ACQUISITION

Media Relations

We build the story the press can understand and present it to the publications and journalists for whom the subject is relevant.

Unified Systems

Media Relations

media relationspress coveragepress promotion

EUR 50 / hour

Request a Media Relations estimate

Complementary products

Launch & Promotional Campaigns Brand Messaging & Voice Social Media Content Landing Page Development

the editorial relationship between the business and the press.

Media Relations means building an editorially relevant story and presenting it to the publications and journalists for whom it may matter.

01PRODUCT READER

First screen

We do not start with:

“How do I get featured in an article?”

We start with:

“What do we have to say that is genuinely relevant to this publication, journalist and audience?”

The amount of work depends on:

objective;

subject;

number of markets;

number of publications;

existing materials;

research required;

message preparation;

interview coordination;

follow-up.

CTA support text:

Tell us what you want to communicate, which business you represent and whether there is a specific launch, announcement or change. We determine whether there is a real editorial angle and how the press can be approached.

02PRODUCT READER

What problem does it solve?

A business can have something important to say and still never reach the press.

Problems appear when:

the message is too commercial;

the press release reads like an ad;

there is no editorial angle;

the same story is sent to everyone;

the wrong journalists are contacted;

the email does not explain why the subject matters;

important information is missing;

data cannot be supported;

press materials are difficult to use;

the spokesperson is unprepared;

the company expects control over the article;

guaranteed coverage is expected after one email.

Media relations needs to respect editorial logic.

03PRODUCT READER

What does the product do?

Depending on the project, the service may include:

objective definition;

editorial-angle development;

subject analysis;

message structuring;

press-release writing;

pitch writing;

press-kit preparation;

publication selection;

journalist selection;

media-list creation;

outreach;

follow-up;

coordination of responses;

spokesperson preparation;

interview support;

coverage tracking;

result analysis.

Not every project requires every component.

04PRODUCT READER

What you receive

Depending on scope, we may deliver:

PR brief;

communication objective;

editorial angle;

key messages;

company background;

press release;

journalist pitch;

press FAQ;

press kit;

spokesperson bio;

product / service information;

approved images;

media list;

publication prioritization;

outreach plan;

follow-up;

interview support;

coverage log;

conclusions and recommendations.

05PRODUCT READER

How we work

1. Define the objective

What are we communicating and why?

2. Determine whether there is a story

What is genuinely editorially relevant?

3. Build the angle

How should the subject be explained?

4. Prepare the messages

Facts, context and quotes.

5. Prepare the materials

Press release, pitch, press kit and assets where required.

6. Build the media list

We select relevant publications and journalists.

7. Prioritize

We define the outreach order.

8. Contact

We send the information in an appropriate format.

9. Follow up

Without spam.

10. Coordinate requests

Additional information, interviews and clarifications.

11. Track coverage

We document outcomes.

12. Conclude

We establish what worked and what should continue.

60. How much does Media Relations cost?

EUR 50 / hour

The cost depends on:

objective;

number of stories;

research;

writing;

press kit;

number of publications;

number of markets;

outreach;

follow-up;

interviews;

level of coordination.

Any fee paid directly to a publication for sponsored content or another commercial placement is separate.

61. Individual product or together with other components

Media Relations is a Component within Acquisition.

It can be purchased independently.

It may also work together with:

Launch & Promotional Campaigns;

Brand Messaging & Voice;

Social Media Content;

Landing Page Development;

other relevant components within the approved initiative.

These products are not automatically included.

62. How long does it take?

There is no universal timeframe.

Duration depends on:

subject;

materials;

number of publications;

timing;

spokesperson availability;

journalist responses;

editorial calendar.

We can control our preparation and outreach time.

We cannot control when an editorial team chooses to publish.

63. What we need from you

To begin, it helps to have:

company name;

website;

subject;

objective;

main information;

launch date where applicable;

data and figures that can be disclosed;

spokesperson;

biography;

photos;

product / service information;

existing materials;

confidentiality restrictions;

internal approval process;

priority markets or publications where relevant.

You do not need to arrive with a journalist list.

That may be part of the product.

64. Frequently asked questions

How much do Media Relations services cost?

EUR 50 / hour.

The cost depends on scope.

Do you write press releases?

Yes.

Where a press release is the appropriate format.

Do you send press releases to journalists?

Yes, as part of relevant and approved outreach.

Do you build media lists?

Yes.

We build the list around relevance to the subject.

Can you get press coverage?

We can build the story, materials and outreach required to create editorial opportunities.

Publication decisions belong to the editorial team.

Do you guarantee press coverage?

No.

Can you guarantee a specific publication?

No.

Can you guarantee a backlink?

No.

Do you write journalist pitches?

Yes.

Do you prepare press kits?

