PR for Agencies
Your clients keep asking about press. You can build a PR function from scratch, turn the request down, or work with a partner who delivers it quietly behind your brand.
The third option is what white-label PR is for.
What white-label PR means
You own the client relationship. We do the story development, writing and placement work, and the output is presented under your agency's name rather than ours.
Your client deals with you. You set the price, manage expectations and report results. We sit behind that as an extension of your team, not as a second supplier competing for the account.
Why agencies add press to their offer
Press sits naturally beside the work you already sell. A rebrand, a new website or a launch campaign lands harder when there is published coverage for prospects to find when they search the client's name.
It also keeps the budget inside your agency. When a client goes elsewhere for PR, the new supplier can end up pitching for the rest of the account too.
And it is hard to build in-house. Editorial relationships, a working knowledge of which publications accept which kinds of story, and the ability to write to an editor's standard take years to develop.
What most agencies get wrong
They promise the client a logo before anyone has looked at the story.
Earned editorial is an editor's decision, and nobody controls it — not you, and not us. An agency selling a guaranteed feature in a named top-tier title is either selling a paid or contributor route without saying so, or selling something it cannot deliver. Either way, it comes back on the agency whose name is on the invoice.
The safer approach is to sell the work: angle development, writing and outreach, with each route described accurately to the client before they commit.
Where we place stories for agency clients
That depends on who the end client is. We work across business, general-interest and sector publications, including MSN, Yahoo Finance, CEO Weekly, NY Weekly and Digital Journal, and pitch toward larger names such as Entrepreneur where the story supports it.
We tell you which route each placement uses — earned, contributor or paid — so you can describe it to your client correctly.
How it works
You brief us on the client and the goal. We develop the angle and write the piece to editorial standard. You review it, share it with your client in your own format, and pass back any revisions. Nothing publishes without approval.
Confidentiality, branding, reporting and commercial terms are agreed per engagement, in writing, before work starts. The right arrangement depends on your volume and the kind of clients you serve, so we do not assume a standard one.
For the detail, read our guide to white-label PR for agencies, or get in touch to talk through a specific client.
Frequently asked questions
Will my client know you are involved?
That is one of the first things we agree with you. White-label work is normally presented under the agency's own brand, and we set each engagement up around what you need, confirmed in writing rather than assumed.
Can we guarantee placements to our clients?
Not for earned editorial, and we would advise against trying. Paid and contributor routes can be confirmed in advance, but they should be described to the client as what they are.
How much margin can we add?
That is your commercial decision. We agree our terms with you per engagement, and how you price the service to your own clients is up to you.