Capability 03 · Campaign & Content Design
Public relations that earns coverage and citations in AI answers.
We run media and analyst relations, executive visibility, a citation-ready newsroom and crisis preparation for enterprises and growing brands. We measure coverage, share of voice, message pull-through and AI citations against a baseline.
An illustrative coverage tracker: six pieces of coverage, including an AI answer engine citation, scored for which of three key messages each one repeated, with share of voice against a baseline.
Message A pulled through in 4 of 6 pieces (67%)Message B pulled through in 3 of 6 pieces (50%)Message C pulled through in 5 of 6 pieces (83%) Illustrative
What we do · 6 parts
Six areas of PR, from the narrative to crisis readiness.
We plan coverage like a campaign: a narrative backed by evidence, the journalists whose readers it serves and a measure agreed before the first pitch.
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01
Narrative & message house
The story your business can defend: proof points, legally cleared claims and answers to likely follow-up questions.
Narrative · proof -
02
Media relations
Relationships, briefings and exclusives with the journalists in your sector, and announcements run to agreed embargoes.
Earned coverage -
03
Analyst & industry relations
Briefings, questionnaire responses and evidence packs for the analysts, awards and industry bodies your buyers follow.
Analysts · awards -
04
Executive visibility
Bylines, keynotes, podcasts and commentary that build your leaders’ reputations as experts in their field.
Bylines · speaking -
05
Newsroom built for citation
A newsroom, fact pages and data stories structured so journalists and AI assistants quote you accurately and credit you.
Quotable · structured -
06
Crisis & issues readiness
Scenarios, holding statements, an escalation tree and a rehearsed first hour, prepared while everything is still calm.
Rehearsed
How it runs · 4 stages
Prepare the story, then earn the coverage.
We pitch only when the narrative, evidence and spokespeople are ready, so a journalist’s interest can turn into an article.
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01
Wk 01–03
Position
Narrative, proof points and spokespeople agreed, with a baseline of coverage, share of voice and how often AI answers name you.
- Message house
- Spokesperson brief
- Coverage baseline
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02
Wk 03–05
Prepare
Media list, story angles, data assets, press kit and media training. Crisis scenarios and holding statements drafted in parallel.
- Media list
- Story angles
- Press kit & training
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03
Wk 05–12
Pitch
Announcements, exclusives, bylines and commentary placed, with reactive comment ready when your category is in the news.
- Placed coverage
- Bylines
- Reactive comment
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04
Monthly
Report
Coverage, share of voice, message pull-through and citations in AI answers reviewed against the baseline, with the next quarter planned.
- Monthly report
- Share-of-voice tracking
- Next-quarter plan
In practice · story tracker
Every story angle tracked from proof to coverage.
Each angle is paired with a proof asset before it is pitched, and the tracker shows whether AI answers cite it.
| Story angle | Proof asset | Outlet type | Stage | Cited in AI answers |
|---|---|---|---|---|
| What 400 buyers said about switching | Original survey, method note | Trade + national business | Covered · 6 | 3 of 5 engines |
| The cost nobody budgets for | Anonymised cost model | Trade | Covered · 2 | 1 of 5 |
| Founder on building for regulated buyers | Spokesperson brief | Podcast + broadcast | Booked | — |
| A year of the programme, in numbers | Data pack | Regional | Pitching | — |
| Response to the new regulation | Expert comment | Newswire | Legal sign-off | — |
- Pitches with a proof asset
- 100%By rule
- Credible mentions
- 14Quarter, tier 1–2 only
- Branded search
- +17%Weeks after coverage
Illustrative No real outlets or results are shown; the tracker is filled from your coverage log.
What you get
The story, the proof and the people ready to tell it.
What we make for you is yours once it is paid for. Tools we already had stay ours, and you get a free, permanent licence to use them.
| # | Deliverable | Format |
|---|---|---|
| 01 | Narrative & message house | Document |
| 02 | Media & analyst target list | Sheet |
| 03 | Press kit & newsroom pages | CMS · assets |
| 04 | Placed coverage & bylines | Links · PDF |
| 05 | Media training & spokesperson briefs | Session · document |
| 06 | Crisis playbook & holding statements | Playbook |
| 07 | Monthly coverage & share-of-voice report | Dashboard · PDF |
What changes
Credible coverage that search and AI answers cite.
Buyers ask AI assistants before visiting your site, so we track AI citations beside press coverage and referral visits.
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A story that holds up
Claims backed by evidence and spokespeople prepared for the follow-up questions.
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Accurate quotes and citations
Journalists get your facts right, and AI answers name you as the source.
