Define the thing that actually happened
Write one plain sentence explaining the announcement. Identify the launch, milestone, opening, partnership, event, or new finding. Include the date and whether the news is already public or planned for a future release.
If the only premise is “our company is great,” the brief needs more substance. Specific developments give the writer a factual lead and give a reader a reason to continue.
Explain who should care and why
Identify the audience and the practical relevance of the news. What changes for a customer, partner, market, or community? What can a reader do after learning about it?
A release does not need to make every claim sound historic. Clear, proportionate language is easier to support and usually more informative than broad superlatives.
Supply evidence for the claims
Gather sources for figures, dates, product capabilities, locations, names, and other factual statements. Explain the method behind research or survey claims. Flag any statements that require specialist review.
Do not invent quotations or imply an award, accreditation, certification, publisher relationship, or customer endorsement that cannot be substantiated. If a statement cannot be supported, revise it before submission.
Approve the spokesperson quote
Provide the spokesperson’s name, role, and an authorised quotation. A quote is most useful when it adds a reason, perspective, or context that is not already in the headline.
If the writer proposes a quote, the named spokesperson must approve it before publication. The person who signs off the release should have authority to approve every quotation and claim.
Prepare the brand and destination details
Supply the preferred company name, a concise company background, accurate contact details, and the main destination page. Provide approved images or brand assets with permission for the intended use.
For editorial packages, also supply topic priorities, useful expert perspectives, target pages, and any publications or categories to exclude. Never share website passwords for work that only needs public information.
Agree the publishing scope
Before commissioning, confirm the network quantity, the number of separately written articles, the publisher shortlist where relevant, the placement type, revision rounds, timing, and the evidence to be delivered.
Create an account and submit your campaign brief through the private customer portal. Your team reviews the scope before work begins; submitting a brief does not charge you.
Sources and further reading
Publisher fit and honest disclosures guide these checks. For search-specific policies, consult the primary guidance below.
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