Approach

How the work is actually done, in enough detail to be judged.

We start with what is verifiable

Before anything is written, we establish what the client can support under scrutiny: what is documented, what is confidential, what is remembered and unprovable. The third category is the dangerous one, and it is usually the largest.

Anything that fails this stage does not appear in any material we produce. Not softened. Removed.

We target the person, not the publication

Editorial decisions are made by people. We identify who is currently covering a subject at a given publication, verify they still work there, and approach them with material relevant to what they are actually writing about.

Generic outreach to a newsroom address is not outreach.

We give journalists what they cannot get elsewhere

A journalist on deadline needs a source with something specific: an observation from inside a room they could not enter, a pattern nobody has published, a quotable position that is not the consensus.

We do not send finished articles to reporters. Their byline is their asset, and suggesting otherwise ends the relationship.

We measure what survives

Coverage decays. Links break, publications restructure, pieces are quietly removed. We record what was published, where, when, and whether it is still there and still indexed.

A client who cannot see this is a client being told a story.

What we decline

Fabricated credentials, invented clients, purchased coverage presented as editorial, and removal of accurate information.

These are declined for a practical reason before an ethical one: each of them, when discovered, becomes the most prominent thing about the client, permanently.