Media relations and press office
Running a press office is daily work: finding news inside the company that matters to someone outside it, writing it so a newsroom can use it, and sending it to the journalists who actually cover the subject. Answering matters just as much — quickly, accurately and with the material a reporter needs before deadline. None of this space is bought; it is earned by being a reliable source.
What we deliver
- A story plan and communication calendar tied to company and industry news
- Press releases, background briefings and press photography
- A targeted list of journalists and outlets by topic, not by database size
- Handling media enquiries and briefing spokespeople before interviews
- An online press room and a regular report of published coverage
A database is not a relationship
Blasting a press release to hundreds of addresses from a media database is easy, and the results show it. A journalist who keeps getting off-topic releases stops reading them — including the ones that would have mattered.
So we work with a smaller circle of people who actually cover the subject, and adapt the story for them: differently for a news site, a specialist monthly or a regional daily. A relationship with a newsroom is built by sending it usable material and answering its questions even when there is nothing in it for the company.
Embargoes and exclusives are agreements, not tricks
An embargo gives journalists time to prepare a story in advance on condition they do not publish before a set moment. It only works if it is agreed beforehand and the company keeps it too — news that appears on the company website before the media breaks the embargo, and the trust with it.
An exclusive means offering a story to one outlet ahead of the rest. It can bring a bigger, more careful piece, but other outlets often lose interest. We decide on it by where the story makes most sense, not by who happens to be most eager.
Paid and earned media under one roof
Because the same team plans the media buy, it knows when an ad campaign is running and can pair it with a story for newsrooms — or wait so news and advertising do not overlap for nothing. The message is the same in both channels, just told differently.
We keep the line between them sharp, though. A newsroom cannot be persuaded to run a story because the company advertises with it, and suggesting so would damage the relationship with journalists. Paid space is bought; editorial space is earned.
Frequently asked
- Can you guarantee an article about us?
- No, and nobody honest can promise it. The newsroom decides what runs. What we can influence is whether the story is interesting, timely, well written and with the right journalist — which greatly improves the chance it is used. Only paid space, such as an advertorial, guarantees publication, and it must be labelled as advertising.
- What does a press office service cost?
- Send the inquiry form for a concrete proposal — we reply within one working day and the first consultation is free.
- Who speaks to journalists for the company?
- Journalists want to hear from someone at the company, not from an agency. So we usually name a spokesperson or a few topic experts, prepare them for interviews, and the agency handles contact, material and coordination. Urgent enquiries are taken in and passed on so the answer makes the deadline.
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