What does a sports PR agency do?▾
A sports PR agency gets sports brands, athletes, events and organisations covered in the media and talked about by fans. Typical work includes media relations, press office, launch and sponsorship publicity, athlete interviews and event PR. Wavelength adds creator partnerships and guaranteed social distribution, so coverage also reaches fans directly on Instagram, TikTok, YouTube and Facebook.
What is sports public relations?▾
Sports public relations is the strategic management of how a sports brand, team, athlete or event is seen by the media and the public. It uses earned media, interviews, storytelling and events to build reputation, grow fan bases and support commercial goals such as sponsorship, ticket sales and product sales.
What does a PR agency actually do?▾
A PR agency earns attention for your brand without paying for the placement. It finds newsworthy angles, builds relationships with journalists, pitches stories, arranges interviews and press trips, manages announcements and tracks coverage. The best agencies also connect PR to social, search and sales, so coverage turns into awareness, traffic and enquiries.
How much does a PR agency cost in the UK and US?▾
Most PR agencies work on monthly retainers. As a guide, UK retainers typically range from around £3,000 to £15,000+ per month and US retainers from around $3,000 to $20,000+, depending on agency size, markets and scope. Project campaigns, such as a launch, are usually quoted as a fixed fee. Wavelength scopes every proposal to your objectives and markets.
Do you offer project-based PR or only monthly retainers?▾
Both. Wavelength runs project-based PR for launches, events, record attempts and campaign moments, monthly retainers for an always-on press office, and integrated packages that combine PR with creator campaigns, social video and guaranteed distribution across our network. We recommend the model that fits your goals, timeline and budget.
Can a PR agency guarantee media coverage?▾
No reputable agency can guarantee earned editorial coverage, because journalists decide what they publish. What Wavelength can guarantee is reach. As a social publisher, we distribute your campaign content through our own network of channels, with delivery terms agreed per campaign, so your story is seen even before the press picks it up.
What is the difference between PR and sports marketing?▾
PR earns attention through media coverage, interviews and storytelling that you do not pay to place. Sports marketing covers the wider mix, including sponsorship, advertising, creator campaigns, events and activations. Wavelength does both, so press coverage, athlete partnerships and social content work as one campaign rather than separate briefs.
What does a health, fitness and wellness PR agency do?▾
A health, fitness and wellness PR agency builds credibility for brands such as fitness equipment and apparel, sports nutrition, supplements, gyms, apps, wearables and wellness products. It secures coverage in health, fitness and lifestyle media, positions founders and experts as trusted voices and partners with credible fitness creators. Every claim should be accurate and backed by evidence.
What is automotive PR?▾
Automotive PR is public relations for car manufacturers, EV and mobility brands, motorsport, aftermarket and automotive technology companies. It covers vehicle launches, media drives, motor show moments, relationships with motoring journalists and creator partnerships. Wavelength's automotive network reaches 128M+ fans and includes leading car creators such as Supercar Blondie.
What does a travel PR agency do?▾
A travel PR agency helps destinations, tourism boards, hotels, tour operators and travel brands get featured by travel journalists, broadcasters and creators. Work includes press trips, destination storytelling, launch announcements, local and national media campaigns and creator visits. The goal is awareness that turns into searches, bookings and visitor numbers.
What is adventure travel PR?▾
Adventure travel PR promotes experiences built around activity and exploration, such as expeditions, trekking, diving, skiing, cycling and outdoor holidays. It targets outdoor, travel and lifestyle media plus adventure creators. Wavelength's adventure travel audience is 21M+, and our Everest sea-to-summit campaign earned coverage in The Guardian, The Independent and Associated Press.
Do you offer PR for athletes and creators, or only brands?▾
Both. Wavelength works with brands, rights holders and destinations, and also represents 200+ creators and athletes. For talent, PR builds profile through interviews, features and story-led campaigns, which supports sponsorship and partnership opportunities. Brands can also draw on our roster for spokespeople, launches and content.
