The PR vs Marketing Mindset: Two Perspectives on Press Releases. And Why Collaboration is Key.

Before Newsworthy.ai, my partner David McInnis founded PRWeb and I managed several marketing and PR agencies. Together, we've overseen the distribution of thousands of press releases and engaged in countless conversations with companies and agencies involved in this process.

We've noticed the following:

- The majority of our clients operate within two departments: Public Relations and Marketing

- These two groups approach press releases quite differently.

This article summarizes these differences.

But before getting into the differences, I want to point out two things:

(1) These are Generalizations: Many individuals possess a mix of skills from both fields and roles often overlap. So, take these observations with a grain of salt. They’re meant to spark conversation, not to insult or box anyone in.

(2) The Limitations of Press Releases: Experienced professionals in both PR and Marketing share a crucial understanding: press releases alone rarely secure media coverage. Both groups recognize that effective "media outreach" or "media relations" is essential for gaining traction with journalists. This task requires a diverse skill set and is an area where PR agencies and internal PR professionals excel.

Diverging Approaches: PR vs. Marketing
Now for the differences. While PR and Marketing professionals agree on the need for media outreach to secure coverage, their approaches to press releases differ in several key areas:

PUBLIC RELATIONS

Purpose: PR professionals use press releases primarily to build online awareness and as a tool for pitching to journalists.
Metrics: They place a high value on "clipping reports" that showcase recognized media brands like AP or Yahoo! Finance, regardless of whether these sites surface on search results for relevant keywords (mostly, they don't).
KPIs: PR pros emphasize metrics like "Reach" and "Impressions," even if these don't necessarily reflect meaningful engagement with the content.
Content Quality: Generally, PR professionals write much better press releases and provide more impactful quotes.
Design Elements: They tend to use fewer embedded hyperlinks, images, and videos in their releases.

MARKETING

Purpose: Marketers use press releases to build online awareness, improve SEO, and drive conversions.
Focus: They place less emphasis on where releases are distributed and more on outcomes like engagement rates.
Metrics: Marketing professionals are typically more performance-driven, focusing on press release clicks, shares, conversions, and ROI (cost per click).
Content Enhancement: They are more likely to use embedded and trackable hyperlinks, as well as incorporate meaningful images and videos (a logo is not a meaningful image).
SEO and Advocacy: Marketers are more inclined to utilize SEO features like embedded maps (Google My Business) and "advocacy" features in their releases.
Headline Optimization: They tend to write better headlines that are shorter and optimized for search.
Traditional Metrics: Marketing professionals generally pay little attention to Reach and Impressions.

Where Both PR and Marketing Can Improve

Integration of Digital Strategies: The lines between PR and Marketing are increasingly blurred, and both functions can benefit from a more integrated approach to press releases. By collaborating, marketing and PR can create content that serves dual purposes—gaining media coverage while also driving online engagement and conversions.

Tailoring Content for Different Audiences: Understanding the target audience is crucial. PR professionals might focus on journalists and media outlets, while Marketing may prioritize potential customers or clients. Tailoring the content to these different audiences can enhance the impact of the press release.

Adapting to Changing Media Consumption Habits: The majority of internet activity happens outside search engines, yet most newswires focus exclusively on search to surface press release visibility. As technology evolves, so too will the methods of distributing press releases. Emerging trends such as AI-driven analytics, interactive content, and multimedia formats (like podcasts or video news releases) reshape how both PR and Marketing professionals approach press release distribution.

Final Thoughts: Collaborate
Ultimately, collaboration between PR and Marketing teams can lead to more effective PR strategies, and create press releases that not only inform but also engage and convert audiences.

Book a free PR review with Newsworthy.ai's founder David McInnis to review your press release and distribution strategy.