These two terms get used interchangeably all the time. But they are not the same thing.
Understanding the difference can completely change how you approach media visibility.
What Is a Press Release?
A press release is an official statement your organization writes and shares with the media.
You control the message.
You decide the angle.
You shape the narrative.
It’s how you announce something newsworthy, whether it’s a launch, partnership, milestone, or major update.
A press release is you telling your story.
But here’s the key: sending a press release does not guarantee coverage.
What Is a Press Mention?
A press mention is when a media outlet talks about you.
You didn’t write the article.
You don’t control the wording.
But your brand, project, or spokesperson is featured or referenced.
That’s earned media.
It could be a quote from you in a feature story, your organization included in a report, or your project highlighted in a news piece.
A press mention is someone else telling your story.
Why It Matters
A press release helps you control the narrative.
A press mention builds credibility.
One is owned media.
The other is earned media.
Strong communication strategies use both. You issue press releases to shape the conversation and work toward press mentions to strengthen trust.
If you’re serious about visibility, don’t just focus on sending announcements. Focus on becoming a voice the media wants to reference.