Although a press release and media pitch serve a similar purpose, many would be surprised to find that they are not one in the same. They are both outreach methods used to share information and gain the media's attention, however, they differ in tone and structure. Whichever one you choose can ultimately make or break the way the media perceives the information you are trying to relay. The next time you have trouble deciding between using a press release or media pitch, use the distinctions below to help select which route to take.

Press Release

Press releases are used to convey noteworthy information in a journalistic and objective manner. Press releases are more informative than persuasive, and have a formal tone and structure. For example, a press release follows a specific format of a header, a title, a strong opening line, at least one quote and a concluding paragraph that contains background information about the company or organization.

Rather than securing outlet-specific coverage, press releases are generally used to distribute information to many outlets using a Public Relations "wire" service. From there, a journalist can decide whether they want to cover the news or use quotes directly from the release.

Media Pitch

Media pitches are used to persuade an editor or journalist to feature your client as an expert in their field or as a trendsetter in a particular industry. Unlike a press release, a media pitch is used to entice an editor to write about or feature your client in any type of media channel. Pitches focus on relevant information rather than the complete story.

In addition to sharing information about clients, media pitches are used to build relationships and trust with the media. As a result, they are personalized to a specific person and are more casual in tone. Since the media pitch's purpose is persuasion, the format is conversational and there is more room for creativity than with a press release.

Overall, both press releases and media pitches provide opportunities to build brand awareness and increase exposure for your client. Whichever one you ultimately choose will determine how the job is accomplished.