Press and PR Copy
Press releases, media pitches, and executive statements that earn coverage.
Copy that earns editorial attention
Most press releases are written for the company that issues them, not the journalist who might cover them. They lead with the company name and include quotes that no human would actually say. They do not earn coverage because they were not written to.
A press release that gets covered leads with the story. The story is what is genuinely new, genuinely unusual, or genuinely useful to the journalist and their audience. Finding that angle is 80% of the work.
What we write
Press releases written from the editorial angle rather than the marketing angle. Media pitches in three different framings for different outlet types: trade press needs a different hook than general business press. Executive quotes that sound like a real person said them. A bio that positions the executive as a relevant voice on the topic being pitched, not just a title holder.