Content service / Press Releases

Press Releases that read as news.

Written for the journalist. And the model.

A Series B goes live in New York at 8 a.m. By 9 a.m. the French version is still sitting in legal. The German one has a CEO quote nobody at the company would actually say out loud. Xinhua has translated the product name literally.

We hear some version of that morning from new clients most quarters. So multilingual planning is the first thing we talk about now, not the last.

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Shanghai studio / Writing + optional wire distribution

A journalist in a charcoal cardigan reading a printed multi-page press release at a sunlit newsroom desk. Studio scene / Newsroom

Why it matters

Written for two
readers now.

Most studios still write press releases the way they were written in 2014. Vague headlines. Ceremonial quotes. "Excited to announce" in the lede. Those releases get distributed, indexed, and then ignored by both the journalists they were aimed at and the answer engines that are now the second audience for everything.

The shift since late 2024 is measurable. 82% of journalists report using at least one AI tool in their workflow (Muck Rack, State of Journalism 2026). Cision puts generative AI use among PR professionals at 91%.

Industry data drawn from Muck Rack, Cision and Reuters Institute, 2026 cycles.

A working newsroom interior in late morning, three journalists at long oak desks with printed press releases between them.
The two-reader test

Roughly 60 multilingual release programs in the last two years. First-pass approval lifted from 35% to 82%, multi-market content costs cut by 70%, and asset output 8x without a single new hire.

35% First-pass approval Up from a 35% baseline
0% Lower content cost On multi-market rollouts
0x Asset output Same headcount

The work, defined

Two lanes, one editorial voice.

A navy Axiom Series B press cover on slate, an example of the release work we ship.
Releases

Coverage

What we cover on releases.

Product and category launches. Corporate and financial. Brand and campaign launches. Sustainability and ESG. Partnerships and deals. Crisis and reactive comms. Events and trade-show announcements. If your release type is not on the list, ask. We have probably done it.

Every draft is written by a senior PR writer with agency or newsroom experience, and structured for both journalist pickup and AI citation on the same page. NewsArticle JSON-LD on the canonical newsroom version. Boilerplate aligned with your Wikidata entry. The first draft lands inside 48 hours on a standard release.

In scope

  • Product launches
  • Corporate & financial
  • Brand campaigns
  • Sustainability & ESG
  • Partnerships & deals
  • Crisis & reactive
  • Events & trade shows
  • NewsArticle JSON-LD
  • Wikidata-aligned boilerplate
  • 48-hour first draft
The same release printed in five languages, fanned across a wooden desk with a notebook of translation notes.
Transcreation

Coverage

What we cover on transcreation.

A literal translation kills the story.

Writers draft in the target language from the source brief, not from the finished English release. A native French PR writer takes the French version. A native Mandarin writer takes the Mandarin. They work off the same fact sheet, the approved quotes, the brand voice notes, the embargo timing. The release lands in each market reading like it was written there. Product names, verified numbers and named attributions stay locked.

English, French, German, Spanish, Italian, Portuguese, Dutch, Mandarin (Simplified and Traditional), Cantonese, Japanese, Korean, Thai, Vietnamese, Arabic, Turkish, and Hindi. Others on request.

In scope

  • English
  • Français
  • Deutsch
  • Español
  • Italiano
  • Português
  • 简体中文
  • 繁體中文
  • 日本語
  • 한국어
  • العربية
  • हिन्दी

Contact sheet

Selected proofs.

Studio scenes of finished release work, captured in the studio. Brand names invented; every frame is authored, not a stock pull.

A navy printed cover sheet for the Axiom Series B announcement on a slate desk, with a matching folder and a brushed-steel pen.
Axiom Tech Series B
A moss-green sustainability report cover for Noria on warm oat linen with a dried wheat sprig laid across the lower edge.
Noria Sustainability report
A blush ivory invitation for the Helia beauty category launch, beside an unlabelled sample bottle and a pressed magnolia petal.
Helia Beauty launch
Two matte white press cover pages for a Verge B2B SaaS partnership announcement, overlapping at a diagonal on a slate desk.
Verge SaaS partnership
A deep burgundy embossed folio for the Otho maison flagship opening, half open on dark walnut with a thin gold ribbon bookmark.
Otho Maison flagship
A slate-grey product card for the Pallia consumer electronics launch on pale concrete, beside a folded press sheet and a neat cable loop.
Pallia CE product launch
A communications operations room: two staff at a long oak desk reviewing a stack of printed press release pages.
A pair of hands marking notes in red ink on a printed press release page.
48 hrs First draft to wire-ready file

Optional capability

Need it pushed to the wires?
We can ship it.

This part is optional. Most clients come to us for the writing. But if you also need someone to handle distribution, we can pick it up from there.

We're based in Shanghai, with senior writers in Paris, London, New York and Hong Kong. We deliver files matched to your wire's spec: PR Newswire, Business Wire, GlobeNewswire, Cision, Media OutReach, Xinhua, Yonhap, Kyodo, AFP and Reuters PR. Local-language work is handled by writers in or from each market.

  • PR Newswire
  • Business Wire
  • GlobeNewswire
  • Cision
  • Xinhua
  • Reuters PR

Embargoed batches landed across markets inside a 60-minute window. Same-day rush on breaking news, crisis communications or embargo shifts. We have shipped recall notices in under three hours.

