As part of The PA’s PR & Marketing Services relaunching under the Hydrogen brand, the division has announced Hydrogen Creates; a content creation and distribution service designed to connect brands and agencies with the UK’s media.
Hydrogen Creates will combine high-quality content production with its own access to the Press Association’s newswire platform to help clients deliver newsworthy stories to publishers across the UK. The service aims to address the challenges facing newsrooms and PR professionals, ensuring that strong stories have a greater opportunity to reach relevant audiences.
As part of the launch, Hydrogen Creates will also work alongside earned media specialists GingerComms to amplify news generation as part of its wider suite of services. The agency brings over 15 years of earned media experience, in-house polling and an established roster of news desk clients. The joint venture will offer the PR industry a comprehensive, under-one-roof approach to news generation, combining sell-in and storytelling with PA’s high-quality visual and video content to help deliver stories that meet the standards of the newsrooms they aim to reach.
Hydrogen Creates will initially operate under a three-month beta-testing phase, with access available to existing clients of Hydrogen, Mediapoint and Assignments as the team continues to test its capabilities.
Chris Pharo, Managing Director, PR & Marketing Services, The PA says:
“I have spent the past decade of my career working at the intersection of the PR and news industries, and I am proud to have been given the opportunity to build this new business that will deliver high-quality creative content for publishers and market leading coverage for our clients, all while demonstrating a dedication to the highest ethical standards, as befitting its place as part of The PA.
“The PR industry delivers some great work that fails to land because of the historic challenges facing Britain's newsrooms. This is a problem we aim to help fix by becoming the link between brands and agencies and the UK's media. We aim to build a service that delivers value for clients and supports the wider news ecosystem. I’m proud to be leading the team as we take this next step.”
The PA’s PR and Marketing Services division boasts a wealth of talent in making content across print, digital and social, with plans to add to this in due course.
For more information, contact: creates@wearehydrogen.com.
Notes to editors
About The PA
The PA is a group of businesses united by a belief in the power of trust to build greater connection, influence and impact in the world, with expertise in news, sport, content and communications.
At the heart of the organisation is the Press Association, the national news agency for the UK and Ireland, trusted for its impartiality, accuracy and speed for more than 150 years. The PA brings these high standards of trust to every aspect of the organisation, through its products and services and wider portfolio of businesses, which includes Alamy, Podium, StreamAMG and Hydrogen.
