We work with agencies and brands to land creative and engaging coverage in the media. We have an expert PR team, news creators, journalists, designers, photographers, video producers and SEO specialists, who can work independently or as a team, to generate the results you need.

What’s the relationship between SWNS, 72Point and OnePoll?

Attention Industries offers services across PR, insights, content creation and news distribution to serve both publishers and brand/agency clients. In-house, our team includes PR professionals, journalists, researchers, creatives and content specialists, who can work individually or together to meet the needs of any project. Many of the team are multi-skilled, with experience spanning journalism, PR, research, content creation and communications. You can work with one of us, some of us, or all of us, depending on your needs.

What’s your relationship with national media?

SWNS is a news agency which has been serving the national and international media for more than 40 years and provides more than 50 news stories, with pictures and videos, to UK media outlets every day. The wire is highly effective at reaching the right journalists at the right time and goes directly to key decision-making editors at print and online publishers.

On the wire, we distribute both news and PR stories, but we don’t distribute press releases. Our key skill is taking PR messaging and converting it into news content using great creative thinking and news judgement. We only distribute page-ready copy and features, which makes it easier for journalists to see, select and publish content that resonates with their audiences.

We receive constant feedback from the media on what’s working right now, which means we can tailor our content to ensure it remains relevant, engaging and effective.

Do you pay for placement, and is the content advertorial?

No. Everything we produce is developed and selected by publishers on editorial merit. Our news content is vetted by the team at SWNS during the ideation process and again before it reaches the wire to ensure it meets strict editorial standards, giving it the best possible chance of being used by publishers.

So, it’s a ‘no’ to paid placements and a ‘yes’ to editorially sound content.

Why are your team names on the top of the articles?

In short, it’s because they write them. Our news generation team is made up of PR professionals and former journalists who work together to craft content that works for both clients and the media. They create page-ready content for publishers to select and publish, which often means stories are used as written and credited with a byline.

How can you offer a guarantee on minimum levels of coverage?

Our guarantee means two things. Firstly, we believe in our model of producing page-ready, news-approved content so much that we are highly confident it will land. It’s not a shot in the dark — it’s built on experience, insight and proven processes.

Secondly, if the coverage doesn’t land, we’ll redo it. If it still doesn’t land, we’ll give you your money back.

Do you just create and distribute work for agency clients?

No. We work directly with brands too. Whether you need PR-friendly research, engaging creative assets, content creation or news wire distribution, we’ve got you covered.

Do you just do survey-based stories?

No. 72Point works with brands from strategy stage through to activation. You can see more of our work here. The team creates stories, campaigns and activations tailored to a brand’s objectives, alongside media relations, creative content and social partnerships to maximise impact and reach.