About this service

Most press releases are not written for journalists. They are written to satisfy internal stakeholders. They lead with the organisation\'s perspective, use superlatives that no editor will print, and bury the actual news in paragraph four. The journalist has to do too much work to find the story. They file it and move on.

A press release that gets picked up is written from the journalist\'s angle, not the organisation\'s. The lead is the story as a reader of that publication would want to read it. The quote is something an executive would actually say out loud. The boilerplate is short. The contact details are easy to find. The release arrives on a day and at a time when the journalist is likely to read it.

Our PR copy work covers: press releases, media pitches (the email that gets the journalist to request the full story), executive statements (for sensitive situations or formal announcements), bylined articles (written in the executive\'s voice for placement in sector publications), and commentary pieces (short, opinion-led responses to sector news).

We also work on longer PR programmes where organisations need a consistent flow of media-ready content. For these projects, we develop a media angles calendar based on sector events, regulatory changes, and organisational milestones, and write the content against that calendar.

What is included