One of the most common things we hear from founders is:
“We just need more press.”
No, you don’t.
You need more pressure.
Because “more press” is a vanity metric. It looks nice on a pitch deck. It makes your parents proud. But most coverage doesn’t actually do anything—except feed the illusion that something is happening.
Pressure is different.
Pressure makes a VC take a second meeting.
It makes a competitor shift their messaging.
It makes a buyer move faster.
It makes a policymaker respond.
That’s the difference between coverage and consequence.
We’re not in the business of chasing headlines for the sake of headlines. We’re in the business of narrative warfare.
When we place a story, it’s because that story is doing a job. It’s pushing on something. It’s reinforcing urgency. It’s forcing a decision.
You’re entering a new market? Let’s make it seem like you’re already dominating it.
You’re negotiating a deal? Let’s plant a story that makes walking away seem stupid.
You’re raising a round? Let’s make it look like the round is already competitive.
We don’t care about getting “a hit.”
We care about what happens after it lands.
If you’re working with a PR firm and they’re showing you charts with “impressions” and “share of voice” and whatever else, ask them this:
What changed because of this story?
If they can’t answer, the story didn’t matter.
We work backwards from the moment you’re trying to create—funding, acquisition, partnership, policy, anything—and then build media pressure in that direction.
Not attention for attention’s sake.
Leverage.
So no, you don’t need more coverage.
You need more pressure, applied with precision, where it actually counts.
That’s what we do.
And that’s why our clients don’t just get quoted.
They get what they came for.
