72Point FAQs
How do you work?
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?
The SWNS Media Group offers services across PR and news content to serve both publishers and brand/agency clients. In-house, our team includes PRs, journalists, content creators and more, who can work individually or together to service the needs of the project. Many of the team are multi-skilled, for example some have been journalists previously and now work as PRs and creatives. 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 super-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 the content that they like. We get constant feedback from the media on what’s working for them right now, which means we can tailor our content to ensure it’s engaging and on point… 72Point in fact!
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 finally before it hits the wire, to ensure it meets strict editorial standards, giving it the best chance of being used at the publishers’ end. So ‘no’ to paid spots, and ‘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 PRs and former journalists who work alongside each other to craft content that works for both the client and the media. They create page-ready content for publishers to select at will, which often means that their content is published as-is, and as such, they are sometimes given the byline by the publishers.
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, we are *almost* certain it will land. It’s not a shot in the dark, it’s built on experience and insights, so our confidence is high. Secondly, if the coverage doesn’t land, we’ll redo it, and 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 with brands direct too. Whether you want PR-friendly research, engaging assets or news wire distribution, we’ve got you covered.
Do you just do survey-based stories?
No! Our 72POINT.PLAY team works with brands from strategy stage through to activation. You can see more of their work here. The 72POINT.PLAY team create stories and activations to suit the brand’s needs, do direct media relations and social partnerships too.