Fewer journalists, more noise, and still the most trusted channel a brand has. How we pitch when everyone else is shouting.
Newsrooms are smaller, inboxes are fuller and everyone has an opinion about whether press still matters. We think it matters more than ever, precisely because so much else is noise.
Fewer, better pitches
We pitch less than we used to and research more. One story built for one journalist, with the right access and the right timing, outperforms a hundred identical emails every single time.
Give them something to report
A press release is not news. A first look, a real number, a person worth interviewing: that is news. Our job is to find it inside the brand before anyone asks.
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Choosing creators: forget the follower count