Source Filing vs. Press Releases: When to Use Each Method

When crafting a public relations (PR) strategy, professionals often face the decision of whether to use source filing or a press release to share important information. Both are valuable tools, but they serve different purposes and work best in distinct scenarios. Understanding the differences, advantages, and use cases for each can help organizations maximize their PR impact and ensure their message resonates with the right audience.

What Is Source Filing?

Source filing refers to providing journalists, editors, and media professionals with background information, insights, or leads that may not be tied to a formal announcement. This strategy is often more subtle and involves sharing information that helps shape a narrative, build credibility, or position a company as a thought leader.

Key Characteristics of Source Filing

1. Non-Promotional Nature: Focuses on adding value rather than promoting a specific product, service, or event.
2. Expertise Sharing: Positions your company or client as a reliable source of knowledge or insight in their industry.
3. Indirect Media Coverage: Media outlets use the information to craft their stories, often without explicitly mentioning the source.

Common Scenarios for Source Filing

• Responding to journalist queries on platforms like HARO (Help a Reporter Out).
• Offering commentary on trending topics or industry news.
• Providing data, case studies, or insights for feature articles or investigative pieces.

What Is a Press Release?

A press release is a formal written statement distributed to the media to announce something newsworthy, such as a product launch, event, partnership, or milestone. It’s designed to grab attention and secure media coverage through direct publication or further inquiries.

Key Characteristics of Press Releases

1. Structured Format: Includes a headline, subhead, body, quotes, and contact information.
2. Newsworthiness: Focuses on timely and impactful announcements.
3. Brand Visibility: Explicitly promotes the brand, product, or service being highlighted.

Common Scenarios for Press Releases

• Announcing new products, services, or initiatives.
• Sharing significant milestones like mergers, acquisitions, or funding rounds.
• Promoting upcoming events or recapping major achievements.

Comparing Source Filing and Press Releases

While both source filing and press releases aim to engage the media, their differences lie in their approach, intent, and outcomes.

When to Use Source Filing

1. Establishing Thought Leadership

Source filing is ideal for building a brand’s reputation as an authority in its field. For example, sharing expert commentary on a breaking industry trend can position your company as a go-to resource for future stories.

2. Contributing to Larger Stories

If a journalist is working on an in-depth article, offering unique data, perspectives, or anecdotes can ensure your voice is included.

3. Cultivating Media Relationships

Providing useful, non-promotional information shows journalists you’re a credible and helpful source, which can foster long-term media relationships.

Example Use Case:

A financial firm provides insights on how interest rate hikes are likely to impact small businesses, contributing to broader economic coverage in major outlets.

When to Use Press Releases

1. Making Big Announcements

When you have news that’s timely, impactful, and relevant to your audience, a press release is the best tool to amplify it.

2. Generating Public Awareness

If the goal is widespread visibility, a press release can serve as the foundation for further outreach, such as pitching to journalists or posting on newswires.

3. Controlling the Narrative

In moments of crisis or significant change, a press release ensures the information shared is accurate and reflects the company’s perspective.

Example Use Case:

A tech startup announces the launch of an innovative app that solves a common problem, accompanied by a press release distributed to relevant tech blogs and industry publications.

How to Choose the Right Approach

Step 1: Define Your Goals

Ask yourself:

• Are you aiming to educate or inform without promoting a specific event or product? → Source Filing
• Do you want to make a public announcement and gain immediate visibility? → Press Release

Step 2: Assess the Newsworthiness

If the information is tied to breaking news or significant developments, a press release is more appropriate. For evergreen or contextual insights, opt for source filing.

Step 3: Know Your Audience

Consider whether your primary audience is the media (journalists looking for expertise) or the general public (consumers, clients, or stakeholders).

Step 4: Consider Timing

For time-sensitive updates, a press release ensures quick and broad dissemination. Source filing is often less urgent and more about contributing to long-term media narratives.

Combining Source Filing and Press Releases

For PR professionals, these methods aren’t mutually exclusive. They can complement each other in a cohesive strategy.

Example: A Tech Company’s Product Launch

1. Press Release: Announce the launch of the new product with key details and quotes from leadership.
2. Source Filing: Provide additional insights on how the product fits into current industry trends or solves a specific problem for targeted journalist queries.

By using both approaches, the company maximizes its reach while building credibility in its industry.

Key Takeaways

• Source filing is best for sharing expertise, contributing to broader narratives, and building media relationships.
• Press releases work well for newsworthy announcements and creating brand visibility.
• Assessing your goals, audience, and timing will help determine the best method.
• Combining both approaches can create a balanced PR strategy that delivers immediate results and long-term benefits.