Once upon a time PR was all about working with the media. Back then, we didn’t need to qualify the word media with a word like “traditional.” There was no such thing as “new” media or “emerging” media or “social” media. These were simpler times.
Back then — as it is today — the term “press release” was used interchangeably with the term “news release.” But even back then, there was some debate about which was better. For the most part, the PR community was indifferent as was the majority of the editorial community. But there were some editors — mostly old-school journalists — that did express a preference. They preferred the news release. They would argue that a news release was the vehicle a company should use to issue news; and if it wasn’t news, it shouldn’t be released. To these reporters, calling it a “press release” made it seem disingenuous — as if the company was subtly admitting the intent of the communique was to manipulate them rather than to provide them with the facts.
Respect for old-school journalists is just one reason to retire the “Press Release”