Public Relations & Media Relations

A good story needs a reason to matter now. We shape credible narratives, prepare your spokespeople and engage journalists with accuracy and purpose.

What makes the story matter

Public relations works when the story is rooted in substance. Crosswind starts with an organization’s goals, audiences and evidence. We then shape a clear narrative that can stand up to scrutiny and travel beyond a single announcement.

We develop angles, materials and outreach that help reporters understand why a development matters. Our work connects media relations with stakeholder priorities, executive voices and the moments when a credible explanation matters most.

Microphones arranged on a table for a press conference.

Media work built for real outcomes

Crosswind designs media engagement around your audience and the moment, connecting strategy, content and readiness.

Media strategy

  • Audience and outlet mapping
  • Newsworthy story development
  • Purposeful timing, outreach and response

Content and outreach

  • News releases, pitches and supporting materials
  • Bylines and thought leadership
  • Media briefings and interview coordination

Readiness and insight

  • Spokesperson preparation and message briefs
  • Monitoring and issue awareness
  • Coverage review and practical refinements

From audience to media engagement

01

Define the audience

Define the audience and objective before choosing the media opportunity.

02

Build the story

Build a credible angle around evidence that makes the story matter.

03

Prepare the messenger

Equip the messenger with clear materials, messages and interview preparation.

04

Engage and refine

Connect with journalists, listen to the response and adapt the approach.

SELECTED CROSSWIND EXPERIENCE

Experience in the public eye

Officials at the HHS announcement shown in Crosswind’s Texas A&M University System case account

Photograph from the published Texas A&M University System case account.

PUBLIC NARRATIVE FOR TECHNICAL SUBSTANCE

Texas A&M University System

Crosswind’s published case study describes work to position the system’s federal biodefense capabilities for decision makers and audiences beyond campus. In 2012, the U.S. Department of Health and Human Services awarded a BARDA contract to the system.

The example shows how technical substance can become a clear public narrative without losing its precision.

A COHERENT STORY FOR A COMBINED BUSINESS

Accudyne Industries

As disparate businesses came together under the Accudyne banner, the challenge was to make the new company understandable to its markets. Crosswind’s published case study describes media meetings, bylined articles and profiles developed to raise visibility and give the combined business a coherent story.

Industrial technician working on equipment in Crosswind’s Accudyne Industries case account

Photograph from the published Accudyne Industries case account.

Let’s put your story in motion.

Bring us your audience, your moment and the story you need to tell. We’ll help you find a clear next step.