Why we built this
What we know to be true as former editors and journalists.
Pitches that please clients don't please editors.
After close to a decade as journalists and editors, our inboxes are still cluttered with pitches that don’t stand a chance.
Everyday, journalists receive pitches that:
Have no relevance to their beat
Are written to satisfy a client rather than intrigue a reader
Miss the spark of a story worth chasing.
We believe pitches should do more than announce — they should inspire. They should make a journalist pause, imagine what’s possible, and see a story their readers will actually care about.
That’s the editorial bar we hold ourselves to, and it’s why the PR Launch Sprint exists.
Because the old model is broken for startups.
Founders tell us the same thing again and again:
“We can’t afford PR.”
And they’re right. Traditional agencies charge an arm and a leg for services startups don’t need:
Bulky brand decks that take weeks to produce and never make it past a PDF.
Template press releases sent en masse, designed to tick KPI boxes rather than land stories.
Bloated retainers that stretch into nine-month contracts at $4,000 a month — $36,000 before a single feature appears.
It’s a system built for corporates, not for founders fighting to make every dollar work.
Startups deserve better.
Every project deserves an angle that lands.
Most founders have good ideas. What they don’t always have are the right story angles.
Too often, projects are pitched as announcements — “we launched this,” “we raised that,” “we hired her.” But journalists aren’t looking for announcements. They’re looking for stories with context, tension, and possibility.
That’s the gap we fill. We take projects that matter and shape them into angles that spark curiosity, fit the news cycle, and give journalists a reason to hit “publish.”
Our storytelling is just... sharper.
We share the risk. You share the win.
Credibility should be earned, not bought.
PR should never be a luxury reserved for the well-funded. It should be a way for good ideas to be seen, for ambitious founders to gain credibility, and for stories to ripple beyond pitch decks and boardrooms.
That’s why we do this. Not to play the old PR game — but to change it.
And because not every story is ready, every Sprint begins with a compatibility check. We only work on stories we believe deserve to be told — fair for you, fair for us, and fair for the journalists we pitch.
