About Pressfold

We're a boutique PR studio that thinks like a newsroom. Small on purpose: the people who pitch your story are the people who built it.

Why we started

Pressfold was founded by Marwa El-Sayed in Lisbon, after a decade split between a regional newsroom and an in-house comms team. From the editor's chair she watched hundreds of press releases land and get deleted in seconds; from the brand side she watched good companies spend on PR that produced nothing a reporter would touch. The gap was always the same — there was no story, just a request for one.

So she built a studio around the missing piece: the data. Find a finding worth reporting, package it properly, and the coverage follows because editors want it, not because they owe you a favour. That's the whole thesis, and it still holds.

How we work

Marwa leads strategy and editor relationships. Around her sits a compact team — a data analyst who keeps the numbers honest, a writer who has filed real copy on deadline, and a designer who makes charts a reporter can drop straight into a story. We stay small because the work doesn't scale by adding seats; it scales by being good enough to get run.

Three principles we won't bend on:

• The data has to survive scrutiny. If a finding only holds up when nobody checks the method, we don't pitch it. Our reputation with editors is the asset; we won't spend it on a shaky stat.
• Earned, never bought. We don't pay for placements or run paid posts dressed as news. Every pickup is a reporter choosing to run the story.
• Plain reporting. You see every pitch sent, every reply, every live URL. We'd rather show you four honest pickups than a slide claiming "120M impressions".

Who we work with

Mostly founder-led companies, research-minded brands and agencies who need a campaign that produces something quotable. If you have a point of view and access to data — even messy data — there's usually a story in it.