What role do press releases play in earned media?

Press releases play a crucial role in earned media by providing information that can lead to third-party coverage. When an organization issues a press release, it serves as a valuable communication tool that journalists and media outlets can use to gather newsworthy content. A well-crafted press release contains essential details about events, product launches, or significant developments that are of interest to the public and the media.

By distributing this information, organizations create opportunities for journalists to cover the story, leading to earned media exposure. Unlike paid advertisements, earned media relies on the media's discretion to report on the information, making it a potentially more credible and impactful way to reach audiences. Successful press releases can help generate buzz and create conversations, ultimately enhancing an organization's visibility and reputation in the public sphere.