72 Point - Why 72 Point?
The comparisons below highlight exactly how and why 72 Point continuously delivers high-impact PR Coverage in the national press.
The Benefits of using 72 Point over a Traditional PR Agency
Traditional PR Agency
72 Point Ltd
Press releases are written by PR Executives.
Press copy is written by trained national journalists/creative writers.
Traditional agencies phone round a number of national journalists to get interest in their story.
SWNS receive phone calls daily from 7:30am from national news reporters and editors to discuss what stories they have sourced, ready to go out that day.
The release gets sent out via email to news agencies / newsdesks / reporters.
The news copy gets fed via the SWNS newswire (Wordflow). All our client stories are guaranteed to be on the newswire on the agreed date. The newswire feeds the copy to the receiving news systems of named reporters/editors on the nationals.
The story gets sent out regardless of the days' news agenda.
Our newsdesk gives us the heads up if they hear of a busy news day, or sudden breaking stories. A PR story might be held back at the last minute if breaking news is likely to dominate the papers.
PR Executives might ring the news editors on the nationals throughout the day to receive feedback.
SWNS may well be aware of the reception of a story and wherever possible feedback is provided to the 72 Point team.
The nationals have direct access to the client once the PR agency has issued the press release.
The nationals always liaise with our news team once the copy has been issued, enabling us to field any enquiries and act as liability insurance for the client.
Research is commissioned externally, often using expensive suppliers/agencies.
Research is conducted using our low cost, quick turnaround in-house survey facility www.onepoll.com, which can also be accessed via the 72 Point website and affiliated survey sites. 1000's of different individuals have responded to our surveys over the past years and continue to do so, on a regular basis. OnePoll functionality is constantly evolving and panel membership numbers increase daily.
Creative sessions are conducted by PR professionals only.
Creative sessions are conducted by a diverse team of experienced journalists, news editors, PR professionals and features staff.
Photography is commissioned externally.
SWNS have an in-house national news picture desk, with trained photographers who provide pictures for the national press every day.
Photos are not available on immediate request and need to be commissioned externally in advance.
If the newspapers request photos to accompany a story, we already have a database of over 500,000 images. If the appropriate pictures are not immediately available, one of our national press photographers can often take them within the hour.
Agencies often charge the client to produce lengthy documents and detailed PR plans according to client specifications.
We side-step the admin, and produce relevant newsworthy briefs within short timescales, based on the opinions of the news team.
They provide PR services and support for end user clients.
Provides PR services and support for end user clients and PR agencies.
Agencies tend to have a low national press success rate.
We have an 80% success rate of national press coverage.
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