Press releases
Most press releases are written for the brand, not the journalist. At Edited By, we write them the other way around.
A good press release doesn't tell a story. It gives a journalist a reason to tell one.
With a background spanning PR and media, we've sat on both sides of that inbox. We know what gets opened, what gets deleted and what gets passed along because the angle is strong enough to warrant a second look.
Every release we write is built around what a journalist actually needs: a clear hook, a reason it matters now and copy tight enough to respect their time.
What we do
Narrative framing
We find the story inside the announcement. The angle that makes your news feel relevant, timely and worth covering, not just worth sending.
Editorial hooks
A weak opening buries the story before it begins. We write leads that surface the angle quickly and make the relevance immediately clear.
Newsworthiness assessment
Before we write a word, we ask: what's actually newsworthy here? What's the timing? What's the cultural or industry context that makes this land right now?
Media-ready formatting
From headline to boilerplate, structured the way editors prefer it. Easy to skim, simple to quote and ready to run.
Targeted angles
The same story lands differently in a trade publication versus a consumer title. We tailor the angle, language and emphasis to the outlet and audience you're pitching.
FAQs
What makes a press release newsworthy?
1
Newsworthiness comes down to a few things. Timeliness, relevance to the audience, impact and a story angle that goes beyond the announcement itself. A product launch isn't inherently newsworthy. The story behind it, the problem it solves, the timing, the people involved, often is.
2
Do you pitch the release to media on our behalf?
No. We write the release and craft the angle, but distribution and media relations sit outside our scope. What we deliver is a release strong enough that when it lands, it earns serious consideration.
3
How long should a press release be?
One page is the standard and for good reason. Journalists don't have time to read further. We write tight, purposeful copy that respects their time and gets to the point before they hit delete.
Can you write releases for industries you haven't covered before?
4
Yes. Newsworthiness is an editorial skill, not an industry-specific one. Whether it’s beauty, fashion, hospitality or tourism, we research the landscape, understand the outlets and write to what that audience actually cares about.
5
When is the right time to send a press release?
Timing is one of the most underestimated elements of PR. Day of week, time of day, proximity to competing news cycles, relevance to current conversations all affect pickup. We factor timing into the brief from the get go.
Related services:
Marketing & Campaign Copy
Long-form Copywriting
Copy Editing & Proofing