The practice
Reputation is the sum of what other people say about you when you are not in the room: journalists, analysts, review sites, search results and the trade. It is earned rather than bought, which is why it takes longer and holds better than advertising.
A press release blasted to four hundred addresses produces nothing. Fifteen journalists who cover your category and take your call produce coverage. The work is building those fifteen relationships and giving them something worth writing.
For most B2B and specialist brands, a piece in the trade title your buyers read is worth more than a national business daily mention. National coverage feeds ego; trade coverage feeds pipeline.
Whatever is on page one for your brand name is your reputation for most people. Managing that deliberately, through owned assets, earned coverage and review platforms, is unglamorous and high return.
Issues management done in advance costs a fraction of issues management done live. A scenario library, holding statements and a decision tree are cheap insurance.
How the work runs
Coverage audit, share of voice, search results and sentiment.
The angles you can credibly offer, mapped to the journalists who cover them.
Ongoing media relations, bylines, data releases and awards.
Issues preparedness, scenario library and response protocol.
Services
National, trade and regional press, worked as relationships rather than blasts.
Reputation & CommunicationsBylines, reports and points of view with an actual argument.
Reputation & CommunicationsPreparedness, simulation and live response.
Reputation & CommunicationsSubmission strategy for the awards that move procurement decisions.
Reputation & CommunicationsFrequently asked
No. Guaranteed placement is paid placement, which is legitimate when disclosed and is a different product to earned media.
Share of voice against named competitors, quality of outlet against your buyer audience, search result composition, and inbound attributable to coverage.
Widely sold in India, rarely effective. Buyers and journalists both recognise them. We will tell you when a paid route is honest and useful, and when it is money burnt.
Start here