The Interstate PR approach
Interstate PR is a public relations firm, and everything we do starts with understanding. Organizations build trust when people genuinely understand who they are, what they do, and why it matters. Our approach begins with listening, builds on truth, and connects the right ideas to the right people.
Organizations often feel pressure to communicate more: more content, more campaigns, more channels, more activity. But more communication doesn’t necessarily create greater understanding.
Before recommending a solution, we want to understand the organization behind the message. What does it stand for? Who does it serve? What do people already believe about it?
We don't begin by asking what we can sell. We begin by asking what needs to be understood.
The questions that guide us
Every engagement begins with the 5 W’s. Alongside conversations, a review of what you already have, and input from the people involved, they give discovery a consistent structure.
are you?
do you do?
does it matter?
do you connect with people?
do they need you?
do we get you there?
Once we understand who you are and what’s getting in the way, we answer the sixth question together. Sometimes that’s a new brand identity. Sometimes it’s a clearer story, a better website, or a different way to reach people.
And sometimes the best recommendation is to improve what already exists.
Our process is a flexible framework, not a rigid checklist. Every organization moves through it a little differently.
We start with the 5 W’s, plus conversations with your team and a review of what you already have.
We find what’s actually getting in the way.
We set direction and decide which routes and channels the work requires.
We create the communications, experiences, and brand work the solution calls for.
We put it where you and the people you serve actually meet.
Along the way, every recommendation comes with a reason: what we suggest, why it matters, and how it connects to your goals.
Our standard
Communication can shape perception, but it can’t replace substance. Sometimes our role is to help an organization communicate its strengths. Other times, it’s to identify where the experience and the message aren’t aligned. Both are part of building trust.
An organization’s identity, stories, digital presence, public relationships, and education all shape how people understand it. When those pieces reinforce one another, the organization becomes easier to recognize, understand, and trust.
Not every organization needs all six routes. We recommend the ones your work actually requires.
Clients shouldn’t have to keep explaining who they are, what matters to them, or why decisions were made.
Interstate PR is founder-led, and the person who learns your organization stays involved in the work. When a project needs additional expertise, we bring in trusted specialists while keeping that continuity, accountability, and personal working relationship.
Tell us what you’re working on. We’ll start by listening.
