Story before tactics
A clever stunt cannot fix a muddled message. We sharpen the story first, then choose the channels.
HomeAbout
A fixed point in a noisy news cycle.
Northline is a senior-led public relations agency for founders, brands and leaders. We exist to do one thing well: help people with something real to say get understood by the people who matter to them.
Why Northline
Every map needs a north line.
On a map, the north line is the reference point. Every bearing, every route and every correction is measured against it.
Good PR works the same way. Before a single pitch goes out, we find the one true thing about your company: the idea that is specific, provable and yours. Then we line everything up behind it, from the announcement and the interview answers to the op-ed and the crisis statement.
When the story holds steady, coverage compounds. Journalists know what you stand for, customers repeat it, and the next announcement lands on ground that is already prepared.
What we believe
Six principles we work by.
These are the rules we hold ourselves to on every account, whether it is a two-month launch or a two-year retainer.
Respect the newsroom
Journalists are not a distribution list. We pitch fewer people, better, and never waste an editor's time.
Senior attention
The people you meet in the pitch are the people who do the work. No hand-off to a junior team after signing.
Honest counsel
We tell you when a story is not news yet, and what would make it news. You will always know where you stand.
Measure what matters
Clippings are not the goal. We track message pull-through, share of voice and the business signals that follow.
Steady under pressure
When things go wrong, calm and speed matter more than spin. We plan for bad days before they arrive.
How we're built
Small by design. Senior by default.
Northline runs as a compact senior team. Every account is led by a strategist who writes the messaging, builds the media list, pitches the press and sits in on your interviews. No layers, no hand-offs, no game of telephone.
When a story needs more, such as design, video, research or paid amplification, we bring in trusted specialists and manage them for you, so you still have one point of contact.
What every client gets
- One senior lead on the account
- Direct access by phone and email
- A shared tracker of every pitch
- A plain-English monthly report
- Specialists only when needed
- Clear scope and pricing upfront
Where we draw the line
What we won't do.
Reputation is the product we sell, so we guard our own. These are the requests we turn down, every time.
Guarantee coverage
Editors decide what runs. Anyone promising otherwise is selling something else.
Pass off paid placements
No pay-to-play articles dressed up as earned media. If it is paid, it is labeled.
Fake the crowd
No fake reviews, bought followers or astroturfed campaigns. Ever.
Spin the facts
In a crisis we help you tell the truth well. We do not help you hide it.
Chase vanity metrics
Reach without relevance moves nothing. We report what actually changed.
Bury you in decks
Short updates, clear decisions, and no fifty-page reports nobody reads.
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