Our PR Secrets 🤫
How we consistently deliver standout press — and why most agencies can’t.
We’ve spent years inside the media — working as journalists, building relationships, and delivering PR for some of the world’s biggest names. That experience taught us what actually gets coverage… and what’s just noise.
What follows isn’t theory. It’s the real strategy we use to land press for thousands of brands — big and small. It’s also why we outperform traditional agencies and DIY tools time after time.
The PR World is Full of Misconceptions
There’s a lot of noise about what PR is and how it works — and frankly, much of it is misleading. From outdated agency models to scammy AI platforms, too many businesses are sold an idea of PR that doesn’t reflect reality.
We’re different.
We’re a team of ex-journalists with international reach (three offices and counting) who’ve worked with thousands of brands — from Jameson Whiskey to Britney Spears, Dolce & Gabbana to Kourtney Kardashian. Every month, we help secure hundreds of pieces of press coverage. We’ve also white-labelled PR for some of the biggest agencies in the UK and US.
We know how real PR works — and we’ve built a model that reflects how journalists actually work, not how agencies wish it worked just to justify big fees.
PR is often expensive because it involves a lot of wasted time and admin — time you’re paying for. Our system cuts through all of that. We focus on what matters: earned, meaningful coverage that compounds over time.
🚫 What PR Is Not
There’s no such thing as quick, easy, cheap PR.
You can’t “do one press release” and expect results. PR is a long-term strategy that requires trial, refinement, consistency — and a willingness to show up with something useful.
Anyone promising guaranteed placements in specific titles is almost always selling advertising, not PR. Sponsored posts and paid-for placements have their place, but they’re not the same as earned editorial.
If it sounds too good to be true, it probably is.
✅ What PR Is Actually For
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Credibility
Building trust from people who don’t know you yet.
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Brand Awareness
Getting you in front of the right audiences.
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SEO value
Thanks to backlinks from trusted sources.
These benefits compound over time and support your wider marketing efforts — helping drive traffic, trust, and conversions.
If your marketing budget is tight or you need sales now, you’re better off investing in direct-response marketing (like PPC). PR is best used to support and strengthen everything else you’re doing — not replace it.
🔁 Understand the Real Exchange
Here’s the truth: journalists don’t care about your brand. And once you accept that, it becomes much easier to get into the press.
PR is not about shouting about yourself — it’s about offering something useful to the media in exchange for a brand plug. That might be:
A mention and backlink
A quote with your name and business
A product review
Inclusion in a round-up or feature
You offer something relevant — expertise, a story, a useful angle, or even a free sample — and the journalist includes you in a story they were going to write anyway.
We can’t force a journalist to like your product or include your brand. No one can. But what we can do — and what smart PR always does — is figure out what the media wants and shape your content to fit.
✍️ How to Actually Get Press
There are only two ways to earn genuine media coverage:
Respond to journalist requests — when they’re actively looking for input, quotes, products or stories
Pitch a press release — with a timely, useful or relevant idea they’ll want to use
Everything else is noise.
The three strategies we use (and recommend) are:
Sharing expertise — that ties into what journalists are already writing about
Promoting unique B2C products or services — with a strong hook or real problem-solving angle
Telling real stories — that connect to a human experience or wider issue
When done properly, each gives journalists something valuable — and secures a plug for your brand in return.
🔎 Work With Media Appetite — Not Against It
The smartest PR strategy? Give journalists what they’re asking for.
Every day, journalists send out hundreds of requests for expert insight, product suggestions, stories, or services. These are called journo requests — and responding to them is one of the most direct and effective ways to get into the press.
We receive over 300 journo requests a day, from national outlets to niche sites. These are real-time opportunities to get your brand plugged into valuable coverage — but only if your content is relevant, useful, and timely.
This isn’t about favours or name-dropping. It’s about offering something that fits the brief.
But it doesn’t stop there.
When you know what journalists are asking for — the topics they’re writing about, the angles they use, and what they’ve requested recently — you can also proactively pitch press releases that match that appetite.
