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public relations

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Strategic communications for organizations that take reputation seriously.

Your reputation is your most valuable business asset. Primitive PR helps you earn it, shape it, and protect it through earned media, strategic positioning, and the kind of credibility that advertising can't buy.

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Media Relations Crisis Communication Thought Leadership Narrative Strategy Reputation Management

PR Is a Reputation Strategy, Not a Tactic

Most organizations think of public relations as press releases and crisis response. That's a fraction of what strategic PR delivers.

At its core, PR is the discipline of earning third-party credibility, getting journalists, industry voices, and your community to validate what you already know about your organization. It's the difference between telling people you're trustworthy and having others say it for you.

Marketing tells your story. PR gets other people to tell it for you.

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Marketing tells your story. PR gets other people to tell it for you.

what we deliver

01

Media Relations & Earned Media

Earned media is the most trusted form of visibility. We develop targeted story angles, build relationships with the journalists who cover your industry, and position your organization as the source reporters call first. Every placement creates lasting digital credibility that compounds over time.

Includes: Press releases, customized media pitches, media list development, journalist relationship management, press conference coordination, media monitoring and coverage reporting.

02

Content & Narrative Strategy

Every organization has stories worth telling, like the founding vision, the problem you solve differently, the expertise your people carry. We identify those narratives, shape them into compelling content, and deploy them across the channels that build your authority and visibility.

Includes: Blog strategy and writing, corporate messaging, website press page development, internal communication plans, editorial calendar management.

03

Crisis & Issues Communications

The organizations that handle crises well are the ones that prepared before the crisis hits. We build custom response frameworks, train your spokespeople, and ensure your team knows exactly what to say and what not to say when the stakes are highest. When your reputation is on the line, preparation is the difference between a setback and a defining moment.

Includes: Crisis communication plans, pre-drafted response statements, spokesperson media training, reputation audits, ongoing sentiment monitoring.

04

Thought Leadership & Executive Positioning

When your leadership team is regularly published, quoted, and invited to speak, it opens doors that cold outreach never will. Prospects arrive with trust already established. Recruits see an organization worth joining. Partners see a brand worth aligning with. We build the strategy and produce the content that makes that visibility systematic, not accidental.

Includes: Bylined articles and op-eds, speaking engagement strategy, LinkedIn and personal branding content, media commentary placement, award and recognition nominations.

05

Community Visibility & Brand Reputation

In regional and local markets, being known and trusted is a competitive advantage that money can't shortcut. We connect your brand to the communities and conversations that matter, not through sponsorships alone, but through strategic visibility that positions your organization as a leader, a contributor, and a name people trust.

Includes: Event publicity and media coverage plans, product launch communications, community engagement campaigns, influencer and brand ambassador coordination.

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Let's talk about your reputation.

Whether you're building visibility, preparing for a transition, or protecting what you've already built, a conversation is where it starts.

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chris

VP of Content and Creative / Director of PR

CHRIS COOK

Primitive PR is led by Chris Cook, a 33-year communications veteran whose work has placed clients and been featured in outlets including ESPN, USA Today, The New York Times, Washington Post, Wall Street Journal, Chronicle of Higher Education, and countless others.

Chris' extensive experience in intercollegiate athletics, higher education, financial services, and agency communications goes into every Primitive PR engagement.