Wanna know something weird about writing press releases?

This is bonkers.

We live in the age of rolling news, where Editors are going nuts trying to fill up airtime and column inches day after day. But hand them a press release, and chances are it’ll land in the bin.

And all for one reason:

The average press release doesn't contain any news!

More often, a release will be a flimsy piece of sales copy, telling you "ABC Holdings is still the best in class". And that ain’t much of a story.

Editors might be keen to fill slots, but they won't run a shameless plug for your business. No way siree Bob.

The rule is, you’ve got to be newsworthy!

And that’s where I pitch in.

See, I've been a Journalist and Features Editor, I’ve worked in Press and Radio, and I've been bombarded with thousands of hideous press releases. So it’s fair to say, my nose for news is pretty well honed these days.

Plus, I work with PR people who do all the networky stuff. So we can run angles past editors and journalists before we put pen to paper.

No need to guess if it's a goer - we'll get it straight from the horse's mouth.

Of course, I can't promise you exposure (anyone who says they can is lying). But I can promise you I'll find a story in whatever you're doing...and I'll get it under the nose of someone with the power to say 'yes'.

First though, you're going to have to tell me something about you. Tell me what you've got in mind. Then we'll find the real story...

In this section


    Project: Editing and rewriting an annual report. Creating an easy, conversational style for a mixed audience, from internal stakeholders to you, me and the gatepost.


    Project: Direct mail and collateral for a major high street supplier of digital hearing aids. A control-busting campaign that won a Canmol Award from the CIM in Wales.

    Read the Case Study


    Project: Website copy for one of the UK's leading digital agencies


    Project: SEO and copy for a new website, spreading the word for a national charity. Also included training in SEO and copywriting.

    Rebranding and website by AA Media, Codeworks and Folio Typographics

    Read the Case Study


    Project: Consultancy, SEO and web copy for the top Mercedes commercial dealers in Wales. I know a lot about vans, you know.

    Website created by SpinDogs

    View website


    Project: Consultancy, SEO and web copy for an all-Wales IT project. Also included training in SEO, copy and case study writing.

    Additional work: delivering workshops for SMEs, on various bits of copywriting and digital marketing.

    Website created by S8080

    Read the Case Study


    Project: SEO, copy and strapline for an awesome training team. Handover project included training in copywriting and SEO.

    View website


    Project: Ad concepts for a high street and online betting legend, promoting a new opportunity to overseas affiliates.


    Project: Revamping case studies and email marketing - asking local employers to offer placements for IT students.


    Project: Consultancy, SEO and copy for a series of micro sites - promoting women’s entrepreneurship, business incubation and some nifty activities around London 2012.

    Also included training in SEO and copywriting.

    See women’s entrepreneurship website

  • UWIC

    Project: Supporting the marketing team at Cardiff Metropolitan University. Projects included course page copy, a charitable appeal and training to build SEO and copywriting skills.


    Project: Concepts and copy for a series of brochures, web pages, annual reports and info packs - promoting physical activity in the workplace, at home and everywhere in between.

    Designers included Spring Creative

    Read the Case Study


  • James Daniel...Copywriter
    T/A EarthMonkey Media Ltd
    Sandringham House
    1-3 Cemetery Road
    Bridgend CF31 1LY
  • 0845 643 6261
  • james@jamesthecopywriter.co.uk

Latest from Twitter

James Daniel

James Daniel @jdcopywriter

7 Dec

I just uploaded “Copy critique - Business Network Wales” to #Vimeo: vimeo.com/246320578

James Daniel

James Daniel @jdcopywriter

13 Nov

@BokehTog @remarkablepaper No comnent. But I'll share my full unbridled thoughts if I don't get a sodding response soon...

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James Daniel @jdcopywriter

13 Nov

@remarkablepaper how long before you guys answer my email (actually emails, multiple)?

James Daniel

James Daniel @jdcopywriter

19 Oct

19 Classic Headlines From the 1920s, from @mikecapuzzi. Great stuff (although I hate the semi-colon in number 3): mikecapuzzi.com/19-headlines/

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