Press & PR Writing
Press releases, media pitches, and PR copy that journalists actually read. Written for the press, not for the business website.
What this covers.
Press releases fail for one main reason: they are written for the company that issues them, not for the journalist who receives them. A press release that leads with the company's achievement, uses the executive's favourite industry jargon, and buries the actual news three paragraphs down will be deleted before it is read.
Press and PR writing starts from the journalist's perspective. What is the actual news here? Is there a story a general reader would care about, or is it only interesting inside the company? The copy is structured with the news first, the context second, and the company information last, because that is how journalists read.
The base scope covers one press release of up to 600 words, including a headline, standfirst, quotes, and boilerplate. The engagement also includes a short media pitch email that can be sent alongside the release to increase pickup rate.
For Portuguese media, the studio has specific experience with the conventions of PT press and the language register expected by major Portuguese publications.
