We’ve been doing this for a long time, and over the past nineteen years we’ve earned our fair share of media wins for the clients we serve.
PR is a tedious profession. You can spend hours researching and pitching, only to get a two-sentence reply from a journalist saying they’re not interested. That’s part of the job. When a pitch lands, an interview gets booked, and a client’s story reaches the right audience, it makes those long hours worth it.
We Do the Research Before the Pitch
Pitching is only a small part of public relations. Most of our time goes into identifying every local, regional, and national reporter whose beat fits our client’s story. A political reporter has no use for a pitch about a new restaurant opening, and a mismatched pitch goes straight to the trash folder.
It isn’t a glamorous process, but it’s the reason our pitches land in the right inboxes and get read instead of ignored.
Curious what separates a good pitch from a forgettable one? We’ve written about it not once, but twice.
We Find the Angle
The media isn’t in the business of telling your story for free. Reporters need stories that matter to their audiences, so we look for the angle that makes a client’s news worth covering.
Clients often see a new office, a new hire, or an anniversary as big news. We dig for what the wider audience cares about, such as the local investment, the jobs created, or the trend the news fits into. The facts stay the same, but the framing gives a reporter a reason to say yes.
We’re Relentless
At the end of the day, our job is to tell our clients’ stories, and we’re very good at it. We’ve landed coverage ranging from hyperlocal outlets to national publications. This happens through persistence, follow-up, and relationships built with reporters over years. Journalists learn that when we reach out, we’ve done our homework and have something worth their time.
Our Approach
Wondering what our secret sauce is? Lucky for you we don’t gatekeep around here:
- Monthly meetings to identify goals and understand organizational messaging
- Extensive research to identify applicable media targets in the local, regional, and national markets
- Creation of multiple media lists
- Ongoing media pitching and follow up
- Creation of press release, media alerts, and branded media kit
- Additional creative assistance
- Creation of media/segment talking points
- Coordination of all media interviews
- Real-time monitoring of earned media coverage and ongoing campaign reporting
Recent Client Coverage
A few recent placements we’ve secured for our clients:
- Crain’s Grand Rapids: Wolverine Construction taps CFO and private equity veteran as new president
- Michigan Business Network: Michigan Business Beat | Nolan Spencer, Wolverine Construction | 2026 Leadership Transition & Growth
- U.S. News & World Report: What Is Adult Day Care?
- Second Wave Media: Catching Tsunami Lab’s first wave: A diverse cohort prepares to keep local businesses thriving
- WWMT: Calling all entrepreneurs, ideators, and creatives who go to Western Michigan University
Ready to Tell Your Story?
Do you need a PR team that can get your news out? Reach out to us. We can’t wait to talk.
