Media Pitch vs Press Release: What’s the Difference?

In comms, “press release” and “media pitch” are often tossed around like they mean the same thing. Spoiler alert: they don’t. And using the wrong one at the wrong time can tank your media coverage faster than you can say “unsubscribe.”

This guide breaks down the key differences in the media pitch vs press release debate and shows you how to use each effectively within your PR strategy to boost your media outreach.

A press release is the official statement. The megaphone. The whole story, ready to hit the media like a tidal wave of facts, quotes, and headline-ready goodness.

It’s what brands use when they’ve got something big to say: a product launch, a funding round, a major event, an acquisition, an award, a hire, a fire (hey, it happens). To land coverage in outlets that matter by giving journalists everything they need to tell your story. They tend to follow a standard press release format, often adhering to the inverted pyramid style, presenting the most important information first.​

A great press release includes:

• A juicy headline and a solid hook (lead with the good stuff, don’t make anyone dig)
• The five Ws: Who, What, When, Where, Why (and bonus H: How)
• Quotes from real humans, not “a company spokesperson said in a statement that sounded like it was written by a toaster”
• Relevant stats or background info that help the journalist build the story
• Media contact details, in case someone actually wants to follow up (which is the dream)
• Multimedia assets: Images, videos, or infographics to support the story
• Company boilerplate: A brief overview of the company
• Clean formatting for smooth press release distribution

Think of it as your official pitch deck for the press – tidy, tight, and polished enough to land on a news site without needing a rewrite. It’s the foundation of solid media relations.

When LEGO announced a fresh drop in its Star Wars lineup right in time for May the 4th (aka Star Wars Day), the press release wasn’t just a brick-by-brick breakdown of what’s in the box. It was a miniature masterclass in fan service and timing.

The release focused on sets that tapped into iconic moments: Luke facing off with Vader, the Death Star trench run, Grogu being impossibly cute. It tied in nostalgia for OG fans (“Do or do not, there is no try”) with relevance for the newer crowd binging The Mandalorian. The hook? “Celebrate May the 4th with the galaxy’s most beloved saga; now in LEGO form.”

It included vivid product shots, an exclusive quote from a LEGO designer about translating Yoda’s hut into brick form (“Much to build, you still have”), and links to preorder the sets. The result? Coverage that spread faster than Order 66, from geek blogs to mainstream lifestyle outlets. It was a masterclass in crafting press releases that connect emotionally and inform.

Why did it work? Because the press release didn’t just announce a toy: It told a story, timed it to a cultural moment, and gave journalists everything they needed to nerd out and hit publish.

See more press release examples →

A media pitch is the whisper. It’s the “psst… hey, I’ve got a story for you” email that lands in a journalist’s inbox and actually gets opened.

Instead of blasting your news to everyone, a media pitch is about pitching journalists directly: people who already care about the story you’re trying to tell. It’s about relationships. Relevance and establishing newsworthiness. And timing. The pitch is how you humanize your announcement and show why it matters right now.

A killer pitch is:

• Short – No fluff. Two or three paragraphs, max. Anything longer, and you’re ghosted
• Personalized – Reference their beat, their recent work, their vibe. If it sounds like a mail merge, it’s going straight to the digital graveyard
• Targeted – Sent to someone who actually covers your scene. Don’t pitch a brutalist noise duo to the food editor (unless the food editor is really into brutalist noise, in which case… go off)
• Clickable – The subject line is your first impression. Make it count. Think “this news is going to change hearts and minds” levels of intrigue

Subject: This post-punk darkwave-pop band recorded their EP in a meat locker
​​
​Hey [journalist name],
​​
​Saw your piece on artists who record in unconventional spaces, thought you might want to check out [Band Name], a four-piece darkwave-pop outfit from Detroit that just dropped an EP recorded entirely in a defunct meat locker (yes, really). Think Skinny Puppy meets Sleigh Bells, if both had a panic attack at an abandoned rave.
​​
​No label, no PR team: just viral chaos, and an audience that’s growing like black mold in a basement venue. Their new single just hit 200k on TikTok and counting.
​​
​Happy to send over the EP, BTS photos from the “studio,” or set up a call with their frontman.
​​
​Let me know if you want to run with it.
​​
​[Your name]

This is pitching best practices 101: short, intriguing, and focused on the story, not just the subject. And that’s the heart of effective media outreach.

How to Write a PR Media Pitch in 2025 (+5 Winning Examples)

Most media pitches are really bad. Let's make them better.

So let’s settle it once and for all: media pitch vs press release is not a matter of one being better than the other. It’s about knowing their distinct roles in your PR strategy.

Bottom line: A press release is your broadcast. A media pitch is your invitation. One sets the stage, the other draws the spotlight.

A press release is your go-to when you need to make a formal announcement and share all the details. Think broad distribution, official statements, and media coverage across a wide audience.

Got something shiny and new? A good product launch press release helps you generate buzz, sharing the key details – what it is, when it drops, where to get it, and why it matters. Ideal for product launches that call for press release distribution via a wire service or your own newsroom.

