Ask most founders the difference between a press release and a media pitch, and you'll get a blank look or a confident-but-wrong answer. They're two completely different tools designed for different situations — and using the wrong one in the wrong context is one of the most common PR mistakes we see.
What Is a Press Release?
A press release is a formal, newswire-ready document announcing a specific piece of news. It's written in third person, follows the inverted pyramid structure (most important information first), and is designed to be distributed widely — either directly to journalists or via wire services like PR Newswire, Business Wire, or AP.
A typical press release is 400–600 words and includes:
- A headline and dateline
- A lead paragraph with the who, what, when, where, and why
- One or two supporting quotes from company leadership
- Supporting context and background
- A company boilerplate ("About Us") paragraph
- Press contact information
What Is a Media Pitch?
A media pitch is a personal, direct email to a specific journalist proposing a story idea. It's written in first person, is typically 100–200 words, and is tailored specifically to that journalist's beat and audience. A pitch is a conversation-starter, not a content asset.
Where a press release says "here is our news," a pitch says "here is why this story is right for your readers, right now."
Key Differences at a Glance
Media Pitch: Personal · First person · 100–200 words · Single journalist · Starts a conversation
When to Use a Press Release
Press releases are the right tool when you're announcing hard news that has clear, factual newsworthiness and benefits from wide distribution. Classic use cases:
- Funding rounds (Series A, B, C)
- Product launches with measurable specifications or pricing
- Strategic partnerships or acquisitions
- Major executive appointments (C-suite hires)
- Quarterly or annual financial results
- Awards and industry recognition
Press releases are also valuable for SEO — when distributed via major wire services, they generate indexed content with backlinks from high-DA news sites.
When to Use a Media Pitch
Pitches are the right tool when you're not announcing hard news, but rather proposing a story angle, offering an expert perspective, or suggesting an exclusive feature. Use cases:
- Trend stories or market commentary
- Executive interview offers
- Exclusive data or research reveals
- Op-ed placements
- Reactive commentary on breaking news
- Feature story proposals
A pitch to a journalist at Forbes is infinitely more likely to result in a genuine story than a press release sent to a generic Forbes tips address.
Can You Use Both Together?
Yes — and for major announcements, you often should. The approach that works best:
- Send a personalised pitch to your 10 most targeted journalists a few days before your announcement, offering an exclusive or embargo
- On announcement day, distribute the press release via wire for broad reach and SEO coverage
This gives you the best of both worlds: genuine relationship-driven coverage from reporters who feel they've been given something special, plus the wide distribution and indexation that wire coverage provides.
Best Practices for Each
For press releases: Lead with the actual news in the first sentence — not a quote, not background, not a scene-setter. Use quotes that add perspective, not ones that just repeat the headline. Keep it factual and let the news speak for itself.
For pitches: Make it personal, make it brief, make it obvious why it's relevant to that specific journalist. Reference their recent work. The goal is a response, not comprehensive information transfer — you'll cover the details once they're interested.
Both tools are in every PR professional's toolkit. The skill is knowing which one to reach for, and when. If you need help with either — from drafting to distribution — our media placements team handles both.