PR and press releases worth reporting

Public relations (PR) is the work of earning attention and coverage for an organisation through the media and other third parties. A press release is a written announcement, structured for journalists, that presents news about the organisation.

A press release on its own rarely gets coverage. Journalists receive far more than they can read, and most of what they receive isn't news. What gets attention is a real story (new data, an unusual launch, a local angle, a clear human interest) pitched personally to the reporters who cover that topic. We help you find that story, write it properly and put it in front of the right people. We only pitch stories that are true, relevant and clearly worth a journalist's time.

Wire services distribute your release to many outlets and databases at once. They're useful for formal announcements, investor news and making a release easy to find, but syndicated copies rarely count as real coverage, and links from them carry little SEO value.

Direct pitching (a short, personal email to a reporter who covers your topic) is slower and more selective, and it's how most genuine stories get written. For most clients we focus on direct pitching and use wire distribution only when there's a specific reason.

A good pitch is short and specific. It explains in a few sentences why this story matters to that reporter's readers, offers what they need (data, an interview, images) and respects their time. We read what each journalist has written recently before contacting them, so the pitch fits their beat.

We send pitches at sensible times, offer embargoes for bigger announcements so reporters can prepare, and follow up once, briefly. Pestering journalists closes doors; relevant pitches open them for your future stories too.

Frequently asked questions