The Method
How an announcement becomes coverage.
Five phases, two named people, one standard. This is the whole machine — inspect it before you trust it.
Chapter 01
Review
Every engagement begins with an editor reading your draft.
Before anything is routed, a senior editor reads the announcement the way a newsroom would — for the story, not the sender. Most drafts arrive with the news buried: the headline announces an event instead of reporting what changed, or the lead paragraph serves the company before the reader.
What comes back to you is specific: what the story actually is, what it needs to become, and an honest verdict on whether it should travel at all. If the announcement isn't ready, the notes say exactly why — that is the Standard, and it applies to every draft, including ours.
Chapter 02
Refine
The headline is rebuilt until it earns attention.
With the story agreed, the editor reworks the draft: the headline first, then the lead, then the structure. Adjectives are traded for specifics. The version you approve is the version a journalist can use without rescuing it.
This is the phase most distribution skips entirely, and it is where most outcomes are decided. A release that reads like news gets read like news.
Chapter 03
Route
A strategist decides where the story travels — and where it doesn't.
Distribution is geography and sequence, not a blast. The strategist maps the announcement to the markets where it has genuine news value, selects the agencies and wires that carry weight in each, and sets the order and timing — which market opens the story, which follows, and which never sees it.
You see the routing plan before anything moves, with the reasoning attached. Nothing about this phase is automatic; a plan that can't be explained doesn't ship.
Chapter 04
Release
Distribution, managed to the minute.
The desk executes the plan across premium newswire networks and partner agencies, on the agreed schedule. Embargoes are held to the minute. Time zones are worked, not ignored — each market receives the story inside its own news day.
If anything deviates from the plan — a wire delay, an agency question — you hear it from your editor first, with the adjustment already made.
Chapter 05
Report
A verified record of where the story actually landed.
After distribution, the desk verifies placement: which wires carried the release, which agencies distributed it, which newsrooms and outlets picked it up. The report you receive is that record — readable in minutes, defensible in front of your board.
No impression estimates, no reach theater. Where the story landed, and what that means for the next one.
The standard
The bar every release must clear.
The same refusals, in the same language, that govern every engagement the desk accepts.
Most distribution services accept whatever is uploaded. The desk works under a different condition: our name travels with your release. That is why there is a bar.
We don't send releases we wouldn't sign ourselves. If a draft isn't ready, it comes back with an editor's notes — not a postage stamp.
We don't distribute to markets your story doesn't belong in. Every country on a routing plan is there for a reason we can say out loud.
We don't promise placement we can't verify. You receive a record of where the story landed — not a count of where it was sprayed.
We don't let software make editorial decisions. Tools assist the desk; judgment stays with the people whose names are on your file.
We don't chase volume for its own sake. If the right answer is three wires and forty newsrooms, the report will say exactly that.
These refusals cost us work every month. They are also the entire product: a standard you can hold us to, in writing, before we ever see your draft.
Questions the Method doesn’t answer here are answered plainly on the FAQ — or by an editor, once you send a draft.