If you already work with your own wire, no problem. We deliver wire-spec files and step back.

Our process

The angle is where
it's won.

Most studios sell process. We sell the editorial call. AI made the translation and production side cheap and fast for everyone. It did not replace the eye that picks which angle a journalist will actually take.

First two steps are where it's won or lost. The rest is execution.

A senior communications director at a sunlit oak desk laying out a fact sheet and brief notes beside a leather notebook.
Where it is won

Brief and news angle.

The news, the proof, the named quotes, the embargo, the markets, the legal clearances.

Two senior writers across a wide oak table mid-conversation, marked-up press release drafts spread between them.
Where it is won

Editorial direction. The step that matters most.

Senior writers set the angle, the lede, the quote ladder and the headline. AI does not decide what the news is. People with newsroom experience do.

The same press release cover printed in nine typographic variants laid out in a tidy grid, with an editor's red pencil pointing at one.
The rest is execution

AIGC drafting.

Dozens of angle and headline variants in an afternoon, faster than a single staff writer can sketch them.

The same release printed in five languages, fanned across a wooden desk beside a notebook of translation notes.
The rest is execution

Transcreation at scale.

Market versions drafted in target language by native writers. NewsArticle JSON-LD applied. Quotes localized for cultural register, not translated word for word.

A stack of finished press release packets in matte ivory envelopes with wax seals at the corner, on a long wooden desk.
The rest is execution

Wire handover and adaptation.

Files matched to each wire's spec. Embargoed batches landed across markets inside a 60-minute window.

The new math

How AI changes
the math.

A client lands with a multi-market launch across four languages and three wire services. The same brief, run two ways.

The old workflow Seven weeks
Drafting Three weeks Approvals Two weeks Translation Two weeks

Old workflow: brief an agency, three weeks for the source draft, two more for legal and regional approvals, another two for per-market translation rounds. Seven weeks, four stakeholder cycles, and a CEO quote that nobody at the company would say out loud.

Our workflow Five working days
Brief to wire-ready files Five working days

Our workflow: first draft in 48 hours. Native-language versions drafted in parallel by writers in or from each market. NewsArticle JSON-LD applied on the canonical version. Embargo batches landed across markets inside a 60-minute window. Same-day rush on breaking news.

48 hours for a first draft on a standard release. Five working days for a multi-market rollout with transcreation into three or more languages. Same-day rush on breaking news, crisis communications or embargo shifts, billed at a rush rate. We have shipped recall notices in under three hours. We do not recommend that being the norm.

Engagements are either project-based for one-off releases or retainer-based for ongoing PR volume, typically two to eight releases a month. Retainers are billed quarterly in advance. Multi-market rollouts are quoted by language pair and complexity, not by word count. The variables that move the number most: language count, whether wire distribution is in scope, embargo complexity, and how much source material we have to research versus receive. We give a firm number after the first call.

Three. Most releases close inside two. Beyond round three we quote hourly. Crisis work is handled differently, with faster cycles built into the retainer because round-counting does not work when the deadline is in 90 minutes.

The news itself. A fact sheet with dates, numbers and named entities. Quotes from the people you want quoted, or a brief for us to draft and them to approve. Brand voice notes if they exist, or prior releases we can reverse-engineer from. Wire and newsroom URLs. Legal contacts who need to clear copy. Embargo timing and time zone. Must-mention list. Do-not-touch list. Boilerplate you want preserved.

Senior writers with agency or newsroom backgrounds lead every release. Native-language writers handle each market version. Editors with PR experience review before client handoff. No junior teams running the brief alone. No machine output going out unreviewed.

Like you. We train models on your existing communications, study your prior releases and your CEO's actual interview quotes, and brief writers on your brand voice before they touch a draft. Brands without a documented voice get one built as we go and handed over with the files. We cut the clichés on every draft. That is about half the job.

Built into the writing, not bolted on after. Headlines structured around the question a target user would actually type into ChatGPT or Perplexity. First paragraphs dense with named entities, dates, locations and numbers a model can extract. NewsArticle JSON-LD on the canonical newsroom version. Boilerplate aligned with your Wikidata entry. For the wider playbook, see our GEO and AI search guide .

Both. Some clients come for a single corporate announcement. Others run a quarterly release program across eight markets, four languages and three wire services with embargoes that have to land within a 60-minute window. The workflow scales either way.

Writing and editorial by default. Wire distribution is optional. If you already work with a wire (PR Newswire, Business Wire, GlobeNewswire, Cision, Media OutReach, Xinhua, Yonhap, Kyodo, AFP, Reuters PR or a regional service) we deliver files matched to their spec and step back. If you do not, we set up distribution alongside the writing across the wires that fit your news and your markets.

Editorial and production team in Shanghai, with senior writers in Paris, London, New York and Hong Kong. We have delivered into the US, EU, UK, China, Japan, Korea, Southeast Asia, the Middle East and Latin America. Local-language work is handled by writers in or from each market.

Yes. Send us one release brief. Inside 48 hours you get a first draft in your source language and an outline for one localized market. No retainer, no commitment, the work is yours either way.

Try us

Try it on a real
brief.

Send us one release brief. Inside 48 hours you get a first draft in your source language and an outline for one localized market. No retainer, no commitment. Whatever we produce is yours either way.

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