Notes on media relations, crisis comms, and brand strategy — plus research.https://yudaikhsan-site.pages.dev/enhttps://yudaikhsan-site.pages.dev/writing/the-pitch-that-gets-a-reply/https://yudaikhsan-site.pages.dev/writing/the-pitch-that-gets-a-reply/Most pitches die in the subject line. After years of sending them — and a stint on the receiving end as a journalist — here's what actually gets opened, read, and run.Tue, 20 Jan 2026 00:00:00 GMThttps://yudaikhsan-site.pages.dev/writing/the-first-60-minutes/https://yudaikhsan-site.pages.dev/writing/the-first-60-minutes/Reputations are rarely lost in the incident. They're lost in the hour after it — in silence, speculation, and five versions of the same fact.Fri, 14 Nov 2025 00:00:00 GMThttps://yudaikhsan-site.pages.dev/research/measuring-message-pull-through/https://yudaikhsan-site.pages.dev/research/measuring-message-pull-through/Coverage volume tells you how loud you were — not whether the message landed. This framework measures what actually made it into the story, and what got dropped on the way.Wed, 15 Oct 2025 00:00:00 GMThttps://yudaikhsan-site.pages.dev/writing/message-architecture/https://yudaikhsan-site.pages.dev/writing/message-architecture/Before the creative, before the media plan, there's one question: what is the single idea everything else has to serve? Get that wrong and no budget will save you.Tue, 02 Sep 2025 00:00:00 GMThttps://yudaikhsan-site.pages.dev/writing/from-newsroom-to-boardroom/https://yudaikhsan-site.pages.dev/writing/from-newsroom-to-boardroom/Eleven years ago I was chasing stories as a journalist. Today I help organisations tell theirs. A short note on what changed — and what didn't.Tue, 08 Jul 2025 00:00:00 GMThttps://yudaikhsan-site.pages.dev/research/trust-gap-crisis-statements/https://yudaikhsan-site.pages.dev/research/trust-gap-crisis-statements/A close reading of how crisis statements are actually received — and why empathy and speed are judged long before completeness ever is.Tue, 22 Apr 2025 00:00:00 GMThttps://yudaikhsan-site.pages.dev/research/media-coverage-baseline/https://yudaikhsan-site.pages.dev/research/media-coverage-baseline/A repeatable way to record coverage volume, share of voice, and sentiment before a launch — so the post-mortem has something honest to compare against.Thu, 30 Jan 2025 00:00:00 GMT