Press release vs media coverage: what's the difference?
A press release is your own announcement, distributed for a fee and published as-is on news sites under a "press release" label. Media coverage (earned media) is an article a journalist chose to write. Both put your brand on news sites, but coverage carries independent judgement and a release does not. Describe each honestly: "our announcement on AP News" is accurate; saying AP "featured" you for a release is not.
Updated · Citable
Side by side
| Distributed press release | Media coverage | |
|---|---|---|
| Who writes it | You | A journalist |
| Cost | Distribution fee | No fee (it cannot be bought) |
| Control of message | Full | None |
| Speed | Within a day | Weeks, if at all |
| Label | "Press release" | News article |
| Credibility | An official statement | Independent judgement |
| Search and AI visibility | Many indexed copies | Fewer pages, more authority each |
How to describe each honestly
- Release: "Our announcement ran on AP News, USA Today and 500+ news sites." Use outlet logos in a section labeled "Press releases" or "Announcements".
- Coverage: "Featured in" or "As covered by" is fine for articles journalists wrote.
- Don't: present a paid release as journalism, or imply an outlet endorses you.
Misrepresenting paid placement erodes trust with exactly the buyers and investors you want to impress, and can breach advertising rules.
Use both
Send the release through a wire for reach and indexed pages, and pitch the same news personally to a handful of journalists. The release gives them an official source to cite; the pitch gives them a reason to write.
Questions people ask
Can I put news outlet logos on my site after a press release?
Many companies do, in a section clearly labeled as press releases or announcements, linking to the live pages. Avoid "featured in" wording for paid distribution.