Capability 03 · Credibility you cannot buy
Advertising is what you say. Coverage is what others repeat.
Public Relations earns the attention you do not pay for: media and analyst relations, executive visibility, a newsroom worth quoting, and the preparation that makes a bad week survivable. Measured on share of voice, message pull-through and who cites you, answer engines included.
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 ways a story travels, and the proof it landed
Coverage is planned like a campaign: a narrative with evidence, the journalists it genuinely serves, and a measure agreed before the first pitch.
-
01
Narrative & message house
The story the business can defend, with proof points, the claims legal will pass, and the questions that follow each one.
Narrative · proof -
02
Media relations
Relationships with the reporters covering your category, briefings, exclusives and announcement plans run with embargo discipline.
Earned coverage -
03
Analyst & industry relations
Briefings, questionnaire responses and evidence packs for the analysts, awards and industry bodies your buyers actually read.
Analysts · awards -
04
Executive visibility
Bylines, keynotes, podcasts and commentary that build a named expert rather than an anonymous brand.
Bylines · speaking -
05
Newsroom built for citation
A newsroom, fact pages and data stories structured so journalists and answer engines can quote you accurately and attribute it to 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
Nothing is pitched until the narrative, the evidence and the spokespeople are ready. Preparation is what turns interest into an article.
-
01
Wk 01–03
Position
Narrative, proof points and spokespeople agreed, with a baseline of coverage, share of voice and how often answer engines name you.
- Message house
- Spokesperson brief
- Coverage baseline
-
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
-
03
Wk 05–12
Pitch
Announcements, exclusives, bylines and commentary placed, with reactive comment ready for the moments your category is already discussing.
- Placed coverage
- Bylines
- Reactive comment
-
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
A story is only as strong as the proof behind it.
Every angle is paired with a proof asset before it is pitched. The tracker shows which stories are ready, where they are going and whether AI answers now cite them.
| 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.
Narrative, proof pack, media list, spokesperson briefs and a coverage log you own, so the next story starts from evidence.
| # | 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
Others repeat it. Search and AI answers cite it.
PR is measured on credible mentions, where they are cited and what they send. Aims against a baseline, not guarantees.
-
A story that survives the next question
Claims that hold up, evidence behind each one, and spokespeople prepared for the follow-up.
-
Cited, not merely mentioned
Newsroom content structured so journalists quote it correctly and answer engines attribute it to you.
-
A bad week with a plan
Scenarios rehearsed, statements drafted and an escalation tree agreed before anything goes wrong.
Tools we work in
Monitored in the open. Logged where you can see it.
The monitoring, search and publishing tools PR runs on, including AI answer engines we check for citations. Named as tools, not partnerships.
- Google Search Console
- Semrush
- WordPress
- Notion
- Google Analytics
- Perplexity
- Google Gemini
Also in use
- Ahrefs
- Slack
- Schema.org
- OpenAI
Frameworks we build to
Newsrooms and journalists are handled with care too.
Frameworks your press materials and media data are checked against. We build to them; they are not certifications we hold.
-
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.
-
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.
-
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
Earn the coverage, then prove it landed.
Media and analyst relations, executive visibility, a newsroom worth quoting, and crisis readiness. We commit to the narrative, the evidence, the relationships and the measurement — never to a guaranteed placement.
- Categories
- 04
- Services
- 16
- Packages
- 04
How to buy
- 01Pick services. Enquire about one, or add several to a brief.
- 02Choose how to engage. A sprint, a fixed project or an ongoing team.
- 03Send the brief. We reply within one working day.
Start a project
Ways to engage. Same team, same standard.
Three ways in, from a two-minute question to a formal RFQ. Each is read in full by the lead for the work, and anything already in your brief goes 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 lead, not a sales queue
-
02Most useful
Goals, audiences, a budget band and timing. Enough for us to come back with a shape, not only questions.
You get Options and a first scope after one call
-
03
Your pack, your 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 how it is priced. Every engagement starts with a written scope and a quote agreed before work begins.
Opens a project brief with this package chosen.
-
In your brief
- Typical length
- Ongoing · 6-month minimum
- Pricing
- Monthly fee
-
In your brief
- Typical length
- 4–12 weeks
- Pricing
- Fixed price
-
In your brief
- Typical length
- 1–3 weeks
- Pricing
- Fixed fee
-
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. |
|
Brands and products after launch that need a steady team without hiring one |
| ProjectA defined scope, delivered for a fixed price. |
|
Work you can describe up front: an identity, a system, a set of tools |
| SprintOne fixed question, answered in one to three weeks. |
|
Discovery, a diagnostic, a prototype or a decision you need to make soon |
| EnterpriseA multi-workstream programme with governance, a dedicated team and SLAs. |
|
Large organisations running change across markets, portfolios or business units |
Questions
Asked about pr, answered plainly.
Anything else, ask us directly. The first conversation is about your goal, not our credentials.
01Can you guarantee coverage?
No. Editorial decisions belong to journalists and editors. We commit to the narrative, the evidence, the relationships and the measurement, and we report what landed and what did not.
02How is PR measured?
Against a baseline: volume and quality of coverage, share of voice in your category, whether your key messages survive into the article, referral traffic and branded search, and whether answer engines name you when asked about the category.
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?
Communications follow the incident, never the other way round. We work with your security and legal teams so 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. Paid partnerships, sponsored content and advertorials are bought and labelled as advertising. Earned coverage is earned, and the two are kept clearly separate.
Works best with
Coverage opens a door. These two keep it open.
Each capability stands on its own. These two are the ones pr most often runs alongside.
Let’s build what happens next.
Tell us what you’re building. We’ll answer straight.
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