1. Study the field first
Every engagement opens with the reading: the trade titles, the regulator's recent statements, the stories your competitors placed and the ones that failed. You receive the notes, not a summary written to flatter the plan.
2. Settle the message house
We agree the claim, the proof and the prohibited lines with the people who will have to defend them. In regulated sectors, compliance sees this document before any journalist does.
3. Pitch in waves
Stories go out in sequenced waves, strongest fit outlets first, so early coverage compounds into later conversations. Each wave is reported with replies, not just placements.
4. Report what changed
Monthly reporting covers coverage earned, links built, messages landed and what the next wave changes as a result. If a line of attack is failing, the report says so and replaces it.
Questions about timing and cost are answered on the questions page.