Public relations run by a specialist who knows your trade press
Journalists get more pitches than they can open, so the first job is finding the angle in your company that an editor actually wants. A vetted PR specialist writes and pitches it, and a senior project manager keeps every placement tied to what you sell.
Free, with no commitment. A senior project manager walks you through the analysis.
What you get
You get a PR specialist who pitches your story to the right reporters, and a project manager who signs off on every statement before it goes out.
What the specialist does
What the public relations specialist does for your company
One specialist handles your media relations from pitch to published piece. Your project manager approves messaging, keeps the media list on target and reads the coverage report with you.
At the start
Key messages and media list
The specialist defines what your company should be known for, then builds a list of reporters, editors, podcasts and trade outlets that cover your industry and region.
Every month
Pitches, releases and commentary
Press releases go out when there is news, expert quotes go to reporters on deadline, and guest articles and interviews are lined up with outlets your buyers follow.
When needed
Crisis statements and response
If a bad story, a recall or a viral complaint hits, the specialist drafts your position, briefs your spokesperson and manages the reporters who call.
Scope of work
Scope of public relations work
PR earns its keep when your company has something worth telling: a new location, a product launch, a hire with a story, data from your own operations, or an expert who can explain a topic reporters are already covering. It also matters when a search for your brand name shows nothing you control, or when a competitor is quoted in the trade press and you are not.
The scope depends on how much news you generate, whether your buyers read local outlets, trade publications or national business media, and whether you need a spokesperson prepared for interviews. Your project manager sets the number of pitches, releases and commentary pieces per month after the free analysis and adjusts it as coverage comes in.
Metrics the work is designed to improve
- Placements in target outlets
- Reach of earned coverage
- Tone of brand mentions
Typical scope
- Key messages and communication plan
- Media list and reporter relationships
- Press releases and expert commentary
- Media monitoring and mention tracking
- Crisis communication basics
- Monthly coverage report with links
You agree on the scope with the senior project manager before the start, and the same person oversees the work.
How we match
You do not pick the marketer. A senior project manager with 15+ years of experience does.
What to know
What to know before you outsource public relations
In the US, media coverage is local and specialized before it is national. A plumbing company in Phoenix gets more from the regional business journal and a home improvement podcast than from a wire release nobody reads. A specialist maps the outlets your customers actually open, learns which reporters cover your beat, and pitches them something useful instead of a generic announcement. Earned mentions on those sites also link back to you, which supports your SEO.
The mistakes we see most often: press releases written for the company instead of the reader, pitches blasted to a purchased list nobody checked, no spokesperson prepared before the interview, and silence during a crisis while the story writes itself on social media. None of these cost much in tools, but each one closes doors with reporters who remember a bad pitch.
How the work runs: the specialist writes and pitches, and your project manager reads every release, quote and statement before a reporter sees it. You get a monthly coverage report listing each mention, where it ran and what it linked to, plus a heads-up call whenever a reporter is working on a story that involves you.
How we work
How public relations work starts
Step 1
Free analysis
Order the free analysis and within 24 hours you receive a PDF that covers your current visibility in the press and in search, alongside the rest of your marketing.
Step 2
Call and scope
On a short call your senior project manager asks what news you have coming, who speaks for the company, and which outlets your customers read, then sets the monthly scope.
Step 3
Matching
The project manager matches you with a vetted PR specialist who has placed stories in your industry. You meet on a call and decide whether to go ahead.
Step 4
Work and reporting
The specialist builds the media list and the first pitches, your project manager approves them, and each month you get a coverage report with links and next steps.
FAQ
Questions before you start
If your question is not here, order the analysis: the project manager answers everything on the first call.
01Can you get my company into national outlets?
Sometimes, but that is rarely where the work starts. National reporters cover companies that already have a track record in trade and local media, so the specialist builds that first. If you have data, a strong opinion on a current topic or a genuinely new product, national pitches go out alongside the rest.
02Do I need something newsworthy to start PR?
Less than you think. A specialist finds angles in what you already do: seasonal advice in your trade, a customer problem you solve differently, local hiring, data from your own jobs. Reporters need sources more than they need announcements, so expert commentary often comes before any press release.
03How is PR different from paid advertising?
Advertising buys the space and controls the message. PR earns the mention, so the outlet decides what runs and when. That makes it slower and less predictable, but a reporter quoting you carries a weight an ad does not, and the mention stays online and keeps sending readers and search signals your way.
04What happens if a negative story comes out?
You call your project manager, and the specialist drafts a holding statement within hours, gathers the facts, and prepares your spokesperson before anyone talks to the press. Basic crisis preparation is part of the scope, so a short plan and a list of who says what exists before you ever need it.
05How do you report on PR results?
Every month you get a list of each mention: the outlet, the date, the link, the estimated audience and whether the tone was positive, neutral or critical. The report also shows which pitches were sent and which are still in play, so you see the pipeline, not just the placements.
Get the free analysis first
Find out what public relations could do for your company
Request the free marketing analysis and within 24 hours you get a PDF covering how your company shows up in the press and in search today, and what a PR specialist would pitch first.
- Analysis within 24 h
- No commitment
- PDF and 5 competitors
- Team picked by your PM