Differences Between Print, Online, and Broadcasting for Press Release

There are a great many differences between print, online, and broadcasting opportunities, but when it comes to developing a press release, the differences are not as obvious. No matter where you are sending a press release, you want to be sure that you follow the standard format for the industry. When it comes to addressing the individual media outlets, you may want to adjust the body to match the publication or production.

Top Four Factors That Set Media Outlets Apart

Voice – Every media outlet has a unique way of talking to its audience. Traditional publications tend to be more formal in their content production. Many online publications will have a more relaxed way of crafting their stories. You will need to read up on the media outlets you are considering, so that you can craft your press release to align with each voice. Look for little details in print and online – like the use of contractions or pronouns. The more details you line up with in your press release, the better your chance that your story will be featured by the media.

Target market – The people that the various media outlets are trying to reach will be different. Everything from the time of day that the broadcast occurs to the readability of the publication comes into play when determining the target market. Although these changes may not be because of the media location, it is still important to look at them when considering your press release design. The biggest difference is the ability to measure. Online publications have the strongest ability to know exactly what readers are viewing and for how long.

Deadlines (airtime verses print day) – Print publications often need more lead time than live broadcasts. The exception will be that the live broadcasts will need enough time to set up for the show. You may find that live broadcasts, or online publications, can provide the best outlet for breaking news. The timeliness of your content may be a determining factor when it comes to choosing the best media outlet for your press release.

Length of content – Online media offers the best location for shorter content. Readers online tend to be seeking bullet points, graphics, and images. They want easy to digest information. Broadcast shows will touch on the story in short segments as well. Print publications provide the best opportunity for longer content.

Each of the different media outlets has its own set of benefits and detractions. It is important to understand both sides of the coin when you begin developing your press release marketing plan. 

The voice of your story and the target market you are trying to reach can help you determine which direction to go. The timeliness of your story could be the strongest factor for choosing your media outlet. You will also want to think about the length of your content. Looking at these four factors can provide you with the tools for understanding the differences between print, online and broadcasting for your press release focus.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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