The Communications Professional's Guide: Press Release vs Advertorial

It is critically important to understand the distinction between press releases and advertorials when it comes to crafting a media strategy. While both tools shape public perception, each has a specific approach and serves a different purpose. Knowing when and why to deploy one or the other can lift your organisation’s messaging from adequate to exceptional.

Press Release: Building Brand Image with Media Coverage

A press release aims to provide factual information about a noteworthy event that will draw media attention and result in a news story. As an official statement written by a company or organisation, a press release establishes the credibility of the information and helps reinforce key messages, enhancing trust and transparency. Press releases are a strategic tool in strengthening awareness of a brand and shaping its image, positioning the company as an authoritative and reliable presence in its industry.

Advertorial: The Art of Subtle Persuasion

Advertorials, on the other hand, are a form of paid advertising designed to promote a company, a product or a service and nudge the audience to make a purchase. Advertorials are inherently subjective but the manner in which they blend promotional content with informative storytelling can give them the look and feel of editorial content.

Building Credibility: The Delicate Balance

In terms of tone, press releases establish authority with their straightforward, fact-based approach. They are short and contain clear information that allows journalists to evaluate the news on its merits and decide whether or not it is worthy of publication.

Advertorials take a different path, striking a balance between providing insights and maintaining openness about their commercial nature. They come in many formats and lengths and can be found in print, TV, and online media.

The Distribution Divide

There is an important distinction between the distribution channels for each. Leading newswire services like Media OutReach Newswire focus solely on distributing press releases, not advertorials. These distribution services serve as crucial conduits between organisations and media outlets, maintaining strict standards for the content they release. This also emphasises the journalistic nature of such releases – factual announcements that are meant to be published as news.

Consider These Scenarios:

• Launching a new sustainable technology? A press release announces the innovation while an advertorial could delve into the environmental impact or the brand’s technological capabilities.


• Expanding internationally? The press release declares the details of the expansion while the advertorial may focus on cultural insights.


• Opening a new branch? The press release announces its availability and location while an advertorial could expand on its facilities or its relevance to the neighbourhood.

Enhancing Strategic Communications

In the dynamic world of communications and public relations, press releases remain indispensable for establishing credibility, driving media coverage, and ensuring your organisation’s message reaches a broad audience. Their newsworthy, factual nature fosters trust, positioning your company as a reliable source of information and ultimately contributing to a strong brand identity.

By leveraging professional newswire services like Media OutReach Newswire, you can build relationships with journalists, secure impactful online news postings, and optimise earned media. While advertorials have their place in brand engagement, press releases remain the cornerstone of effective corporate communications, reinforcing your brand’s authority in the ever-evolving media landscape.