How do you balance the promotional and informational aspects of a press release vs a news release?

It is quite simple when discussing the difference between a press release and a news release. One is targeted to journalists as something they may wish to cover as a story, and one is a story written for the audience the reporter targets. Just remember that a news release must have news, which opens another line of discussion as to what defines news.

Our primary aim in crafting a press release is promotion. Directed primarily at journalists, our goal is to highlight something newsworthy, compelling them to cover it. While the core purpose of a news release is to distribute information, promotion naturally intertwines with this objective, albeit subtly.

You need to know two audiences, one is going to be your ideal clients and the other is the press who are the bridge to those people. This is vital for all elements of your business and comms, so do the work at the start for a bigger impact.

I believe the best way of outlining this is that a press release is prepared for the press ( journalists, influencers, bloggers, etc.), while a news release is prepared for the audience covered by the press, namely the general public. It is widely accepted that a press release announces something that will happen in the future, while a news release covers something that is currently happening or happened in the past.

The angle can indeed help you position your release correctly, but it won't dictate the balance between informational and promotional. If the information in the release is compelling, you don't need to hard pitch. A press release that's mostly promotional will be ignored.

It is crucial that your headline is intriguing enough to get journalists to keep reading. You're pitching to people who are flooded with press releases, so this must be taken into consideration. Your headline has to communicate the essence of your message quickly. If the press release headline is interesting, it may encourage the potential reader to invest their time reading it. Otherwise, they will move on to something else. When writing a press release headline, keep it at 10 words or fewer. A title that's the right length can capture and keep your audience's attention.

PR Value is 5X Ad Value. So don't treat your media pitches like marketing copy. Editors are wise to this and your pitch will get unceremoniously dumped. Find a news peg and craft a genuinely readable story to share with the world, in which you dovetail your client's best practices with what's interesting in the news cycle.

Your release or pitch should be a verb, not a noun. Don't just hand over an inert piece of matter to the editor, reporter, booker, or producer. Make it a verb by suggesting what they should do with the information: e.g., Book a call on your Calendly link, pick up complimentary tickets to your event at XYZ website, etc.

Before sending your press release, proofread it for grammar, punctuation, and spelling mistakes. Correct formatting makes your story more attractive and easier to follow and increases the chances of grabbing a reporter’s attention. You must ensure your press releases are consistent (e.g., logo, boilerplate, contact info, etc.). This helps build relationships with journalists who will get to know your brand and trust you.

I'll share my somewhat unconventional view on press releases... Nobody wants your press release. Similar to press conferences... they're an old-school way of disseminating information. Today's journalists won't refer to a press release, and won't use it as a resource for news at all. Because your product isn't news. Instead, start with: 1. Understanding the audience of the journalist or media outlet. 2. Communicate with the journalist / outlet in the way they prefer. Short emails, even DMs, have been preferred. 3. Offer perspective or information that can help the journalist serve their audience, reader, viewer, listener, etc. Save press releases for official financial reporting.

Product launches, corporate anniversaries, etc. are super exciting for everyone who's already drunk the Kool-Aid in your company (which is to say, your colleagues, family and friends). For everyone else in the world, these things are totally irrelevant. Don't send marketing copy to an editor, booker, reporter, or producer. They will disregard it, along with you and your PR firm. Instead, write story angles with a news hook that are relevant to the media conversation. Bring insights on behalf of your clients that actually add value and connect with people, not more styrofoam packing pellets.