In public relations, language and strategy are both crucial. There are certain tactical distinctions between news releases and press releases, despite the fact that they are commonly used simultaneously. Additionally, your credibility, media reach, and even SEO results can all be greatly impacted by knowing when to use it. One of the first things taught to public relations (PR) professionals is the concept of a news release: a formal written statement that a group sends to the media in an effort to draw attention and increase public awareness. But as you move through the PR industry, you'll encounter other names that seem similar, including news release or media release. Are they all the same? Does one work better than the other?
What Is a Press Release?
A press release is an official, written communication created by an organization to share something newsworthy with the media. Its goal is to generate media coverage, raise awareness, and shape public perception.
Press releases are typically distributed to journalists, editors, bloggers or media outlets.
Purpose:
i) Promote an event, product, or launch
ii) Make an official statement
iii) Announce corporate changes
iv) Boost brand awareness with third-party credibility
Press releases are written to persuade not just inform. They tell a story, build narrative, and include a call to action (CTA) like visiting your website or attending an event.
Structure:
Press releases follow a journalistic format:
i) Headline
ii) Subheadline
iii) Dateline (City + Date)
iv) Lead paragraph (the 5Ws)
v) Supporting details
vi) Quotes
vii) Boilerplate about the company
viii) Media contact info
What Is a News Release?
A news release is actually a type of press release but with a more informational focus. While a press release is often promotional, a news release typically shares objective updates about past or current events. It’s less about selling and more about reporting.
Purpose:
i) Provide facts about recent developments
ii) Summarize financial results
iii) Report on business restructuring or personnel changes
iv) Educate the public or stakeholders
Tone: i) Neutral, factual, and concise
ii) Focused on accuracy and timeliness
iii) Minimal storytelling or branding language
Whereas a press release may spark buzz, a news release is designed to deliver clarity.
What’s the Real Difference?
The distinction between a press release and a news release may appear to be just grammatical at first, but it really comes down to intent. Press releases are typically produced with a marketing perspective, highlighting a project your company is working on. On the other hand, news releases tend to be objective and clear; their goal is to inform, not to impress. By being aware of this subtlety, you're not just putting words out there; rather, you're creating a work that speaks to the language that your editors and audience are most likely to understand.
When Should You Use a Press Release?
You should use a press release when your primary goal is visibility and promotion. That means your content has to not only inform, but also stand out. Now is the time to grab a press release if you have anything noteworthy and brand-focused to share. The problem is that news alone is insufficient. Making sure your narrative is one that people genuinely want to hear is the difficult part. Given that just a small portion of pitches are picked up by journalists, your release needs more than simply information; it also requires focus, a hook, and a little magic in the telling. Relevance, quotes, and images are used in this situation. A well-written press release stimulates discussion in addition to giving information.
Common Press Release Use Cases:
i) Product or service launches
ii) Executive hires and promotions
iii) Partnerships and mergers
iv) Crisis response
v) Public relations campaigns
vi) Announcements needing wide, guaranteed distribution
If wide distribution is a priority, EasyPRWire offers a simple way to get featured on 400+ major outlets like Yahoo Finance, Fox, and Digital Journal, helping your message land where it counts.
When Should You Use a News Release?
You should use a news release when your main objective is to report facts and keep your audience informed without necessarily promoting.
Common News Release Examples:
i) Quarterly earnings reports
ii) Mergers or restructures
iii) Product recalls
iv) New board appointments
v) CSR initiatives or community updates
These are often used to document important company milestones for transparency, compliance, and investor confidence.
Why This Difference Matters for Your PR Strategy
Most press releases don’t even make it to the newsroom. According to Cision’s State of the Media Report, only 3% of PR pitches receive a response from journalists. That means the overwhelming majority go unread or ignored not because they aren’t important, but because they aren’t formatted or presented correctly.
Even more surprising? Over 50% of PR professionals don’t track the performance of their press releases, missing opportunities to optimize reach and results.
If you’re serious about using news or press releases in your PR strategy, it’s not enough to just write them, you need to make sure they’re relevant, well-structured, and distributed with purpose.
Understanding when to use a press release vs. a news release helps you:
i) Craft the right message for the right audience
ii) Choose the appropriate tone and content structure
iii) Maximize your ROI from PR and marketing efforts
iv) Avoid blurring lines between objective reporting and promotion
Get the Visibility Your Story Deserves
The truth is, you don’t always have to choose between informing the media and promoting your brand most announcements do both. Whether you're sharing a new executive hire, a financial milestone, or a major partnership, the right release can build credibility and drive visibility. At EasyPRWire, we craft clear, compelling press releases that speak to journalists and the public alike. If you’re ready to get your story seen and heard, get started with EasyPRWire today.
