Paid and SEO capture demand that already exists. Earned media builds the third-party record that Google and the AI models cite when someone asks who to hire. This is the part of the program that builds it: coverage from the reporters your market reads, in the outlets the models trust, on a 90-day clock with a re-measurement at the end.
Start a ConversationI spent years as a reporter and editor, making coverage decisions every day. I know what makes a journalist say yes and what makes them hit delete.
As managing editor of the Los Angeles Business Journal, I assigned stories, evaluated pitches and shaped coverage. I bring that editorial judgment to every media strategy.
Years in journalism built relationships with reporters and editors across business, tech, legal and trade media. A pitch from me lands as a note from someone they know.
I understand how newsrooms operate: their deadlines, their pressures, their editorial calendars. I know when to pitch and when to wait for a better moment.
Before any outreach, we define what success looks like. Which audiences matter most? What publications do they read? What story angles will resonate?
Strategy comes first. Tactics follow.
Pitching the right reporters with the right angles at the right time. I focus on outlets that reach your actual audience, not vanity placements that look good and reach no one.
Coverage is only as good as the interview. I prepare clients to deliver their message clearly, handle tough questions confidently and make the most of every media opportunity.
Press releases, media kits, backgrounders and talking points written with a journalist’s perspective and insight into what actually gets read.
When something goes wrong, speed and message discipline matter. I help clients respond quickly, stay on message and protect their reputation when the stakes are highest.
The best coverage often comes from sustained relationships, not one-off pitches. I maintain connections with reporters covering your industry so you’re top of mind when the right story comes along.
The founder or CEO as public face, ghostwritten bylines, awards and speaking live under Executive positioning.
Some PR firms measure success by volume: how many press releases sent, how many mentions earned, how many impressions generated. That’s not how I work.
I measure success by impact. Did the coverage reach the audience that matters? Did it support your business objectives? Did it position you the way you want to be positioned?
A single story in the right publication, read by the right people, is worth more than a hundred mentions no one remembers.
This approach requires discipline. It means saying no to opportunities that don’t serve the strategy. It means being selective about which reporters to pitch and which angles to pursue. It means focusing on outcomes, not activity.
If you want a PR firm that will flood your inbox with press release drafts and measure success in volume, I’m not the right fit. If you want strategic counsel that prioritizes the coverage that actually matters, let’s talk.
The media landscape looks different than it did five years ago. I stay current on where audiences are actually paying attention and how to reach them.
Audio is where many professionals now consume information. I’ve placed clients on podcasts that reach targeted audiences traditional media can’t.
For many industries, the trades are more influential than mainstream press. I know which ones carry weight with the audiences you care about.
Some of the most engaged audiences now live in email inboxes. I identify and pitch the newsletters that reach your specific market.
The models cite what reporters publish. Every placement is a third-party citation, and the day-90 re-measurement shows whether it moved the answer.
A launch, a sustained push or a sensitive situation. Either way, the first conversation is about what the record says today and what it should say.
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