Media relationships built on relevance
A good story does not always coincide with what a company wants to say. To become part of the public conversation, it needs to meet the interests, timing and editorial criteria of the media it addresses.
We help companies and organisations recognise their news potential and turn it into content and opportunities for dialogue with journalists, editorial teams and opinion leaders. We connect day-to-day press office work with communication objectives, rather than reducing it to the distribution of press releases.
We build a recognisable presence through continuity, reliable information and openness to dialogue, working both on moments of greater exposure and on relationships that develop over time.
Identify stories that deserve attention
We start with the organisation’s objectives, activities and expertise to identify topics on which it can make a meaningful contribution. We analyse the news landscape and distinguish newsworthy information from communication that primarily serves an internal or commercial purpose.
We develop story angles, supporting data, background materials and messages consistent with the organisation’s positioning. The work may cover business results, industry changes, projects, people and expertise that help explain a topic. Each proposal is adapted to its context, avoiding interchangeable content and indiscriminate distribution.
Understand contacts and editorial contexts
General news outlets, business media, specialist publications, radio, television and digital formats have different requirements. We select contacts according to the relevance of the topic and the audiences the organisation wants to reach, not simply the size of the outlet.
We manage contacts, requests for further information, interviews and opportunities to meet, preparing the organisation to respond accurately and promptly. Media relationships require listening and respect for editorial independence: a relationship does not create an entitlement to coverage, and earned visibility cannot be guaranteed or confused with paid placements.
Connect press office work with reputation
A media presence should contribute to a coherent narrative, rather than become a collection of disconnected mentions. We connect messages, spokespeople, company milestones and topical issues, coordinating with other communication activities.
We examine the coverage achieved and the context in which the organisation is mentioned, distinguishing volume, quality, relevance and the accurate representation of messages. This helps identify opportunities, concerns and areas requiring further work, allowing the programme to evolve in response to what emerges.
When to develop a PR & Media Relations programme
The service can support ongoing positioning work or a particular stage in the organisation’s development. Its scope depends on the quality of the information available, priority contacts and the resources the company can dedicate to engaging with the media. Common situations include the following.
- Build an ongoing presence around issues relevant to the organisation’s sector.
- Present a project, investment or significant company milestone.
- Bring management expertise, data and perspectives into the conversation.
- Introduce a more structured approach to interviews and journalistic enquiries.
- Align messages and spokespeople during a period of change.
How we work on media relationships
-
01
Analyse
We gather the organisation’s objectives, materials and expectations. We examine its existing media presence, the competitive landscape and the news agenda to establish realistic topics, contacts and priorities. We also identify missing information and the internal resources needed to support the activities.
-
02
Prepare
We develop messages, editorial proposals and supporting materials. We define spokespeople, approval processes and arrangements for handling enquiries, preparing verifiable content suited to different media. Where needed, we complement spokesperson preparation with a Media Training programme.
-
03
Activate
We develop targeted contacts and support relationships with editorial teams. We manage proposals, background information, interviews and press initiatives, adapting timing and formats to editorial requirements while keeping the organisation’s contacts aligned.
-
04
Evaluate
We review activities and coverage against the agreed objectives. We consider media relevance, message presence and the quality of the story, not simply the number of mentions. We share practical recommendations to improve subsequent work.
An operational programme, not just a coverage report
Depending on the project, the work may include a media relations plan, a map of priority contacts, messages and press materials, proposals for in-depth coverage, interview briefings and periodic reports. The schedule and responsibilities are agreed with the internal team.
Coverage monitoring is a tool for understanding, not the end goal. The aim is to make the organisation a prepared and relevant contributor, able to participate consistently in discussions on the issues that matter to its positioning.
Related services
We develop integrated communication strategies based on objectives, context, target audiences, and priorities, translating them into positioning, key messages, channels, and action plans.
Learn moreWe prepare managers and spokespersons to handle interviews, statements, and public appearances, working on messages, language, response techniques, and practical simulations.
Learn moreWe build and strengthen the positioning of companies, CEOs, managers, and spokespersons, defining distinctive areas, topics, key messages, and narratives aligned with the organization's identity, market, stakeholders, and objectives.
CONTACT
Let's talk about your project
Tell us about your goals, context and priorities. We will get in touch to explore how we can help.