OUTCOME 01 - PRESS & PROFILE
How do we get into the publications that matter?
By giving editors what they're short of: a genuine point of view, from a named person, about something their readers are arguing about this month - written to the publication's codes, not your agency's. Most agency pitches fail because they're announcements wearing a story costume. Editors don't owe you coverage; readers' attention has to be earned in the first line.
How it actually works
DRAFT PITCH · TO: EDITOR@[PUBLICATION]
Agencies are now ‘working backwards’
I have a piece that I think would work well in your [Publication sub category] as it identifies a trend that [author] believes is becoming more prevalent.
She was inspired by [a recent article, current event, or seasonal occurrence].
[Author] has spent her career [brief bio with client names and agency experience] that makes her an expert on this.
[Insert synopsis to give a real taste for the finished product.]
WHY THIS PART LANDS · MECHANISM
How They Said does it for you
Includes: opinion development sessions · byline writing & placement · expert comment programme · agency news & press releases when there is actual news · coverage tracking via CitationFolio
PROOF
We came to Fayola for coverage to mark a significant moment, and she delivered the kind we couldn't have bought. Within a few months we were covered in publications for both news and opinions. It created a spark that mattered - coverage turned into conversations.
FAQ
- How long until we see coverage?
- For expert comment, sometimes days. For bylines, typically within the first 4–8 weeks once we have your positioning and a pitch-ready piece. Anyone promising guaranteed dates in editorial press is describing advertising.
- Do we need news to get coverage?
- Yes - launches, wins and tentpole projects are what publications run on. But those moments don't come round every week, and that's where opinion earns its place: it keeps the content engine going in between. And don't write off the news that won't get picked up - not every story earns a headline, but sharing it still keeps you visible and gives the next conversation something to point at.
- Can you guarantee a specific publication?
- No one honest can. We can guarantee a publication-grade pitch, a founder who's worked inside the publications that matter, and a programme designed for the trade press as a whole - which is how that coverage actually happens.
- Can we use AI to write our content?
- Achieving AI citation and press publication requires different approaches. LLMs require a brand and writer voice and focus on relevant, useful subject matter. Publications are anti-AI and require unique content from trusted voices.