dollars per month.
That model can work well for some organisations, but it is out of reach for many growing businesses.
Our model is different.
We use:
efficient systems
clear processes
experienced PR professionals
structured reporting
collaborative workflows
repeatable best practice
a team-based delivery model
This allows us to offer consistent PR support at a fairer price.
The trade-off is that our process works best when clients engage with the system, respond when needed and understand that PR is earned, not guaranteed.
What Makes a Client a Good Fit?
The PR Plan is usually a good fit if:
you have real expertise, a strong product, a useful service or a credible story
you want ongoing visibility, not one-off press hits
you understand that PR builds over time
you can respond when we need input
you value credibility, authority and media momentum
you are open to our guidance on what journalists are likely to use
you want clear reporting and structured support
It may not be the right fit if:
you want guaranteed coverage in specific publications
you expect instant results
you do not want to provide input
you only care about backlinks
you want a fully bespoke senior-only consultancy model
you are not open to media-friendly positioning
you want paid advertorials or sponsored articles
We would rather be clear about fit than overpromise.
How We Keep Campaigns Moving
PR momentum comes from consistent action.
That means we are regularly:
reviewing opportunities
testing angles
pitching journalists
drafting comments
following up
tracking coverage
developing new ideas
reviewing what is working
adjusting the campaign
Not every pitch becomes coverage.
But every campaign should have movement, visibility and a clear next step.
That is what our process is built to support.
Ready to Start?
If you want PR that is structured, transparent and commercially sensible, the first step is to complete our enquiry form.
Tell us about your business, your goals and what you want PR to support.
We will review whether we think there is a genuine opportunity and come back to you with honest next steps.