our strategy

Every great strategy starts like a perfect croissant: layered, thoughtful, and baked with care.


We don’t rush to pitch; we fold in insights, proof ideas, and let the right stories rise.

Ours is a process that balances data with instinct, research with creativity, and headlines with heart.

From SEO and competitor analysis to narrative development and campaign planning, every layer is designed to help your brand show up smarter and a little more golden.

Here’s how we make it, step by step. 🥐

step 1

discovery & audit

Understand where you are and what’s already working.

  • Review brand messaging, owned channels (website, socials, newsletters).

  • Audit recent press coverage and digital mentions.

  • Gather internal insights: brand story, key differentiators, goals.

  • Identify target audiences and tone of voice alignment.

Output: A snapshot of your current communications landscape.

step 2

Competitor & Market Analysis

Map out the media and positioning landscape.

  • Identify direct and aspirational competitors.

  • Audit their PR presence: media coverage, narratives, key talking points.

  • Analyse brand tone, partnerships, and press frequency.

  • Benchmark where your brand stands in comparison.

Output: A clear understanding of where your brand can differentiate and own whitespace.

step 3

SEO & Digital Visibility Analysis

Connect PR with measurable digital impact.

  • Run keyword and backlink audits (who’s linking to you vs. competitors).

  • Identify content opportunities for organic search growth.

  • Evaluate current SEO health (authority, referring domains, branded search).

  • Use insights to shape story angles and link-building strategies.

Output: A data-backed foundation for your PR narratives and content strategy.

step 4

Story Development & Messaging

Goal: Build a narrative that aligns business goals with audience interests.

  • Define key story pillars (e.g. innovation, culture, community, impact).

  • Shape founder or brand positioning statements.

  • Craft PR angles that connect with current conversations or cultural moments.

  • Create a consistent tone and message hierarchy for all channels.

Output: A cohesive narrative framework ready for press, campaigns, and owned content.

step 5

Campaign Planning & Channel Strategy

Turn insights and ideas into actionable PR activity.

  • Outline campaign concepts and key milestones.

  • Choose the right mix of channels: earned (press), owned (blog, newsletter), and shared (social).

  • Set a timeline for outreach, publication, and amplification.

  • Define KPIs: from media hits to SEO growth to engagement metrics.

Output: A detailed campaign roadmap with measurable goals.

step 6

Measurement, Reporting & Optimisation

Track impact and refine your strategy.

  • Measure outcomes across PR, SEO, and engagement metrics.

  • Compare results to benchmarks and initial goals.

  • Analyse what narratives, publications, or content types performed best.

  • Refine strategy and content calendar accordingly.

Output: A performance report and roadmap for ongoing growth.