REYA’s Origin Story: A New Agency Model with Bold Ideas for PR & Media Relations
- Alexandra Avila
- Aug 13
- 5 min read
Updated: Aug 13
I couldn’t help but wonder… in an industry built on communication, why were we still making it so hard for the media to get the information they need?
When I first moved from digital marketing into PR, I was struck by how inefficient the pitching process was. Press releases were still stuck in the same old PDF format—one headline, one image, and a wall of text that could make even the most dedicated editor’s eyes glaze over. Distribution wasn’t much better: expensive wires, mass email blasts, or hours spent crafting individual pitches.
And even the most promising method—personalized outreach—came at a high cost—time. Both ours, and more importantly, the writer’s.
Then I read Gini Dietrich’s Spin Sucks, and a lightbulb went off. She introduced me to the idea of inbound over outbound PR. Outbound was the classic “push” of sending news into the void, hoping someone bites. Inbound? That’s the art of putting your bait where the fish swim, putting your content or news where journalists are already exploring for ideas, letting them discover you in their own time and on their own terms.
It made me think: Why were we still gatekeeping our news in desktop folders or hidden Dropbox links? Why not put it out there—ready, waiting, and easy to access—so journalists can grab what they need when inspiration (or a deadline) strikes?
Meeting Writers Where They Are
When we launched REYA Communications, I decided we’d do things differently. Our website would prioritize media relations making it a working tool for journalists, rather than a business development tool.
We’d start with reimagining the press release. Instead of static PDFs, our client news would be digitized, hosted on our site, brought to life with images, videos, and formatting that’s easy on the eyes.
We created press centers for every client, where you could easily find their press releases, fact sheets, high-res images, awards, all neatly organized and accessible from your phone or laptop.
And because many of the writers we work with are on the move—filing stories from airport lounges, hotel rooms, or home office—we made our news easy to share be it in a quick email, a WhatsApp message, or a DM on Instagram. Why force someone to dig through their inbox when they could just click a link?
Making Our News Searchable
If a writer’s first instinct is to Google their way into a story, why shouldn’t our news be waiting there to greet them?
Once we digitized our press releases and hosted them on our site, something interesting happened: they started showing up in search results. A travel journalist looking for a destination to feature, an editor searching for a fresh angle—suddenly, our stories were finding their way into those searches.
And like any good headline, they caught attention. We began seeing more organic traffic to our releases with writers stumbling upon our news not because we sent it to them, but because they were already looking for it. It was inbound PR in its purest form: placing the bait right where the fish swim.
For us, it was proof that making content easy to find isn’t just considerate—it’s strategic. Because sometimes, the best pitch is the one you never have to send.
Adapting to Today’s Media Landscape
Being a journalist today is a tougher gig than ever. Story rates are low, deadlines are brutal, and inboxes are overflowing with pitches that may never get opened, let alone read. And the content game has changed from fewer sprawling features to more SEO-driven roundups and listicles fighting for clicks.
We looked at this reality and asked ourselves two things. First, how can we make a journalist’s job easier and second how can we help them stand out with stronger, faster pitches?
Our answer: efficiency and creativity. By building digital press releases and dedicated press centers, we’ve made it possible to deliver what the media need in seconds. And here’s the thing, it’s not just a win for journalists. Travel publicists aren’t exactly chained to a desk either. We’re often on the move, riding the six train to our next media appointment, hosting a press trip, or meeting a client halfway across the world. Having everything digitized means we can send quotes, images, or fact sheets instantly, no matter the time zone or Wi-Fi signal.
We also keep our blog stocked with timely roundups and pitch ideas, each linking directly to the assets a writer might need to file before their editor’s ungodly tight deadline. And when we see a story go live where our client’s quotes and images have been pulled straight from those resources, without a single back-and-forth email—that’s the dream.
We also make it a point to amplify the work of the writers we collaborate with—because credit matters. And instead of chasing thousands of followers, we nurture a small but mighty community of journalists on social media. The result? A network built on trust, respect, and a shared goal of telling great stories.
The REYA Difference
In rethinking how we connect with the media, we’ve been able to stay a boutique agency while still delivering big results for our clients.
If I had to guess why writers like working with us, I’d put money on our respect for their time. We’ll only pitch when it’s relevant, we make assets easy to find, and we cut the back-and-forth to a minimum. Our eclectic client roster doesn’t hurt either—it keeps things fresh.
In a world where traditional PR tactics are losing their punch, our inbound-first approach hasn’t just kept us in the game, it’s made us a better partner to the people who tell our clients’ stories.
How to Start Working with REYA
If you’re a journalist or editor looking to simplify your sourcing and uncover stories worth telling, here’s how to make it easy on both of us:
Bookmark Our Website – Dive into our press releases and journal for ready-to-use ideas and assets.
Sign Up for Our Newsletter – We send only what’s worth your attention—curated and timely, not every last update. Sign up here and check out our latest Fall News here.
Follow Us on Social – We post our latest news, coverage, and press trip opportunities. And yes, our DMs are open. IG: @reyacommunications, TW: @reyacomms, LI: @reya-communications
Add Us to Your Source Emails – Tell us what you’re working on; we promise to only send what truly fits. (alexandra@reyacommunications.com and julie@reyacommunications.com)
Schedule a Call – Thanks to our streamlined systems, we actually have time for real conversations and creative brainstorming.
At REYA Communications, our aim is simple: to make it easier for you to do your best work—on your schedule, in your style, with everything you need right at your fingertips.
Let's connect!
Alexandra Avila
Julie Leventhal
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