A genuine media list is a curated, maintained record of the specific journalists who cover your space, enriched with enough context about each one to make every interaction intelligent. Building it properly takes time and is never really finished.
Big communications teams use AI for drafting, monitoring, and research. The teams pulling ahead built an operating model around it. The teams falling behind just bought the tools.
TechCrunch covers 1% of pitches. Here's what gets through — what reporters actually want, how the inbox works, and the move most founders get wrong.
The move from agency to in-house communications is one of the most common career transitions in public relations, but it's frequently underestimated in terms of how different the work actually is. This article provides a comprehensive guide to understanding what changes and how to prepare for a successful transition.
Understand when a startup needs a PR agency. PR is a force multiplier, not a foundation, amplifying existing strengths. Learn the optimal times to hire a PR firm, including after product-market fit or when raising a significant funding round, and when to wait for better alignment with your strategic goals.
Hiring a PR agency is a significant investment. Don't get swayed by impressive case studies and client logos. Ask these 8 crucial questions to assess if an agency truly understands your business, delivers measurable results, and aligns with your strategic goals. Focus on understanding, accountability, and a differentiated strategy.
94% of AI citations come from earned media. Every press placement is now a GEO asset — or it isn't. How the earned media strategy changes when the audience is the machine.
Purpose-driven travel is no longer a marketing posture — it is the operating frame for the consumer-travel segment that compounds. The category reference operators (Intrepid Travel, the world's largest B Corp tour company; G Adventures + Planeterra in 80+ destinations), the greenwashing risk (measurement vs aspirational language), the wellness sub-category (Six Senses, Aman, Canyon Ranch, Miraval, COMO), and the AI Communications layer that now mediates sustainable-tourism discovery queries.
The fintech sector, despite its innovation, consistently misallocates PR budgets. This article explains how to correct this by focusing on impact over activity, prioritizing key announcements, and aligning public and investor communications for better ROI.
The PR industry has a measurement problem. Most firms report impressions, reach, media mentions, sentiment scores, share of voice, and advertising value equivalency. But almost none of these metrics measure what a PR firm actually produces. This article outlines the three metrics that actually measure PR: business outcome correlation, quality-weighted coverage, and audience-stakeholder-specific reach.