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A crisis plan in place
When an issue breaks, your team already knows who decides and what to say first.
Tools we work in
PR monitoring, logged where you can see it.
The monitoring, search and publishing tools we use for PR, including the AI assistants we check for citations. No partnership is implied.
- Google Search Console
- Semrush
- WordPress
- Notion
- Google Analytics
- Perplexity
- Google Gemini
Also in use
- Ahrefs
- Slack
- Schema.org
- OpenAI
Frameworks we build to
Media lists and newsrooms built to GDPR, DPDP and WCAG 2.2.
We check your press materials and media contact data against each one; we hold no certification for them.
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GDPR — General Data Protection Regulation (EU) 2016/679
General Data Protection Regulation (EU) 2016/679
Journalist contact data held on a legitimate-interest basis, with a record of the assessment and an unsubscribe on every pitch.
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DPDP Act 2023 — Digital Personal Data Protection Act, 2023
Digital Personal Data Protection Act, 2023
Contact lists for Indian media kept to named purposes, with deletion on request honoured across every tool.
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WCAG 2.2 AA — Web Content Accessibility Guidelines
Web Content Accessibility Guidelines
Newsroom pages, press releases and PDFs built to be read with a screen reader, with tagged headings and real text.
Services & packages
Sixteen PR services, bought alone or together.
Four groups cover preparing the story, earning coverage, building authority and managing risk. Each service lists what is included, who it suits and a typical timeline.
- Categories
- 04
- Services
- 16
- Packages
- 04
How to buy
- 01Pick services. Enquire about one, or add several to a brief.
- 02Choose a package. A sprint, a fixed project or an ongoing team.
- 03Send the brief. We reply within one working day.
How we work with you
Ways to engage, from a question to an RFQ.
Ask a quick question, send a project brief or issue a formal RFQ. The lead for the work reads each one in full, and any services already in your brief go with it.
Or book a thirty-minute call-
01
For a first conversation, a press request or anything that does not need a scope yet.
You get A reply from a named lead
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02Recommended
Goals, audiences, a budget band and timing, so our first reply can outline the work.
You get Options and a first scope after one call
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03
Your documents, deadlines and the procurement and security rules the work must meet.
You get Receipt confirmed and a named bid lead
How it is priced
Each package shows its pricing model. Work starts once a written scope and quote are agreed.
Opens a project brief with this package chosen.
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In your brief
- Typical length
- Ongoing · 6-month minimum
- Pricing
- Monthly fee
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In your brief
- Typical length
- 4–12 weeks
- Pricing
- Fixed price
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In your brief
- Typical length
- 1–3 weeks
- Pricing
- Fixed fee
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In your brief
- Typical length
- 6–18 months
- Pricing
- Programme fee · by statement of work
Compare what each package includes
| Package | Every engagement includes | Best for |
|---|---|---|
| RetainerReserved monthly capacity to run, improve and extend what we built. |
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Live brands and products that need a steady team without hiring one |
| ProjectA defined scope, delivered for a fixed price. |
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Work you can describe up front: an identity, a platform or a set of tools |
| SprintA short, fixed-scope engagement that answers one defined question. |
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Discovery, a diagnostic, a prototype or a decision you need to make soon |
| EnterpriseA multi-workstream programme with a dedicated team, governance and agreed service levels. |
|
Large organisations running change across markets, portfolios or business units |
Questions
Asked about PR, answered plainly.
Anything else, ask us directly. The first call is about what you want to achieve.
01Can you guarantee coverage?
No. Journalists and editors decide what runs. We commit to the narrative, evidence, relationships and measurement, and report what landed and what did not.
02How is PR measured?
Against a baseline. We track coverage volume and quality, share of voice, referral traffic and branded search. We also check whether articles carry your key messages and AI answers name you.
03Do you handle crisis communications?
We prepare for them: scenarios, holding statements, escalation trees and rehearsals. Live crisis support is agreed separately, with named contacts and response expectations written into the agreement.
04What if the issue is a breach or an outage?
We follow your incident response and work with your security and legal teams. Statements match the timelines that apply, such as breach intimation under India’s DPDP Act and the CERT-In reporting directions.
05Do you pay for placements?
No. Sponsored content, advertorials and paid partnerships are bought and labelled as advertising, and we keep them separate from earned coverage.
Works best with
Two capabilities to run alongside PR.
You can start with PR on its own and add either of these later.
Tell us what you need built.
You will speak to a lead who would run the work, and get a straight answer on fit.
Three ways to start
Every engagement starts with a written scope and a quote agreed before work begins.
Choose one of the three ways above