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Be spoken about well, by the press and by the people you want to hire.

What gets said about the company when nobody from the company is in the room.

Three abstract sculptures standing in a field at golden hour.
Services
Three
Runs
Monthly
Measured
By coverage and applications
Talk to us about PR

What this group does

It builds the part of a reputation that a company cannot write itself: press coverage, third-party mentions, and what candidates find when they look you up.

Being known and being trusted are different problems. Advertising solves the first. The second is decided by people with no commercial relationship to you, which is exactly why it carries weight.

This group also covers hiring. In a market where good people have options, the careers page and the founder's profile do more recruiting than the job advertisement does.

Both halves of this group answer the same question from two audiences. A buyer is checking whether anybody credible has said you are worth trusting. A candidate is checking whether anybody who works there says it is worth joining. The material that answers each is different, and the way it fails is identical: silence, filled in by whoever else happens to be talking about you.

Three services

What is in this group

How it runs

  1. First month

    We work out what is genuinely worth saying, build the media list, and get your spokespeople ready to be quoted. Pitching before this is how relationships get burned.

  2. Ongoing

    Story development and pitching, executive commentary, and the employer-brand material that a candidate finds before they apply.

  3. Reported monthly

    Coverage secured, where it landed, what it did to brand search and referral traffic. Not advertising value equivalent, which is a number we do not report.

Questions we get asked

Can you guarantee coverage?

No, and anybody who does is either paying for it or lying to you. We can guarantee the pitching, the relationships and an honest read on whether a story is strong enough before you spend on it.

What makes a story worth pitching?

Original data, a genuine first, a real opinion on something contested, or a person with standing to say it. A funding round and a new office are announcements rather than stories, and journalists treat them accordingly.

How do you measure PR?

Coverage in publications your buyers read, the quality of the mention, search demand for the brand name afterwards, and referral traffic. Advertising value equivalent is a number we do not report, because it is not one.

Is employer branding just a careers page?

The careers page is where it lands. The work is deciding what is actually true about working here, saying it plainly, and making sure what a candidate finds on review sites and LinkedIn does not contradict it.

What happens if something goes wrong publicly?

We help you answer it quickly and accurately. What we will not do is help you deny something true or bury a legitimate complaint, and that is worth knowing before you appoint anyone.

How long before PR produces anything?

The first coverage usually lands in the second or third month. The first is spent working out what is genuinely worth saying and building a media list that is real. Pitching before that point is how relationships with journalists get burned, and those are slow and expensive to rebuild once they are.

Do you pay for coverage?

No. Paid placements exist and some publications sell them, and we will tell you when that is what you are being offered rather than letting it appear in a report as earned. Coverage that was bought does very little to brand search and nothing at all to what a buyer treats as evidence.

Who talks to the journalists?

We do the pitching and your spokespeople do the talking. We prepare them first, because a good story handed to somebody who has not thought about the obvious question becomes a bad quote, and a bad quote outlives the coverage it appeared in by years.

Can you work alongside an in-house communications team?

Yes, and it is a common arrangement. They usually hold the relationships that matter internally and want outside help with the media list, the pitching and the volume. We agree who owns which relationship at the start, because a journalist approached twice about the same story by two people remembers it, and not kindly.

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Tell us what is actually wrong

You get a reply within one working day, and a view on whether this is the group that fixes your problem. If it is not, we say which one is.

Talk to us about PRAll six groups

The work behind this

The other five groups