Ideas that give journalists something to work with
The campaigns that get picked up are the ones built around a clear angle — original data, a sharp take from someone who knows the subject, or a timely story tied to something already in the news. I've found that works better than trying to force coverage through volume and repetition.
Outreach that doesn't burn contacts
Sending the same pitch to a hundred journalists is a good way to make sure none of them want to hear from you again. My approach is more targeted — understanding what a journalist actually covers before getting in touch, and making the case for why the story fits their beat.
Some of the work.
A selection of placements across campaigns. Chosen for editorial quality, topical relevance, and lasting search value — not domain authority alone.
Arsenal send message to Manchester United over Myles Lewis-Skelly transfer
Arsenal legend deeply concerned about Arne Slot
Arsenal transfer latest: Myles Lewis-Skelly
Sky Sports pundit names two Leeds United players
Hull City's automatic promotion credentials assessed
Wrexham, Ryan Reynolds and Phil Parkinson — inside the story
Everton supporters need the team to be horrible again
Eddie Howe warned over difficult decision ahead
DR: Ahrefs · AS & organic traffic: Semrush. All figures are third-party estimates.
Four things that matter more than volume.
A big list of mentions is easy to generate. Coverage that actually helps a site build authority and stay visible takes more thought than that.
The right publication for the story
Not every link is useful. A placement in a publication that covers the right topic for the right audience is worth far more than a generic mention on a high-DA site that has nothing to do with your market.
Signals that don't fade quickly
Strong placements influence how a site is perceived well beyond the campaign itself — they feed the link profile, support branded search, and contribute to the kind of trust that takes a long time to build another way.
An angle a journalist can actually use
The best campaigns are built around something concrete — a number, a quote from someone credible, or a point of view that lands at the right moment. Vague angles get ignored. Specific ones get picked up.
Outcomes, not just activity
I look at placement quality, topical fit, and how coverage feeds into the broader search picture — not just a count of how many pieces went out or what the DA was.
Campaign development · Media outreach · Digital PR strategy · Creative ideation · Coverage reporting · Link acquisition via PR
Not currently available for freelance work.
Currently working exclusively with one client. You're welcome to get in touch for future opportunities.