We love testing.
We write many different versions of a story idea—perhaps 25 different headline variations for a single pitch. We then test these variations on small samples of media contacts, measure the conversion rate and speed of conversion, and scale up the “winning” pitch to thousands or tens of thousands of media contacts.
We create systems.
Our proprietary Blueprint system contains proven templates for crafting stories that will get coverage. Furthermore, our PR Hacker Knowledge Database contains the full library of our pitch work, so we have the history of our holiday pitches, for example, at the click of a button. And with our custom-built CRM, we can pitch 5,000 media contacts with a single mouse click and simultaneously customize each pitch so that no two pitches are exactly alike.
We get better.
We use a team of researchers and our own in-house media relations management software to track and tag 350,000 media contacts in the U.S. alone (plus hundreds of thousands more throughout the world). We are constantly increasing our contacts and honing our databases and systems, ensuring that we get the right pitch to the right people at the right time, every time.