The Angle

Fundamentals

What Is PR Discovery (and Why It Beats Spray-and-Pray Outreach)

PR discovery starts with the story and works outward to the few journalists it genuinely fits — the opposite of blasting a media list. Here is how the model works, and why it earns more coverage with far less volume.

Playbooks

How to Find the Right Journalist for Your Story

Finding the right reporter is not about a bigger database. It is about reading recent work, mapping beats, and matching your angle to what someone is already chasing. A repeatable method you can run for every story.

Playbooks

Writing a Press Brief That Actually Earns a Reply

A strong brief does the reporter's thinking for them: the angle up front, proof they can verify, and one easy next step. The structure that consistently gets replies — and the habits that kill them.

Strategy

Reading a Reporter's Beat: The Signals That Predict Coverage

Beats shift constantly. These are the observable signals — recency, angle, stance, and track record — that tell you whether a writer will actually engage with your story this week, not just whether they cover your industry.

Fundamentals

Measuring PR That Matters: Beyond Impressions

Impressions are easy to count and easy to game. These are the metrics that actually tell you whether your PR is moving the narrative — and a simple scorecard for tracking them month over month.

Playbooks

The Follow-Up: Timing, Cadence, and Knowing When to Stop

Most pitches die in the follow-up — sent too soon, too often, or never at all. A practical framework for following up in a way reporters actually appreciate, and knowing the difference between persistence and pestering.