Public Relations
& Media Relation
Earned visibility for organisations with something to say.
Earned media isn't optional anymore.
It's how you become visible to the systems people now use to research you.
Here's what's changed: AI search and LLM discovery have rewritten how organisations get found. These tools don't just crawl your website — they synthesise what trusted sources say about you. Journalists, editors, podcasters, the publications your audience already reads.
What's old is new again. Public relations and media relations — the work of getting your organisation into rooms and conversations you can't enter on your own — are an integrated component of every good strategy. Not a campaign you run when you have something to announce. A discipline you build into how you show up.
WHat's included:
The specific craft of working with journalists. Pitching, building relationships with reporters who cover your sector, preparing spokespeople, and managing the rhythm of being newsworthy without being noisy.
Organisations with something to say and no infrastructure to say it consistently. You've got expertise, a story, or a moment — and you need experienced help to get it into the right hands.
This works best when you already have clarity on your story and audience. If you don't, we start with a BRIDGE Workshop first.
Every engagement starts with a conversation. I'll listen, ask better questions, and tell you honestly whether this is the right fit.
Email To Discuss your Needs
Scott clark, president, clark communications
Every once in awhile in your business career you get the chance to work with a Rockstar. Here's my Erin Trafford story. I've been following Erin on her journey for sometime and watching her evolve from broadcaster to entrepreneur to thought leader. It's been fun to watch from the bleachers. I finally reached out to Erin to get her insight on an idea.
Erin is one of the most powerful, thoughtful, insightful and inspiring people we have ever worked with. Leadership in certain verticals can be blurry, as to who is and isn't one. Erin Trafford is one of the true thought leaders, no bullshit. I'm honoured to write this and hope I have many more years working with Erin.
Wendy Brookhouse, founder, Black star Wealth
I had Erin help me find my golden thread. After years of innovating, packaging services and helping clients, I felt like I had lost the central core. Erin helped me find the true essence of what I do for clients. And it was beyond just the products and investments. She gave me my why back.
The output of our work together was way more than I expected — in all the best ways. Erin didn’t just tell me what to say — she gave me the how and the why. In a world full of consultants handing over glossy PDFs that just tell you the what to do (but not the actual day to day how) Erin laid out a full communications system I can actually use. Strategic, emotionally resonant, and completely aligned with how I work.
Erin tapped into my core values. She gave me messaging that went deep, hit the emotional notes, and made me feel proud of how I show up. She cut through the swirl and built something that reflects the real me — not a version of me filtered through someone else’s idea of marketing.
I couldn't be happier and can't wait to unleash the refound and refined me to transform even more lives.
Kathryn Toope, VP MARKETING, VERECAN GROUP
I recently spent a few hours with Erin, and it was hands down the best money I’ve spent on marketing support in ages.
Her insights were strikingly obvious yet completely overlooked by us, and she gave concrete tactics I was able to apply the same day. The clarity and immediate improvements have already made our podcast stronger and more strategic.
I’ve followed Erin’s journey for years and invested in the story she’s woven about her own business and services; when the chance came to book time with her, I didn’t hesitate. I’d recommend her to anyone looking to elevate their content and narrative approach.
You’ll be stunned by her ability (and, if you’re lucky, by the additional insights from her outstanding team) to drill down into what you’re doing and help you find a more engaging way to move forward.
- IRENE MACABANTE, CEO, THE CITRINE CONSULTING COLLECTIVE
“I knew I had good stories to tell. I just could not figure out which stories were important, and how to tell them in a way that would grow my online presence, audience and business. Erin gave me total clarity on how I can stand out in my industry and turn readers into leads by sharing my stories. Erin’s process is magical!”
Ways we can work together
Comms Systems Workshop
Build the system behind your communications using my BRIDGE Framework
Strategic Comms Coaching
Monthly coaching to strengthen your narrative positioning and strategy
Fractional Advisory
Full integration into your comms operations
Media Training and Prep
Be media ready always. Understand how to optimize your media moments
PR & Media Relations
Management of external and earned media efforts and outcomes
Moderating, Hosting & Emceeing
Sharp moderation and hosting for live events
Branded Podcasting
Strategic podcasts through Story Studio Network.
Community & Social Management
Growth strategies to build engagement with your brand
