Press Release Origination (PRO)

Activity available under: Marcoms Accelerator, Media Communications and Marketing Management services.

Scope: up to 400 words (main body)

Credit value: 8

Description

Wikipedia: “A press release is an official statement delivered to members of the news media for the purpose of providing information, an official statement, or making an announcement. A press release is traditionally composed of nine structural elements, including a headline, introduction, body and other information.”

Press release themes include product announcements, contract wins and personnel appointments.

Definition

‘Origination’ means most (but not all) of the copy is written from scratch. Background material may be referred to during the writing process (i.e. background reading/research) and even reproduced word-for-word in some cases (to guarantee accuracy/consistency). Compared to a ‘Rework’, considerable time is allowed for background reading/research and, if necessary, interviews.

The Process

Copy is typically generated against a verbal brief. In some cases, a written brief may be supplied/required.

If the press release is to quote anyone outside of your organisation, you are responsible for seeking their permission before we can commence work on this activity.

You are responsible for the provision of images, photos and diagrams (at suitable resolution) that may be required. Minor image manipulation is included within the scope of this activity.

The material will be produced under strict version control. Towards the end of the process, you will be asked to approve a specific draft version or supply an amended version that will be taken to be fully approved.

The Deliverable

This will be a Word document with embedded low-resolution images and high res images as accompanying files. The press release is yours to use as you see fit; e.g. send to editors and place on your website.

Additional

If more words are required, the draw will increase by 1 credit per additional 100 words. We can create graphics and images for the article (see Artwork) and we can also source stock images/photography at cost.

If you are engaged under our Media Communications or Marketing Management service, both of which provide a Communications Office, we can distribute the press release for you.

Last updated: 31st March 2026