We established regular direct contact with editorial offices. This is a foundation that is often neglected. We prioritise (always) offline communication with journalists: meetings, calls, topic synchronisation. We explore what editorial offices are looking for and what angle of presentation is needed — this always involves joint work and building precise dialogue.

Every morning we monitored the news. The team identifies where the brand’s voice can be relevant and immediately offers comments. They do this with a clear understanding of the agenda, not in a "general" mode. Sometimes they even manage to do it on weekends, because time is also a currency in PR.

We focused on longreads. Expert columns are a convenient way to break things down: identifying pain points, how the product addresses them, and why it matters to businesses. Comments help maintain immediate presence, while columns help build a foundation and establish a position.

We also developed and implemented creative projects together with the Skillaz team (for example, notebooks with illustrations by a contemporary artist for HR specialists) and provided media support for Skillaz’s major event for HR specialists, HR-summer, etc.