Kaelo Digital Marketing · Service
Public Relations & Communications
Trade press, where the buyers actually read.
At a glance
What it is
“PR done well is the quietest expense line in the marketing budget. The campaigns that work are the ones nobody notices the firm running.”
A Kaelo Digital Marketing principal
What’s included
Four areas of scopeEarned media strategy
A documented placement strategy for the next twelve months — outlets, journalists, story angles, calendar.
Executive & spokesperson comms
Briefing decks, message platforms, interview preparation, and the post-event review. Done with the principal, not for them.
Crisis communications
Pre-built response playbooks for the scenarios the business can actually anticipate. Rehearsed before they happen, not improvised after.
Corporate & internal comms
Annual reports, all-hands narratives, change-management messaging. The internal voice that has to match the external one.
How the work runs
Strategy & placement map
Eight-week initial engagement: documented twelve-month placement strategy — outlets, journalists, story angles, calendar. Reviewed quarterly thereafter under retainer.
Earned-media operating rhythm
Weekly outreach, monthly placement targets, quarterly review. The work runs continuously; we do not pitch sprint-and-rest.
Crisis playbook on the shelf
For groups with reputational exposure, pre-built response sequences for scenarios the business can reasonably anticipate. Rehearsed before they happen.
Executive & spokesperson preparation
Briefing decks, message platforms, interview preparation. Run with the principal, not for them. The work survives the moment the agency leaves the room.
When to come to us
- 01 You are a privately held group whose external posture has drifted out of step with the operating reality — the story being told no longer matches what the business does.
- 02 You are facing an anticipated regulatory question or media enquiry and need the response sequence prepared in advance, not improvised after.
- 03 You are entering a new market and the trade and consumer press has no prior context for the brand.
- 04 You are preparing for a capital event or strategic announcement and the communications around it have to land cleanly the first time.
What we do not do
- We do not buy placements. Earned media is earned; pay-to-play coverage is not part of the practice.
- We do not generate press releases on a calendar. Releases go out when there is something defensible to say. See Press & Media Centre for our own publishing standard.
- We do not give live press interviews on behalf of clients. Responses are returned in writing or via prepared spokesperson.
- We do not work on engagements that ask us to manufacture controversies for visibility — either for the client or against a competitor.
Rewrote the public posture of a private group facing an unexpected regulatory question.
A short, documented response sequence; written statements; targeted journalist briefings. The story closed within ten days; the group’s reputation recovered inside the same quarter.
Twelve-month earned-media programme for a B2B services group entering a new GCC market.
A documented placement strategy executed weekly. Twenty-three placements across trade and business press in the year, eighteen of them in the documented target outlets. No paid placements, no pay-for-play.
Common questions
