How to write a UK press release distributor brief

What to take away

Write your brief before you approach any distributor, so scope, evidence and exit terms come from you, not their template.
Fix four items in writingwhat is in scope, what evidence they must supply, who owns the final text, and how the deal ends.
Ask for named outlets, dated screenshots and a correction route instead of aggregated reach figures.
Keep approval of the release text, the embargo and the media list under your control.

Start with your own one-page document

A UK press release distributor brief should be ready before you approach any supplier. Draft a one-page document covering the announcement, the audience, the deadline and the outcome you will measure.

The brief becomes your negotiating document. It sets the questions a distributor must answer before you compare quotes, and it stops the conversation drifting into their standard packages.

What belongs in scope

Scope is the part buyers leave vague. Name the deliverables, the number of outlets, the sectors and the geography.

Number of releases, and whether edits after the first draft are included.
Named target outlets or beats, not a vague claim of national and trade media. For a Manchester software story, possible targets include Manchester Evening News, BusinessCloud and Computing; check each outlet's current editorial remit and fit.
Wire or newswire inclusion, with the fee stated separately and itemised in a written quote.
Translation, image hosting and multimedia add-ons, each itemised in a written quote.
Reporting format, delivered within a stated number of working days.

Evidence to request before you pay

Ask for proof, not promises. A distributor that cannot show its own records is a risk to your budget and your reputation.

A sample of the last three campaigns in your sector, with dates and outlet names.
Screenshots or archived links for at least five placements from those campaigns.
The method used to build the media list, and how consent and opt-outs are handled.
The correction route if a journalist publishes an error.

For contact lists, the UK GDPR and Data Protection Act 2018 set the data-protection framework. Ask how the distributor follows the Information Commissioner's Office (ICO) guidance, including its approach to lawful basis, opt-outs and retention.

Control of the release text

Never hand over final copy approval. Agree that the release text, headline, quotes and embargo stay with you until you sign off a dated version.

Distributors often rewrite for length or tone. That is acceptable if each change is logged and returned for approval. Set a two-edit limit and name one person on each side.

Where a release is a marketing communication, check the relevant requirements in the CAP Code (the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing), administered by the Advertising Standards Authority (ASA). Keep the factual basis for every figure and comparison. For editorial standards, ask whether target outlets are members of IPSO or regulated by IMPRESS; these are distinct from advertising regulation.

Example: a brief for an England product launch

A Manchester software firm wants coverage in regional business press and two trade titles. This is an illustrative brief, not a report of an actual campaign or placement. It names ten target outlets, including Manchester Evening News, BusinessCloud and Computing, and specifies one release, a Tuesday 10am embargo and a report due in seven working days.

It lists the evidence pack: product screenshots, a customer quote approved by that customer, and a one-page fact sheet. It also sets the exit: 14 days notice, all files returned, media list deleted.

When an angle relies on government policy, identify the responsible department and check its current published position. The Department for Culture, Media and Sport (DCMS) covers media and culture policy, but a local story may sit with another department or authority.

Exit terms and data handling

Write the ending before the beginning. State the notice period, the ownership of any list built during the campaign, and the deletion date for personal data.

If the distributor holds the list, ask what happens when the contract ends. A supplier that keeps your contacts after the deal is hard to replace cleanly.

Before you sign, work through eight contract issues to settle with a distribution service:

Scope and deliverables:the number of releases, included edits, work to be done and exclusions.
Fees and payment:itemised charges for distribution and add-ons, when payment is due, and any cancellation charges; get the figures in a written quote.
Outlet selection:the named target list, any substitutions, and whether placements are targets or guaranteed.
Evidence and reporting:what records the supplier will provide, in what format and by when.
Copy and embargo control:who owns the text and supplied materials, who approves changes, and how the embargo is controlled.
Claims and responsibility:who checks factual claims and supplies supporting evidence, and who is responsible for errors introduced during editing.
Personal data:each party's data-protection role, how contacts and opt-outs are handled, and the security, retention and deletion arrangements.
Corrections and exit:the route for correcting errors or raising complaints, notice and termination terms, and what happens to files, lists and outstanding charges when the contract ends.

Services to approach

For a starting shortlist, request proposals from PA Media and Pressat. You can also assess ResponseSource for journalist outreach or media-database needs, but check that its offering matches the distribution service you want rather than assuming it is like-for-like. These are candidates to assess, not endorsements or guarantees of coverage.

Put the same brief to each service and compare its named outlets, evidence, reporting, copy-approval process, data handling and exit terms. Use the written responses to judge fit rather than relying on a ranking, package label or an undefined test.

Common questions

How long should the brief be?

One page for scope, plus a second page for the evidence request. Anything longer tends to be skimmed on a first call.

Should I let the distributor write the release?

Only if each draft returns to you for written approval and the factual claims stay yours.

What if they will not name outlets?

Treat it as a gap in the evidence pack. Ask for archived links, then decide whether the risk is acceptable.

Who owns the media list after the campaign?

Agree this before you start. If the supplier keeps contacts you paid to reach, you cannot move to another provider cleanly.