Press release writing
A press release a journalist can use as written, with the news in the first sentence.
GradaxEuropean companyOrder outright
Founded 2014·Built and operated in Europe·3 days to 4 weeks
About this service
Most press releases are ignored because the news is buried in paragraph three under a quote about being delighted. We find the angle a journalist would actually cover, put it in the headline and opening sentence, and write the rest in the order an editor cuts from the bottom. Larger packages include the media list and the pitches.
Why most releases go straight to the bin
Journalists receive dozens of releases a day and decide in seconds. They read the subject line, the headline and the first sentence. If the news is not there, they stop. Most releases open with the company name, a sentence about being a leading provider, and a quote about being delighted, and the actual news turns up in paragraph three.
We write in the order an editor works: the news in the headline and first sentence, the essential details next, background after that, boilerplate at the end. An editor short of space cuts from the bottom, so the bottom holds what can be lost. The quote has to earn its place by adding an opinion, a number or a reason, because "we are thrilled" gives a reporter nothing to print.
Is it news, and to whom
Before writing, we ask who would actually care. A new contract may be big news to a trade magazine and of no interest to a national paper. A local hire may interest the regional press and nobody else. Finding the right audience is often the difference between coverage and silence, and sometimes it means writing two versions of the same release.
Some things are hard to make into news: a website relaunch, a company anniversary, a new logo. We will tell you when that is the case and suggest a stronger angle, such as data you hold, a customer outcome or a comment on something already in the news. In the largest package we build a list of journalists who have covered your subject recently and pitch them one by one. Paid wire distribution mostly lands on syndication pages that nobody reads, so we use it rarely.
What you get
Everything below is in the price. Nothing here is an upgrade.
- Angle note: why this is news, and to whom
- Press release of 400 to 600 words
- Company boilerplate written or tightened
- Email pitch versions for trade and general press
- Media list and outreach report in the larger package
What changes
- The news stated in the headline and first sentence, with no warm-up
- A quote that adds an opinion or a fact instead of an adjective
- A release short enough to read in two minutes and complete enough to publish
- Pitches sent to named journalists who cover your subject, where the package includes it
How it runs
Find the angle
What a reporter in your trade, your town or your market would see as news.
Write
Inverted pyramid: the story first, the context after, the boilerplate last.
Approve
Facts and quotes signed off by you before anything leaves.
Pitch
Short, individual emails to the journalists most likely to cover it.
Compare the sizes
The standard price for each size. Extras are priced beside it, not hidden behind a call.
| Included | Release€4203 to 5 working days | Release and media kit€7201 week | Release and pitching€1,5202 to 4 weeks |
|---|---|---|---|
| Angle note | Included | Included | Included |
| One press release | Included | Included | Included |
| Boilerplate | Included | Included | Included |
| Two rounds of revisions | Included | Included | Included |
| Fact sheet and spokesperson bio | Not included | Included | Included |
| Ten-question background Q&A | Not included | Included | Included |
| Three pitch email versions by audience | Not included | Included | Included |
| Image and caption guidance | Not included | Included | Included |
| Media list of up to 40 relevant journalists and editors | Not included | Not included | Included |
| Individual pitches and one follow-up each | Not included | Not included | Included |
| Coverage report after three weeks | Not included | Not included | Included |
| Order | Select | Select | Select |
Add what you need
Choose the size
Add what you need
Your total€720
ContinueThe standard price, plus whatever you add. Confirmed in writing before anything starts; nothing is charged until you accept it.
Questions
Can you guarantee coverage?
No. Editors decide what runs. What we can do is give them something worth running and put it in front of the right people.
Should we pay for wire distribution?
Rarely worth it for a small business. Wire releases mostly appear on syndication pages nobody reads, and the links carry no search value. Direct pitching to a short list works better.
What counts as news?
Something new, specific and relevant to a defined audience: a contract, a launch, a hire, research, a local investment. An anniversary or a website redesign usually is not.
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Order it
Standardised enough to order on its own. The price is confirmed in writing before anything starts.