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Plan PR that supports the business: messaging, campaign calendars, crisis basics, and choosing earned, owned, and paid wisely.

Write press releases that journalists actually open — headlines, structure, quotes, boilerplate, and the newsworthy angle that earns coverage.

Get your release in front of the right outlets: distribution services, wire vs. direct outreach, targeting, timing, and what reach really means.

Pitch journalists without getting ignored — building a media list, writing the email, following up, and turning a pitch into a relationship.

Prove PR works: tracking coverage, share of voice, referral traffic, and the metrics that connect earned media to outcomes.