Yes, where required.

Do you prepare us for interviews?

Yes.

We can prepare key messages, data and likely questions.

Can you coordinate interviews?

Yes, where included in scope.

Do you also handle paid advertorials?

Where the project includes a paid commercial opportunity, it is handled separately and transparently.

The publication fee is not included in EUR 50/hour.

Does Media Relations include social media?

Not automatically.

Social media is a separate product.

Can we reuse press coverage on our website or social channels?

Yes, subject to the rights and rules applicable to that content.

Do you measure results?

Yes, within the limits of available data and control.

Do you guarantee sales from press coverage?

No.

65. Complementary components

We show only components that can have a real relationship with press activity.

Launch & Promotional Campaigns

For coordinating a broader launch where the press is one of the channels.

Brand Messaging & Voice

For clarifying the message and how the brand communicates.

Social Media Content

For extending or reusing communication on owned social channels.

Landing Page Development

For initiatives where press traffic requires a dedicated destination.

66. FINAL CTA

Tell us what the press should know about the business.

We determine whether there is a real editorial angle, prepare the materials and approach relevant publications and journalists.

CTA:

Request a Media Relations estimate

Destination

WhatsApp.

Pre-filled WhatsApp message

Hi! I’d like an estimate for Media Relations. The website is:

[link]

I want to communicate:

[launch / product / service / data / project / other information]

The communication timing is:

[date / period / not defined yet]

The target audience or market is:

[Romania / local / industry / another market]

06PRODUCT READER

What we do not do / What we do not promise

57. What we do not do

Media Relations does not mean:

journalist spam;

mass distribution without selection;

invented news;

fabricated numbers;

fake testimonials;

editorial control;

guaranteed coverage;

guaranteed backlinks;

presenting advertorials as editorial content;

undisclosed payment for coverage;

pressuring journalists;

promising sales after one article.

58. What we do not promise

We do not automatically promise:

a specific number of media appearances;

publication in a particular outlet;

the headline preferred by the business;

exact editorial wording;

backlinks;

traffic;

leads;

sales;

SEO impact;

a fixed publication date.

We can control:

story quality;

materials;

selection;

outreach;

follow-up;

business preparation.

We do not control the editorial decision.

07PRODUCT READER

What is Media Relations?

Media Relations is the process through which a business:

identifies relevant stories;

prepares the information;

identifies appropriate publications;

contacts relevant journalists;

provides context and materials;

responds to requests;

coordinates interviews;

builds professional media relationships over time.

It is not simply press-release distribution.

08PRODUCT READER

Editorial angle

The press does not only need:

“we launched something new.”

It needs a reason the subject matters to readers.

Where a real basis exists, the angle may come from:

novelty;

market change;

behaviour;

data;

problem;

innovation;

business story;

trend;

expertise;

launch;

operational change;

another relevant fact.

We do not invent “news” to obtain coverage.

09PRODUCT READER

Commercial message vs editorial message

A commercial message says:

“our product is very good.”

An editorial message needs to answer:

“why is this subject relevant to the audience?”

The press may mention the product or business.

But the material should have informational value beyond advertising.

10PRODUCT READER

Press release

A press release can structure the information a journalist may need.

It may include:

headline;

lead;

main information;

context;

data;

quote;

company information;

media contact.

We do not treat it as a sales page.

11PRODUCT READER

When does a press release make sense?

It may be appropriate for:

an important launch;

expansion;

investment;

partnership;

significant change;

a product or service with public relevance;

research / data;

an event;

another justified announcement.

Not every business update requires a press release.

12PRODUCT READER

A press release does not guarantee publication

Sending a press release does not obligate a publication to cover it.

The journalist or editorial team decides:

whether the subject is relevant;

whether it deserves further reporting;

whether it fits the editorial agenda;

whether additional information is required.

We can improve:

relevance;

clarity;

materials;

targeting;

outreach.

We do not control the editorial decision.

13PRODUCT READER

The pitch

The pitch presents the journalist with:

the subject;

why it matters;

how it relates to their area of interest;

what information is available;

whether interviews or additional context are available.

We do not send a novel by email.

The pitch should allow the journalist to understand the editorial opportunity quickly.

14PRODUCT READER

Personalized outreach

We do not automatically send the same message to hundreds of contacts.

For priority publications, the pitch may be adapted according to:

publication profile;

journalist beat;

audience;

type of subject;

relevant previous coverage.

Personalization does not mean changing the facts.

It means presenting the same subject through the right context.

15PRODUCT READER

Media list

We build the list around relevance.

It may include:

publications;

journalists;

editors;

vertical media;

editorial podcasts;

other relevant media formats.

We do not evaluate the value of a list only by the number of contacts.

