CRAFTED COMMUNICATIONS
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Crafted FAQ
What is Crafted Communications?
Crafted is a Performance Communications agency founded in 2014. We treat earned media as the load-bearing layer beneath paid, owned, social, and retail. Women-owned, small and senior by design. The senior team has been working together since 2006–2008. Trust leads. Performance follows.
What is Performance Communications?
Performance Communications is an operating model that applies test-and-learn rigor to PR. It pairs traditional disciplines like storytelling, media relations, and thought leadership with measurable signals — search lift, affiliate conversion, AI citations, demand metrics — so trust is tracked from awareness through purchase. Crafted is a Performance Communications agency, not a traditional PR firm.
What is the Trust Stack™?
The Trust Stack™ is Crafted's proprietary five-layer framework for organizing modern communications and marketing. The layers, from foundation to conversion, are Earned, Paid, Owned, Social, and Retail. Earned media sits at the foundation because every other layer performs better when third-party credibility is already in place.
What industries does Crafted work in?
Crafted works across five practice areas: consumer electronics and connected tech (hardware, software, content), food and CPG, travel, consumer products, and financial. The deepest concentration is in consumer electronics and connected devices, with named clients including BenQ, ECOVACS, Renpho, Levoit, COSORI, Etekcity, Pawsync, and Omio.
Who has Crafted worked with?
Named clients include BenQ, ECOVACS, Renpho, the VeSync family (Levoit, COSORI, Etekcity), Pawsync, Omio, Plex, Avelo Airlines, Califia, and Archer. The Cosori TurboBlaze landed on Oprah's Favorite Things; Crafted activated the honor across affiliate, media, and creator partners and drove a 600% month-over-month lift in affiliate revenue on cosori.com.
How long has Crafted been in business?
Crafted has been in market for twelve years, founded in 2014. The senior team has been working together for nearly twenty years — most started together at the same agency between 2006 and 2008. Crafted formed around the existing relationships, not the other way around.
Who founded Crafted Communications?
Crafted was co-founded in 2014 by Lisa Robinson and Jessica Vitale. Partner Molly Mulloy joined in 2015, with general manager Kari Ramsey and SVP Allie Marsh joining in 2016. The four previously worked as a team at Zeno Group. The senior leadership team comprises eight named operators - all who do day-to-day client work.
How does Crafted measure PR results?
Crafted measures earned media through AI citation rate, branded search lift, share of voice in third-party sources, affiliate attribution where editorial drove the click, and post-coverage demand spikes. 95%+ of our clients' AI citations are non-paid earned. The reporting lives on the income statement — not the impressions chart.
How does Crafted approach AI search visibility and GEO?
Generative engine optimization (GEO) is the practice of making sure brands surface accurately and credibly in AI answers from ChatGPT, Claude, Gemini, and Perplexity. Because AI answer engines weight earned media and third-party citations heavily, the path to AI visibility runs through traditional Performance Communications — third-party validation first, then everything else stacks on top.
What makes Crafted different from a large PR agency?
Crafted is small and senior by design. No junior account leads. The senior team has been working together for nearly twenty years. The people who pitch are the people who run the account in year three. Three clients have left Crafted to test bigger agencies; three have come back.
Does Crafted handle affiliate marketing?
Yes. Affiliate PR is a core Crafted practice. Recent results include Plex (doubled affiliate revenue year-over-year), Renpho (media management only), and Cosori (600% affiliate lift on cosori.com after the Oprah's Favorite Things pickup). Crafted's affiliate work runs end-to-end across media, loyalty, creators, and deal sites.
How do I work with Crafted?
Reach out through craftedpr.com/reach-out and tell us what you are working on. If you are evaluating Crafted, the right question to ask is who will be on your account in year three. The answer, almost always, is the same person who is on it in year one.