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. 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.
A press release is the longest format of those three PR tools. It is typically reserved for 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.
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.
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.
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.
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.
