Every campaign — every story — is different. This is precisely why we have chosen this field. We thrive on finding new ways to exceed expectations. This is how we do it.

• We craft detailed plans that exceed what our clients previously thought possible.

• We are not discouraged by setbacks; we are redirected by them.

• We keep an open mind and allow unexpected opportunities to emerge.

With this approach, we typically engage in the following steps.

What would a journalist do?

It's easy to find a firm that will push a story on the media. We find it's much more effective to adapt a story to the media. Our first step is to think like journalists. Members of our team have previously been staff members or contributors to major daily newspapers, magazines, online and broadcast media. We know how these organizations operate, and can put ourselves in their shoes.

By interviewing a client’s leaders, employees, customers, partners — whoever we agree is relevant — we begin to determine which aspects of a client’s story or expertise would be most compelling to the readers/listeners/viewers of different types of media. Along the way, we are guided by the question, “What needs do media outlets have that this story may satisfy?” The answers are often surprising and different from the messaging a client uses elsewhere in their marketing, but drive the same goals.

Let's make this easy for the press

In order to entice the media to tell the story, we do some of the initial legwork. With the client’s input and feedback, we draft press materials that provide everything needed for a story, but that also invite further research and encourage outlets to create their own stories that differ in focus and scope from what we put forward. We create or compile photos, images, video or other assets for the press to use as well.

Personalize and connect

Rather than blasting out press releases to every journalist with an inbox, we know that superior coverage results from highly personalized pitches delivered to members of the media in the form they prefer. We customize the press materials for each individual, and help them see how this story would fit into their outlet and be of interest to their audience. We demonstrate how the story could unfold and why it matters.

Once a story is in progress, we coordinate with the journalists involved in a way that encourages their unique take on the topic. The observations and insights of the press often add depth and color to the story we had initially envisioned, or take the story in a new, fascinating direction. When coordinating a publishing opportunity for a client, we manage feedback and suggestions to ensure the final piece serves both our client and the outlet’s audience.

Maximize roi

When a story runs, it will instantly reach thousands of people. But why stop there? We work with our clients to optimize each media placement in order to get the greatest return on investment. This involves utilizing press clips in marketing and sales materials, sharing them with networks and associations, and generally getting clips in front of the right people to reach the intended goal.

Types of earned media

Publishing - Articles by you (often ghostwritten by us)

Interviews - Press interviews you (after preparing with us)

Features - Press covers your organization or quotes you

steps in a typical campaign