Company
Press release distribution.
myPRwire routes announcements to named journalists at 1,114 newsrooms across 86 markets — drafted, dispatched, and reported back by a senior editorial desk.
The operation
myPRwire is a press release distribution operation founded in London in 2004. We route announcements to named journalists at 1,114 newsrooms across 86 markets, in 22 languages.
The desk is staffed by senior editors who have run communications functions and news desks. Each release is read by a named strategist before any work begins. The same editor handles intake, draft review, routing, and the coverage record — and holds the account record across releases, not just within a single campaign.
We operate as a single managed layer. Drafting, routing, dispatch, and the coverage record are handled by one team, on one contract, with one auditable output. Every stage has a named person responsible and a written record of what was done. The dispatch record — routing map, timestamps, translation confirmations, approval chain — is retained and available to the client on request.
Routing decisions are named, not algorithmic. Each release is matched to journalists by sector beat, outlet tier, and seniority — delivered direct where the desk holds a contact, and via wire where it does not. The routing map is reviewed quarterly; dead contacts are removed, not archived. Journalists who have changed beats or moved outlets are updated in the map before the next release goes out.
Account records persist across releases and across years. Prior release history, routing preferences, and embargo records are held in the account file. When a new release is briefed, the assigned editor reviews the account record before beginning work, not after.
Operating model
Four steps, one record.
Every release we handle moves through the same four operating steps, in the same order, on every campaign.
A senior strategist reads the brief before work begins — not a queue, a named editor. We assess the announcement, the sector, the intended markets, and anything in the draft that needs attention. Brief reference assigned and logged in the account record. Account file reviewed for prior release history and standing routing preferences before intake is confirmed.
The draft is worked against the desks that will receive it. Tightened at the lede, hedged on the forward-looking claims, calibrated to the embargo timing. Revision rounds are tracked; client approval is documented before the release advances to routing. Translation is queued at the editorial stage — not after the final draft is approved.
Embargo locks at the agreed timestamp. We go direct to the named journalists we hold, and wire to those we do not. The routing map is confirmed with the client before the wire opens. Dispatch is timestamped and logged in the release record; dispatch confirmation is retained in the account file and available on request.
Every story filed against the release traces back to the dispatch. Source, route, language, sentiment, and editor. One auditable page per campaign, available to the client and for board reporting. Archived at T+24h; retained for 36 months. Corrections are linked to the original record with timestamps. Dispatch record and translation confirmations are archived independently and available on request.
Account continuity
How accounts persist over time.
The account record is maintained continuously, not reconstructed at the start of each campaign. The assigned editor holds the account across releases — including routing preferences, prior release history, and standing embargo and filing protocols.
A standing account record is maintained per client, updated after each release. It includes: assigned editor, routing preferences, prior release references, standing filing protocols, embargo history, and correspondence. When a new brief arrives, the editor reviews the account record before intake is confirmed.
Every dispatch is recorded with a timestamped log: routing map, outlet list, translation versions dispatched, RNS coordination references, and delivery confirmations. Dispatch records are archived separately from the coverage record and retained for 36 months from dispatch date.
Where a correction is issued after dispatch, the corrected release and the correction record are linked to the original release in the account file. Correction classification (Type A, B, or C), notification obligations, and turnaround timelines are documented at the time of the correction. See /standards/corrections for the full procedure.
Where a release involves regulatory complexity, legal sensitivity, or crisis content, the account editor escalates to a desk lead before dispatch. The escalation is documented in the release record. The client is notified when escalation is required and given an updated timeline before work continues.
Editorial process
From brief to dispatch.
The desk does not use templates. Each release is assessed against the announcement, rewritten for the wire, and routed individually — to the journalists who cover that sector.
When a brief arrives, the assigned strategist reads it — not a triage queue. The editor assesses what the announcement is, who it matters to, and whether the timing is right. If the timing is wrong, we say so before work begins.
Most client drafts are rewritten for the wire — shortened, reordered, stripped of promotional framing. The release is written to the standards of the receiving newsrooms, not the standards of the sending company.
The routing map is built after editorial review, not before. Which outlets receive the release depends on what the release says, who the client is, and which journalists cover that beat. Translations are queued before the final draft is approved.
The wire opens at the agreed timestamp. Advance copies go to signed recipients under explicit embargo terms. In the first hour, the desk monitors acknowledgements and follows up directly with outlets that have not responded.
