Pillar 06 · Narrative

PR Assets

Treats every piece of content as an asset worth building and improving.

The philosophy that every piece of information and content is an asset for earning attention, worth building deliberately and improving over time.

PR Assets is the idea that every piece of information and content a business holds is an asset it can use to engage people, and that those assets are worth building deliberately and making as strong as they possibly can be.

They have value because using them creates value: they generate coverage, which compounds into brand capital. So the work is to invest in them, improve them over time, and know at a glance what you have, what you need, and what you are working towards.

The press release lives here. It exists to put new, time-bound facts on the record: a thing was done, a number changed, a relationship formed. If none of that has happened, it is not news, it is an opinion, and it needs a different vehicle. The hard part of PR is not writing a press release, it is deciding whether there is a story there at all.

The highest category is Activation, doing something rather than saying something, and most programmes never reach it. Doing earns more attention than saying.

ToolThe Press Release DrafterAnswer ten questions and get an honest verdict on whether you actually have a story, the gaps to close, and a draft press release.

The four categories

Supporting: Facts and figures, case studies, boilerplates, explainers, biographies, photography. Background material, never pitched directly.
Pitching: Pitch emails and briefing documents.
Publication: Press releases, statements, comments, opinion articles, Q&A interviews.
Activation: Doing something rather than saying something: Build, Measure, Lead, Lobby, Community, Cause, Pivot. Most programmes never get past press releases and opinion pieces, and activation earns disproportionately more attention.

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