Every PR expert, no matter their background or experience, knows the routine: you get a brief about a product launch, an executive hire, or a strategic funding round. You draft an engaging press release, go through rounds of editing, and finally have a version you’re happy with. You set up a newswire (another outdated PR premise worth challenging), and hit “send.” To everyone. At once. Then, you wait and hope for the best.

The idea to establish a PR agency in New York came from one of our major clients—a successful, media-savvy entrepreneur who, over the course of three years, parted ways with three U.S.-based PR agencies. The blame, of course, wasn’t solely on the agencies, but the bottom line was clear: hours of conference calls, presentations, messaging documents, and work plans led to minimal media exposure—almost none.