Very involved.

We do not disappear behind vague updates and random deliverables. Clients have direct visibility into what we are working on, what is in motion, and what comes next. We maintain a shared tracking system with active items, outreach status, progress, and next steps so there is clarity on both sides at all times.

No guessing.

Longer than most people expect, and for good reason.

Earned media, journalist relationships, and public narrative do not move on the same timeline as paid advertising. Building genuine credibility with press contacts, landing placements in the right outlets, and shifting how an organization is perceived publicly is a sustained effort. Most clients start seeing meaningful traction within the first 60 to 90 days, with momentum building significantly over a three to six month engagement.

Publicity is a marathon, not a sprint. We will tell you that upfront, and we will show you the progress along the way.

A publicist gets you coverage. A publicity manager gets you coverage and makes sure that coverage works in your favor once it exists.

A publicist is the contractor who builds what is in front of them. A publicity manager is the architect who designed the whole structure before anyone picked up a tool, and who makes sure every piece holds together once it is built.

One executes the moment. The other is responsible for everything the moment connects to.

For the full breakdown, read our article on the difference between PR and publicity management.

Start with an honest audit of where your organization is vulnerable. Every organization has positions, policies, or past decisions that could resurface under pressure. Identifying those areas in advance gives you time to develop considered language, brief key stakeholders, and strengthen the parts of your public narrative that are most exposed.

From there, call Noyse to help build the infrastructure: consistent media relationships, aligned messaging across channels, prepared spokespeople, and clear internal protocols for who speaks and when. 

The full guide to proactive crisis preparation is here.

It depends on three things: how far the story traveled, how the organization responded, and whether there was an existing foundation of public trust to draw on before the crisis began.

A contained situation handled with clarity and consistency can stabilize within weeks. A story that spread widely, or one that was made worse by reactive or contradictory statements, can take months of sustained communications work to recover from.

The organizations that recover fastest are the ones who had been managing their public narrative consistently long before anything went wrong. That baseline credibility is what gives audiences a reason to extend good faith when a difficult moment arrives.

For a full picture of what crisis recovery looks like, read our article on handling a PR crisis before it becomes one.

A proactive publicity strategy is an ongoing communications program built before a difficult moment arrives, not in response to one. It includes consistent media engagement, narrative alignment across all public channels, spokesperson preparation, and internal planning for the scenarios most likely to create public pressure.

For a full breakdown of what proactive publicity management looks like in practice, read the full article.

Because the quality of your crisis response depends almost entirely on the communications infrastructure that existed before the crisis began. Organizations with established journalist relationships, consistent public presence, and prepared spokespeople recover faster and with less reputational damage than those building all of that from scratch under pressure.

Read the full article for a step-by-step approach.

No. It is not too late. Many organizations bring in a publicity management firm after a difficult situation is already in motion, and a firm can still make a meaningful difference. The most valuable thing an outside firm brings into an active crisis is a clear head, a structured process, and strategic judgment at a moment when everyone inside the organization is under pressure.

What changes is the starting point. A firm stepping into an active situation will focus first on assessment and containment, then on shaping what comes next.

Read the full article for a realistic picture of what to expect.

In the first 48 hours, a firm focuses on understanding what has actually been said, where the story has traveled, and what the likely next moves are. From that assessment comes a decision about timing and the actual communications: what to say, who says it, through which channels, and what the follow-up looks like. The goal is to slow the deterioration, prevent reactive mistakes, and begin building the foundation for recovery.

For the full breakdown of what mid-crisis engagement looks like, read here.

No. AI can handle volume and speed tasks well: drafting routine content, monitoring media mentions, distributing press releases, and analyzing coverage patterns. What it cannot do is build genuine journalist relationships, read the room in a politically sensitive environment, or navigate a crisis where the stakes are real and the information is incomplete.

For the full breakdown of where AI fits and where it falls short, read here.

PR software solves operational problems: media database access, press release distribution, coverage monitoring, and analytics. A publicity management firm makes strategic decisions: which story to pitch and when, how to position an announcement in the current news cycle, how to build journalist relationships over time, and what to do when something goes wrong.

For a full comparison of what each one does and when each is the right choice, read the full article.

For most organizations operating in complex or high-visibility environments, no. PR software is a tool that extends the capabilities of a team that already has strategic direction. Without that strategy, efficient execution of the wrong approach still produces poor results.

Human judgment and experience remain crucial, even in the age of AI. 

Read the full article for a clear breakdown of when software is the right investment and when a firm is.

A publicity management firm is the right investment when the stakes of getting it wrong are real: when you are navigating a launch, a crisis, a sensitive public moment, or a long-term positioning effort that requires judgment and relationships, not just task execution.

Many firms use software tools as part of their workflow. The question is not one or the other. It’s whether you have partnered with the right firm for your goals. 

Read our full comparison here.

Publicity does not just communicate growth. For most organizations, it is part of what makes growth possible. The right time to start is before you think you need it. The second best time is right now. 

For a full look at how to think about timing, read the article.

Early-stage publicity is less about volume and more about foundation. That means a clear, consistent public narrative that everyone in the organization communicates the same way. Two or three strong media placements in the right outlets rather than broad distribution to the wrong ones. A social presence that builds a credible record over time. 

The goal at this stage is not to fill the room. It is to build the foundation that makes filling the room possible later.

The full article on timing and early-stage publicity is here.