Approach
Every placement starts with something worth publishing. That is the whole method, and everything else is logistics.
One
Outreach fails when there is nothing to write about. So the first thing we build is the thing itself, normally original analysis of public data: census figures, federal filings, court records, licensing databases, whatever the subject actually runs on.
It gets published on your site, not ours. That matters, because every link the research earns then points at an asset you own and keep, rather than at a page we control.
Two
Each pitch is written for the person receiving it and references what they have already published. Reporters can tell the difference immediately, and the ones worth reaching filter hard for it.
The audience is wider than journalists. University resource librarians, government programme pages and institutional guides all link out to material they judge useful to the people they serve, and that is how the placements on the work page happened.
You get the target list every time, before and after, so you can see exactly where your name went.
Three
What ran, where, and on what date. Nothing modelled, nothing projected, and no traffic estimate presented as a fact.
If a placement later disappears, that goes in the report too. The work page on this site is built the same way, which is why it names the 57 placements that could not be verified and the 35 where the link has since come down.
Earned coverage moves in weeks rather than days, because an editor has to say yes. The first placements on a new campaign usually land three to six weeks in, and the pace picks up once there is published work to point at.
Anyone promising you a fixed number of placements next week is buying them on your behalf. That is the thing this practice exists to not do.
For agencies
A good share of this work runs underneath other agencies who would rather not build an off-page function in house. Your client never hears our name, the reporting arrives in a form you can hand straight on, and nothing in it will contradict an off-page policy that excludes bought links, because there aren't any.