Press Release vs. Press Conference: The Difference

A press release and a press conference are two important public relations tools. Although the names are similar, they are two different things. 

A press release is a written statement from a company, while a press conference refers to an event where a company delivers certain news verbally. 

Press Release vs. Press Conference  

There are also many other differences between these two tools, such as:

1. The Form 

A press release is usually an official written statement written by a public relations team. A press conference is a large gathering of a few people and media partners to hear the company's announcement. Unlike a press release, when a press conference is held, there must be a question and answer session (QnA).      

2. The Aim 

A press release aims to create or enhance brand awareness and image. A press conference, on the other hand, aims to announce something and answer any questions about it. 

3. The Process  

Although a press release is usually published on a media partner's website, it can also be delivered during a press conference to keep the conference on track. 

A press conference can also be announced via a press release. A press release can also be issued in advance of a press conference.   

To issue a press release, a company needs to write a newsworthy release and send it to the right media partners. If it is newsworthy and well written, the media partner will publish it. 

To hold a press conference, a company must prepare the announcement and the location. The company must also invite the media partners (the journalists) to come, listen, and ask some questions.       

4. The Matter 

As an official, well-written document, a press release tells the reader a specific matter. Meanwhile, a press conference is held on the spot. 

So there is a chance that the media partner will ask about something else that comes to mind.      

5. The Discussion 

As a well-written document, there will be no discussion or questions after a press release is published. 

In contrast, when a press conference is held, journalists and the audience can ask questions and discuss the announcement. 

6. The Delivery 

A press release is properly prepared so that it gets straight to the point with a clear purpose. Meanwhile, a press conference is an open meeting that usually covers different topics. 

7. The Conductor

A press release is conducted by a public relations team. But a press conference is usually led by a company's senior management or press officer.   

8. The Contributors 

To create a press release, a company needs a good writer and someone to send it to the right media partners. 

To hold a press conference, on the other hand, a company needs many contributors. For example: person in charge (PIC) for the day, food and beverage PIC, sound engineer, PIC for media partners, etc. 

9. The Spokesperson 

A press release can be written by a copywriter and approved by the head of public relations and senior management. 

But a press conference has to be announced by the person in charge. This can be the owner or the CEO of a company. 

10. The Urgency 

A press release and a press conference are reliable when a problem arises. A press release is issued immediately after an urgent issue where a press conference is held at least a day later. 

The main difference between a press release and a press conference is the place and the process. A press release is basically a message written by a writer in the public relations team. Meanwhile, a press conference is a conference held by the management of a company.