Release types
What the desk handles.
The desk is staffed for institutional announcements across corporate, financial, and regulatory categories. Each type carries different editing standards, embargo requirements, and routing considerations.
Full-year and interim results, trading updates, and earnings guidance. Coordinated with regulatory news services in 14 markets for listed entities. Embargo typically lifted at market open or market close.
Capital raises, acquisition announcements, partnership agreements, and fund closes. Routed to the named financial journalists who cover that deal type and sector — not to general business lists.
Regulatory news submissions for listed entities across UK, EU, and US markets. The desk coordinates dispatch with the relevant market authority feeds where required.
Product launches, commercial agreements, and market entry announcements. Routed to sector trade press and general business titles depending on the audience brief.
C-suite and board appointment and departure announcements. Editorial standard requires neutral attribution and sourced biographical detail. Regulatory obligations reviewed at intake for listed entities.
Turnaround & corrections
Timelines and the correction record.
Standard lead time and the desk's procedure when a correction is required after dispatch.
A brief received by end of business on day one is dispatched by end of business on day three. This covers intake review, editorial, translation, routing, pre-dispatch check, and dispatch. Standard is appropriate for planned announcements without a hard regulatory deadline.
Available where the announcement requires a shortened editorial window. Express lead time may limit the number of translation markets. Translation for express dispatches is confirmed at intake.
Available for reactive and regulatory announcements where disclosure obligations impose a same-day requirement. Requires a desk lead to be available for same-session editorial sign-off. Discussed with the account at intake — not assumed.
If a factual error is identified after dispatch, the desk issues a corrected release to all outlets that received the original. The original and the correction are both retained in the coverage record with timestamps. Retractions are handled by the same procedure, with explicit retraction language and notification to the full original distribution list. The desk does not issue silent amendments after dispatch.
Editorial policy
What we don't distribute.
Editorial discretion is part of the service. Not every brief becomes a release — and we say so at intake, not after the draft is written.
Releases containing forward-looking financial statements that are not clearly marked as projections, or that make claims the client cannot substantiate on request, are returned at the editorial stage.
We require verified corporate identity for every client. Releases submitted without clear attribution — or where the named company cannot be confirmed — are not distributed.
Regulatory announcements where the client cannot confirm compliance with disclosure obligations in the target markets are held pending confirmation. We coordinate before release, not after.
Promotional content that does not meet press release standards for the target markets is returned with editorial notes. We do not distribute content we would not stand behind editorially.
Coverage reporting
How coverage is recorded and reported.
Every story attributed to a release is manually reviewed before it appears in the coverage record. No impression multipliers. No estimated reach. No automated attribution.
Stories are attributed to the release by the desk — not by keyword match or Boolean scrape. Each item is confirmed: outlet, byline, publication date, and whether the story originated from the release.
Sentiment is assessed by the editor reviewing coverage, not by a classifier. Three categories: neutral, favorable, cautionary. Mixed coverage is recorded as cautionary. The assessment is documented and can be reviewed.
Reach is not estimated by impression multipliers or audience size projections. We record confirmed publications only. If a story ran, it is in the record. If it did not run, it is not counted.
The coverage record is delivered as a URL (live for 12 months), a stakeholder-ready PDF at T+24h, and a CSV for internal reporting. Annual rollups are available on request for board and investor reporting.
Coverage records are retained by the desk for a minimum of 12 months from dispatch date. Extended retention to 36 months is available for accounts requiring multi-period reporting, ESG disclosure, or audit purposes. The dispatch record — routing map, timestamps, and translation confirmations — is retained independently of the coverage record and is available to the client on request.
Standards
How we operate the desk.
Named editors only
No anonymised queues. Every release has a named strategist who is accountable for the draft, the routing, and the record.
Embargo discipline
We treat embargo as non-negotiable. Advance copies are signed. The wire goes at the timestamp set — not before, not after.
Quarterly routing map review
The desks we hold are checked quarterly. We do not maintain dead contacts or rotated journalists.
Attribution, not clipping
Coverage is tied back to the dispatch, not a Boolean scrape. We can account for every story we claim.
Editorial escalation
Where a release involves legal sensitivity, regulatory complexity, or crisis content, a desk lead reviews before dispatch. The named editor is the first point of contact; the desk lead is the escalation path. The client is informed if escalation is required.
Brief the desk
Brief the desk.
Share the announcement, target markets, and timing. A senior editor responds within one working day.