The short version
You’ll have a press office you can lean on: agreed messages, prepared statements, and journalist outreach that builds coverage without burning relationships or boxing you into a rushed quote.
I’ll handle the pitching and the inbound, keep approvals tight, and make sure your lines are ones you can stand over. Next, I’ll confirm the story, the priorities, and who needs to sign off.
I run this like a working press office. I get the facts straight, write the lines you can say out loud, and pitch a short list of journalists who actually cover your space. You see who I’m going to and what I’m sending. If a tricky call comes in, you’ll have a plan, a holding line, and a clear hand-off.
About me
I’m Aoife Lynch, a PR consultant, and I do press office support for founders and small teams when the stakes are high and time is short. Most of my work sits around launches, funding news, difficult updates, and moments where one line in a statement can set the tone for months. I work directly with the person signing off, so decisions are fast and the wording stays consistent.
I’m chosen when clients want careful pitching and clean approvals. I don’t send mass emails, and I don’t write around the hard parts. I’ll tell you what I can confirm, what I can’t, and what I need in order to say it. You’ll see names before anything goes out, and you’ll always have a ready answer for the first follow-up question.
Selected work
A few recent pieces of press office support where the work was the pitching, the lines, and the response when questions came back.
Portfolio
Funding news press office. Built a press pack, agreed a tight set of lines, and ran a two-week pitch round to a short list of relevant reporters. Managed follow-ups and corrections so the story stayed consistent across coverage.
Product launch press pack. Turned feature notes, founder quotes, and product details into a press release, boilerplate, and media kit. Coordinated embargo timing and handled inbound requests so the launch day stayed manageable.
Difficult announcement support. Prepared holding statements and a call-handling plan, then managed journalist enquiries as they landed. Kept responses factual and consistent while buying time for the next update.
“Careful pitching, fast turnarounds, and lines we felt safe standing over.”
Founder, a growing product company
Media target list
A named list of journalists and outlets I plan to pitch, with a one-line reason for each. You approve this before I contact anyone, and I update it as I learn what lands.
PITCH NOTES AND EMAIL COPY
The exact wording I’ll send, plus angle options for different journalists. You see it before it goes out, and it stays consistent with your approved lines.
PRESS RELEASE OR STATEMENT
A press-ready release or statement written in your voice, with quotes that can be used as written. Delivered as a shareable document with tracked changes for approval.
Q&A sheet
Short answers to the questions journalists tend to ask next, including the awkward ones. This arrives early, then gets tightened as calls and emails come in.
HOLDING STATEMENT
A version you can use quickly if timing shifts or a story breaks. It is written to be true even when you do not have every detail confirmed yet.
COVERAGE TRACKING AND ROUNDUP
A running list of coverage, links, key quotes, and what was picked up. You get a clear roundup at the end of each press office week and at month end.
What it costs
Choose the setup tier when you need the materials built, then use the monthly tier for press office support while you’re actively pitching and responding. Prices are per month.
Priced items
Getting started
If you want me to hold the press office for this, sign below and I’ll send the kickoff questions the same day.
1. Sign this proposal to confirm press office support. 2. Pay 40% of the setup invoice to book the start date. 3. Share source material and approve the first set of lines so I can begin outreach.
Signature
Fee summary
Who are you actually going to pitch, by name?
Before I pitch, you’ll get a named media target list with the exact people I plan to contact and why they’re on it. You’ll approve it, and I’ll keep it tight. If a name does not belong on the list, it comes off.
WHAT DO YOU NEED FROM ME, AND HOW FAST?
I’ll ask for one decision-maker, one place for source material, and fast approvals on words that will be quoted. For time-sensitive work, I’ll give you two options to sign off, a deadline for each, and what happens if we miss it.
If a journalist calls me directly, what do I do?
You’ll have a simple call plan: what to say, what not to speculate on, and how to hand it to me. If you can’t hand it off in the moment, you can use the holding line, take their deadline, and tell them I’ll come back quickly.
HOW WILL WE KNOW THIS IS WORKING IF THERE’S NO FRONT PAGE HIT?
I track the things that show momentum: replies, follow-up questions, briefing calls, and whether the coverage uses your key lines. I’ll report on what was sent, who engaged, what they asked, and what I’ll adjust next week.
Payment
For one-off setup work, I invoice 40% to start and 60% when the pack is handed over. For ongoing press office support, I invoice at the start of each month. Invoices are payable within 7 days.
Approvals. Anything that might be quoted needs your sign-off before it goes out. For time-sensitive work, I’ll give you two approval options with deadlines. If I don’t get a sign-off by the deadline, I’ll pause that item.
Access and inputs. I’ll need one decision-maker, one place for source material, and a way to reach you quickly during working hours. If key facts are missing or unconfirmed, I’ll write a holding line and note what I still need.
Media contact. I don’t mass-pitch. You’ll approve a named target list before I start, and I’ll stick to it unless you ask me to add or remove someone. If a name does not belong on the list, it comes off.
Changes to scope
If the work changes in a way that adds time, I’ll say so in writing before I do it. I’ll tell you what I’m stopping or moving to make room, or I’ll price the extra work separately.
Direct journalist calls. If a journalist contacts you directly, use the call plan: don’t speculate, take their deadline, and hand it to me. If you can’t hand it off in the moment, use the holding line and tell them I’ll come back quickly.
Confidentiality. I’ll keep your non-public information private and I won’t share it with journalists or third parties without your okay. If something is sensitive, tell me what can be attributed, what is background, and what is off the record.
Ownership. Once invoices are paid, you own the words I write for you in your press materials. I keep the right to reuse non-confidential excerpts as portfolio samples, but only after they’re public and only with identifying details removed if you ask.
