A partnership release must say exactly what each party contributes and what customers get as a result. Name both organisations in full, say what kind of business each one is, state what each will do, when it starts and where it applies. If a reader finishes the release unable to say what the partnership actually does, it was an announcement of a logo swap, not news.
Why do so many partnership releases say nothing?
Because they are written to celebrate the relationship rather than describe it. "Acme and Orbit join forces to deliver value to customers" could describe almost any two companies doing almost anything. Journalists skip it, and search engines and AI assistants learn nothing from it except that two names appeared together.
The fix is to write the partnership as a set of concrete facts: who provides what, to whom, from when.
What must a partnership release include?
| Must include | Question it answers |
|---|---|
| Both parties, defined | Who are they? Full names, what kind of business, where based |
| What each party contributes | Who does what? Technology, distribution, funding, expertise, locations, data |
| What customers get | What changes for the people who use either company? |
| Start date | When does it begin, or when did it begin? |
| Scope | Which countries, products, customers or sites does it cover? |
| Terms, if public | Is it exclusive? How long does it run? Is money changing hands? |
| A quote from each side | Why each party entered it, in terms of what it does for them |
"What each party contributes" is the line that matters most. The easiest way to get it right is to write two sentences before you write the release: "Acme will…" and "Orbit will…". If you cannot finish both, the partnership is not ready to announce.
What does a worked example look like?
Acme Invoicing and Orbit Payroll are fictional companies. The product names, dates and figures are invented for the example.
Before you draft, set out the contributions as a table. It often ends up in the release itself.
| Acme Invoicing | Orbit Payroll | |
|---|---|---|
| What it is | UK invoicing software for freelancers and small firms | UK payroll software for businesses with up to 50 staff |
| Contributes | Invoice and payment data, a new payroll tab in its app | Payroll calculation and HMRC submission through its API |
| Customers get | Payroll run from inside Acme without a second login | Access to Acme's small-business customer base |
Headline
Acme Invoicing Adds Orbit Payroll to Its App, Letting UK Small Businesses Run Payroll Without a Second Login
Eighteen words, which is exactly the newswire limit. It names both companies and says what the partnership does, which is the job the headline post describes.
Summary
From 1 November 2026, Acme customers on paid plans can calculate payroll and file with HMRC inside the Acme app. Orbit provides the payroll engine; Acme provides the interface and billing.
Opening paragraph
LONDON, UK, 10 October 2026 — Acme Invoicing, a London-based invoicing software company for freelancers and small businesses, and Orbit Payroll, a Manchester-based payroll software provider, have agreed a partnership that brings Orbit's payroll service inside the Acme app from 1 November 2026. Acme customers on paid plans will be able to calculate pay, produce payslips and submit payroll to HMRC without leaving Acme. Orbit will run the payroll calculations and HMRC submissions through its API, and Acme will provide the interface, customer support and billing. The service will be available to UK businesses with up to 50 employees.
Each company is defined in its first mention. The division of work is explicit. The date, scope and customer benefit are all in the first paragraph, which is what the first 100 words post asks of every release.
What makes a good partnership quote?
Each party should have its own quote, and each quote should explain that party's reason. A good quote from Acme might say which customer requests led to the integration. A good quote from Orbit might say why it chose to reach small businesses through an existing app rather than on its own. Two quotes saying both sides are pleased to be working together add nothing; the quotes post has better and worse versions.
What are the most common mistakes?
- "Strategic partnership" with no strategy described. The label is not the news. What the partners will do is.
- Only one party defined. The release is written by one company, which describes itself fully and the partner in three words. Define both.
- No date. A partnership that starts "soon" is a plan, not an event.
- Overstating the relationship. Calling a reseller agreement or a listing in an app marketplace a "partnership" invites readers to assume more than is true. Use the most accurate word.
- Publishing without the partner's approval. The other party should see and approve every sentence about it, including its boilerplate, and ideally publish the same announcement on its own site.
- Borrowed authority. If the partner is much better known, it is tempting to lead with its name. That is fine if the partnership is genuinely with that company, and misleading if you are one of thousands of customers of its public service.
What should a partnership release link to?
Link your company name to your homepage on first mention, and the partner's name to theirs. Use the third link, if you have one, for the page that explains the joint offer: the integration page, the product page or the joint announcement. That page should describe the partnership in more detail than the release can. Keep to three links, the usual newswire limit.
A joint announcement on both companies' websites is also useful corroboration: when two independent sources describe the same relationship in the same terms, readers and search engines have better reason to trust it.
Frequently asked questions
Whose name goes first in the headline?
The company issuing the release usually goes first, but put first whichever name makes the news clearest. If the partnership is mainly about a new service for one company's customers, lead with that company.
Do both companies need to issue the release?
Not necessarily, but both should approve it, and the partner should at least confirm the relationship on its own site. A partnership only one side will talk about is weak evidence.
Should we disclose the financial terms?
Only if they are public and both parties agree. If they are not disclosed, say nothing rather than hinting at a large figure.
The next post covers new hire and leadership releases.
media:on Editorial. Written and reviewed by the media:on editorial team, who edit every release before it files.