Deciding regarding a media announcement and earned press reporting is a critical decision for many organizations. While distributing a news release provides instant control over your message and audience , it’s essentially an advertisement . Conversely , achieving news attention from reputable

While a press release can kickstart the discussion about your organization, it’s generally considered a self-promotional form of outreach. Objective press reporting , however, often possesses considerably more impact when it comes to establishing company reputation . Receiving positive stories in