AIMM Press6 min readConsidered
Reputation is earned in public before it is promoted
Press works when there is something already true to report. The sequence is not optional, and reversing it is the most expensive mistake in communications.
Editors do not publish ambition. They publish evidence: a decision taken, a result observed, a position argued with enough conviction to be worth disputing.
Coverage without a position produces recognition of a name and memory of nothing.
Building the reportable substance
Before outreach, a business needs a defensible point of view, a spokesperson prepared to hold it, and material that lets a journalist verify the claim quickly. That preparation is the programme; the placement is its outcome.