Attention
You are here if
- “We pitch and nobody writes back.”
- “The only coverage we have is the release we paid a wire to distribute.”
- “Our category already has a name everyone reaches for, and it is not ours.”
What is actually wrong
You are not on anyone’s list. Every pitch you send is a cold start, so the quality of the story never gets tested. Attention is an access problem before it is a story problem.
The editors who cover your category are reachable. Most of them have simply never been walked through why your brand matters, by someone whose call they already take.
Awareness
You are here if
- “We got the placement and nothing happened.”
- “People have heard of us but cannot say what we actually do.”
- “Traffic spikes for a day, then goes back to flat.”
What is actually wrong
One placement is a mention, not a memory. A single hit in a single outlet gives a buyer nothing to repeat, and nothing to repeat is nothing to recall. Awareness is built by density, not by volume.
The work is a tight window of coverage across the specific outlets one buyer already trusts, so the same person meets you three times before they have finished deciding.
Relevance
You are here if
- “We are known, but not in the rooms where the decision gets made.”
- “The audience we built is not the audience that buys.”
- “We sponsor things and cannot tell you what we got for it.”
What is actually wrong
Awareness stays rented until culture makes it yours. Being seen by everyone is not the same as being vouched for by the few people your buyer already believes. Relevance is borrowed trust, and it has to be contracted.
Creator partnerships, live activations and institutional platforms, each with named deliverables tied to revenue rather than to reach.
Consideration
You are here if
- “We make the shortlist and lose in the final round.”
- “We do not come up when someone asks an AI for a recommendation.”
- “Leads go quiet and we never find out why.”
What is actually wrong
Consideration is won at the moment of the search, not the moment of the campaign. If you are not cited where the decision is being made, the coverage you earned never reaches the person making it. Relevance only pays when it is retrievable.
Sequenced rollout, follow-up that runs without you, and optimisation for search and AI answers, so the case you built is the one that gets quoted back.