Do you work with brands in the US as well as the UK?▾
Yes. Wavelength is headquartered in London and runs PR campaigns for brands targeting the UK, the US and international markets, with experience across Europe, the Americas and Asia Pacific. Our social network and creator roster have global audiences, so a campaign can launch in one market and scale to others.
How long does PR take to deliver results?▾
Campaign PR around a launch or event can deliver coverage within days of the announcement. Building lasting reputation and search visibility usually takes three to six months of consistent activity. With Wavelength, amplification through our own social channels delivers reach from day one while media relationships build.
How do you measure PR success?▾
We measure PR against the goals agreed at the start. Typical metrics include pieces of coverage, outlet quality, audience reach, share of voice, sentiment, social views and engagement, referral traffic, branded search and mentions in AI answers. Wavelength provides real-time monitoring, daily coverage reports and a full impact report, including press value, at the end of each campaign.
Is PR being replaced by AI?▾
No. AI is changing how people search, and that makes PR more valuable. Assistants such as ChatGPT, Gemini and Perplexity build answers from sources they trust, including news sites and specialist publications, so earned media is one of the strongest signals that gets a brand recommended. AI speeds up research and monitoring, but the relationships and storytelling still come from people.
How does PR improve visibility in ChatGPT and Google AI Overviews?▾
AI search tools recommend brands that credible, independent sources describe consistently. PR earns those mentions in trusted publications, which AI models read and cite. Wavelength pairs PR with AI Search Optimisation, structuring your website and content so AI tools understand what you do, who you serve and why you are credible.
What are the main types of PR?▾
The main types of PR are media relations, consumer and brand PR, corporate communications, crisis communications, digital PR, influencer and creator PR, and event or experiential PR. Wavelength focuses on media relations, consumer and brand PR, digital PR, creator PR and event PR for sports, health, fitness, automotive and adventure travel brands.
What is the difference between digital PR and traditional PR?▾
Traditional PR targets print, broadcast and major news outlets to build reputation. Digital PR targets online publications, blogs and podcasts, with a focus on links, search rankings and online visibility. Most campaigns now need both. Wavelength combines them with social distribution, so one story earns coverage, links, search visibility and social reach.
How do PR and influencer marketing work together?▾
PR earns credibility through independent media, while influencer and creator marketing reaches audiences directly through people they already trust. Each strengthens the other: coverage gives creators a story to tell, and creator content shows journalists there is real public interest. Wavelength runs both under one roof through our creator roster and social channels.
Can you run PR for a product launch, event or record attempt?▾
Yes. Launches, events and record attempts are a core part of what Wavelength does. We plan media around tentpole moments such as the announcement, start and finish, coordinate interviews and content on the ground, and push the story through our network as it happens. Our Everest sea-to-summit record campaign reached 138M+ people worldwide.
Do I need a specialist PR agency for my industry?▾
If your audience is passionate and well informed, as it is in sport, fitness, cars and adventure, a specialist usually performs better. Specialists already know the journalists, creators and communities that matter, understand the technical detail and can spot a credible story quickly. That means less briefing time and coverage that lands with buyers.
What should I look for when choosing a sports PR agency?▾
Look for proven experience in your sector, named results and case studies, relationships with the media your customers read, a senior team who will work on your account, clear pricing and reporting, and the ability to reach audiences beyond the press. Ask for recent examples of coverage in your target publications.
What makes Wavelength different from a traditional PR agency?▾
Wavelength is a media company as well as an agency. Alongside media relations, we run our own network of social channels and represent 200+ creators and athletes, with a combined audience of 320M+ fans and 950M+ monthly video views. That lets us guarantee social reach, produce content in-house and turn every press story into a full campaign.
How do I start a PR campaign with Wavelength?▾
Send us a short brief covering what you want to announce, your target markets and audience, key dates and budget range. We will come back with story angles, target media and creators, and a costed proposal. Call +44 (0)207 244 1000, email info@wavelengthnetwork.com or use the form on this page.
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