By Sarah Walker
8 April 2026
Discover why journalists are the key to building effective PR strategies
When it comes to building a PR and communications strategy that genuinely delivers results, who better to trust than the people who have spent years deciding which stories make the cut – and which don’t?
At SASS media Ltd, we are an award-winning communications consultancy, built on a foundation of success in journalism. Led by experienced journalists Sarah Dale and Sarah Walker, our business is rooted in real newsroom experience – something that gives our clients a powerful competitive edge.
Between us, we’ve successfully covered just about every role in the newsroom. From general reporting – attending court cases and breaking news incidents – to specialist beats including health, local government, lifestyle, and business, we’ve seen the media landscape from the inside out.
“The breadth of our experience as journalists gives our clients a powerful competitive edge.”
But more importantly, we didn’t just sit behind desks chasing quotes or relying on social media for commentary on an issue.
We were out on patch – attending NHS Trust board meetings, sitting through council debates, walking the streets, and speaking directly to the communities we served.
“As communications professionals, we are as just as proactive as we were as journalists.”
We understood what mattered to people. We knew what made a story resonate. And we developed a sharp instinct for what editors would publish – and what would be quietly “spiked”.
What does that mean for your PR strategy?
That newsroom experience is exactly what sets journalist-led communications apart.
Too many press releases are written without a real understanding of how journalists think. The result? Stories that never see the light of day. In the old days, they’d literally be skewered on a spike on a journalist’s desk – discarded without a second thought.
Today, the spike may be digital, but the outcome is the same.
At SASS media, we write like journalists, for journalists. We know how to spot a strong angle, shape a compelling narrative, and present information in a way that makes it easy – irresistible, even – for media outlets to pick up your story.
We also understand how the media landscape has evolved. With the shift towards online readership, we know what drives clicks, what keeps audiences reading, and what still earns its place in print. That blend of traditional newsroom instinct and modern digital awareness is what helps our clients secure meaningful, high-impact coverage.
Specialist communications support that delivers
While we pride ourselves on being able to adapt to the needs of any organisation – drawing on our experience of covering a wide variety of subjects from local politics and business through to lifestyle and entertainment – we are specialists in PR and communications for the healthcare and education sectors.
These are industries where clarity, credibility, and reputation matter more than ever. Our background enables us to navigate complex topics, translate them into compelling stories, and ensure they land with the right audiences, whether that’s the public, stakeholders, colleagues and employees or the media.
Beyond press releases: Building a results-driven communications strategy
Although we’re journalists at heart who still love the thrill of a big newsroom scoop, we understand effective PR isn’t just about one-off media coverage.
While we’re always happy to help you shout about major milestones, like securing a significant contract or expanding your workforce, the real value lies in long-term, strategic communications.
Because we’ve worked as proactive journalists, leading on newspaper campaigns where new angles on the same topic or theme were required continuously, we know how to get under the skin of an organisation and identify multiple narratives for diverse audiences and media. We identify the stories worth telling and build six to 12 month PR and communications strategies that align with your goals.
This includes, news stories and media engagement, website content and SEO-driven blog posts, thought leadership articles, crisis communications planning and stakeholder and audience messaging – all of which can be promoted across all of your social media channels.
Crucially, we don’t just focus on the good news.
We know what happens when things go wrong – and what journalists will want to know. That means we can help you prepare for potential challenges, ensuring you respond quickly, clearly, and effectively to protect your reputation and relationships with stakeholders and the media.
So, how do Sarah and Sarah work with your organisation?
We keep our approach simple, transparent, and focused on results.
Step One:
Get in touch for a free, no-obligation chat and a cuppa! We’ll learn about your organisation and what you want to achieve.
Step Two:
We create a tailored proposal outlining exactly what we can deliver, with clear and transparent pricing.
Step Three:
Once you’re ready to move forward, we’ll agree the scope of your communications strategy. We also offer an optional PR discovery day to map out your next 6–12 months in detail.
Step Four:
We get to work, delivering a structured PR and communications strategy with clear timelines, outputs, and measurable goals. You’ll also receive regular reports demonstrating impact and results.
Step Five:
We continuously review and refine our approach through regular check-ins, ensuring your communications stay relevant, timely, and effective.
Need something more flexible? We also support organisations with one-off press releases or scalable communications support as and when required.
Built on collaboration
We believe the best communications strategies are built collaboratively.
We regularly work alongside marketing managers and brand strategists, helping turn clear objectives into powerful, results-driven storytelling, marketing and PR.
We also partner with trusted specialists, from designers and photographers to branding experts, so you get exactly the expertise you need, without unnecessary cost.
Why work with an award-winning communications consultancy built by journalists?
Because we don’t just understand the media, we’ve been immersed in newsroom environments!
We know what journalists are looking for. We know what gets published. And we know how to position your organisation, so your stories cut through the noise and deliver real impact.
Ready to elevate your PR Strategy?
If you’re looking for a communications partner who can deliver consistent media coverage, strategic insight, and measurable results, we’d love to hear from you.
Book your free, no-obligation consultation today and discover how a journalist-led approach can transform your PR and communications.
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