The Public Relations Blog

Both agencies distribute information to media outlets and the public, but they serve different purposes.

Newswire services and press release distribution wires are both valuable tools for communicating with the media, but they serve distinct purposes.

News releases focusing strictly on news value are more effective than press releases in today's media landscape.

In the world of public relations, there are two main types of releases organizations use to garner media attention: the press release and the news release. Though they may seem similar, news releases are more valued in today’s media landscape due to their higher news value and more journalistic style.

So what’s the difference?

Consider these components when writing your news or press release.

As the experts within our field — with the knowledge and experience of media relations and producing news releases that generate earned media coverage — we are able to use our knowledge to assist clients to share their news with the media. Sometimes though, it is necessary to share with clients how and why we are the experts. While we may not have gone to school to be educators, there are many times when public relations professionals take on that role when working with clients.

Three steps for an effective press release that can earn your company media coverage

For over 120 years, the news release has helped public relations professionals communicate important information efficiently. A press release allows a company to share newsworthy information to target audiences and ensures they all consistent, accurate information. It is an official statement of your company’s stance and can position you as a leader.

To get started spreading your company’s newsworthy messages, follow these three tips for writing a news release like the PR pros.

When the pandemic hit in 2020, a majority of TV interviews shifted to Zoom. The pandemic allowed TV stations and news producers to look at interviews in a new light. For a local station, the ability to conduct interviews on Zoom allows them to connect with experts in different areas without having to connect with an affiliate station to procure content for you. While you aren’t sitting face-to-face or knee-to-knee with an anchor, there are still tips and tricks you should utilize to make your Zoom interview a breeze.

Know the best way to connect with reporters

Pitching to the media can be difficult, especially if your PR and marketing departments aren’t used to reaching out and connecting with the media on you and your company’s behalf. It can be intimidating, but it doesn’t have to be. That’s why we created the 21 mistakes you’re making when you pitch the news media – to help your team feel more comfortable and confident as they reach out to journalists. 

One mistake we often hear from companies is their teams are sending more than one email to a single outlet. This is number 12 in our list of 21 mistakes. There is a right way and a wrong way to do this. 

When it comes time to give the breakdown of a story in writing, news releases are usually sent. Long and filled with information, they’re viewed as the best ways to get a story to the media. But are they really the best way? Your legal team and, most importantly, reporters don’t like them when they’re for medium or smaller stories. Reporters prefer having information to base their own writing off of instead of simply publishing a news release. If the people actually working with your news releases don’t like them, then what should you do?

3 things to consider before submitting your news release

Are you receiving great media coverage for your company news? We once had a client who was not satisfied with the media coverage they were earning. They’d put out two news releases and only earned one media article as a result. We recommended they review their news releases, keeping the following three things in mind:

Why are you wasting so much time on news releases?

Too many companies put unnecessary emphasis on churning out a steady stream of news releases on commercial news wires in an effort to get their message out. That’s the way they’ve always done it, so it must work. Right?

5 elements your website needs for the best coverage from media outlets

Whether you're new to public relations or you’ve been sending news releases for years, it's a good idea to make sure your website is press-ready. Essentially, you want to make your company’s website easy for reporters to give you good coverage.