Our Work

Case Study: Building the Story Behind a Product Still Being Built

A fast-moving startup had strong branding and a bold vision for a platform connecting customers, sellers, and community advocates across the country. What they didn't have yet was the editorial and communications foundation to enter the market with real credibility.

The Challenge

What We Did

Amanda came in as Editorial Strategy Director and built the narrative foundation from the ground up, defining positioning, messaging, and editorial standards that gave the platform one clear story to tell across audiences, partners, and the market.

She then designed an AI-enabled editorial operating model, built to move at the speed and scale emerging technology allows, without losing the trust, judgment, and quality standards of a real newsroom.

On top of that foundation, she built the creator network, workflows, and campaign systems needed to carry the platform's story into 50 U.S. markets through coordinated earned, owned, shared, and paid media.

Impact

Content strategy isn't always about what you publish. Sometimes it's about building the framework that makes everything else possible, so we built an editorial system.

Case Study: A Strong Pitch Makes Journalists Notice

A nonfiction book with a remarkable human story at its center had everything it needed to earn serious media attention. What it needed was an editorial strategy that gave journalists a reason to care even after the book launch window closed.

The Challenge

Most titles get a brief moment of promotional attention and then go quiet after launch. Three opportunities kept surfacing: - Extending the narrative beyond the book itself - Creating multiple entry points for audiences who hadn't discovered it yet - Building sustained visibility through story-driven earned media rather than launch-driven promotion The book needed an editorial strategy that treated it as a living story rather than a product with an expiration date.

Project Details

We approached the book PR as an extension of the narrative inside the story. That meant identifying the themes and stories within the booke that would resonate with specific targeted audiences beyond the core readership.

Amanda developed an earned media strategy built entirely around editorial content: pitches that added depth and context without duplicating the book itself. Each was designed to give journalists something they would naturally want to write about.

The pitches weren't promotional. They were editorial and that's what made journalists pay attention.

Impact

The results are the perfect example of what happens when PR is built on editorial thinking rather than promotional instinct.

- Cold pitch open rates ran more than double the industry average.

- 15 journalists and editors expressed genuine interest in the story within the first 30 days

- 3 editorial placements followed, each reaching a specifically targeted demographic

The difference wasn't the book. It was the approach. Journalists respond to editorial thinking because it speaks their language. When your pitch reads like a story worth telling rather than a product worth buying, the conversation changes entirely.

Earned media doesn't come from press releases. It comes from having something interesting to say and knowing how to say it in a way that serves the journalist as much as it serves the brand. Editorial strategy builds the content infrastructure that then makes a PR pitch irresistible to editors.

EMAIL US

amanda@inyourvoicemediaworks.com

Reach out for general questions or partnership opportunities.

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