PR.

We create campaigns on behalf of brands and agencies to earn media coverage, backed by editorial experience from The PA.

We start with the story. What would make a journalist take notice? What would make someone want to read, watch or share it? Then we use research, data, editorial judgement and creative production to bring that story to life.

From the first idea to creative development, media outreach and tracking coverage, we take care of the whole process.

PR starts with a story

You want to secure earned media coverage: but how do you make your story stand out in a busy journalist’s inbox?
We find the idea worth talking about first, then build our campaigns with clients and the media in mind.

How Hydrogen Creates Works

Finding the news angle

You bring us a brief, business challenge, message or idea. We’ll look for the angle with the strongest potential to earn attention and create opportunities for coverage

Create the campaign

Once we know what the story needs, we craft the news release and original photography, developing a full PR campaign package.

Getting it seen

We share the story with the journalists, publications and audiences most likely to care about it by delivering it via the PA newswire platform straight into newsrooms.

Built for earned media

Looking for original data that could tell a bigger story? Got a subject your brand has something meaningful to say about? Or a campaign idea that needs a stronger editorial hook? 

We work with in-house teams and PR agencies looking to craft content the media wants to use.

That could mean original research revealing a shift in behaviour, brand data offering a new perspective, expert insight linked to the news agenda or a bigger creative PR campaign combining creative, research, editorial and production.

News is in our DNA

Hydrogen is part of The PA, bringing decades of editorial expertise, news understanding and production capability directly into our offering.

We combine Hydrogen’s strategy, research, creative and communications expertise with Press Association’s understanding of how stories are identified, shaped and produced for the media.

This means editorial thinking is built in from the start: whether we are developing a research-led story, a creative PR idea or something bigger.

Editorial releases are pitched to key journalists and publications, as well as potential distribution through the Press Association newswire, meaning more opportunities to get in front of your audience.

Let’s create something worth talking about, together. Get in touch with your brief or challenge and see what we can do.