That question baffles Publicity Pups as well as veteran Publicity Hounds.
Is a press release just for newspapers and magazines? Does a news release have to include news? Is a media release for all types of media?
If you aren’t sure, which one do you use?
All three phrases mean the same thing and which one you choose isn’t a big deal. The content of the release is far more important than what you call the container.
I did a quick search using the Google Keyword Tool and found the total number of global monthly searches for each:
- 1,220,000 for press release
- 550,000 for news release
- 135,000 for media release
That’s one reason I use the phrase “press release” in my blog posts, articles and product titles. More people are searching for it.
You’ll find lots of advice for writing and using press releases in the more than 140 posts on this topic at my blog.
What phrase do you use most often? Do you think they they have different definitions?
I just had to peek in when you mentioned a “difference” in these releases, Joan. And, lo! I agree with you. They’re about the same thing. I’ve taken a different route, though. Because I consider it sort of my business to lead people (especially authors and retailers) in the right direction in terms of marketing, I suggest they use the term “media release” if only because “press release” feels as if it isn’t given the other media its full due. Using the right term is especially important when we’re sending a release to media that covers the gamut and that includes bloggers. Having said that, newbies may not fully understand “media release” so we may be communiting better when we we say “press release.” I just worry that people might stick “press release” into the subject line of their e-mail releases and come off…well…a little exclusionary? And maybe not quite as professional as they’d like to look.
Best,
Carolyn Howard-Johnson
Loving helping writers get read with my HowToDoItFrugally series of books for writers including the multi award-winning second edition of The Frugal Book Promoter (http://budurl.com/FrugalBkPromo)
Press Release, Media Release or News Release should never go into the subject line when you’re emailing one. The subject line should explain, briefly, what it’s about. Include the release within the body of the email, or offer a very brief, two-sentence pitch and link to the press release if it’s online.
P.S. To readers: I have reviewed some of Carolyn’s books in the “How To Do It Frugally” series and they’re excellent!
Thanks for the short & sweet post. I always rely on you for these tid-bits of information and you always come through. You rock.
Thanks, Filio. Try this idea. It’s a quick one!
Joan!
Per usual, right on the money! I’m all for short posts too. I learn so much from you–thanks!
I’m inclined to agree with Carolyn Howard-Johnson – and I also think that ‘press release’ sounds a bit dated. But there’s no arguing with those figures. I was inspired to blog on the subject myself (with appropriate links, of course) and I ask the question ‘what should we be using to give our releases the best chance of being read without making ourselves look like PR dinosaurs?’ Is there a solution more elegant than putting all three phrases at the head of the release?
Domini, I like your idea of asking readers which of the three phrases they prefer. I’ll do this on the social media sites and see what comes back. Thanks for commenting.
Always an interesting question and I consider press/media releases the same and their name basically denotes what they do – their for the press to get news. A news release though I consider more consumer facing like you would a blog post or announcement that is consumer-facing. A consumer or your potential customer should never be sent a press/media release – that is a big fail.
It’s interesting to how various Publicity Hounds interpret these three phrases. Thanks for stopping by, Trace.
I use news release when sending to the media. When talking to clients, I use press release. Most lay persos know what that means.
I think most lay people know what all three mean. But people still think there might be a difference.
“Press release” may be the most commonly known term, which makes it tempting to use, but it’s outdated. “News release” is the term I use with my clients, because it says “this is newsworthy” and that it’s for any/all media (not just press). If you don’t have news, a release isn’t the right vehicle. Pitch a feature or write a blog in that case, but don’t package non-news as a news release and risk your/your client’s reputation with journalists.