Media relations and press office
The difference between bought and earned coverage is that earned cannot be ordered. A journalist writes what they consider news — and whether that is your version of it is decided long before anything happens. A press office is the work of making the company findable, reachable and supplied with materials at the moment it matters.
What we deliver
- A topic plan and communication calendar tied to company and industry events
- Press releases, briefing materials and press photography
- A targeted list of journalists and outlets by topic, not by database size
- Answers to media enquiries and spokesperson preparation before interviews
- An online press centre with downloadable materials
- A regular summary of published coverage
Who delivers it within the group
This service is led by OMNIA PR. You contract with that company and it invoices you — OMNIA GROUP is a brand umbrella, not an entity you could contract with.
A press release is decided in its first paragraph
A newsroom receives dozens of releases a day and triages them faster than they can be read. A release that opens with how proud the company is of its values ends up in the bin before it reaches what actually happened.
So we write them the opposite way round from corporate messaging: what happened and why it is news, then figures and context, quotes last. When there is no story, not sending is more honest than sending in vain — the second option costs you the relationship.
Being reachable is half the outcome
A journalist on deadline needs a statement within the hour, not by tomorrow. A company that fails to respond appears in the piece as "did not reply to questions" — which is worse than not appearing at all.
So who may speak, who approves and how fast is settled in advance. The spokesperson should have prepared positions on foreseeable topics, and a phone that gets answered on a Friday afternoon.
Frequently asked
- Can you guarantee an article will appear?
- No, and anyone promising it is talking about paid content, not PR. What can be guaranteed is the work: topics, materials, availability and targeting outlets where the subject fits. Coverage is an outcome, not a line item — paid space is a separate service and is labelled as advertising.
- How is PR measured when it cannot be attributed?
- By the number and quality of placements, tonality, presence of key messages and share of voice against competitors. Branded search during the period is tracked too. What is not tracked is advertising value equivalent — that figure looks good and means nothing.
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