Pages 012 – 094 · The Method

How the work actually gets done.

Three parts, one continuous practice: tier-one media relations, building a global press office, and managing agencies across markets.

Part 01

Media Relations

Knowing the journalist, the beat, the deadline and the angle, and being trusted enough to be the first call.

18 years building relationships with editors and correspondents at the publications that shape the global conversation. I don't pitch blind: I read what a journalist is covering, work out when they'll need it, and put the right spokesperson in front of them on a story that fits.

Every market works differently. German media wants the data up front. The US runs on affiliate and referral traffic. Saudi Arabia's media landscape is built on sponsored content and government partnerships. Same brief, different playbook.

Tier-one features

Cover stories, longform profiles, broadcast

Crisis response

The 2am call leadership trusts me to take

Executive visibility

Op-eds, podcasts, conference keynotes

Part 02

Building Press Offices

From the first line of an org chart to a fully staffed, multi-market operation putting out tier-one coverage on schedule.

  1. 01

    Audit & Architecture

    Map what's already there, understand the brand's goals, strategy and tactics, and set the top-tier targets, narrative and storylines.

  2. 02

    Build the Team

    Define hiring needs, run the RFP process per market, hand-select specialist agencies, and set KPIs and measurement from day one.

  3. 03

    Systems & Workflows

    Editorial calendar, media lists, approvals chain, crisis playbook, embargo protocols and dashboards.

  4. 04

    Launch & Visibility

    A sequenced launch across markets: exclusives, embargoes, broadcast, features and podcasts, with website, social, PR and LinkedIn fully cohesive.

  5. 05

    Run & Handover

    Day-to-day management strong enough that the operation runs in step and a handover is possible at any point.

Outcome

A press office and team that turn a brand, company or executive into a headline that holds attention.

Part 03

Agency Management

Multiple agencies. Various markets. One desk.

Agency management is a leadership function, not a service line. I have run multiple PR agencies at once across the US, UK, France, Italy, Spain, Germany, the Nordics (Sweden, Denmark, Norway), Brazil, China and Saudi Arabia, selecting them, briefing them, holding them to one message, and measuring them against a shared set of KPIs.

  • · Pick and contract agency partners in each market
  • · Set the global story, KPIs and tone
  • · Run the weekly cadence across time zones
  • · Bridge regional press culture and HQ
  • · Manage budgets, scopes and renewals
  • · Hold the line on quality, escalations and crisis
  • · Influencer marketing and paid partnerships
  • · Affiliate marketing and sponsored content
A vintage paper world map covered in travel pins.
United States
Europe
Middle East
Pinned: the three regions where the work runs most often.

Top Media Relationships by Market

4 continents

USA

  • · The New York Times
  • · The Wall Street Journal
  • · WIRED

UK

  • · Financial Times
  • · The Times (UK)
  • · Bloomberg

Italy

  • · Corriere della Sera
  • · La Repubblica
  • · Il Sole 24 Ore

Spain

  • · El País
  • · El Mundo
  • · La Vanguardia

Germany

  • · Der Spiegel
  • · Frankfurter Allgemeine Zeitung
  • · Handelsblatt

Nordics

  • · Dagens Nyheter (Sweden)
  • · Svenska Dagbladet (Sweden)
  • · Politiken (Denmark)

Brazil

  • · Folha de S.Paulo
  • · O Globo
  • · Veja

China

  • · 人民日报 (People's Daily)
  • · Caixin
  • · 财经 (Caijing)

Saudi Arabia

  • · Asharq Al-Awsat
  • · Al Riyadh
  • · Okaz
Spotlight · Kingdom of Saudi Arabia

At the centre of Vision 2030 storytelling.

Modern architecture in AlUla, Saudi Arabia

Running international communications in Saudi Arabia across tourism, culture, giga-projects and sovereign initiatives, with the cultural nuance, government relationships and tier-one press work the brief requires, including market entry from first presence to full visibility.

  • · International press programmes around Vision 2030 milestones
  • · Regional press and government stakeholder relationships
  • · Partnership with local agencies, Arabic and English teams
  • · Crisis and reputation counsel for high-visibility moments
  • · On-the-ground briefings in Riyadh, Jeddah and AlUla