A Word from the Founder

We kept asking ourselves how it was possible that the articulate and brilliant professionals we worked with weren’t delivering results. The answer is complex, but one thing became clear: many traditional PR methods – once the backbone of the industry – had become outdated. Blasting press releases in the hope that someone, somewhere, would pick up the story or sending busy CEOs five-page messaging documents and briefing sheets while juggling multiple accounts simply wasn’t working.

• It’s all about relationships – In the age of remote work, personal contact matters more than ever. To truly understand what drives a journalist, what connects them to their editor, and what differentiates their publication, you need to meet them, speak with them, and build meaningful relationships. The same applies to clients – telling a company’s story in a compelling way requires a deep, trust-based relationship with its leadership. Nurturing those relationships beyond just PR, or even business, have been crucial to our success.
• Scope matters – Strong, intimate relationships with founders and marketing executives don’t happen overnight. They require time, in-person interactions, and undivided attention from a PR team. Yet, in today’s industry, where many agencies assign six to eight accounts per employee, developing these relationships seems impossible. We’ve deliberately chosen to work with fewer clients to ensure we can always maintain this high standard.
• Be candid – A leading reporter recently thanked us for “keeping Founder X so genuine and real.” That remark highlighted an important truth – founders who sound like walking messaging documents often come across as dull and unapproachable. Our goal is to keep our clients as natural and authentic as possible. This doesn’t mean skipping media training or preparation for high-profile stages, but rather encouraging directness and personality. Sometimes, a three-sentence text message to the CEO before an interview can be more effective than a detailed briefing document.
• Move fast – Traditional PR agencies spend an excessive amount of time crafting communication strategies and deliverables that often go unread. While strategy is important, much of the industry's bureaucracy should be questioned. Eliminating unnecessary processes frees up time for real engagement—focusing on interactions and action items that drive meaningful coverage. Speed also means being available to clients 24/7, just a phone call away, ready to seize opportunities and turn them into successes.
• Have fun – lots of it – Let’s be honest: agencies have long been known for overworked employees who struggle to make an impact or receive recognition. We aim to change that. In our model, PR teams are seen as trusted, influential partners whose work is acknowledged and valued. When you love what you do and see the real-world impact of your efforts, PR becomes not just a job, but a real passion.

We may never be able to patent these methods, but as long as we remain passionate about our work, recruit consultants who share this vision, and wake up every morning eager to connect brands with the right journalists – because great stories deserve to be told – we will continue our mission: to be the bridge
that makes it happen.

If you’ve ever felt like PR is a black box, let’s change that. We’d love to show you how relationships – not spreadsheets – drive real coverage. Let’s grab a coffee and talk about how we can help your brand tell its story.