That might mean:
Tying your expertise into a trending news story
Offering fresh data or insights related to a current conversation
Pitching a personal or brand story that echoes a theme they’ve already covered
Smart PR works with appetite, not against it. If your brand can’t offer something journalists want or need right now, even the best strategy won’t land — and we’ll always be honest with you about that.
🧠 Be Flexible or Be Forgotten
Here’s a general rule:
The more rigid you are, the less coverage you’ll get.
If you're only willing to be in certain publications, on certain topics, in a very controlled tone — that’s fine. But it usually means you’ll spend a lot of money on PR with very little to show for it.
If you want regular coverage — a stack of articles boosting your credibility, SEO, and reach — you need to be open to different angles, media formats, and story types.
We’ll guide you on what’s likely to land. But ultimately, PR works best when you’re open-minded about how you show up in the media.
If you want tight control over every word, we’re probably not the right PR offering for you.
🧼 Skip the Fluff — Here's What We Don’t Do
There are other ways to do PR — they’re just not what we believe in.
We don’t offer:
Influencer campaigns or celebrity endorsements
Business award submissions
PR stunts or events
Newswire announcements (unless you're already a known name)
Paid affiliate placements or guaranteed product round-ups
We focus on earned media. Real journalists. Real coverage. Real results.
And just to note: round-ups and shopping guides are increasingly pay-to-play — especially in beauty, wellness and lifestyle. We’ll always be transparent about which opportunities are organic, and which are paid.
🧭 Not Ready for Us? Here’s What to Do Instead
We’re confident in our approach — but we know it’s not for everyone. If you're not ready to outsource, here’s how to DIY your way to coverage:
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🧠 If You’re in a Niche Sector or you want to be very particular about how you present your brand
Have budget?
Hire a freelancer or boutique agency who understands your field and knows the niche press We are Lucy are great for UK beauty, wellness and lifestyle brands).On a budget?
Do it yourself. Research journalists in your space and send them a short intro. Let them know what you do, what you can comment on, and that you're happy to provide expert insight if they ever need it.Once or twice a month, create a short press release or media note with:
Your opinion or tips on a current topic
A quote from you
A short bio and headshot
A reminder of what you can speak on
Then send it to your growing list of relevant media contacts.
Bonus: Post it on LinkedIn and Twitter/X — journalists often source experts there.
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💄 If You’re an Expert in a High-Demand Category (Beauty, Travel, Wellness, Lifestyle)
Sign up to Editorielle — for just £10/month, you’ll receive live journalist requests straight to your inbox.
These are real-time calls from journalists looking for quick expert insight, quotes, product suggestions, or opinions for upcoming features. When a request fits your area, respond with a short, clear comment — usually just a few sentences.
It’s normal to send a few before landing your first feature, but once you get into the rhythm, it’s one of the easiest ways to build visibility and credibility in high-traffic sectors.
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🛍️ If You Have a Product or Service to Feature
On a budget?
Look at round-ups or reviews where your product or service would’ve fit. Find the journalist and send a short, polite pitch with a simple one-page press release.Include:
Clear, professional product photos
The product/service name
A short description
Price
Website or purchase link
Why it’s timely or relevant
And ideally, offer to send a sample or set up a review/demo
Journalists are far more likely to feature something they’ve actually tried.
Feeling flush?
Reach out to affiliate link platforms like Linkby, Skimlinks, or Narrativ. These platforms give brands access to high-traffic publications via affiliate placements — often in listicles or shopping features. You’ll usually pay commission on clicks or sales, but it can be an effective way to get visibility in publications that are otherwise pay-to-play. -
🧠 If You’re a B2B Service (like a Tech App or Platform)
If you're trying to get visibility for a tech platform, SaaS product, or other B2B service — and you're not ready for a full PR strategy — consider using a newswire service (PR Fire are great).
Newswire agencies will draft a press release (usually something glowing about your latest feature, funding round, or launch), and distribute it across a network of websites and publications. Many outlets automatically publish this content.
To the trained eye, it’s obvious it’s not a real article — but to most readers, it looks genuine and impressive. You might even get some SEO value through backlinks.
It’s not earned media — but if you’re looking to build early credibility or fill up a press page, it can be a helpful start.