Whether it’s a music festival, a virtual summit, or a pop-up showcase, your event needs one central resource. A formal event press release or media advisory gives journalists supporting details, RSVP info, and background information in a standard format they can easily pull from.

Just closed a round of funding? Hired a legendary creative lead? This is catnip for media outlets that cover industry moves. A well written new hire press release lends credibility and helps pr professionals get picked up without back-and-forth emails.

Ten years in business? One million users? First Grammy nod? Tie your company milestones to broader trends or newsworthy topics for stronger media attention. These moments deserve more than a tweet – they need a media release.

A media pitch is for those moments when a blast isn’t enough. It’s personalized outreach to a specific journalist, built around a story idea or unique angle.

Maybe your launch has a wild origin story. Maybe your founder started the company in a treehouse. A press pitch lets you frame the story in a way that sparks curiosity. You’re not just offering information – you’re offering a news story.

Sent out your news release but haven’t heard back? A direct message or email pitch can spotlight the most relevant angle for that journalist's audience. It’s a great way to turn a media release into a one-on-one conversation.

Even if there’s no urgent news, sending a tip, bylined article, or early heads-up can help pr pros build trust and lay the groundwork for future media coverage. Relationship-building is long game PR.

Effective media pitches are perfect when you’re after an interview, profile, or review, not just a name-drop. Especially in public relations, this is where a thoughtful, personalized message shines.

In many cases, the smartest move is to use both. Public relations professionals often pair a press release – which provides the most important information in a standard format – with a media pitch that’s tailored to each recipient.

Pro tip: Publish your news release in your Prezly newsroom with multimedia assets, a company boilerplate, and all the detailed information journalists might need. Then follow up with personalized outreach to your top targets. Want an example? A media pitch example might highlight a quirky founder quote or new angles on the same story, tied to the journalist’s beat.

This combo approach helps pr teams amplify their marketing efforts, build long-term media relations, and generate media coverage that actually resonates.

If all this sounds like a lot… that’s because it is.

Writing press releases, building media lists, crafting media pitches, tracking coverage, staying current on trends – it’s basically a second job. That’s where hiring a public relations expert or PR agency makes sense.

Here’s what a PR agency can actually do for you:

No more staring at a blinking cursor, wondering if “innovative” is too cliché (it is). Agencies know how to write stories the media actually wants: tight, timely, and tailored. Whether it’s a formal press release or a personalized pitch, agencies know how to speak media.

No more blasting your media release to every address you've stored in a dusty Excel sheet since 2014. Agencies build media lists based on beats, past coverage, and the journalist’s audience. That means your press pitch actually lands where it’s relevant, and stands a chance at earning media attention.

Journalists are busy. Agencies know how to follow up with the right mix of polite persistence and useful information, how to nudge without nagging, and how to stay top of mind without getting blacklisted.

Like burying the lead, forgetting contact info, pitching the wrong person, or sending a 1,000-word wall of text. Agencies understand standard formats, inverted pyramid style, and how to give enough detail to make your story easy to cover. They'll keep you from setting your own PR strategy on fire.

A great agency doesn’t just chase headlines, they align your press efforts with launches, campaigns, and long-term positioning. They zoom out, then dive deep. They also help you find new angles and stay relevant, not just loud.

A cold pitch might work. A warm intro works better. PR teams often bring existing relationships, credibility, and trust to the table – sometimes that’s all it takes to get a top media outlet to notice your news story.

In short? If PR feels overwhelming or like it’s falling through the cracks, hiring an agency isn’t an indulgence, it’s a smart investment in visibility, credibility, and peace of mind.

When it comes to media pitch vs press release, it’s not either/or, it’s both. They’re your dynamic duo for smarter PR strategy.

The press release is your “here’s everything you need to know” moment. It’s comprehensive, packed with context, and designed for broad media distribution. Use it when you want to make a big splash, whether you’re launching a product, celebrating a milestone, or sharing a major company update.

The pitch, on the other hand, is your inside move. It’s shorter, sweeter, and all about targeting the right journalist with a personalized approach. It’s the nudge that gets them to bite, the teaser that makes them want to hear more. Use it when you need to follow up, build relationships, or give one journalist a reason to cover your story.

Together, press releases and media pitches form a one-two punch. The press release gives you that solid foundation, while the media pitch is your secret weapon, building relationships and getting targeted coverage. With both in your arsenal, you're not just telling a story, you’re amplifying it across the media landscape.

Think of the release as your foundation, and the pitch as the door-opener. One tells the whole story. The other gets it told.

See how each recipient interacts with your pitch, with Prezly.

Whether you’re new to PR or ready to scale your comms, Prezly gives you the PR tools to do it right. Everything from crafting press releases and publishing them beautifully, to pitching journalists with custom emails and tracking results in real-time.

Start your free 2-week trial today and make media outreach the easiest part of your job.