A person writes it. Then you approve it.
The session produces a brief. The brief goes to a copywriter — not a generator — who has read your category and knows which terms were agreed and why. What comes back is one piece of writing with an angle, a dateline, and quotes somebody actually said. You read the final copy and say yes before any of it moves.
Written against the brief
The terms and the angle were settled in the session, so the writer is not guessing at what you want to be found for. Nothing is drafted until that is on paper.
Quotable by construction
Clear claims, attributed to a named person, dated, carrying the surrounding facts a model needs in order to reuse them. Most press copy is unquotable, which is why most of it is never quoted.
Your approval is not a formality
Once several hundred outlets have the story, it is out of everyone's hands. That is precisely why we won't let you skip the read — and why a thin brief gets sent back rather than dressed up.
"Most teams don't fail the audit. They fail the six weeks of screenshots before it," said the company's head of security.
Approved by client