A press release is not an advert with a date on it. It is a short, factual story that a busy editor can understand in ten seconds and use with confidence. Most releases that reach a Dubai newsroom fail that test. They bury the news under adjectives and quote a chief executive saying nothing.
We write releases that respect the person reading them. One piece of news, stated in the first line. Facts, figures and names that check out. A quote a journalist would actually use. Then we send it to the people who cover your subject, not to every address in the country, and we follow up in person.
Who it is for
Startups announcing funding, a launch or a new market. Founders and companies with results, research or senior appointments worth reporting. Hotels, restaurants and venues with openings and new concepts. Real estate developers with project milestones. Retail and e-commerce brands with launches, collaborations and seasonal news.
What is included
- A short news check: is this a story, who would cover it and when is the best moment to send it
- The release written in British English, with headline, summary, body, quotes and notes to editors
- Arabic versions on request, prepared by a specialist translation partner and checked with you before sending
- A media list built for each release, by beat and outlet, never bought in bulk
- Optional wire distribution through established regional and international services, where reach matters more than relationships
- Personal follow up with the journalists most likely to run the story
- A coverage report with links, screenshots and notes for next time
How it works
1. Story and angles
We agree what the news is, who it matters to and which angle suits each kind of outlet.
2. Media list
We build the list for this story: the journalists who cover your field, at the outlets your customers read.
3. Writing
You receive the release, quotes and images for one round of comments and a final sign off. Nothing goes out without your approval.
4. Outreach
We send the release personally, under embargo where that helps, and follow up with the journalists most likely to use it.
5. Coverage report
Within two weeks you receive the coverage we found, with links and screenshots, and what we would change next time.
What you get each month
On a monthly plan you get an agreed number of releases, a media list kept up to date, a calendar of the news moments ahead and one coverage report a month. We will also tell you when an announcement is not strong enough to send.
How it connects
A release works harder when the story has a home. We can publish it in a newsroom on your website with press kits and newsrooms, shoot photographs and short video with our own film team, and turn the same news into posts for your social media. For ongoing relationships with editors beyond a single release, see media relations. Or go back to all PR services.
Can you guarantee coverage?
No, and be wary of anyone who does. Editorial coverage is earned, and editors decide what to run. We improve the odds with a real story, a clear release, the right list and a personal follow up, and we report honestly on what ran and what did not.
What is the difference between a wire service and your own outreach?
A wire places the release on a large network of news sites and terminals, which helps reach and makes it easy to find in search. Personal outreach is how a journalist decides to write their own article about you. Most news needs outreach, and some also benefits from a wire. We recommend the right mix for each release.
Do you write in Arabic?
We write in English. When a release needs Arabic, a specialist translation partner prepares it and we check it with you before it goes out.
Will you send a release about something that is not really news?
We will advise against it. A release that reads like an advert damages your standing with the journalists who receive it. We will suggest a better route, such as a social post, an article on your website or an email to your customers.
How is a release priced?
A single release is a fixed fee that covers the news check, writing, media list, outreach and report. Wire distribution is charged at the provider's rate and agreed with you before anything is sent. Monthly plans are quoted after a short call.