Proactive media outreach
Build stories worth covering and take them to the right people.
Media coverage starts with a useful reason to care, not a larger contact list. Lula helps turn approved expertise, evidence and company developments into focused campaigns for journalists and publications already connected to the subject.
Start with the story
A campaign needs more than a company introduction. It needs a point that is timely, surprising, practical or consequential for the intended audience, supported by approved data, experience, examples, expert access or a credible announcement.
Smaller and stronger beats larger and generic
Lula researches recipients by coverage fit, role fit, publication fit and contact history, then chooses the best route — direct outreach, a request response, a form or another appropriate contribution route — and personalises the approach around the recipient's subject and audience.
I drafted Susan’s response to the request from The Fintech Ledger. Nothing has been submitted yet.
DRAFT · SUSAN’S VOICE
“The final sign-off is where spreadsheets can become a control issue. Our 2026 benchmark surveyed 412 finance teams, and 61% still use manual spreadsheet steps.”
Source: Acme Reporting Benchmark 2026 · Review the figures before sending
Make the point about sign-off clearer first.
Of course. I’ll revise the draft and bring it back for your approval.
The workflow
- 01
Shape the angle
Find the useful point, support it with approved proof, adapt it for trade, specialist, regional, business or consumer audiences and set the claims, publications, contacts and topics Lula may use or must avoid.
- 02
Research and personalise
Prioritise people who have recently covered the subject, check previous approaches, replies, holds and opt-outs, then explain concisely why the story belongs in that inbox.
- 03
Measure earned outcomes
Emails are activity; coverage is an outcome. Record deliveries, replies and interview requests, connect published coverage with the campaign, and observe backlinks, mentions, referral traffic and selected AI citations.
Start with the story
A campaign needs more than a company introduction.
Find the useful point
Identify what is timely, surprising, practical or consequential for the intended audience.
Support it
Connect the angle with approved data, experience, examples, expert access or a credible announcement.
Adapt it
Develop different expressions of the story for trade, specialist, regional, business or consumer audiences.
Set boundaries
Define the claims, publications, contacts and topics Lula may use or must avoid.
Research relevant recipients
Smaller and stronger beats larger and generic.
Coverage fit
Prioritise people who have recently covered the subject or closely related themes.
Role fit
Check whether the contact is responsible for the relevant desk, format or audience.
Publication fit
Consider market, readership, editorial style and the type of contribution being offered.
Contact history
Check previous approaches, replies, holds, opt-outs and conflicting campaign activity.
Best route
Use direct outreach, a request response, a form or another appropriate contribution route.
Personalised outreach
Explain why this story belongs in that inbox.
Relevant opening
Connect the pitch with the recipient's subject and audience.
Concise angle
Make the proposed story or contribution clear without forcing the recipient to decode a release.
Approved proof
Use verified facts and links rather than unsupported claims.
Useful next step
Offer the expert, evidence, interview, asset or information needed to evaluate the idea.
Controlled follow-up
Continue only within the campaign's limits and the recipient's preferences.
Choose how Lula acts
Keep every decision or delegate within rules.
Manual approval
Review each recipient, pitch and follow-up before sending.
Rules-based approval
Allow Lula to proceed within approved subjects, claims, audiences, exclusions, senders and limits.
Campaign-specific control
Use stricter review for sensitive announcements and more autonomy for established themes.
Pause at any time
Hold a campaign or sender as soon as priorities or circumstances change.
Measure earned outcomes
Emails are activity. Coverage is an outcome.
Response tracking
Record deliveries, replies, information requests and interview opportunities.
Placement tracking
Connect published coverage with the campaign, journalist, spokesperson and source material.
Visibility tracking
Observe backlinks, mentions, referral traffic, search performance and selected AI citations.
Daily reporting
See progress, approvals, replies and results every day. Updates are available in Slack and Microsoft Teams.
In your conversation
Lula brings relevant work and decisions into Slack or Microsoft Teams. Ask about a match, review a draft or check the outcome there; the web workspace keeps the detailed record.
See how Lula worksPlacements
Verified results, checked before they are counted
- Followed link
Manual month-end reporting feature
The Fintech Ledger · Coverage
- Brand mention
Best reporting tools for finance teams
Payments Weekly · Listicle
- Show notes link
Audit trails, explained
Data & Compliance Podcast · Podcast
- Live listing
Company profile updated
Industry directory · Citation
Evidence, with context
Presence includes one proactive campaign per month for each brand. A targeted contact is one unique new journalist, editor, writer, producer, organiser or relevant publication contact researched for the brand during the month; follow-ups to the same contact are included.
From a specialist platform to nationally recognised source visibility in 60 days
USA Today
National media coverage
ABA Journal
Relevant professional visibility
PA Supreme Court
Authoritative institutional reference
60 days
Campaign timeframe
Questions
Related reading
See what Lula finds for your brand.
Presence is $495/month, paid upfront. Access starts after payment.