What Is a Press Release?
A press release is a short, structured written announcement that a company or organisation sends to journalists and press release wires to publicise one piece of genuine news — a launch, an opening, a milestone, an appointment. It is written in a standard format, in the third person, so that a busy editor can understand and reuse it in seconds. It is publicity material, not independent journalism, and honest publishers label it that way.
What is a press release used for?
To put one announcement on the public record in a form the media can use. Companies send releases to mark launches and openings, announce appointments and results, publicise events, and respond to developments. A published release gives the announcement a permanent, linkable home, gives journalists a quotable, accurate version of the facts, and gives the company's own customers a reference point. What it does not do — despite what some sellers claim — is guarantee that newspapers will write about it, or that search rankings will move. Those outcomes depend on whether the news is genuinely interesting, which is why our distribution guide is blunt about expectations.
What is usually in a press release?
- A headline stating the news in one line.
- A dateline (city, date) and a lead paragraph covering who, what, when and where.
- Two to four body paragraphs with the details, in falling order of importance.
- A quote from a named person at the company.
- A short "About" boilerplate describing the company.
- A media contact: a name and an email.
Each part is dissected in the press release format guide, and annotated real-world cases are in press release examples.
How does a press release work?
The company writes the release (or has it written), then distributes it: directly to journalists who cover its field, and/or through a press release wire — a publishing service that hosts and distributes releases for a fee. Journalists who find the news useful may write their own story from it, quote it, or ignore it; all three are normal outcomes. Wire-published releases also stand on their own as public announcements that anyone can read and link to, which is the part of the process fully in the publisher's control.
Is a press release the same as news?
No, and the distinction matters. News reporting is written by journalists who are independent of the subject and who verify before publishing. A press release is written by the subject — it is the company's own account of its own news, and it should be read that way. This is why reputable wires, including the press release sections of major news websites, label releases as paid content and state that their editorial staff was not involved. A release that hides what it is — an advertorial dressed as reporting — misleads readers and, on this wire, breaches the submission guidelines.
What is the difference between a press release and a media advisory?
A press release tells a complete story: news, context, quotes, background. A media advisory (or media alert) is an invitation, not a story — it gives journalists the bare facts of an event (what, when, where, who to contact) so they can decide whether to attend. If you want coverage after something happened, write a release; if you want cameras at something happening, send an advisory first and a release after.
What is press release distribution?
Distribution is the delivery half of the process: getting a finished release in front of journalists, news sites, search engines and readers. It ranges from emailing a release to your own contacts, to paying a wire to publish and circulate it. "What is a press release distribution service?" is really asking who does that delivery for you — a service like this one takes the release, reviews it, publishes it permanently and puts it in front of its audience, for a published fee. The routes and their trade-offs are compared in how to distribute a press release.
What is a press release not?
- Not an advertisement. It may be paid for, but it is written as an announcement of fact, without sales copy — and it is labelled as paid content where the law or the platform requires it.
- Not a guarantee of coverage. Publishing is guaranteed by a wire; independent journalists choosing to write about it is not, and never was part of the format.
- Not a social media post. A post is informal, first-person and gone in a day. A release is formal, third-person and built to stay on the record.
- Not a substitute for the news itself. A release about nothing announces that, too.
Where did the format come from? Press releases have been used since the early twentieth century — publicist Ivy Lee's 1906 statement on behalf of a railroad after an accident is the example historians usually cite as one of the first — and the structure has survived every change of medium since: print, wire services, email, web. It survives because it solves a permanent problem — how a company states its news so that strangers can verify and reuse it quickly.
When should a company send a press release?
- A product, service or business genuinely launches or opens.
- A verifiable milestone is reached — numbers, anniversaries, expansions.
- A notable appointment, partnership or award is confirmed.
- An event with public interest is scheduled, with real dates.
- Something has changed that customers or the public need to know.
Not on the list: "we would like some attention this month". A release without news teaches editors to ignore the next one that has some. When you do have news, how to write a press release covers the writing, and the Submit page covers publishing it here.
Is a press release an advertisement?
It is paid publicity in announcement form. It is not a display advertisement — it follows news format and must be factual — but it is written and often paid for by the company it describes, and honest publishers label it as paid content.
Who writes press releases?
Usually the company itself — a founder, a marketing lead, or a communications/PR professional hired for the purpose. Wires review and publish releases; the writing, and responsibility for the facts, stays with the company.
Is a press release the same as a blog post?
No. A blog post is written for a company's own audience, in its own voice, on its own site. A press release is written in a neutral, standard format for other people — journalists, wires, partners — to pick up and reuse.
Do journalists still use press releases?
Yes. Newsrooms are smaller than they were, and a well-formatted release with real news remains a standard source for stories, listings and background. What journalists ignore is releases without news — the format was never the problem.
What is a press release wire?
A service that publishes and distributes press releases, usually for a fee, with review and labelling. You are reading one: Press Release Wire publishes company announcements as clearly labelled paid releases. The <a href="/pricing/">Pricing page</a> shows what that costs here.
