What kind of coverage can we realistically expect?

It depends on your sector, your news, and your spokespeople. We will give you an honest view of that before we start. Most retained clients gain a mix of regional business press, relevant trade media, and occasional national coverage where the story warrants it. We track everything through CommsTally® so you can see exactly what is being done.

How long before we see coverage?

A well-prepared press release on a strong story can generate coverage within days. Sustained, strategic media profile - the kind where journalists know you well enough to call for comment - typically builds over 6-12 months of consistent, well-pitched activity. We will set realistic expectations at the outset.

Do we need to be based in the East Midlands?

Our strongest media relationships are in UK regions, where we have decades of direct newsroom experience. This includes active industry contacts across print, digital, and broadcast. We also work with national trade and B2B media contacts.

How do you measure the value of press coverage?

We use CommsTally® to understand the impact of coverage. We report against KPIs agreed at the start of the campaign. We do not use AVE (advertising value equivalent) - it is not a questionable measure of earned media impact.

How is this different from simply sending press releases ourselves?

The difference lies in relationships and editorial judgement. Journalists are extremely busy and know exactly what content they require. Generic press releases from non-contacts will often be ignored. This is not necessarily because the story is weak, but because editors are protective of their attention and prioritise sources they know.

Media relations for East Midlands businesses

Gaining coverage that counts.

Earned media is third-party coverage of your organisation that you have not paid for. It’s a journalist writing about your product launch, a broadcaster featuring your CEO on a business programme, or an industry publication giving you a column.

Such platforms carry a weight of credibility - and rich GEO backlinks - that advertising cannot replicate.

Getting coverage consistently requires relationships with journalists who trust you to deliver, a news sense for what a commissioning editor actually wants, and being ready to respond fast when an opportunity arises. 1284 supports:

Spinouts
R&D-led SMEs
Local authorities
Business Representative Organisations (BROs)
Research clusters
Social enterprises & charities

What earned media inVOLVES.

Our media campaigns give you sustained, credible coverage with the journalists and publications that influence your target audiences.

‍

Press release writing

Professionally written releases, distributed to relevant regional, trade, and national contacts from our established media network.

pitching STORIES‍

‍Proactive outreach to editors and journalists to place longer features, opinion pieces, and Q&As that position your thought leadership.

Journalist relationships

Maintaining active, credible relationships with the editors, reporters, and producers who cover your sector.

News monitoring

Identifying breaking national stories where your expertise is relevant and positioning your spokespeople to comment quickly.

Media TRAINING

Preparing spokespeople for radio and television appearances, including briefing notes, key messages, and interview coaching.

Award nominations

Researching and writing winning award nominations - many run by media platforms - gains you coverage and new networks.

Arrange a meeting

CASE STUDY

National media for a cyber cluster.

East Midlands Cyber Security Cluster needed to raise its profile as a credible voice for its fast-growing regional tech ecosystem.

1284 developed and delivered a media strategy that positioned the Cluster and its leadership team as expert commentators, securing sustained coverage in regional, trade and national outlets.

Strategic media engagement around flagship events and campaigns helped the Cluster win industry recognition and awards, reinforcing its status as a go-to partner for cyber security innovation.

Read in full

Who it's for.

Our media work is best for organisations with a credible story and a clear plan, but who lack the relationships, time, or editorial judgement to place it consistently with the right journalists.

Directors and founders who understand the value of press coverage but find that in-house press releases disappear without trace.
Marketing and comms leads who want a senior-level newsroom partner to manage media relations as part of their wider comms programme.
Public and funded programme teams who need to evidence stakeholder reach and media interest as part of their reporting obligations.

Arrange a meeting

‘1284 quickly understood our goals, crafted clear messaging, and delivered meaningful impact.'

Katie Power
Growth and Enterprise Manager
Tewkesbury Growth Hub

‘1284’s comms brought in £149,000 of new income in the first 12 months.’

‍James Ferraby
Co-Director
Digital Planning

‘1284 helps us tell the story of our vision to build a community sports and education campus.’

Matt Piper
Director
FSD FC CIC

What you gain.

Earned media is a cost-efficient way to build lasting credibility with audiences which disregard advertising. The right piece of coverage in the right publication can open conversations.

By running an earned media campaign with 1284, you can expect:

Coverage in the regional, trade, and national publications that your customers, funders, and partners actually.
Spokespeople who are media-ready and confident, with clear messages that hold up under interview conditions.
A transparent record of coverage secured and audience value generated, reported through CommsTally®
A long-term media profile that compounds - with journalists getting to know your organisation and its USP.

Arrange a meeting

Why choose 1284 for earned media?

Our team has decades of senior news industry experience. Our MD, for example, is a former regional newspaper Editor who led digital transformation in two UK regions.

Our experience - understanding what makes a story publishable and what makes a source trustworthy - directly shapes how we approach your media relations brief.

In addition, our team includes Chartered PR Practitioners and Chartered Marketers. We have active, current relationships across news and trade print, digital, and broadcast media.

Our campaigns are tracked in CommsTally®, giving clients full oversight of media impact. We have been recognised as Midlands Small PR Agency of the Year by the Chartered Institute of Public Relations, we hold ISO 9001 certification for our quality, and have a place on the UK Government's Crown Commercial Supplier list.

More about us

“Working with 1284 has been a pleasure from the start.”

Emily Smith
‍Operations & Finance Director
Michael Smith Switchgear

FAQs.

‍See how earned media works for you.

If building media relations support sounds like a good fit for you, let’s have a 20-minute conversation.

We’ll talk through what you’re trying to achieve over the next 6-12 months.

We’ll then give you an open assessment of whether our approach is right for you.

Thank you

We'll be in touch very soon!

Oops! Something went wrong while submitting the form.

LATEST NEWS.

AEO vs GEO: What communications leaders need to know

Amy Orton

AEO vs GEO: What communications leaders need to know

media coverage for
East Midlands innovation.

Gaining coverage that counts.

A TRUSTED PARTNER.