A great press office isn’t just about generating headlines. It’s about building a consistent engine for brand visibility, creating meaningful relationships with the media, and ensuring the right expertise is front and centre when conversations that matter are happening.
Done well, it doesn’t just earn coverage – it strengthens brand authority, supports SEO, drives qualified traffic and contributes to commercial growth.
That’s exactly what we set out to achieve for our clients.
By combining a disciplined reactive press office with proactive media engagement and digital PR tenacity, we transform PR approaches into measurable business assets.
For one our of clients, that meant turning an underutilised bank of expertise into a high-performing earned media programme that didn’t just increase coverage, but improved visibility, strengthened SEO and helped drive meaningful growth.
Here’s a story of some recent success…
PR in action: press office as a momentum driver in niche sectors
Pure Sports Medicine is one of the UK’s leading multi-disciplinary clinics, but clinical credibility and media presence don’t automatically go hand in hand, and there is a lot of competition for column inches in this space.
But Pure Sports Medicine has something most brands would envy… a roster of genuinely brilliant and engaged clinicians with real sports medicine expertise, ready and willing to engage with us and excited to share their expertise with the press. An appetite that’s not always a given when it comes to thought leadership, let me tell you!
What they didn’t have however, was a consistent way to get those experts in front of the media.
That’s where we came in.
Our job was to build on a developing PR infrastructure and light a fire under it in a way that would drive measurable results, not just more coverage for the sake of coverage.
This amped up PR approach between summer 2025 and June 2026 especially saw a marked impact on PR and digital analytics too.
The results speak for themselves and reinforce our core belief as an agency that real and consistent investment in PR, combined with a strong SEO strategy, and trust of our agency experts to execute that activity, works. In fact, it results in measured growth in visibility, awareness, can lead to an uptick in site traffic and ultimately will drive more bookings for our clients. That’s the holy grail in terms of mar-comms success metrics, right!
So how did we light that fire for Pure Sports Medicine and take an 100% earned approach into the echelons of measurable PR results?
Shifting the approach to PR
Where PR had been on the bench, sometimes playing but often underutilised in the past, we knew it was time to give PR its hero moment for a client wanting to see real joined up results.
Enter, an integrated approach with complementary workstreams equally pulling weight to have the greatest impact:
- The reactive press office – this is all about speed, pitching savvy, and relevance.
There are dozens of daily opportunities in the news, lifestyle, health and fitness spaces for brands looking to make a name for themselves.
Journalists working to tight deadlines need expert commentary fast so if you’re not in their inbox sharpish, the opportunity to get your client in is often gone.
We set up rapid-response monitoring and pitching workflows, keeping a close eye on journalist requests and trending topics to let us strike while the iron is hot.
Crucially for Pure Sports Medicine, we invested time in matching the right clinician to each story opportunity based on their skills and personal passions. Getting the right personality match for the media is sometimes what makes sure the coverage lands versus just getting a pitch in fast.
- The proactive press office – playing the long game to build relationships and break into new editorial verticals.
This tactic works best when committed to over a longer timeline, where relationships can be nurtured and story ideas can evolve organically, as well as with the trends.
We identified the titles and media most relevant to Pure Sports Medicine’s audiences and began offering our practitioners as authoritative commentators on issues they genuinely know inside out. Sleep. Running injuries. Pelvic floor health. Weight loss and exercise. These are topics that Pure Sports Medicine’s clinicians live and breathe every day and allowed us to approach topics with human responses that resonate with everyday readers.
More than media pitching.
Beyond the day-to-day press office work, we also built out a broader programme of PR activity.
From press release outreach to supporting clinician with securing bylines – these additions sit at the intersection of PR, Digital PR and content marketing but have helped Pure Sports Medicine generate the kind of high-authority backlinks that SEO teams dream about.
And when the opportunity arose to bring journalists in to experience Pure Sports Medicine’s new LiveWell offering firsthand in 2026, we built a comprehensive experiential PR program around that – because sometimes the most effective PR isn’t a pitch at all, it’s a personal story.
The bigger picture.
In around 18 months, a structured press office helped transform Pure Sports Medicine’s earned media footprint. But the more important story is the compounding one – both for PR, and for SEO.
The digital impact of an increased PR investment has been significant. At the end of the first year really prioritising PR, and one where we delivered a 473% YoY increase in earned media coverage, we also saw:
- +202% increase in direct traffic
- +138% increase in backlinks
- +43% increase in referral traffic
- measurable increase in Domain Authority, moving from 57 to 64
That last one deserves a moment as domain authority is a notoriously slow-moving metric at the best of times and moving out of the fifties is genuinely hard. The fact that it shifted at all speaks to the quality of the coverage, citations and links being earned, and is not just a result of the volume of coverage increasing over a prolonged period.
Direct traffic growth is equally telling. When people start searching for your brand by name, or typing your URL directly, that’s brand awareness in its most tangible form. It’s PR doing exactly what PR is supposed to do – drive awareness, create touchpoints, earn familiarity and inform wider search.
For Pure Sports Medicine, a big PR push is still converting into long-term strategic value. And the good news is, that the spark doesn’t stop there, in fact, we’re only just getting started.
Interested in establishing a PR presence or press office approach to help move the needle for your brand?
