Press Releases vs. News Releases
News release vs. press release: what is the difference between the two? While often used interchangeably, these terms have distinct meanings that matter for your public relations strategy.
The primary difference: timing. News releases cover events that are currently happening or have already happened, while press releases announce something that has yet to happen.
At eReleases, our goal is to help businesses of all sizes thrive in their respective industries. Here, we break down the 5 key differences between news and press releases and show you when to use each.
News Release vs. Press Release: A Quick Comparison Table
| Feature | News Release | Press Release |
|---|---|---|
| Timing | Past or present events | Future events or announcements |
| Purpose | Inform and educate | Inform and promote |
| Audience | Broad public, media, stakeholders | Primarily journalists and media outlets |
| Tone | Objective and neutral | Persuasive and promotional |
| Call-to-Action | Rarely includes CTA | Typically includes CTA |
| Content Style | Fact-based reporting | Storytelling with branding |
The 5 Key Differences Between Press Releases and News Releases
While industry professionals use these terms in various ways, here are the most widely accepted distinctions in modern PR practice:
1. Timing: Past/Present vs. Future
A news release covers events that are currently happening or have already happened. A press release covers something that has yet to happen, such as an upcoming product launch or scheduled event.
Also, “news release” is a newer term than “press release” in terms of how long it has been in use. Although not exclusive to either outlet, news releases are more associated with online communication, whereas press releases are more associated with news channels.
2. Purpose and Tone
News releases aim to inform and educate with an objective, journalistic tone. They maintain neutrality and stick to the facts.
Press releases serve a dual purpose: to inform and to promote. They adopt a more persuasive, enthusiastic tone designed to generate excitement and action.
3. Target Audience
News releases target a broader audience, including the general public, stakeholders, customers, employees, and investors. With digital communication, they’re often shared directly via websites, social media, blogs, and email newsletters.
Press releases are specifically aimed at journalists, bloggers, editors, and news outlets—those who have the power to amplify your message through their publications.
4. Content Style and Format
News releases focus solely on facts and events, answering the essential questions: who, what, when, where, why, and how. They follow a structured, journalistic format with minimal embellishment.
Press releases incorporate storytelling and branding elements. Beyond facts, they include quotes from executives, product descriptions, and company mission statements, and highlight unique selling points or benefits.
5. Call-to-Action
News releases typically do not include a call to action because their primary purpose is to inform, not to persuade.
Press releases usually include a clear CTA that urges readers to visit a website, attend an event, make a purchase, or take another specific action.
Which Term Should You Use, News Release or Press Release?
Use a news release when:
- Reporting on events that have already occurred
- Maintaining strict objectivity is important
- Targeting a broad audience, including customers and stakeholders
- You want to inform without overt promotion
Use a press release when:
- Announcing future events or launches
- Seeking media coverage and publication
- Including promotional elements and CTAs is appropriate
- Targeting journalists specifically
Frequently Asked Questions (FAQ) About News Releases vs. Press Releases
What’s the main difference between a news release and a press release?
The primary difference is timing. A news release covers events that are currently happening or have already happened, while a press release announces something that has yet to happen. Additionally, news releases focus on objective reporting for a broad audience, whereas press releases are promotional tools aimed primarily at journalists.
Can I use the terms “news release” and “press release” interchangeably?
While many people do use these terms interchangeably, they technically have different meanings. In practice, “press release” is the more commonly used term (searched 19,000 times monthly vs. 900 for “news release”). If you’re unsure, using “press release” is generally safe, or you can use “media release” as a catch-all term.
When should I use a news release instead of a press release?
Use a news release when you’re reporting on events that have already occurred, need to maintain strict objectivity, or are communicating directly with a broad audience, including customers and stakeholders. Examples include reporting on a completed charity event, announcing past financial results, or informing the public about a recent company milestone.
When should I use a press release?
Use a press release when you’re announcing future events or launches, seeking media coverage, need to include promotional elements, or specifically targeting journalists. Examples include upcoming product launches, scheduled events, new service announcements, or future business expansions.
Do I need a call to action in my press release?
Press releases typically include a call to action (CTA) that encourages readers to visit your website, register for an event, or take another specific action. News releases, on the other hand, rarely include CTAs since their purpose is purely informational rather than promotional.
What’s the ideal length for a press release or news release?
Both should be concise and to the point. Aim for 400-600 words, or roughly 4-5 paragraphs. Focus on answering the essential questions: who, what, when, where, why, and how. Keep it under 800 words maximum to maintain journalist’s interest.
Who is the target audience for each type of release?
News releases target a broader audience, including the general public, customers, employees, investors, and stakeholders. Press releases are specifically targeted to journalists, bloggers, editors, and media outlets that can amplify your message through their publications.
Should I write my press release in a promotional or neutral tone?
Press releases can, and should, include promotional elements; that’s part of their purpose. However, they should still be factual and newsworthy. Include storytelling and branding elements, and highlight benefits, while maintaining credibility. News releases, in contrast, should remain completely objective and neutral.
Can I send a press release directly to customers, or does it have to go through the media?
Traditionally, press releases are sent to media outlets to secure coverage. However, in the digital age, you can also publish press releases on your website, share them on social media, or include them in newsletters. When communicating directly with customers about future events, you’re essentially using a press release format but distributing it like a news release.
Do I need to hire a professional to write my press release?
While you can write your own press release, professional writers understand what journalists look for and how to format releases for maximum impact. If you lack time, journalistic expertise, or aren’t getting results from your current releases, professional writing services can significantly improve your media pickup rate.
How do I distribute my press release effectively?
You can send releases directly to journalists, but professional distribution services provide access to established media relationships and newswire networks (like PR Newswire through eReleases) that dramatically increase your reach. These services connect you with thousands of journalists who are actively looking for stories in your industry.
What makes a press release newsworthy?
A newsworthy press release announces something significant, timely, and relevant to your target audience. This includes major product launches, significant partnerships, substantial funding rounds, executive appointments, company milestones, or events that impact your community or industry. Avoid issuing releases for minor updates that won’t interest journalists or readers.
Press Release Distribution – The Key to Successful Press Releases
Now that we’ve addressed what you should call them, let me give you a hypothetical example that we see daily as the leading press release distributor for small businesses.
It involves two managers, each of whom wants to send out a press release.
Ashley wants to save a little money, so she sends her press release to the 58 people they have identified as journalists who might be interested in their story. Of those 58 emails 40 go to the editor of that media source and are totally ignored. 15 of them go directly to the spam email box for the address in question. Three, yes, just three of them actually get looked at by a reporter.
Megan realizes that eReleases distributes press releases for a living and has developed relationships with 1.7 million journalists. Plus, she knows her press release will go out on Cision PR Newswire, the leading press release distribution service in the United States. She’s willing to pay a small amount to get her press release into the hands of journalists, editors, bloggers and influencers who actually want to receive press releases like hers.
Who do you think actually got quantifiable, profitable results from her press release?
We see this happen every day. People make small choices that radically affect the results they receive from their press releases.
We’d like to help you with yours. Learn more about eReleases’s press release distribution services.