A smaller relevant list may be more useful than hundreds of generic addresses.

16PRODUCT READER

Publication prioritization

We may group publications by:

relevance;

industry;

audience;

geography;

content type;

subject.

We do not assume the largest publication is automatically the right one.

17PRODUCT READER

General media vs niche media

General media

May provide wider reach.

Niche media

May have a smaller but much more relevant audience.

The choice depends on the objective.

We do not chase theoretical reach alone.

18PRODUCT READER

Local press

For local businesses, local media can have genuine relevance.

Examples of context:

new location;

new service;

local project;

event;

community impact.

We do not automatically send a local story to national media without a reason.

19PRODUCT READER

National press

National media may be appropriate where the subject has broader relevance.

For example:

trend;

business;

technology;

industry;

investment;

research;

wider-impact change.

The relevance needs to come from the story.

20PRODUCT READER

Business media

For commercial stories, we may explore angles such as:

growth;

expansion;

investment;

business model;

market change;

entrepreneurship;

technology;

data;

operational transformation.

We do not publish numbers the business cannot support.

21PRODUCT READER

Product launch

For a new product, we review:

what is genuinely new;

who it is for;

what problem it solves;

what makes it editorially relevant;

whether data exists;

whether market context exists;

who can speak about it;

which materials are available.

The product itself is not always the story.

22PRODUCT READER

Service launch

A new service may have editorial value where there is:

a new need;

behavioural change;

new access;

a different approach;

local or industry impact;

relevant expertise.

We do not force a press release if the only message is:

“we now sell this service too.”

23PRODUCT READER

Press promotion

Press promotion can mean different things.

Within this product, we primarily mean:

earned media / editorial relations.

Where a paid opportunity exists:

advertorial;

Earned media

Earned media means the publication independently decides to cover the subject editorially.

Unified Systems can work on:

story;

information;

materials;

targeting;

relationship;

follow-up.

The final decision remains with the editorial team.

25PRODUCT READER

Paid media in publications

If the business chooses to purchase a commercial format in the press, the publication cost is separate from:

EUR 50 / hour — Unified Systems service fee.

Any such cost needs separate approval.

26PRODUCT READER

Press kit

A press kit may centralize materials such as:

company overview;

background;

biography;

images;

logo;

product information;

relevant data;

links;

media contact.

The objective is to make reporting easier.

Not to overwhelm the journalist with unnecessary files.

27PRODUCT READER

Press photography

Images should be:

real;

relevant;

technically usable;

approved for use.

They may include:

founder;

spokesperson;

product;

location;

team;

contextual images.

We do not use images that misrepresent the business.

28PRODUCT READER

Data and statistics

Data can make a story more relevant.

But we need to understand:

source;

period;

methodology;

what the data can support;

what it cannot support.

We do not invent percentages or conclusions to create a stronger headline.

29PRODUCT READER

Proprietary research

Where the business has its own data, it may support an editorial story.

It should be clear:

where the data comes from;

which population it covers;

which period;

which limitations exist.

We do not present internal data as universal truth.

30PRODUCT READER

Quotes

A quote should add:

interpretation;

context;

perspective;

conclusion.

It should not simply repeat the press release in more elaborate wording.

The quote is attributed to a real approved person.

31PRODUCT READER

Spokesperson

Where journalists may request an interview, we define who speaks for the company.

That may be:

founder;

CEO;

specialist;

another relevant person.

The spokesperson should be able to answer credibly on the subject.

32PRODUCT READER

Interview preparation

We may prepare:

key messages;

likely questions;

facts;

numbers;

sensitive topics;

limits on what can be communicated.

We do not prepare answers to avoid the truth.

We prepare clarity.

33PRODUCT READER

Interview

The journalist controls the questions.

The business controls:

accuracy of its answers;

confidential information;

what it is able to disclose.

We do not promise control over the final article.

34PRODUCT READER

Fact checking

Where the journalist asks for fact checking, we respond with:

data;

documents;

context;

clarification.

We do not use fact checking as a mechanism for rewriting the journalist’s opinions.

35PRODUCT READER

Editorial control

The publication determines:

headline;

structure;

quote selection;

editorial context;

publication timing,

subject to its own rules and editorial relationship.

We do not sell the illusion of editorial control.

36PRODUCT READER

Follow-up

Follow-up may be useful.

It does not mean:

daily emails;

pressure;

repeated publication demands.

We follow up professionally to understand whether:

the information arrived;

there is interest;

more details are needed.

37PRODUCT READER

Timing

Timing may matter.

We account for:

launch date;

embargo where appropriate and accepted;

spokesperson availability;

materials;

campaign calendar;

external context.

We do not start outreach while the core information is incomplete.

38PRODUCT READER

Embargo

In some situations, information may be shared in advance under embargo.

