By: Miles Qiao

Matteo Ferretti sits comfortably in his chair as he leads a PR agency that aims for media placement. Like a maestro who decided the orchestra wasn’t playing the right tune, Ferretti has redefined the symphony of public relations, leaving traditional PR firms struggling to keep pace with the new rhythm.

Breaking the Pitch Cycle

“I would have started Spynn 10 years ago,” Ferretti muses, reflecting on the flaws in traditional PR models. “Clients are often stuck paying monthly fees with uncertain results. I knew this wasn’t the most effective model for many companies.”

The PR industry has long operated on a model that feels almost medieval in its approach: pitch, pray, and pay. Companies hire PR firms, who then pitch stories to journalists, hope for coverage, and continue collecting monthly retainers regardless of results. This system worked when there were fewer media gatekeepers and businesses had fewer options.

Today’s digital industry tells a different story, with the global public relations market projected to grow to $112.98 billion in 2025. Innovators like Ferretti are challenging older models.

Spynn’s approach is as unconventional as Ferretti’s career trajectory. Rather than pitching and hoping, the firm focuses on securing publication on high-authority platforms such as Forbes, Entrepreneur.com, and Bloomberg. It’s a bold approach in an industry built on possibilities.

The Guaranteed Revolution

COVID-19 triggered a reckoning for traditional PR firms. Businesses tightened budgets and began questioning the value of paying for possibilities rather than certainties.

“When COVID-19 hit, we saw a shift of clients from traditional publicists to our unique model, which focuses on securing publication of news stories without traditional pitching,” explains Ferretti.

This migration wasn’t just a pandemic-induced anomaly—it was the market signaling a shift in expectations. Results can now be measured in clicks, impressions, and conversions. The handshake agreements and “we’ll do our best” promises of yesterday’s PR firms began to feel as outdated as fax machines.

Spynn’s model is direct and simple: bypass the pitching step entirely and publish directly on clients’ preferred news sites through an extensive network of journalist connections. They skip the line at an exclusive club because they know the bouncers—except these bouncers guard the gates to some of the world’s most prestigious publications.

From Bedroom to Boardroom

The journey from startup to disruptor wasn’t paved with gold. Ferretti’s entrepreneurial tale began in humble surroundings.

“Four years ago, I was broke, cold-calling from a rented bedroom, desperately trying to find my first few clients,” he reveals.

Today, Spynn stands as a formidable presence in the global PR landscape, with access to over 400 publications and having received 16,000 inquiries since its launch. The firm has published 1,500 features and reported an impressive 83% annual revenue increase in 2023, earning recognition among the leading global PR firms alongside industry giants like Edelman and FleishmanHillard.

This rapid rise isn’t just about having a clever business model—it’s about understanding a fundamental truth about modern business: trust and credibility are the currencies of the digital age.

The SEO Advantage

Visibility isn’t just about being seen—it’s about being found. Spynn’s approach harnesses the power of high domain authority links from respected publications, enhancing clients’ SEO rankings and rapidly increasing their visibility.

This strategy transforms public relations from a soft, hard-to-measure marketing expense into a tangible asset with clear ROI. One success story involves a business that soared from inception to $30 million in top-line revenue within just two years—an example of the transformative potential of Spynn’s approach.

Digital PR services have evolved beyond simple media relations to encompass a comprehensive online presence and reputation management strategy. Ferretti recognized this shift early, positioning Spynn at the intersection of traditional PR values and modern digital requirements.

The Future of PR Is Measurable

Traditional PR firms have long operated in a measurement vacuum, relying on vague metrics like “impressions” and “reach” to justify their existence. They are like a doctor telling you that you are generally healthy without taking your temperature or checking your blood pressure.

Spynn’s model introduces accountability to an industry that has historically avoided it. By guaranteeing placements, they have set a new standard for what clients should expect. “At Spynn, we go beyond conventional methods in public relations. We strive to challenge the norm and discover innovative ways to create impactful campaigns for our clients,” says Ferretti.

The Credibility Currency

Credibility has become a key differentiator in a world flooded with content. When everyone has a platform, being featured in established publications carries more weight than ever.

Spynn’s focus on helping clients get featured in Forbes and other prestigious outlets is about taking full advantage of the trust these publications have built over decades. Third-party endorsement from a respected source is worth its weight in valuable digital currency in the attention economy.

This understanding of credibility as currency has allowed Spynn to create a model that delivers what clients truly want: visibility and validation.

The Human Element

The human element remains crucial despite PR’s digital transformation. The relationships between brands, media, and audiences are still fundamentally human connections, even when facilitated through digital channels.

Spynn’s success, apart from guaranteeing placements, lies in understanding the stories that resonate with specific audiences. They recognize the difference between being published and being read—between checking a box and making an impact.

The Next Chapter

Ferretti shares his vision for the future: “We aim to continue evolving and breaking barriers, to redefine the future of public relations, one story at a time.” Spynn’s current strategies set itself to continue leading this change.

Traditional firms cling to outdated models while innovators like Spynn forge new paths. The situation mirrors the moment Netflix began streaming while Blockbuster continued renting DVDs—a fundamental shift in how value is delivered.

Ferretti’s most powerful message may be the one he’s sending to his competitors: adapt or become as relevant as yesterday’s news. His industry was built on communication, but yesterday might as well be ancient history in the fast-moving world of media.

Disclaimer: The information provided in this article is for general informational purposes only and does not guarantee any specific results. While the content reflects the views and experiences shared by the author, individual outcomes may vary. No promises or warranties are made regarding the effectiveness of the strategies or approaches mentioned. Always seek professional advice tailored to your specific situation before making any decisions based on the information provided.

Published by Joseph T.