Writing a press digest

Copywriting agency Immediate Network wanted a copywriter with a journalism background who would be good at writing a press digest for Jaguar Land Rover’s managers. Copy had to summarise JLR’s press coverage in an easy-to-read way, showing media uptake of PR stories to help managers gather intelligence fast.

The press digest focused on motoring journalists’ responses to a press release or media campaign. Copy was delivered in 24 hours. I ensured the main angle was always in the first par (see cutting below). News was kept short to ensure busy managers could rapidly take it in. Good corporate communications pulled this project together.

Immediate Network feedback

“We needed a traditional journalist with excellent news values, but who understood corporations to write succinct summaries of Jaguar Land Rover’s press coverage. As soon as we spoke to her, we knew Alison would fit the bill. With minimal instruction, she just got on with the job – delivering sparkling content on time, every time. She has a good sense of humour too, which always helps!”

Ann Sampson, operations director, Immediate Network