Press Release vs. News Release: What's the Difference?
One of the first things public relations (PR) professionals learn in their line of work is the definition of a press release: An official written statement that an organization issues to members of the press, with the goal of generating media coverage and public awareness within a target audience. But as you dig deeper into the PR world, you might hear several different terms used that seem to mean the same thing. One of the most common questions is about the definition of press release vs. news release.
What Is a News Release?
A news release is a type of press release highlighting events that have already happened or that are currently happening. Organizations use news releases to provide detailed accounts of past or current events, helping newsworthy stories reach members of the public.
What Is the Difference Between a News Release and a Press Release?
PR professionals use both types of releases to provide information to the media, but on a closer look, news releases are a type of press release that covers more specific events. Many organizations use the two terms interchangeably, choose one over the other or use an umbrella term like “media release.” However, there are several differences between press releases and news releases, including their goals, audience and format.
Primary Purpose
The primary purpose of a news release is to keep the media and the public informed of current events. News releases report the facts and educate the audience, spreading the word about something that’s going on in your organization. While a press release also informs a selected audience, it often also aims to persuade, promote and improve public relations. For example, you can use press releases to change the narrative around your brand, communicate an official statement or promote a product or service.
Content and Tone
The slightly different purposes of a news release vs. a press release also inform their content, tone of voice and type of headline. News releases focus on providing detailed information and context about current or past events. They’re straightforward, objective and neutral, focusing on accuracy and timeliness. Press releases may cover past, current or future events, like upcoming product launches. In addition to information, they incorporate storytelling, branding and persuasive language.
Audience
While both aim to reach the media, press releases target journalists, bloggers, editors and news outlets who are specifically interested in reporting on that topic. A journalist then “picks up” the press release and shares the story in their own publication. News releases can target a broader audience, including current and potential investors, existing customers and even the general public.
Format
Both news releases and press releases follow a similar structure, with a headline, dateline and paragraphs containing the information you want to provide. Both should also avoid using industry jargon. However, news releases have a more structured format that directly and concisely answers the five Ws: what happened, when, where and why, plus who was involved. They may include a quote from someone directly involved. The format of a press release is often more flexible. They might include statistics, compelling stories, or quotes from a representative or general expert.
Call to Action
Another way the format of press releases vs. news releases differs is the final paragraph. Because news releases are straightforward and informative, they conclude with a summary of the event and its significance but often don’t have a specific call to action (CTA). Press releases do typically include a CTA, like visiting a website, attending an event or making a purchase. When a journalist picks up your story, they pass that CTA on to their audience. In either case, don't forget to include contact information for media outlets that might want more information.
When to Use a News Release
So when would you want to use a news release vs. a press release? To get a better idea of the definition of a news release, let’s take a look at some examples.
Financial News Release Examples
Another common type of news release is a summary of your organization’s financial performance. You can use these to inform current investors and attract new ones. While quarterly and annual financial reports may come to mind, there are also other ways to use financial news releases:
Strong sales reports: You don’t have to wait to announce strong sales. This type of release includes detailed sales figures, key products driving growth and market analysis. It can boost investor confidence, attract potential investors and gain the attention of customers who want to be in tune with what’s popular.
Restructuring the business: Changes in company structure, like mergers and acquisitions, are always worthy of a news release. This type of news release should explain the reason for the restructuring and outline the expected benefits, keeping stakeholders informed and alleviating their concerns.
Personnel News Release Examples
Many personnel changes, like hiring, promotions, retirements and accomplishments, make for excellent news releases. Some of the most common examples of employee news releases include:
New hires: Notable new hires, like well-known executives, can bring positive attention to your organization. These news releases can improve your public image, demonstrate strong leadership and attract interest from potential customers and investors.
Promotions: News releases that highlight the promotion of an employee showcase their achievements and contributions. You can use them to recognize and reward internal talent, boost employee morale and communicate an image of growth and stability.
Press Release vs. News Release: The Bottom Line
The most important thing to keep in mind when it comes to the difference between a press release and a news release is that many of the above examples are actually both. Because a news release is a type of press release, many organizations use the term “press release” as an umbrella term for all types of announcements.
Whether you call it a news release or press release, PR Newswire can help you get the right information about your organization in front of the right audience. Our press release distribution services can extend your reach to more than 170 countries, 270,000 journalists and 440,000 newsrooms, direct feeds and subscribers. Start sending press releases with us today – because no matter what you call them, the goal is always to spread the word.
FAQs About News Releases
How is a news release different from a media pitch?
A news release provides detailed information about a past or current event, serving as a comprehensive report for journalists as well as investors, other stakeholders and the general public. A media pitch is a personalized conversation you have with journalists, aiming to persuade them to cover your story or event. The media pitch points them to your news release, but they aren’t the same thing.
What’s the difference between a news release and a media alert?
A news release offers a detailed account of an event that has already occurred or is currently underway, aiming to inform the media and public. News releases are longer and more detailed than media alerts, which are brief, time-sensitive notifications sent to journalists to inform them of an upcoming event.
What’s the difference between a news release and a public announcement?
A news release focuses on providing general information about your organization to members of the public. While news releases cover significant information, it’s usually promotional. Public announcements, on the other hand, typically have to do with consumer health and safety, and might include warnings, safety information or product recalls.
What’s the difference between a news release and a press conference?
A news release is a detailed, informative written document. A press conference is a live event where an organization presents information directly to journalists, allowing for real-time questions and interactions. News releases offer controlled, written narratives, while press conferences enable dynamic, immediate communication.
Every news release and press release is an essential platform for organizations to announce important information to journalists, customers and other key stakeholders. You could be missing opportunities to promote your brand, engage your audience and reach new customers – but how do you know what’s newsworthy? Download 10 Newsworthy Reasons to Send a Press Release to find out.