Perception First. Headlines Second.

The Rush to Publicity

Most companies approach PR backwards. They start with the output they want—press coverage, media mentions, interview opportunities—without understanding the foundation that makes those outcomes possible.

The result is predictable: generic pitches that don't resonate, coverage that misses the point, and PR efforts that fail to move meaningful business metrics.

The Perception Audit

Before any media outreach, we conduct a thorough perception audit. This isn't a marketing exercise—it's a diagnostic process that reveals how your brand currently lives in the minds of key stakeholders.

What We Examine

Media Landscape Analysis

Stakeholder Perception Mapping

Competitive Positioning Review

From Insight to Strategy

The perception audit reveals gaps—places where reality exceeds perception, or where the market's mental model needs updating. These gaps become the foundation for strategic PR work.

Common Perception Gaps We Uncover

Building the Bridge

Once we understand current perception, we can design the narrative bridge to desired perception. This bridge is built through:

1. Story selection: Which aspects of your company story most effectively shift perception?

2. Proof assembly: What evidence validates the new perception we're building?

3. Channel strategy: Which media touchpoints reach stakeholders whose perception we need to shift?

4. Timing architecture: How do we sequence activities for maximum narrative impact?

Headlines matter. But they only matter when they're built on a foundation of perception intelligence. That's why perception comes first.

• How have journalists covered your company historically?
• What language and categories do they use to describe you?
• Which publications and writers have engaged with your space?
• How do investors describe your company when you're not in the room?
• What assumptions do potential customers make before they speak with sales?
• How does your team articulate what makes you different?
• Where do you sit in the mental map of your category?
• What brands are you compared to—accurately or not?
• What perception advantages do competitors hold?
• The Capability Gap: Companies doing sophisticated work perceived as basic service providers
• The Scale Gap: Growing enterprises still perceived as early-stage startups
• The Category Gap: Innovators stuck in legacy category definitions
• The Leadership Gap: Visionary founders with minimal public visibility