Essays & Analysis
PR Insights
Senior, founder-led thinking on PR strategy, media relations, AI search, digital PR and brand-building.
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Showing 11 of 69 posts
- Media Relations & Pitching
What Does a PR Consultant Actually Do Before Pitching Your Story?
Most of a PR consultant's work happens before a single email reaches a journalist. Here is the step-by-step process, what the research says about why targeted pitching works, and what you should expect to be asked before anyone pitches on your behalf.
FoundersMarketing LeadersRead essay → - Media Relations & Pitching
Why DNA-Discovery Stories Keep Earning Global Media Coverage
In late July, MyHeritage published another family-reunion story that closed a decades-long circle. Here is the PR mechanics behind why these human-interest stories keep travelling as far as they do, and how to pitch one responsibly.
Marketing LeadersRead essay → - Media Relations & Pitching
How Media Embargoes and Exclusives Actually Work, and When to Use Each
An embargo and an exclusive solve different problems, and picking the wrong one costs you either the coverage or the relationship. Here is how to set each one properly, and what to do in the ten minutes after an embargo breaks.
FoundersMarketing LeadersRead essay → - Media Relations & Pitching
How to Build a Press List From Scratch When You Have No Media Contacts
A working press list starts from relevance, not volume. Here is the process I use to build one from zero, verify every name, and keep it from going stale.
FoundersMarketing LeadersRead essay → - Media Relations & Pitching
How to Pitch a Sensitive Human-Interest Story Without Exploiting It
Human-interest stories can reach billions or cause real harm. Here is how responsible tier-one coverage is earned, from a campaign that reached 4.5 billion people.
NGOs / Purpose-LedRead essay → - Media Relations & Pitching
What Makes a Media Pitch Subject Line Get Opened, and What Makes One Get Deleted
A journalist decides on your subject line in about a second, in a preview pane, before reading a word of the pitch. Here is what earns the open, what earns the reply, and why optimising for one costs you the other.
FoundersMarketing LeadersRead essay → - Media Relations & Pitching
Creators Took Over Cannes 2026. Here's What It Means for Your PR
Creators are now a core marketing channel, not a side tactic. What the Cannes 2026 creator surge means for how you earn attention.
Marketing LeadersFoundersRead essay → - Media Relations & Pitching
How to Make Your Story Newsworthy Enough for Journalists to Care
Every week journalists delete hundreds of pitches about news that is news only to the company sending it. A new hire, a minor update, a rebrand: significant internally, invisible externally. The gap between what a business finds exciting and what a reader finds interesting is whe
FoundersMarketing LeadersRead essay → - Media Relations & Pitching
Press Release vs Media Pitch: Which One Gets You Coverage
Ask ten people the difference between a press release and a media pitch and you will get ten fuzzy answers. The confusion costs coverage. These are different tools built for different jobs, and using the wrong one, or using both badly, is why so many announcements vanish without
FoundersMarketing LeadersRead essay → - Media Relations & Pitching
Media Relations 101: How to Build Relationships That Lead to Coverage
Coverage rarely arrives because of a single clever press release. It arrives because a journalist trusts that you understand their work, respect their time, and have something genuinely useful to offer their readers. Media relations is the long game of earning that trust, and the
FoundersStartupsMarketing LeadersRead essay → - Media Relations & Pitching
How to Launch a Product the Press Has No Reason to Cover
Most products launch into silence, and the reason is rarely the quality of the product. It is that a product, by itself, is not a story. A new device, a new formula, a new range, a new app: each is an input that a story can be built around, not a story in its own right. The press
FoundersMarketing LeadersStartupsRead essay →