--- title: "Press Releases in Intro to Business" description: "Press releases are official announcements businesses send to media outlets to shape coverage, build goodwill, and support public relations in Intro to Business." canonical: "https://fiveable.me/intro-to-business/key-terms/press-releases" type: "key-term" subject: "Intro to Business" unit: "Unit 12" --- # Press Releases in Intro to Business ## Definition Press releases are official business announcements written for the media. In Intro to Business, they show how companies use public relations to share news, shape coverage, and protect their image. ## What It Is A press release is a written announcement a business sends to journalists, newsrooms, or wire services when it wants to publicize something newsworthy. In Intro to Business, you usually see it as part of public relations, where the company is trying to inform people while also shaping how the story gets told. The basic job of a press release is simple: give the media the facts fast enough that they can turn them into a story. That is why press releases usually answer the who, what, when, where, why, and how right away. If a company is launching a new product, opening a location, announcing an event, or responding to a major change, the press release gives reporters the starting point. A strong press release is not just a random announcement. It is written with a purpose. The company chooses the message, the angle, and the details it wants to highlight so it does not leave the story completely in someone else’s hands. That is a big reason press releases matter in business communication. They let a company control the first version of the message before journalists, customers, or competitors interpret it. Press releases also connect to media relations. A business may send the release directly to targeted outlets, or it may use a newswire service to push the announcement wider. That does not guarantee coverage, because the news still has to feel relevant and timely, but it improves the odds that the media will pick it up. In this course, think of a press release as one tool in the promotional mix. It is different from an ad because the company is not paying for the message to appear as advertising. Instead, it is trying to earn attention by making the news useful, believable, and worth covering. A clear, concise press release can build goodwill, support brand image, and keep the public informed without sounding like a sales pitch. ## Why It Matters Press releases show how public relations works as a business tool, not just a communication habit. They connect a company’s goals to the way outside audiences hear about the company, which is a big idea in Intro to Business. This term matters because it shows the difference between simply advertising something and managing a reputation. A business can use a press release to announce a product, explain a change, or respond to an issue in a way that sounds factual and professional. That affects brand image, because the first message people see often shapes what they think next. Press releases also help explain earned media. Instead of buying an ad spot, the company is trying to earn coverage from journalists or media outlets. That difference is a common business concept, and it helps you see why public relations can feel more credible than direct promotion. You will also see this term when a company deals with crisis management. If something goes wrong, a press release may be one of the first formal statements the organization releases to the public. In that case, the writing has to be careful, clear, and consistent with the company’s larger PR strategy. If you are studying marketing, communication, or entrepreneurship, press releases give you a concrete example of how businesses build goodwill, manage stakeholders, and control messaging without sounding like a hard sell. ## Connections ### Public Relations (PR) Press releases are one of the most common PR tools. PR is the bigger strategy for managing relationships and reputation, while the press release is a specific message used to share news in a controlled way. If PR is the plan, the press release is often one of the execution pieces. ### Earned Media A press release tries to create earned media, which means coverage a business does not pay for directly. The release gives journalists a story angle, but the outlet decides whether to publish it. That makes earned media feel more credible than an ad, but also less predictable. ### Media Relations Media relations is the business’s relationship with journalists and news outlets. Press releases are one of the main ways a company communicates with that audience. Good media relations can make a press release more likely to get noticed, especially if the business sends relevant news to the right reporters. ### [Crisis Management](/intro-to-business/key-terms/crisis-management) When a company has to respond to a problem, a press release can become part of crisis management. The wording matters even more because the business is trying to protect trust, reduce confusion, and show responsibility. A rushed or vague release can make the situation worse. ## On the AP Exam A quiz question might give you a short scenario and ask whether a company should use a press release or another promotion method. Your job is to spot when the business is sharing news with the media, not just trying to sell directly to customers. You may also be asked to identify the main purpose of the release, such as announcing a product launch, event, or public response. In a case study or short-response question, you might explain how a press release supports brand image, public relations, or earned media. If the prompt includes a business problem, look for whether the company is trying to control its message, build goodwill, or manage a crisis. The best answers usually mention the audience, the news value, and why the company would want journalists to cover it. ## Press Releases vs Advertising Press releases and advertising can both promote a business, but they work very differently. Advertising is paid space or time, while a press release is a public relations message sent to media outlets in hopes of earning coverage. A press release sounds newsworthy and informational, not like a direct sales pitch. ## Key Takeaways - A press release is an official business announcement written for media outlets, not a customer brochure. - In Intro to Business, press releases belong to public relations because they help shape how the public hears news about a company. - Good press releases answer the who, what, when, where, why, and how quickly so reporters can use the information. - Businesses use press releases to announce products, events, openings, and other newsworthy updates. - A press release can support brand image and goodwill, especially when the company wants to control the first version of the story. ## FAQs ### What is a press release in Intro to Business? A press release is an official announcement a business sends to the media to share news and shape public attention. In Intro to Business, it is a public relations tool used to support brand image, build goodwill, and encourage earned media coverage. ### How is a press release different from advertising? Advertising is paid promotion, so the business controls where and how the message appears. A press release is not paid media, it is a message sent to journalists or news outlets in hopes that they will cover it. That makes it more like a news pitch than a sales ad. ### What should a press release include? A strong press release should include the who, what, when, where, why, and how of the announcement. It should also be clear, concise, and written with a news angle so the media can quickly decide whether it is worth covering. ### Why would a business use a press release? A business uses a press release when it wants to announce something newsworthy while controlling the message. It is especially useful for product launches, events, company changes, and crisis responses because it can improve credibility and protect brand image. ## Related Study Guides - [12.9 Public Relations Helps Build Goodwill](/intro-to-business/unit-12/9-public-relations-helps-build-goodwill/study-guide/QdjZ3BAcVa2vQzol) ## About This Document Canonical Fiveable pages are available as Markdown at the same path plus `.md`. - [llms.txt](https://fiveable.me/llms.txt): index of Fiveable's sections and URL patterns - [llms-full.txt](https://fiveable.me/llms-full.txt): complete subject and unit listing - [MCP server](https://fiveable.me/mcp): call Fiveable as tools instead of fetching pages (`https://fiveable.me/api/mcp`) - [MCP server for AP teachers](https://fiveable.me/mcp/teachers): a teacher's classes, assignments and AP-rubric grading (`https://fiveable.me/api/mcp/teacher`) ## Structured Data ```json {"@context":"https://schema.org","@graph":[{"@type":"LearningResource","@id":"https://fiveable.me/intro-to-business/key-terms/press-releases#resource","name":"Press Releases in Intro to Business","url":"https://fiveable.me/intro-to-business/key-terms/press-releases","learningResourceType":"Concept explainer","educationalLevel":"AP® / High School","about":{"@id":"https://fiveable.me/intro-to-business/key-terms/press-releases#term"},"audience":{"@type":"EducationalAudience","educationalRole":"student"},"dateModified":"2026-07-03T02:22:40.030Z","isPartOf":{"@type":"Collection","name":"Intro to Business Key Terms","url":"https://fiveable.me/intro-to-business/key-terms"},"publisher":{"@type":"Organization","name":"Fiveable","url":"https://fiveable.me"}},{"@type":"DefinedTerm","@id":"https://fiveable.me/intro-to-business/key-terms/press-releases#term","name":"Press Releases","description":"Press releases are official business announcements written for the media. 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