Press Release vs Advertising: Key Differences Explained

When brands design their communication strategy, one of the most common questions is press release vs advertising: which is better? Understanding the difference between a press release and advertising is essential for companies that want visibility, credibility, and measurable results. Although both tools aim to reach audiences, the way they function and the value they generate are very different.
Advertising buys exposure. Press releases earn trust. Both have unique roles in modern communication, and when used together, they create maximum impact.

What Is Advertising?

Advertising is a paid communication method in which companies purchase space or time to promote their messages. The advertiser controls every aspect of the content, from visuals and copy to targeting and timing.

It appears in multiple formats: television and radio spots, online banners, social media ads, search engine campaigns, print placements, and outdoor displays like billboards.

The strength of advertising lies in control and speed. Campaigns can be launched quickly, scaled with budget, and optimized in real time. Digital platforms also allow advertisers to target very specific demographics and behaviors.

Still, advertising has its limitations. It is expensive to sustain, and visibility disappears once the budget ends. Audiences are aware that ads are paid, which often makes them more skeptical. In a competitive digital environment, many people ignore or block ads, leading to diminishing returns over time.

What Is a Press Release?

A press release is an official announcement shared with journalists and media outlets. Unlike advertising, press releases are not purchased placements. Instead, their effectiveness depends on editorial judgment. If a story is considered relevant and newsworthy, it earns media coverage.

Press releases are commonly used to announce new products, corporate partnerships, funding rounds, leadership changes, awards, or events. They are also essential for crisis communication, where clarity and transparency help protect reputation.

The biggest advantage of a press release is credibility. News covered by independent media outlets is trusted more than paid promotion. Coverage can also stay online for months or years, ensuring long-term visibility and reinforcing a brand’s digital footprint.

Press releases do require certain conditions to be successful. Journalists prioritize stories that carry real value, which means the announcement must be timely, clear, and relevant. Editors may adapt or shorten the release, but this editorial process also adds legitimacy. With a well-written story and the right distribution, a press release can often deliver far greater impact than an ad campaign of the same cost.

Press Release vs Advertising: Key Differences

The main contrasts between press releases and advertising can be summarized across several dimensions:

Cost

• Advertising requires a continuous budget for impressions, clicks, or placements.
• Press releases are usually a one-time investment, with earned coverage extending the value over time.

Credibility

• Advertising is recognized as paid promotion.
• Press releases gain trust through editorial filtering and independent media coverage.

Message Control

• Advertisers control every element of an ad.
• Press releases may be adapted by journalists, but this adds credibility and validation.

Reach

• Advertising delivers guaranteed exposure within a defined audience.
• Press releases can spread organically across multiple outlets, sometimes reaching audiences far beyond initial expectations.

Lifespan

• Advertising ends with the campaign.
• Press releases remain online, indexed by search engines, and often cited later.

Advantages of Advertising

Advertising is powerful when speed and guaranteed reach are priorities. Some of its key strengths include:

• Full control over visuals, message, and timing
• Ability to launch campaigns quickly and scale them with budget
• Precise targeting of demographics, interests, and locations
• Immediate results that can be measured in clicks, conversions, or sales

Advantages of Press Releases

Press releases create value differently, focusing on trust and long-term impact. Their main strengths include:

• Credibility from being published by independent media
• Long-term visibility through online archives and search engines
• Cost-efficiency compared to sustained advertising campaigns
• Strong influence on brand authority and reputation

Practical Considerations for Press Releases

While press releases are highly effective, they require preparation and strategy. Brands should be aware of the following points:

• The story must be genuinely newsworthy to attract coverage.
• Journalists may edit or reframe content, but this editorial review enhances credibility.
• Professional writing, strong headlines, and supporting data significantly improve pickup rates.

These are not disadvantages but conditions for success. When managed well, especially with professional distribution support, press releases deliver lasting value.

When to Use Advertising

Advertising is the right choice when:

• Promoting seasonal sales or time-limited discounts
• Entering a new market and needing guaranteed visibility
• Driving direct website traffic, sign-ups, or purchases
• Retargeting existing customers with personalized offers

It works best when the goal is immediate response and measurable short-term performance.

When to Use Press Releases

Press releases are most effective when:

• Announcing major corporate news such as partnerships, funding, or acquisitions
• Launching a product or service where credibility is key
• Sharing industry insights, research, or survey results
• Managing communication during a crisis
• Building long-term trust and authority in the market

They are especially useful when perception, transparency, and reputation are more important than quick conversions.

Measuring Success

Advertising and press releases are measured differently.

Advertising metrics include: impressions, reach, click-through rates, cost per click, and conversions. These focus on short-term visibility and direct performance.

Press release metrics include: the number and quality of media pickups, sentiment analysis, referral traffic from articles, and growth in branded search volume. These reflect long-term reputation and influence.

Together, they provide a complete view of both immediate results and lasting impact.

Common Misconceptions

Some companies believe press releases and advertising are interchangeable, but they are not. Advertising buys reach, while press releases build trust.

Another misconception is that advertising makes press releases unnecessary. In reality, the two complement each other. Advertising delivers speed, while press releases secure credibility.

It is also important to note that not every press release will be published. Success depends on news value and proper execution. Distribution platforms like B2Press increase the chances of coverage by ensuring professional formatting and global reach.

Using Press Releases and Advertising Together

The most effective communication strategies combine both tools. A press release provides authenticity by securing earned media, while advertising ensures that the story is amplified and reaches the right audience.

Consider a product launch. A company might issue a press release to announce the launch, gaining coverage in industry outlets. At the same time, it runs advertising campaigns on search engines and social media to drive targeted traffic. Media headlines generated from the press release can then be reused in advertising creatives as social proof.
This integration creates a balance of trust and reach that neither tool can achieve alone.

The Role of B2Press

Traditional press release distribution often involved agencies, lengthy contracts, and manual outreach. Today, B2Press offers a modern solution with global distribution on a pay-as-you-go basis.

With B2Press, companies can submit a release once and reach journalists in over 75 countries. There are no subscriptions or retainers — you only pay when you distribute. Detailed reporting shows where stories appeared and how they performed, making results transparent and measurable.

Ready to share your news? Submit your press release with B2Press.

Conclusion

The debate over press release vs advertising is not about choosing one over the other, but about knowing how each works and when to use them. Advertising provides speed, scale, and predictable results, but stops delivering when the budget ends. Press releases provide credibility, long-term visibility, and reputation benefits that advertising alone cannot achieve.

The smartest brands use both strategically. They rely on advertising for immediate conversions and press releases for lasting authority. Together, they create a complete communication strategy that balances short-term results with long-term trust.

If your company has a story worth telling, a press release remains one of the most effective tools to ensure it is heard, trusted, and remembered. And with B2Press, global distribution is simple, efficient, and cost-effective.

Start today: Submit your press release with B2Press.