This only makes sense where:

there is a real reason;

the deadline is clear;

the journalist accepts the conditions.

We do not assume unilaterally that writing “embargo” in an email binds the recipient.

39PRODUCT READER

Exclusivity

Sometimes an exclusive story may be appropriate.

This needs deliberate coordination.

We do not promise the same “exclusive” to several publications.

40PRODUCT READER

Fast response

When editorial interest exists, response speed can matter.

The business should be able to provide:

confirmations;

figures;

photos;

spokesperson;

clarifications

within a reasonable timeframe.

PR opportunities can be lost when every answer requires several days of approval.

41PRODUCT READER

Approval process

Before outreach, we establish:

who approves the press release;

who approves data;

who approves quotes;

who can speak to the press;

who can approve fast clarifications.

We avoid building a process where every response takes days.

42PRODUCT READER

Sensitive communication

Where the subject involves:

conflict;

incident;

public complaint;

legal information;

crisis;

a different scope or specialist advice may be required.

We do not automatically treat every sensitive situation as an ordinary press-coverage campaign.

43PRODUCT READER

Media Relations vs advertising

Media Relations

The editorial team decides whether the subject deserves coverage.

Advertising

The business buys commercial space or distribution.

The two may exist in the same broader plan.

But they need to remain transparent and distinct.

44PRODUCT READER

Media Relations vs Social Media

Social media allows the business to publish directly.

The press introduces an independent editorial intermediary.

Messages may be coordinated.

But the mechanisms are different.

45PRODUCT READER

Media Relations vs Launch Campaign

A launch campaign may include Media Relations as one component.

But Media Relations remains a distinct product with:

different logic;

different contacts;

different message format;

different relationship to editorial control.

46PRODUCT READER

Media Relations vs Social Media Content

Social content is created for owned or social channels.

Press materials are prepared for:

journalists;

editors;

reporting;

editorial publication.

An Instagram caption is not a press release.

47PRODUCT READER

Press coverage and SEO

Coverage may generate:

awareness;

referral traffic;

branded search;

sometimes links.

But we do not promise:

backlinks;

dofollow links;

SEO growth;

Google ranking improvements.

The publication decides how the material is published.

48PRODUCT READER

Press coverage and sales

Media coverage may contribute to:

visibility;

trust;

search;

traffic;

opportunities.

But we cannot automatically attribute sales to one article without sufficient measurement.

PR is not a direct sales button.

49PRODUCT READER

Tracking

Where possible and relevant, we may monitor:

referral traffic;

UTM parameters on controlled links;

branded search;

leads reported by the client;

traffic to relevant pages;

other available signals.

Not every publication allows control over links or tagging.

50PRODUCT READER

UTM parameters

Where a publication accepts a link and parameters can be used, we may define coherent UTM values.

For example:

utm_source=

utm_medium=referral

utm_campaign=

But we do not force tracking where the publication does not allow URL changes or uses its own redirect mechanisms.

51PRODUCT READER

Coverage log

We may document:

publication;

headline;

date;

link;

type of coverage;

subject;

other relevant details.

This helps evaluate the activity and legitimately reuse coverage.

52PRODUCT READER

Reusing press coverage

Where rights and publication rules permit, the business may communicate that it has appeared in the press.

For example:

link;

mention;

logo where permission exists;

social post.

We do not republish entire editorial content we do not own.

53PRODUCT READER

Long-term media relationships

Media relations work better when the business becomes a credible source of useful information.

That means:

useful responses;

accurate data;

availability;

respect for the journalist’s time;

relevant subjects.

We do not contact journalists only when there is something to sell.

54PRODUCT READER

Expert commentary

Sometimes the business may contribute as a source on a topic relevant to its industry.

This requires:

real expertise;

fast response;

useful information.

We do not force the company into every news topic.

55PRODUCT READER

Reactive PR

Some opportunities emerge quickly from:

news;

market changes;

events;

new data.

Where the business has relevant expertise, we may prepare a response.

Speed does not justify unverified claims.

56PRODUCT READER

Proactive PR

We may build in advance:

themes;

data;

stories;

launches;

viewpoints;

initiatives.

The objective is to create real editorial opportunities rather than wait only for inbound press requests.

57PRODUCT READER

What we measure

Depending on the project, we may track:

number of relevant contacts approached;

responses;

information requests;

interviews;

coverage;

available referral traffic;

other observable outcomes.

We do not reduce success only to:

raw article count.

58PRODUCT READER

Quality of coverage

Coverage may also be evaluated through:

publication relevance;

audience relevance;

depth of the material;

information accuracy;

company positioning;

context.

A relevant feature in a niche publication may have more value than a context-free mention on a general site.

Media Relations

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