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At Upstream, we apply real-world experience in journalism to help clients capture the attention of a national audience.

In a market booming with new small businesses, there’s one key element that offers the opportunity to teleport an obscure company into a known and loved brand: storytelling.

Unfortunately, most public relations and communications firms don’t understand storytelling. That's why public relations firms issue press releases.

We pitch stories.

We start by asking better questions. What about your own back story would reporters and editors find most interesting? What fascinating trends does your company illuminate? How will what you do change the way we think, and live? Then, we pitch your story in the most effective way, to our extensive network of reporters and editors.

In modern journalism’s hyper-competitive realm, anything you send to multiple sources is instantly worthless. Our method works. One of our clients chose a story-driven, targeted approach over hiring a public relations firm to draft a press release. The result: riveting articles in the New York Times, The Atlantic, and Vice. Here’s what he had to say afterwards:

Winston helped our company develop a surprisingly effective media strategy at a critical time. He has a unique approach that's based on a reporter's understanding of how serious press coverage is actually generated, and it works wonders.”

Let’s find your story, and the best way to tell it.

 
 

About

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Weekly meetings — Each week, we meet to discuss what’s happening at the company that week, what ideas might be ripe for a new pitch or what editors and reporters we’re working on with pitches we’ve already developed.

Roving conversations — Throughout the week, we communicate with reporters and editors on the pitches we’ve developed, and maintain constant contact about how to field and respond to their inquiries and prepare for interviews.

Engagement — Depending on the product and the process, we’ll develop ideas to build an audience and keep them engaged via social media and on the company’s web site. Short interviews with company staffers, interesting how-to or behind-the-scenes videos, anything that reminds potential customers you exist and gives them a new way to explore your offerings.

 
 
 
 

winstonross22@gmail.com