What it is.
Announcement and launch work, media relationships, and positioning the people behind the business. Scoped per engagement rather than sold as a retainer by default.
Public relations works when there is something genuinely worth reporting. Part of the job is making sure there is.
What you get.
- Announcements and launches
- Media relationships
- Founder positioning
- Award and industry submissions
How an engagement runs.
The position
We interrogate what the founder actually believes and what the business can prove, then write it down as a small number of positions they can defend under questioning. Anything sitting under a confidentiality clause is flagged before a word goes out.
The media map
Every publication, editor, producer and podcast that reaches your buyers goes into one list, ranked by whether those readers can specify or buy what you sell. Trade titles usually outrank the mastheads people name first, and the ranking says why.
The pitch
Angles get written, timed against what is already moving in the news cycle, and sent by name to the editor who covers that round. Follow-up is handled by someone who can answer a technical question on the spot rather than promise to check.
Reuse and reporting
Coverage is rebuilt into the site, the social calendar and the sales material. Each placement makes the next pitch easier, because the founder now has a printed track record, and reporting ties the whole run back to pipeline.
What arrives, and when.
- Media map
- One ranked list of the publications, editors, producers and podcast hosts who reach the people able to specify or buy what you sell, with the angle each one takes.
- Founder positioning document
- The two or three positions your founder can defend in print, written down with the proof behind each one.
- Pitches and commentary
- Written pitches, media releases and ready-to-send comment on the stories breaking in your sector while they are still live.
- Coverage report
- Every placement with its link, the traffic it referred and what happened to branded search around it, written against revenue rather than mentions.
- Monthly review
- A working session on what ran and what got ignored, and the decision on what the founder says next.
Questions we get asked.
Who actually does the pitching?
The same team that builds your website and writes your content. Everything is written and pitched in house. One person leads the account, learns your sector properly, and can hold a conversation with a trade editor about defect liability or structural certification without reading off a brief. That matters, because an editor works out in about a sentence whether the person pitching understands the story.
Who owns the media list and the relationships?
You do. The media list, the pitch history, the newsroom on your site and the press contacts are created in your name and stored in your systems from day one. Journalists deal with your founder directly, so the relationship sits with the business. Take the work in house later and nothing gets stripped out on the way.
What happens in the first month?
Reading and mapping before any pitching. We go through what the business has already said in public, the industry bodies and awards you sit inside, the projects you can name and the ones sitting under a confidentiality clause. Then the media map gets built: trade titles, business desks, property and construction press, and the podcasts your buyers actually listen to. The first pitch goes out when the founder has something a journalist can print.
How do you measure PR when there is no click to count?
Against pipeline, not mention counts. We track which publications ran the story, the referral traffic each one sends, movement in branded search after a feature lands, and what your sales team hears when a prospect brings it up. One feature in the trade title your specifiers read can be worth more than a wide consumer pickup, and the report says so instead of scoring both as a single placement.
Can you promise coverage in a specific masthead?
No. An editor decides what runs, and that decision sits outside any commercial arrangement, so a placement in a named title is never something to promise. What we control is the angle, the timing against the news cycle, whether the founder has a position worth printing, and how quickly they return a journalist's call. Those are the things that move the odds.
What happens if we stop?
The coverage stays up and the relationships stay with you. Published articles keep working in search and in AI answers long after an engagement ends, which is why the programme is built around your founder's name. Your media list, pitch templates and founder positioning document already sit in your own drive. There is nothing to hand back and nothing to switch off.
The rest of the suite.
Contact the Ignis Team
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