The Best Uses for a Press Release According to a Publicist
By Claire Natale, Director Evolve PR and Marketing
Many public relations terms get thrown around by clients or others who are not in the industry. The best uses for a press release, pitch, and media alert are a few that can be confused or referred to incorrectly. Each has a unique definition and best uses. Based on the details of the topic, a publicist can determine whether to write a press release, pitch or media alert to share the news.
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Understanding the Press ReleaseThe best uses for a press release include large announcements such as grand openings, fundraising milestones, the start of a capital campaign or acquisitions. Press releases go into detail describing the who, what, when, where and why. The unique part of a press release is that a quote from a representative of the company is included. Reporters and editors can use the direct quote in their article as though they interviewed the person, when in fact they may not have. Learn more.
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When to Use a Pitch
Small announcements such as a special promotion for a holiday at a restaurant, a recurring small event, or a singular expert topic such as financial literacy would not need a press release. These can be more effectively shared with reporters or editors via a direct pitch. The best uses for a press release typically don’t apply to these quick or highly targeted updates.
- Pitches are short and personalized
- Ideal for unique story ideas or expert sourcing
- Works well for niche publications or blogs
- Promotes interaction between journalist and source
What Makes a Media Alert Different
A media alert takes the who, what, when, where and why and concentrates it into simple facts without much extra detail or descriptions. Media alerts are often best for panel speaking events, news conferences or hiring fairs. These easily allow a publicist to share specific information with media contacts to relay the news with their readers. Understanding the best uses for a press release compared to a media alert helps clarify which tool is most effective.
- Bullet-point format for fast consumption
- Used for events requiring media attendance
- Typically one page or less
- Sent closer to event dates
Final Takeaway: Let Your Publicist Guide You
When working with a publicist it is helpful to know the difference between these terms but not necessary, as your PR professional will guide you through when to write a press release or not.
👉 Let’s choose the right PR tool for your next announcement.
Frequently Asked Questions About Press Releases
Q1: When should I use a press release instead of a pitch?
A: Use a press release for big news like openings, campaigns, or acquisitions. Pitches are better for smaller or more niche updates.
Q2: What should a press release include?
A: Include who, what, when, where, and why, plus a quote from a company representative that media outlets can use directly.
Q3: Can I send a press release for small events?
A: It’s better to use a pitch or media alert for small events. Reserve press releases for broader, high-impact announcements.
Q4: What’s the difference between a media alert and a press release?
A: Media alerts are short, fact-based announcements for events. Press releases offer more context and storytelling.
Bringing people together through our relationships to promote and enhance their message to the world. Evolve PR and Marketing is a results-driven, full-service public relations firm that has been proudly ranked the number one public relations agency by Arizona Business Magazine for two years running. Located in the greater Phoenix area of Arizona, and expanding across the country, we’re here to elevate your brand, enhance your visibility, and create meaningful connections that make an impact.
