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Notes On Building A Story Worth Telling

Perspectives from the Unicrit team on public relations, strategy, and reputation.

From the journal

Recent Articles

Ideas on media relations, crisis response, thought leadership, and the discipline behind good PR.

Reputation Management5 min read

Why Most Founders Wait Too Long To Build A Reputation Strategy

Most founders think about public relations the way they think about insurance — worth having, but not urgent, right up until the moment it very suddenly is. By then, the first press mention of the company is a response to a problem, not an introduction on their own terms.

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Press Release Services4 min read

The Anatomy Of A Press Release Journalists Actually Read

Most press releases are written for the company that sent them, not for the person receiving them. That's the single biggest reason they go unread. A journalist scanning an inbox of a hundred pitches a day isn't looking for a company's proudest news — they're looking for a story their readers will care about, and those are rarely the same thing.

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Crisis Communications6 min read

Crisis Communications: The Work That Happens Before The Crisis

By the time a crisis is visible to the outside world, the most important decisions have often already been made — not about what to say, but about who says it, how fast, and through which channel. Companies that handle a difficult moment well are almost never improvising; they're executing a plan that was built when things were calm.

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Thought Leadership5 min read

Thought Leadership Isn't A LinkedIn Post — It's A Discipline

"Thought leadership" has become one of the most overused phrases in business communication, largely because most of what gets published under that label is neither original thought nor leadership — it's a restatement of conventional wisdom with the executive's name attached.

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Media Relations4 min read

What 'Earned Media' Actually Means In A Paid-Everything World

It's become easy to buy visibility — sponsored placements, paid influencer posts, promoted articles dressed up to look editorial. All of that has a role to play in a marketing plan. None of it is earned media, and the distinction matters more, not less, as paid visibility becomes cheaper and more common.

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Brand Communications4 min read

How To Brief A PR Team So They Can Actually Do Their Job

The single biggest predictor of a good outcome from a PR engagement isn't the size of the budget or the seniority of the team — it's the quality of the brief a client is willing to give. A vague brief produces vague coverage, no matter how skilled the team executing it.

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