Media · Strategy & Publicity
The strategic middle ground between marketing and PR.
We find the newsworthy angle inside your business and bring real journalism and production to it. We sit between the marketing firms that build paid placements and the press-release services that pitch news desks, and we do the work both of those hand off.
How the practice works.
Traditional marketing builds the content and pays for the placement. Traditional PR pitches the same press release to a list of news desks and hopes for a callback. Neither model is what most businesses actually need.
We work between the two. We go through the business, the product, the market and the timing to find what is genuinely newsworthy. Then we bring real journalism and real production to it: the same journalists, editors and on-air talent who used to make those calls inside the newsroom, working beside senior business strategists who understand what the coverage needs to do for the business.
The work takes any shape: a single PR initiative, a fixed-scope project or a long-term campaign. We work across both earned editorial and paid placement, and we move stories across borders — broadcast through our Canadian media distribution and into the United States through our sister firm, TNAADO Labs, Inc.
Where we focus.
Each concentration is led by someone who did that job inside a newsroom. Open any of them below for what the work includes.
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C.01.02.01 Earned media & press Placement in the outlets that actually move a market, secured by people who used to assign the stories.
The desk, the deadline and the angle are established before a pitch goes out.
- Placement secured by people who used to assign the story, not pitch it
- Desk, deadline and angle known before the pitch goes out
- Coverage in outlets that actually move a market
- No release sent into a general inbox and hoped for
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C.01.02.02 Broadcast & on-air placement Segment and appearance bookings on morning television and national news, arranged with producers our team has worked with directly.
On-camera talent is prepped for the format the segment runs in, and bookings are timed to the news cycle.
- Segment and appearance bookings on morning television and national news
- On-camera talent prepped for the format, not just the message
- Booking-desk relationships built from having sat at the desk
- Timed to the news cycle, not the client’s calendar
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C.01.02.03 Narrative & reputation strategy Framing, sequencing and positioning run by senior business strategists.
Framing, sequencing and positioning set by senior strategists and measured against the business outcome the coverage has to produce.
- Framing and sequencing decided before the first call goes out
- Positioning set by senior strategists, not a junior account team
- Positioning locked in before a competing story can take hold
- Reviewed against the business outcome the coverage needs to produce
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C.01.02.04 Industry access & talent Standing contacts across networks, production houses and editorial desks, built over the team’s working careers.
Introductions are made personally to named editors, bookers and crews, not drawn from a purchased media list.
- Relationships across networks and production houses built over careers
- Editorial desk contacts that don’t appear on a purchased media list
- Access to on-air talent and production crews when a story needs them
- Introductions made personally, not through a database
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C.01.02.05 Crisis & defense Senior response inside the first news cycle, with a plan agreed before the first call. Most of this work is never public.
Coverage is secured ahead of the news cycle rather than answered after it.
- Senior response, no junior account team learning on the client’s crisis
- Coverage secured ahead of the news cycle, not after it
- Quiet by default, most of this work is never public
- A plan agreed before the first call, not improvised on it
Who does the work.
Journalists, editors and on-air personalities from Breakfast Television, CityNews and Beast Games work alongside senior business strategists — people who have produced the segment, made the edit, held the camera and sat across from the audience, paired with strategists who know exactly what the business needs the coverage to do.
That access isn’t a media list bought off the shelf and it isn’t rented for a single campaign. It’s the standing relationships the team already holds with assignment desks, bookers and editors from having worked inside those newsrooms, the kind that gets a pitch actually read instead of filed.
C.01.04 · Intake
Set the narrative.
Tell us what the market needs to believe. We’ll build the story that gets it there and place it where it lands hardest.
Start a conversation