What is the purpose of a press release in public relations?

The purpose of a press release in public relations is to formally announce newsworthy information. This includes various significant updates such as product launches, company events, partnerships, achievements, or responses to issues that may be of interest to the media and the public. A well-crafted press release aims to inform journalists and media outlets about these developments, so they can cover them adequately.

Press releases serve a critical role in managing the narrative around an organization's activities and help to generate coverage in news outlets, contribute to public awareness, and build credibility. By targeting newsworthy topics, they create opportunities for the organization to communicate directly with its audience through the media channel, positioning the brand favorably in the public eye.

This differs from advertising products at a discount, which focuses on promotional marketing strategies rather than news dissemination, and appealing solely to influencers, which narrows the target audience and does not encompass the broader reach intended by a traditional press release. Presenting internal company memos also does not align with the function of a press release, as it is generally meant for public communication rather than internal directives.