Demand & Performance / PR & Earned Media

Earn attention from voices people already trust

PR and earned-media campaigns that create credible visibility, strengthen reputation and give the market something worth repeating.

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When this earns its place

Use earned media when third-party credibility matters

PR earns its place when the story benefits from independent attention rather than another brand-controlled message.

  1. You have a story worth earning attention for

    Launches, announcements and credible points of view can justify media interest.

  2. Reputation matters to the buying decision

    Independent coverage can strengthen trust around a business, product or leadership position.

  3. The market needs to hear it from someone else

    Earned voices can add credibility that owned channels cannot manufacture alone.

Different markets behave differently. See how we approach your industry

What we actually do

  1. Define what is genuinely newsworthy and how the story should be framed.

  2. Identify relevant journalists and build focused outreach around credible angles.

  3. Coordinate media activity around products, company moments and market stories.

  4. Use expertise, commentary and proactive communications to strengthen credibility.

What we measure

Measure quality of attention, not press volume

Coverage only matters when the audience, message and downstream effect are relevant.

  • Coverage relevance
  • Message penetration
  • Referral demand
  • Quality of publications
  • Relevant conversation
  • Search / traffic effects

How this connects

If this is the real constraint, the work may need to move here.

PR & Earned Media

Strategy & Positioning

The underlying narrative is weak

PR should not be asked to manufacture a proposition that has not been resolved upstream.

How we work

  1. Diagnose

    Understand the commercial problem, evidence and real constraint.

  2. Prioritise

    Decide what is worth testing and what can safely wait.

  3. Activate

    Launch focused work with a clear hypothesis and measurement plan.

  4. Improve

    Strengthen what works and stop what does not.

What good looks like

What good PR & earned media should achieve

  • The story earns attention because it is relevant, not because it was pushed harder.
  • Coverage appears in places that matter to the intended audience.
  • The messages you wanted the market to understand actually appear in the coverage.
  • Earned visibility creates useful downstream effects such as trust, traffic, search demand or conversation.

Have a demand problem worth solving?

Start with the commercial problem. We’ll help determine whether this specialist intervention is actually the right place to begin.

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Useful questions

What stories are suitable for PR?

There needs to be a credible reason for the media or market to care — not every company announcement earns attention.

Do you guarantee coverage?

Earned media cannot be credibly guaranteed; the role is to strengthen the story, targeting and outreach.

How is this different from Search & Authority?

PR here focuses on earned attention and credibility. Search-led authority building belongs within Search & Authority.