Behind the scenes: How Fuseworks works with media

If you want your news to have the widest possible reach, make sure you send it to Fuseworks Media.

We often get asked how content from Fuseworks ends up on news websites like Yahoo – or for more information about how journalists use our services.

Here’s the scoop …

Every day Fuseworks receives hundreds of NZ focused news leads in the form of media releases, advisories, speeches, commentary, reports, newsletters and alerts.graph

This material is either sent directly to us ( or it’s aggregated by our sophisticated online monitoring software.

Every news lead that’s identified gets analysed and filtered by software that categorises it by type and topic and standardises the formatting so that it can be used by our customers.

There’s a few common mistakes that communications professionals make when sending news to media (for example: supplying material in PDF format, supplying image PDFs, SHOUTY ALL CAPS SUBJECT LINES THAT ARE HARD TO READ, use of ALL CAPS NAMES within media releases, a seemingly random sprinkling of coloured words and innovative use of formatting styles) – and Fuseworks fixes those issues to make the material more easily usable by journalists.

If you’re interested in learning more – our press release tips series has a lot more information on how to write and supply news that media will use.

There’s a lot of technology required to get content into a ready-to-use form – but it all happens within milliseconds – and then the beautifully formatted and categorised news appears live in Fuseworks system for our customers to access.

From that point, it’s up to the individual media client how exactly to use Fuseworks. The most common scenarios are:

1) Media have access to the Fuseworks online app. This gives them a tailored view of the news leads that match their interests.

Within the app, journalists and editors will follow particular sources, topics, content types or keywords – and all the material they are interested in is available to them in real-time.  They can also get both alerts and digests of news on a schedule that suits them.

To assist them in verifying and developing a story, journalists have access to a portfolio of tools to help them surface other material that’s related to a particular news lead, as well as an extensive database of expert and commentator contacts.

2) Some media customers employ Fuseworks to review incoming news leads by hand and then select, edit and polish stories so they can be supplied in a ready-to-publish form.

Only a small percentage of the material we receive makes it into a ready-to-publish feed – but that material ends up on a number of New Zealand news websites and has the potential to reach several million people.

When you see a story credited to Fuseworks on a news website, we have supplied that article to them as part of a feed that’s continuously updated throughout the day, seven days a week.

Want to reach our media customers? Make sure you send your news to