The world of public relations has changed forever. While traditional PR always relied on which contacts were in your phone, the changing scope of content creation and from where customers and writers get their influence has changed. We’re now in a world where digital-first PR is best. An endorsement on an SEO-optimized blog post about the “Best Gifts for [Insert Demographic Here]” are worth more than placement in a magazine’s gift guide. This is where we come in.

When we work with a brand, we figure out where their customers are most likely to get their information from or which brands’ endorsements they might find most credible. There’s no use getting a mention in Forbes if they’re more likely to read BuzzFeed or watch a Mashable video. The first step is always deciding whom we’d like to target primarily. If you get buzz in the right places, the rest tend to follow suit in their chase for “what’s going viral”.

Do you know all of those Editorial Suggestions on Amazon? They’re purchased. In fact, most major affiliate links that drive revenue directly are purchased. In today’s world, there is a lot of pay-to-play activity going on, even at some of the most traditionally prestigious publishers. (We know the price to get into Vogue and Forbes.)