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What we mean by PR
PR is actively getting out what is happening at your company: a new product, an expansion, an acquisition, a milestone, a development in your market that you have something worthwhile to say about.
The aim is for others to write about it. Every publication is a source that is not yours, and so carries more weight than your own website, and it counts towards the picture that forms of you.
What others write about you, you cannot produce yourself
Your own site is one voice. An article in a trade publication, an acquisition that gets picked up, a product launch that gets discussed: those are sources that read as independent, to people and to systems.
And it accumulates. The more that gets published about you, the more material there is to draw on when someone asks a question about your market.
This is the slowest of our methods and the one least in your own hands. In return, it delivers the kind of authority you cannot get any other way.
What we do
Surface what is newsworthy
At most companies, more happens than ever gets out. We gather what is going on and decide what is interesting enough to announce.
Write the story
Press releases and articles, in your own tone and with the facts in order. Written so that an editorial desk can actually use them.
Take it to the right places
The measurement shows which sources in your market actually get cited. We aim at those, rather than sending it out to everyone.
Tie in with what is happening
Developments in your market that you can say something about. That often delivers faster than waiting for news of your own.
Track what it delivers
Which publications appear, where they land, and whether they come back in the picture that exists of you.
How it relates to Citations
PR is about what does not exist yet: driving new publications, so that more gets written about you. Citations is about what already exists: mapping where you are listed and flagging what is wrong.
Each reinforces the other. The more that gets published about you, the more there is to guard.
Part of a bigger whole
PR is one of the methods we use. Which sources matter, and where we focus, follows from the measurement and the strategy.
That makes it targeted. Instead of sending a press release out to everyone, you aim at the places we know get cited in your market.
Frequently asked questions
We never really have any news.
Most companies think that, and it is rarely true. A new service, an expansion, a partnership, a development in the market you can say something about: there is almost always more than you think. Surfacing it is part of the work.
Can you guarantee coverage?
No. Editorial placement is never guaranteed, and that is precisely what gives it its value. What we do is work in a targeted way: tie in with the sources that carry weight in your market, with a story that fits there.
How do you know which media matter?
From the measurement. It shows which sources get cited when something is said about your market. So we do not start from a standard media list.
Does anything go out on our behalf without us knowing?
No. We work closely together and in practice become an extension of your team. That way we pick up what is going on and flag where there is something to be gained. If it goes out via PR, that always happens in consultation.
How long before this delivers anything?
This is the slowest of our methods. A publication can come quickly, but the effect on your visibility builds over months, as more appears about you.
Not seeing your question?
Get in touch, no obligation. We are happy to talk through what this would mean in your situation, even if you are not sure yet whether it is something you need.
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