What's the difference between press releases and public relations?

Learn when to use a press release or a public relations strategy and how a trusted PR agency can strengthen your brand’s reputation.

You want your brand to be visible and taken seriously. But when you are sorting through everything from social media updates to press announcements, it is easy to confuse the tools that get attention with the strategies that build trust.

Knowing the difference between a press release and public relations helps you use both more intentionally. One delivers your message in a moment. The other builds credibility over time. Understanding this gives you an edge when you are trying to earn interest from news outlets or build deeper loyalty with your audience.

What is a press release?

A press release (also called a news release) is a clear, factual statement you provide to journalists about something timely and relevant. You might be launching a new product, announcing an event, or promoting a company milestone. Whatever the reason, the goal is the same: to share newsworthy information with media professionals in a way that makes them want to cover the story.

Typically, press releases follow a standard format designed for newsrooms, often including a headline, subhead, date, lead paragraph, quote, and boilerplate. We recommend a tailored approach, ensuring each release appeals to journalists and target audiences for the best results. The release must offer real value, relevance, and interest within the larger news conversation.

To work, a press release needs to:

• Be rooted in timely facts, not opinion.
• Have a focused message aimed at a specific audience or outlet.
• Include details that help reporters write their own story.

The press release is one of the most widely recognized tools in the communication toolkit, but it works best when integrated into an overall brand story, not used on its own.

What is public relations?

Public relations is broader than a press release. It is an ongoing process that works to influence how people think and feel about your brand. Instead of focusing on one announcement, PR takes the long view. It builds awareness, protects your brand's reputation, and increases trust.

It includes:

• Media relations to foster relationships with journalists and editors
• Social media engagement to addresses real-time feedback and questions
• Thought leadership to positions your executives as experts
• Crisis communication when something unexpected challenges your credibility
• Brand storytelling through interviews, podcast appearances, and earned media features

When done well, PR does not just help you get noticed. It helps you get remembered for the right reasons. A strong PR agency will often recommend when a press release aligns with your strategy or when a different approach may have a bigger impact.

Key differences between press releases and PR

Press releases and PR are often discussed interchangeably, but they should not be. They have different functions, strengths, and timelines.

Here is how they differ:

1. A press release is a singular event. PR is a consistent strategy.
2. Press releases push one message at one time. PR works across channels over time.
3. You can issue a press release without a long-term PR plan. Most valuable PR campaigns use press releases as only one small part of the puzzle.

You get the most value from both when you stop seeing them as equals and start seeing how they support each other.

When to use a press release vs. a PR strategy

If you are announcing something timely and newsworthy, such as a new CEO, an upcoming product launch, or a major award, a press release is the best choice. It is a tool for specific moments when you want quick media attention.

However, do not rely on press releases alone. If you are working to influence how your brand is recognized across customer groups or move through a reputational challenge, that is a bigger job. This is where PR is more appropriate.

Use a press release to:

• Announce important company updates
• Share earnings or expansion news
• Gain media coverage for an event or milestone

Turn to a PR strategy to:

• Shape your messaging around sensitive or evolving issues
• Create a long-term positioning plan
• Build trust with media and stakeholders
• Manage or prepare for a potential crisis

Most trusted brands use both at different times, aligned to their goals and audience needs.

How a press release fits into a bigger PR picture

When you see a press release as part of your larger strategy, it becomes much more valuable. By connecting it to your broader message, you reinforce the authority and consistency of your brand voice across touchpoints.

Used well, a press release can:

• Amplify executive visibility by tying into thought leadership placements
• Boost the relevance of industry research or survey reports
• Extend the coverage of ongoing PR campaigns by repackaging stories for new outlets

At Axia Public Relations, we use analytics to measure the impact of every release and PR initiative, tying communication efforts directly to awareness and business goals. Think of each press release as one snapshot within a larger brand documentary. The goal is not just coverage. It is alignment, making sure what others say matches how you want to be perceived.

Understanding the big picture: Strategy first, tools second

You do not need to choose between a press release and PR. You need to understand the role each one plays. The press release is not the strategy; it is an expression of the strategy. PR looks at where your brand is going and how you will get there, then selects the right tools, including press releases, to shape your story.

When they work together, you are not just chasing attention. You are building recognition and trust in a way that lasts.

FAQs

What makes a press release newsworthy?

A press release is newsworthy when it shares timely, relevant, and interesting information that has impact beyond your company, such as a leadership change, new partnership, or unique insight.

Can I have PR without sending press releases?

Yes. Thought leadership, media interviews, podcast features, and crisis communication plans are all part of PR, with or without press releases.

How often should my company issue a press release?

That depends on your brand’s news and PR goals. Most companies benefit from quarterly releases tied to strategic initiatives rather than frequent updates lacking broader value.

Is PR only for large companies?

No. Any organization working to build or protect its reputation can benefit from PR. It's about strategy, not size.

Do press releases improve search engine rankings?

Only when they are picked up and published by high-authority sites. Backlinks from those earned media stories can help support SEO when managed properly.

Where do I send a press release?

Distributing your release to the right media contacts is key. That may include industry-specific journalists, local outlets, or national media depending on your goals.

Your path to strategic brand success

Strong PR does more than secure headlines; it shapes how people perceive and trust your company. As a seasoned public relations agency, we help you build trust, increase visibility, and stay prepared for what's next. Our integrated approach brings together media relations, social media, and content strategies that translate directly into business growth.

For more information on how we can elevate your PR strategy, explore our services today or book a one-on-one consultation.