How the work actually gets done.
Three things, one continuous practice: tier-one media relations, building a global press office, and the systems that keep it running.
Media Relations
Knowing the journalist, the beat, the deadline and the angle — and being trusted enough to be the first call.
Twenty years building relationships with editors and correspondents at the publications that shape the global conversation. I don't pitch. I put the right spokesperson in front of the right journalist, on a story that's actually worth telling.
I don't pitch blind. I read what a journalist is covering, figure out when they'll need it, and show up with a story that fits — not one that just needs placement.
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
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.
- 01
Audit & Architecture
Map what's already there, understand the brand's goals, objectives, strategy and tactics. Educate the exec team on each if unknown or misunderstood. Learn top tier targets, narrative and storylines.
- 02
Build the Team
Learn hiring needs and capabiltieis. Oversee RFP process for markets and hand-select specialist agencies. Launch a team, supervise day to day work, and launch KPIs and measurement goals. Always lead with data.
- 03
Systems & Workflows
Set up the editorial calendar, media list, approvals chain, crisis playbook, embargo protocols and dashboards.
- 04
Launch & Visibility
A sequenced launch across markets: exclusives, embargoes, broadcast, feature stories, podcasts, and more. As communications lead, ensure an integrated approach is certain such as website, social channels, PR, LinkedIn, and other key channels are fully cohesive.
- 05
Run & Handover
Ensure sytems and processes and day-to-day management is strong and aligned so a handover can happen if needed. Make sure team is working seamlessly and in-step.
Outcome
Build or transform a press office and team to evolve a brand, company or an executive into a strong headline that grabs attention.
The Process Notebook
Global press doesn't usually fail because the story is wrong. It fails because the workflow is., or processes or procedures don't exist.
01
Roadmaps and Planning
Quarterly and annual planning across markets, lined up with publication lead times and exec availability.
02
Approvals & Sign-off
Clear, traceable chains for statements, quotes and on-the-record comments — legal, regional and C-suite.
03
Crisis Playbooks
Holding statements, escalation trees, spokesperson rotations and reporter-by-reporter response notes.
04
Embargo Protocols
Tier-one outlet protocols for embargoes, exclusives and reactive coverage, set up per market.
05
KPI Dashboards
Coverage quality, share of voice, message penetration and exec visibility — one global view.
06
Agency Manuals
Every agency works to one manual: voice, escalation, deliverables, and a KPI they are working towards.