If you’re a client of ours, you’ve probably heard us say this more than once: “PR-driven growth strategy.” It’s not just a catchphrase. It’s the foundation of how we operate—and the engine behind some of our clients’ biggest wins. We use PR not as a vanity play, but as a strategic weapon.
It’s time we define exactly what that means.
At its core, public relations is the strategic management of communication between an organization and its stakeholders. In practice, that usually means coverage in organic media—earned placements in outlets like CNN, Forbes, Fox, and your local ABC or NPR station.
When people think of PR, they often imagine experts who convince journalists to feature their clients in stories. And they assume the end goal is to slap a few logos on the homepage—“As seen in Forbes,” etc.—to gain some borrowed credibility. Sure, that’s part of it. And yes, we do that. We have thousands of relationships with journalists, and we spend our days crafting sharp, timely, irresistible stories for them.
But thats not the picture.
What we specialize in—and what sets us apart—is aligning PR efforts with our clients’ most important strategic objectives. That alignment is where we’ve built our playbook. And that playbook is what we call a PR-driven growth strategy.
Let’s break it down with an example.
One of our clients sells tech tools to law enforcement agencies. At the time, their biggest strategic goal was landing a deal with the San Francisco Police Department (SFPD). But negotiations were stalled. Momentum had flatlined.
So we flipped the script.
We seeded stories in San Francisco media positioning the partnership as all but inevitable. We placed a segment on the local ABC affiliate. Lined up an interview on NPR. Landed a feature in the San Francisco Chronicle. The narrative we built: the SFPD was about to revamp its training and tools—and our client would be at the center of it. That story was persuasive not because it was fiction, but because it tapped into the public’s hunger for progress in local policing.
And it worked.
Public pressure mounted. The SFPD came back to the table. The deal was signed—and the department became one of our client’s largest customers. There was no “Forbes” logo on their homepage. No flashy promotion of the media wins. We used the media, very intentionally, to deliver strategic messages to two audiences:
We used media to create a self-fulfilling prophecy. And it drove direct, measurable revenue.
That’s PR-driven growth strategy. It’s not just about coverage. It’s about using storytelling to open doors, unlock deals, shift perception, and build momentum—in service of growth. For some clients, that means user acquisition. For others, it’s about government contracts. Some want to impress investors before a raise. Others are positioning for acquisition. Our job is to understand the objective—and then expertly wield the power of organic media to get them there.
So yes, we’ll get you in Forbes. But more importantly, we’ll make sure every story moves the needle.
That’s what we do.
