When it comes to sharing a brand’s message, two fields with the same initials—and the same mandate—come to mind: press relations (PR) and public relations (also PR).
Press relations constitute a critical aspect of public relations, as they mainly focus on the reputation of leading figures or businesses in the media. At a time when live “buzzing” on social media can supersede quality and rigor, this discipline no longer has the wind at its back.
Therefore, one might wonder whether a reputation based on tangible, lasting factors openly communicated to the public through the media really is the best way of ensuring the business’ long-term success.
Thompson & Thomson
First, let us clear up any ambiguity: despite their similarity, press relations and public relations serve different purposes. Public relations, in its broader sense, cover reputation management, stakeholder relations, and many other aspects—including press relations. By contrast, press relations focus primarily on providing news and information to the media.
Yet, the main difference between these two disciplines lies in timing. On the one hand, public relations usually revolve around a notion of immediacy. They strive to create, react or respond to current buzz, crises and events. Press relations, on the other hand, have a longer timeframe because media relationships are built over time between an organization, journalists, and target readers.
Unlike press relations, public relations rather focus on managing a brand’s image and immediate reputation. They cover a wide range of activities, such as event planning, crisis management, social media, awareness campaigns, and stakeholder engagement. Furthermore, public relations aim to put an organisation under the spotlight in such a way that audiences—customers, investors, employees, and the wider community—will remember it.
Public relations are responsible for safeguarding a business’ reputation. They strive to convey a positive image and build trust with their audience. Additionally, PR professionals act as mediators between an organisation or a public figure and its stakeholders, encouraging transparency, handling crises effectively, and building trust through corporate social-responsibility initiatives—most often through direct and immediate communication.
What choosing Press Relations Implies
Press relations form the spearhead of the information-sharing mechanism. Their role is to create, manage, and communicate information about a business, an organization or a public figure via the media—newspapers, magazines, radio programmes and podcasts, and television channels. They place greater emphasis on creating media content—press releases, press kits, and interviews—to attract relevant journalists who will relay the information.
Press relations rely above all on journalists—modern heralds whose task is to relay messages. Thanks to this more natural approach, the message goes through their critical sieve—as journalists guarantee a certain ethical standard—and feels more genuine to readers. Herein lies the secret of successful press relations: relying on a trustworthy mediator. A third party thoroughly collects, analyses, and shares the story. The information provided has already been filtered and deemed worthy of interest by knowledgeable commentators.
Press relations offer informed feedback. They work on a longer timeframe and guarantee qualitative information. This approach ensures that the media regularly mention your business. After all, building trust with target readers does not happen overnight and the organisation must define and promote its identity to communicate more effectively.
An organisation that chooses press relations aims to make a lasting impact on the media landscape. It commits to doing so by partnering with a seasoned, critical messenger, thereby standing out in the constant swirl of words and information while submitting itself to public scrutiny.
To conclude
In a nutshell, press relations and public relations are two fundamental pillars of modern communication. Press relations focus on a longer timeframe and a long-term strategy, while public relations prefer a shorter timeframe that attracts attention in the moment, without necessarily leaving a lasting impression. Understanding these differences will enable companies and specialists to make the most of each field —by generating media coverage or maintaining a positive image over time.
As media and communication methods constantly evolve, press relations remain a crucial part of corporate communications, enabling companies to tell their story and promote their identity in the media, thereby leaving a lasting impression on their target audience.
By Guillaume Le Postec