Our Approach
We approach PR as ex-journalists — because that’s who you’re ultimately trying to impress.
Journalists don’t think like marketers, and they don’t publish content because a brand wants coverage. They publish stories that serve their audience, fit their editorial agenda, and make their job easier. Our role is to translate what you want to say into something journalists genuinely want to run.
PR has changed — and that works in your favour
Historically, PR was hard to measure. It was largely about brand awareness and credibility — valuable, but often intangible.
Today, PR delivers far more.
Modern PR offers four clear benefits:
Credibility through trusted, third-party coverage
Brand awareness in publications people already rely on
SEO impact via online mentions and backlinks that strengthen domain authority and improve search rankings
GEO (AI search visibility), helping your brand surface in AI-driven search results
Our goal as your PR team is to secure all four of these benefits as efficiently as possible, using methods that align with how the media actually works.
How journalists really think
Journalists are busy, under pressure, and highly selective. In practice, most decisions come down to three things:
Recognisable brands or well-known names
Freebies or clear added value for their audience
Genuinely interesting, timely content
Rather than fighting this reality, we work with it — shaping stories that fit what journalists actually need, so your brand has a far better chance of being featured.
How we turn this into coverage for you
We lean into journalists’ demand for strong content.
That means working with you to develop angles that fall into proven categories:
Sharing expert insight
Promoting unique B2B or consumer products and services
Telling real-life stories people relate to
Announcing interesting business news worth reporting
For each angle, we build a clear profile of information and imagery. That profile is then used across press releases, tailored pitches, and journalist requests — whether we’re proactively pitching or responding when journalists come to us looking for sources.
In exchange for providing journalists with compelling content, you receive coverage — and the credibility, visibility, SEO, and GEO benefits that come with it.
A streamlined, proven process
We’ve worked with thousands of brands, which has allowed us to systemise the PR process properly.
We know what we’ll need from you and when. We know how to structure different types of press releases, how journalists respond to them, and what realistic timelines look like at each stage. That experience allows us to streamline everything.
No emails weeks later asking for information we already knew we’d need. No unnecessary back-and-forth. Just a clear, structured process that respects your time.
In most cases, we only need a few minutes of your input each day or week. We do the rest.
How this differs from a traditional PR agency
Traditional agencies lock clients into six-month contracts and charge £/$1,000s per month, regardless of whether results land. They have very little skin in the game.
Our model is different.
With our low-commitment, affordable approach, we’re aligned with you. If we deliver results, you stay. If we don’t, you don’t. That keeps us focused, efficient, and honest.
We won’t waste time pushing angles journalists don’t want. Instead, we’ll tell you what does work — and help you give it to them — so you can build credibility, visibility, and long-term value as you go.
How to get the best out of us
PR works best as a partnership. To get the most from working with us:
Trust that we are the experts
Stay open-minded — flexibility creates more opportunities
Be engaged — timely input keeps momentum moving
When those pieces are in place, the process runs smoothly — and results tend to follow.