Both the print press release and electronic news release are effective methods of delivering newsworthy information about a business. They are similar in nature, and the requirements for each include effective writing, grammar, planning and critical thinking. The main differences between a print and electronic news release are audience and channels of distribution. Traditional press releases target newspaper reporters, magazines, radio stations and television stations. Electronic news releases cut out the middle man and are crafted to address the end user. Print releases pitch to media outlets, while electronic versions pitch to media and directly to consumers.
Several features distinguish the two news release types. For instance, electronic news releases are distributed by email. It features a strong call to action, electronic contact information and includes links to photos and biographies. The online release includes mostly summary data with links to where additional info can be obtained. Also, electronic news releases don’t include a boiler plate paragraph. Print releases are generally longer and tend to include more quotes.
PR people are responsible for disseminating factually accurate, grammatically-correct, timely and localized information of interest to the publication’s audience. In many cases, PR writers craft releases to pitch to media gatekeepers. The approach used should differ from tactics used when writing directly for the reading public. With the increased use of internet-based media outlets, many publications are eliminating editors. Poor writing becomes a matter of contention between the media and PR writers. Reporters and editors resent PR people dumping news on them that isn’t truly newsworthy. Other negative attributes include formula writing, bad verbs and quotes, excessive titles, subjective adjectives, overhyped statements and fluff.
Writing is the most important and sought-after skill for public relations professionals. Other types of writing are different than PR or strategic writing because of tone, audience and objective. PR writing strikes a balance between art and science. Creative writing has more artistic freedom and is written to entertain. Public Relations has creative license, but it’s aimed at persuading the reader. Literature and other forms of creative writing can leave room for interpretation. Strategic communicators must be clear and concise in their writing. Messages are planned and carefully executed. 
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