We start with what is broken, not what is billable
Every engagement opens with a diagnosis. If more marketing is not what you need, we say so before you commit — which is why our first recommendation is sometimes a smaller one.
Authority & Media
PR & Media Services
Build credibility, visibility and reputation through strategic communication.
Plan Your PR CommunicationSee what is included
No obligation. We reply within one business day.
- Angles built from original data only you can see
- Releases a journalist can publish with minimal editing
- Measured on real coverage, not advertising value equivalent
Most press releases fail before they are read.
They announce something that matters only to the business announcing it. A new website, a routine product update, an anniversary — pitching those costs you credibility with that journalist for the next thing.
The work is finding what a publication’s readers would actually care about. Nobody can guarantee editorial coverage; what moves the odds is a genuinely newsworthy story, targeted properly and pitched well.
Scope
What’s included
- Press release writing
- Media pitch direction and media list direction
- Brand story development
- Founder profile writing
- Launch and event announcement copy
- Reputation building content
- Thought leadership angles
- Crisis communication basics
Deliverables
What you receive
- A press release draft
- A media pitch note
- A brand story document
- Founder profile content
- PR angle suggestions
- A media communication plan
How it works
How the engagement runs
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01
Find the angle
Original data from your own operations, a genuine first, informed commentary on a running story, or a human story with a specific person at the centre.
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02
Develop the story
Brand story document and founder positioning built around what you actually know that others in your sector do not.
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03
Write the release
News in the opening sentence, essential facts immediately after, a quote that says something, and contact details that reach a person who will answer.
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04
Build the pitch
Media list direction and a pitch note written for the specific desk, rather than one email sent to two hundred addresses.
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05
Track what lands
Coverage quality, publications reached, referral traffic and search visibility from citations.
PR is the slowest-acting and longest-lasting form of marketing. A journalist writing about your business carries a credibility no advertisement can purchase, because the reader knows you did not choose the words. That is precisely why it cannot be bought — and why the work is in making the story worth telling.
This service covers the communication side of that: finding the angle, writing the release, building the pitch, developing the brand and founder story, and handling launch and announcement copy.
Finding an angle a journalist can use
Most press releases fail before they are read, because they announce something that matters only to the business announcing it. The exercise is to find what a publication’s readers would care about, which usually means one of a few things:
- Original data. Something only you can see, from your own operations, that says something about your sector. This is the most reliable angle available to a small business.
- A genuine first for your city, category or market — stated precisely enough to survive a fact check.
- Informed commentary on a story already running, offered quickly and with a real position rather than a hedge.
- A human story with a specific person at the centre.
Writing a release properly
A journalist should be able to publish the first two paragraphs with minimal editing. That means the news in the opening sentence, the essential facts immediately after, a quote that says something rather than thanking everyone, and contact details that reach a person who will answer. Corporate throat-clearing in paragraph one is why most releases are never opened again.
The founder profile
Thought leadership works when there is genuine thought behind it. We build the founder story around what you actually know that others in the sector do not, and turn that into a small number of positions you can defend in an interview. Generic commentary gets published nowhere and remembered by no one.
A note on measurement
PR is measured in coverage quality, the publications reached, referral traffic and search visibility from citations — not in an “advertising value equivalent” figure, which compares an earned mention to an ad rate card and is not a real number. We report what actually happened.
Who this is for
Businesses, founders, startups, institutions, public-facing brands, events and product launches that need credibility and have something genuinely worth saying.
Who it is not for
Businesses that want coverage but have no news. We can help find the angle, but if there is genuinely nothing there yet, PR spend is premature and better placed elsewhere. We would rather tell you now than invoice you first.
Why Auraa
Why businesses bring this work to us
Findings carry a number you can check
Not benchmarks from a blog post. Your leads, your timestamps, your conversion rate and your deal value — with the working shown, so you can argue with the figure rather than take it on faith.
You own everything we build
Accounts, pixels, dashboards and documents live in your name, inside your business. Nothing is held hostage in an agency workspace, and access transfers cleanly whenever you want it to.
Claims we would be willing to substantiate
We write to what can be evidenced, disclose creator partnerships properly, and flag anything on your site that would be hard to defend. It is a conversion improvement and a risk reduction at once.
Next step
Start with a conversation
Tell us where things currently stand. We will come back with an honest view of whether this service is the right starting point — including when it is not.
- A press release draft
- A media pitch note
- A brand story document
We reply within one business day. Your details are never sold or shared.
FAQ
Questions We Get About This Service
No. Nobody can guarantee editorial coverage, and any agency that does is either describing paid placement without saying so or is about to disappoint you. What we can do is make the story genuinely newsworthy, target the right publications, and pitch it properly — which is what moves the odds.
Something that affects readers beyond your customers: a genuine first, a substantial funding round or expansion, original data, a notable hire, a real community initiative, or informed commentary on something already in the news. A new website, a routine product update or an anniversary is not news, and pitching it costs you credibility with that journalist for the next thing.
No, and the difference should be disclosed. Paid or sponsored placement is advertising with an editorial look and belongs under media buying. Earned coverage carries more weight precisely because it was not bought. Both are legitimate; presenting one as the other is not.
Preparation, not incident management. A holding statement template, a decision on who speaks, an escalation path, and a rule about response timing — so if something happens you are not drafting policy at 11pm. Live crisis handling of any seriousness needs a specialist, and we will say so.