Most press releases get ignored because they are written by and for marketing departments. They lead with the company name, include several paragraphs of industry jargon, and close with a quote from the CEO that says nothing specific. Journalists delete them before the second paragraph.
A press release that gets used is one that gives a journalist everything they need to write a story with minimal effort. That means a genuinely newsworthy lead paragraph, a structural summary that answers who, what, when, where, and why in the first 100 words, a factual story angle that a beat journalist can use without rewriting, and a quote that includes a specific claim or perspective rather than a generic expression of excitement.
We write press releases by starting with the actual story question: what is the specific thing that just happened, and why should a journalist covering this beat care? If there is not a genuine news hook, we help identify the strongest possible angle before writing. Publishing copy that is not genuinely newsworthy is a waste of distribution budget and brand credibility.
Deliverables include the standard AP-style press release, a short version for wire distribution character limits, and two quote variants (one from a leadership perspective, one from a market context perspective). We do not handle distribution -- we write the document that distribution-ready media materials require.