Digital PR Links Built From Your Production Data

A campaign built on one dataset you already own — not a commissioned survey — lands between 8 and 20 links from publications that employ editors, over roughly ten weeks. That range moves with how unusual the data is, not with how many journalists get emailed. What I mean by data you already own: A wool mill knows its rejection rate per dye lot, and how that changed when it moved to a low-temperature process. A tannery knows litres of water per square metre, by month, back to 2019. A contract cosmetics manufacturer knows how minimum order quantities have moved for indie brands since 2021, and knows the direction before the trade press does. None of this exists in a press release anywhere. All of it sits in an ERP export, usually a CSV out of SAP Business One or a Zucchetti gestionale, and getting it out is the first two weeks of the work. How it runs: Weeks one and two, I sit with whoever runs production or planning and we find the series that has a shape to it. Then I check the number holds — recut by quarter, by product family, by customer size — because a journalist's first question is how it was measured and the second is whether a competitor will confirm it. Weeks three to five, the write-up: one page of findings, one method note, the underlying table as an XLSX a desk can re-sort, two charts as SVG. The method note is the part most shops skip and the part that gets a trade desk to run it. Week six, the list. Forty to sixty named journalists built from bylines published on this specific beat in the last eighteen months, not a media database export. In Italy that means Il Sole 24 Ore, MFF, Pambianco, Fashion Magazine, Moda24. Internationally: Sourcing Journal, Just Style, Ecotextile News, Drapers, Vogue Business, Cosmetics Business, BeautyMatter, Textile World. For machinery clients the list is different, duller, and works better. Weeks six to ten: one embargo date, individual pitches, follow-up. I pitch myself. There is no junior on this. What you receive: every placement as a live URL, the anchor and target of each link, which pitch produced it, and the pitches that produced nothing, with the replies attached. The failures are the useful half of the report. What is not included: No wire distribution. Business Wire, PR Newswire and Adnkronos put your text on two hundred domains no editor touched, and I will not count those as coverage. No commissioned panel survey dressed as research: a poll of 500 executives bought from a panel provider is what every shop does, and trade desks recognise it on sight. No paid placement, including from outlets that call it a partnership. No guaranteed link count — I will tell you in week two whether the data is strong enough, and if it is not, we stop and you pay for the weeks worked. Who this is not for: Companies whose legal or ownership will not clear a real operational number for publication. That decision usually surfaces in week two and it ends the project, so settle it in week zero. Brands with nothing behind them but a marketing story. Anyone who needs coverage timed to a trade show already in the diary — this runs ten weeks and the embargo date is fixed at week six, not before. Languages: English and Italian. I do not run outreach into markets whose press I cannot read.