Routing methodology.

Scope

This document covers the process by which myPRwire constructs, validates, and applies distribution target lists for each press release. It describes outlet tier structure, sector matching, regional desk routing, wire selection, and the handling of exceptional circumstances including market holidays and earnings-season volume constraints.

Target list construction

A distribution target list is built for each release brief. It is not a static template applied across clients — it is constructed from the contact database using the brief's declared sector, geography, and outlet tier requirements. The construction process is as follows:

1. Sector matching. The release sector (healthcare, financial services, technology, energy, consumer, real estate, or cross-sector) determines the base contact set. Sector assignments for contacts are reviewed quarterly.
2. Geographic scope. The target geography determines which regional desk or desks are drawn from. Multi-jurisdiction releases produce a combined list with the regional desk lead for each geography confirming the contacts allocated.
3. Outlet tier selection. The brief specifies the tier range required. Tier selection is applied within the sector and geographic result set.
4. Client exclusion list. Any contacts held on standing exclusion for the client account are removed before the list is finalised.
5. Desk validation. The regional desk lead reviews the final list before it is committed to the dispatch record.

Outlet tier structure

Contacts in the database are assigned to one of three tiers. Tier assignment is based on outlet type, circulation or audience reach, and the contact's position within that outlet.

• Tier 1. Named journalists at major national and international publications with confirmed beats — financial dailies, wire services, sector-leading trade publications, and broadcast financial news desks. These contacts receive direct desk outreach from the regional editor, not wire distribution.
• Tier 2. Named journalists at national business press, specialist trade publications, and regional financial press with confirmed beats. Dispatched by direct contact with a brief cover note from the desk.
• Tier 3. Outlet-level contacts at regional and trade press where a named journalist is not held — distribution goes to the outlet's general news or business desk. Also includes wire and newsfeed endpoints for the relevant market.

The default distribution scope for most releases includes all three tiers within the selected geography and sector. Clients may restrict to Tier 1 or Tier 1–2 where a targeted, low-volume distribution is preferred.

Wire selection

Wire endpoints are used where direct named contacts are not held for the relevant market or outlet type, and as supplementary distribution to market data platforms and regulatory news feeds. Wire selection is made by the desk based on the target geography and sector — clients do not select wire endpoints individually. Wire endpoints are not reported as named pickups in the coverage record; they appear under the wire distribution line in the dispatch log.

Routing validation

Before any release is dispatched, the routing record is validated against three checks:

• Confirmed contacts — no contact on the final list is marked inactive, unconfirmed, or deceased in the database
• No conflict of interest — no contact on the list is known to have a standing relationship with the client that would make receipt of the release inappropriate
• Timing alignment — the dispatch time does not fall within a market trading window that would breach embargo or regulatory requirements for listed company releases

The validation is recorded against the release record with the name of the editor who performed it.

Market holiday routing

Where a target market has a public or exchange holiday on the intended dispatch date, the desk notifies the client in advance and proposes an adjusted dispatch window. The default adjustment is to dispatch on the next trading day at the standard pre-market window unless the client specifies otherwise. The desk maintains a calendar of major market holidays across all covered markets, updated in January of each year.

Earnings season handling

During peak earnings periods — typically the four to six weeks following the end of each financial quarter — financial press contacts across Tier 1 and Tier 2 receive significantly higher volumes of releases than at other times of year. The desk operates a pre-release notification process during earnings periods: releases intended for financial press during an earnings window are flagged on submission, and the client is advised on timing, positioning, and desk availability before the brief is accepted.

Regulatory news service coordination

Releases for listed companies that constitute a regulatory announcement — results, material transactions, board changes, or other price-sensitive information — are routed through the applicable regulatory news service (RNS, EDGAR, ASX Market Announcements, or equivalent) before general distribution is initiated. The desk confirms regulatory submission and timestamp before dispatch proceeds. The regulatory submission reference is recorded against the release.

Routing record

The full routing record for each release — target list, tier breakdown, wire endpoints, validation checks, dispatch timestamps by region, and any routing exceptions — is retained for seven years and is available to clients on request. Routing records are provided in PDF and CSV formats. Wire endpoint records reference the wire service name and dispatch time; individual wire recipient data is not available.

Contact list maintenance

The contact database is reviewed on a quarterly schedule. Each review cycle updates journalist beat assignments, outlet tier classifications, and delivery preferences. Contacts identified as having moved outlet, changed beat, or left journalism are removed or updated. Clients whose campaigns are active during a review cycle are notified of any material changes to their standing routing list.

Effective: January 2026 · Next review: January 2027