Behind the newswire

Earlier this year, we hosted our “Behind The Newswire” event, where many of our clients joined us to discover how we manage to secure tons of earned media coverage every day.

It was a fantastic opportunity to share how our news distribution works, explain our collaboration with SWNS and have some great conversations.

If you missed the event, don’t worry! We’ve put together a handy explainer video packed with information about our process. In the video, you’ll hear from Laura Elvin (Head of News at SWNS), Gemma Francis (Director of News Generation at 72Point), Martin Winter (Chief Content Officer at SWNS), and Chris Pharo (CEO of 72Point Group) as they walk you through how we help clients get their news content on the wire.

They cover everything from receiving a client brief to brainstorming creative concepts.

Here are some key points:

✅ Journalists at publishers always decide which SWNS content to use. All SWNS stories and 72Point content are distributed through the newswire in the same way.

🧠 The 72Point team works with SWNS in the newsroom to test their content before it goes out on the wire.

📩 The wire is the SWNS system that sends content from the newsroom to publishers.

🗞 SWNS only allows newsworthy content on its wire.

⏱ Modern journalism focuses on speed and volume, with reporters often taking on editorial roles. Our approach fits right in with this trend.

You can request the full recording of the session on the form below