“We sent a release and nobody replied.”
Often the news was not new. We ask if it is new, about more than us, and useful to the reader. If not, we say so.
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Press releasedistribution
Since 201565+ in-house teamKolkata office, 5 team bases
A release a journalist can use, sent to the few who cover your beat.
A strategist calls you in one working day.
/ 01 Press release distribution
News first, then the release,then the right few inboxes.
A release sent to hundreds of newsrooms is noise. PromotEdge does PR (public relations) work that includes press release distribution for companies across India.
It checks that your news is worth a release, writes it so a journalist can use it, and sends it to the few who cover your beat.
A wire service is a paid service that emails your release to many newsrooms. It cannot make an editor care, so distribution is the last step. A "guaranteed placement" is paid space, which is advertising, and we label it. For media relations, see public relations.
A release suits real news: a new plant, a big order, results, funding or a launch. Think of a plant expansion for manufacturers or a project launch for developers. If you are listed, the stock exchange hears first: see listed companies.
We start by asking your sales team what buyers asked about this month. Then two versions of the first line go to five journalists, and we widen the list once we know which angle gets replies.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
Our beliefWe'd rather show you results than a nice presentation.
/ 02 What you receive
From a piece of newsto a release that gets read.
| Deliverable | What it is |
|---|---|
| News check (day 1) | One page: is this news, for whom, and which outlets would care |
| Fact sheet and quotes (days 1 to 2) | Every name, date and number in one place, checked with your team |
| Release, photos, captions (days 2 to 3) | A headline that states the news, facts up top, approved quotes and a boilerplate (short "about the company" paragraph) |
| Journalist list and pitches | A short list with a reason for each name, and a pitch note |
| Newsroom page (usually by week 2) | Releases, photos, fact sheet and a contact, built with your website team |
| Exchange order check | For listed companies: same words as the filing, release held until it is made |
| Coverage log (a week after) | Who replied, what ran, where, and what it said |
Need better pictures? See photography.
/ 03 What usually gets in the way
Hurdles,and the way through.
“Our release reads like a brochure.”
A journalist wants who, what, where, when and one number up top. We cut "pleased" and put the fact there.
“We paid a wire and got a list of sites, but no article.”
That list shows where it was posted. We report whether a journalist wrote about you.
“We are listed, and the newspaper had our news before the exchange.”
That order is wrong. We plan the exchange filing first and the release after it.
“A journalist asked for a photo and a number, and it took two days.”
We keep a fact sheet and captioned photos ready on a newsroom page.
Not sure your news is a release? Send us the facts and we will tell you plainly. Get a free growth plan
/ 04 How a release gets out
Raw news to a sent releasein about three days.
A usual timeline when the facts are ready.
- 01
Day 1: is it news?
We ask what has changed. If it is thin, we say what would strengthen it.
- 02
Days 1 to 3: facts, quotes, write
One fact sheet, a short talk with the person quoted, one page in plain words, one approver on your side.
- 03
Before release, if you are listed
The exchange filing goes in first, then the release with the same facts.
- 04
Release day
A short note to each journalist. A wire goes out only if a public copy has a purpose.
- 05
Week 2: log and learn
We follow up once, reply the same day, and send the coverage log.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
Deeper reading if you want the research behind the plan.
How we deliver it, and why
How your business model changes the plan
A listed company puts the exchange first. A startup or D2C (direct to consumer) brand leans on a founder story and a launch. A dealer-led B2B (business-to-business) firm sends trade journalists a plant or order story.
- Check the news first. An editor spots a thin story in a line. A news check.
- Build one fact sheet. A wrong figure travels faster than a correction. A signed sheet.
- Send to few, personally. A note to someone on your beat beats a blast. A reason for each name.
- Keep proof ready. Stories move in hours. A newsroom page.
Who sets the rules in India
SEBI, for listed companies
SEBI's listing rules (the LODR Regulations) require a listed company to disclose material events to the stock exchange under Regulation 30. Your company secretary decides what is material. General guidance, not legal advice.
Source: SEBI, FAQs for LODR Regulations, updated as on 23 April 2025, read 10 October 2026
PRCAI, for PR firms
PRCAI is an association of PR professionals in India, formed by PR firms over two decades ago, with a Code of Conduct on professionalism and ethics.
Source: PRCAI, prcai.org, read 10 October 2026
AI in press releases: today and next
Today: a draft helps, a person decides
Google says generative AI can help with research and structure, but its output can be wrong. Check and review it before you publish. In a release, every number comes from your signed fact sheet.
Source: Google Search Central, using generative AI content, updated 1 October 2026, read 10 October 2026
Today: quotes must be real
ASCI, India's voluntary advertising standards council, says AI-made ad content needs no label for copy written in good faith, and prohibits fabricated endorsements, label or not. Paid placements are advertising. We keep every quote one the person has approved.
Source: ASCI, Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising, 17 September 2026, read 10 October 2026
Next
Our view: drafts will get faster, so a specific fact and a real person matter more. Want us to look at your next release? Ask us.
Listed and planning results season? Ask us to map the exchange-first order with your company secretary. Talk to us
/ 05 Cost
What affects the costof press release work.
No price list. These things move the number.
A release from a clear fact sheet is a smaller job than a results release with finance checks. Paid wire fees are charged at actuals. We send the quote within 2 working days.
What affects the cost
- How many releases, and how often
- How much we write and how much we edit
- How many journalists and languages
- Photos, and listed-company steps
- A newsroom page built once or kept up to date
How we quote
- We talk about your news and who must read it
- We write a scope: releases, journalists, photos, newsroom page, dates
- You get a quote with each cost on its own line
What you get in the quote
- The number of releases and rounds of changes
- The fact sheet, quotes, journalist list and pitches
- Any paid wire, at actuals and labelled as advertising
Check whether a price is for writing, sending, or only posting on a wire.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
What people say
In their own words
What clients told us after working with PromotEdge.
“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. …”
Hardeep SinghMarketing ConsultantIndependent view“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!! …”
Harsh GuptaManaging Director at Rishta Foods“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. …”
Sharif Rezwan KabirBrand Manager at PRAN RFL Group“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). …”
GibaBrazilian Former Volleyball Player
No pressure. No sales pitch.
Send us your news.We'll tell you if it's a release.
Straight answers.
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It means getting a release to the people who might use it. That is one part of PR, not the whole of it. Sending alone, without good news, good writing and the right journalists, is only posting, and editors notice.
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Only if you know what it gives you. A wire puts a dated public copy of your release on many websites, which can help when investors should find it. It doesn't get a journalist to write about you. A "guaranteed placement" is paid space, so it is advertising and should be labelled.
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In our practice, the exchange filing. SEBI's listing rules (Regulation 30) require a listed company to disclose material events to the stock exchanges, so we hold the release until the filing is made and use the same words and numbers. This is general guidance, not legal advice. Your company secretary decides what is material.
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It depends on how many releases you need, how much we write, how many journalists and languages are involved, and whether a newsroom page is included. We quote after a first conversation, with any paid wire at actuals. Ongoing monthly work has a 3-month minimum, then 30 days' notice.
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Our in-house team of 65+ people, with industry consultants and partner agencies where a job needs them. One person stays your contact throughout. Our servicing team is based in cities across India, so your city does not matter, and we meet you in your city at least once every three months.
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We agree what to watch before we send it: who replied, what was published, where, and who was quoted. We don't promise coverage, and we don't count how many sites posted it. You get the coverage log a week after release.
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Ask who writes the release and who picks the journalists. Ask what the report will show if nobody writes about you. Be careful with anyone who promises coverage. We have no published press release case yet, so we share relevant work when we talk.