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PR Glossary
Press Release: definition
A good release reads like the news story a journalist would write, not like an advertisement. It answers who, what, when, where and why in the first lines.
A release is a tool, not a guarantee of coverage. Reporters cover the story, not the format, so the news value and the targeting matter far more than the document itself.
In India, releases are often prepared for national, regional and language media, and sometimes translated, so the same news reaches the right journalists across markets.
Related service
Press Release DistributionMedia Relations
Media relations is the practice of building and maintaining relationships with journalists and editors to earn favourable news coverage. It covers media lists, story pitching, press materials and interviews. It is the core of most PR programs, because credible earned coverage depends on genuine relationships with the reporters who cover a brand's category.
Earned, Paid and Owned Media
Earned media is coverage a third party chooses to give you, such as a news article. Paid media is space you buy, such as an advertisement. Owned media is the content you control, such as your website or social channels. Earned media is the most credible because an independent source, not the brand, is vouching for it.
Newsjacking
Newsjacking is the practice of adding a brand's timely, relevant angle to a breaking news story or trend to earn attention and coverage. Done quickly and well, it makes a brand part of a conversation people already care about. Done clumsily, or on a sensitive topic, it backfires, so judgement and speed both matter.