Press Statement vs Press Release vs Media Advisory: When to Use Each

Quick Answer

A press statement is a short, official response from an organization to something that has already happened, such as a news report, an allegation, an incident or a decision. A press release announces news the organization chooses to share, like a launch or a new hire, in a full story format. A media advisory is a brief invitation that gives journalists the who, what, when and where of an upcoming event or briefing so they can cover it in person.

What Is a Press Statement?

A press statement is an on-the-record comment from an organization about one specific issue. It usually responds to something the organization did not schedule, or explains a decision it has just made.

Where a press release is proactive, a press statement is mostly reactive. It does not tell the whole story. It states the organization's position, the facts it can confirm and what happens next.

When to Issue a Press Statement

• Responding to news: a reporter asks for comment, or a published story needs context or a correction.
• Allegations: a lawsuit, a complaint, a viral post or a claim by a former employee.
• Incidents: accidents, outages, security incidents or product problems that affect customers or the public.
• Decisions: a court ruling, a vote, a closure, an executive departure or the end of negotiations.

Press Statement Length and Format

Most press statements run from a few sentences to a few short paragraphs. A reply to one reporter's question can be two sentences; a statement on a major decision may need four or five paragraphs.

A statement is usually attributed to a named person, such as the CEO, a board chair, an elected official or the official spokesperson. A named source reads as more accountable than the organization's name alone.

Statements are both read aloud and published. A spokesperson may read one on camera, often without taking questions, while the same text goes out in writing so reporters quote it accurately. Many are simply emailed to reporters and posted online.

Reactive Statements

A reactive statement responds to a specific development after it becomes public. It answers the question reporters are already asking, confirms what the organization knows and sets out its position.

Holding Statements

A holding statement is a short placeholder issued quickly when something has happened but the facts are not yet confirmed. It acknowledges the situation, shows what is being done and promises an update by a set time. Teams often draft them in advance for foreseeable scenarios, such as an outage, so only details need filling in.

Official Position Statements

An official position statement sets out where an organization stands on an issue, such as proposed legislation or an industry debate. It is less time-pressured, more considered, and often stays on the organization's website as a reference.

A caution for all three: statements about lawsuits, investigations, injuries, data incidents or employment matters can carry legal consequences. This guide describes communications practice, not legal advice, so have legal counsel review those statements first.

What Is a Press Release?

A press release, also called a news release or media release, is a written announcement of news an organization chooses to make public: a product launch, a funding round, a partnership or a new executive. It is planned, and the organization controls the timing.

Unlike a statement, a release is built to become a news story. It typically includes a headline, dateline, lead paragraph, supporting details, quotes, an "About" boilerplate and a media contact, often in around 400 to 600 words.

For the full definition and parts, see what a press release is and what goes in one. To see the format across different announcements, browse these press release examples with a master template, or follow the steps on how to write a press release.

What Is a Media Advisory?

A media advisory, sometimes called a media alert, invites journalists to cover something that has not happened yet: a news conference, a ribbon-cutting or a public briefing. Its only job is to help an editor decide whether to send a reporter, photographer or camera crew.

So an advisory is logistics, not a story. It is usually one page or less, laid out as who, what, when, where and why so an assignment editor can scan it in seconds. A useful advisory also covers:

• Photo and video opportunities: what cameras can capture, and at what time.
• Interview opportunities: who is available for one-on-one interviews, and when.
• RSVP and credentials: whether media must register, the deadline and any ID required.
• A media contact: a named person with a mobile number that will be answered on the day.

Advisories go out shortly before the event. Guidance varies, but a common pattern is to send one several days to a week or two ahead, then a short reminder the day before or the morning of. After the event, the story usually moves to a press release; this event press release template covers that side.

Press Statement vs Press Release vs Media Advisory at a Glance

FactorPress StatementPress ReleaseMedia AdvisoryPurposePut a response or position on the recordAnnounce news in a usable story formatGet journalists to cover an upcoming eventTriggerSomething already happened or is being reportedNews you decide to announceA scheduled event reporters can witnessLengthA few sentences to a few short paragraphsOften around 400 to 600 wordsOne page or lessAudienceReporters covering the issue, plus customers, employees and the publicJournalists, editors and news readersAssignment editors and planning desksTimingAs fast as accuracy allowsPlanned around your newsDays before the event, plus a reminderStructureAttribution, position, confirmed facts, next steps, contactHeadline, dateline, lead, body, quotes, boilerplate, contactWho, what, when, where, why, visuals, RSVP, contactTypical distributionNewsroom page, replies to reporters, social channelsDistribution network, targeted journalists, newsroom pageAssignment desks, daybooks, local and trade media The short version: a statement answers, a release announces and an advisory invites.

Which One Do You Need?

Ask first: are you responding, announcing or inviting? Then match your situation.

SituationUseWhyA reporter asks about rumored layoffsPress statementYou are answering a direct question on the record.A viral post claims your product made people sick, and you are still investigatingHolding statement, then a full statementYou must acknowledge it fast without guessing at causes.You are launching a new productPress releasePlanned news with details outlets need.You closed a funding roundPress releaseA milestone with figures, quotes and context.A court rules in a lawsuit involving your companyPress statement, reviewed by counselYou are responding to an outcome someone else made public.Lawmakers propose a bill affecting your industryOfficial position statementA stance people may reference for months.Your new facility opens with a ribbon-cuttingMedia advisory before, press release afterThe advisory brings cameras; the release reaches outlets that could not attend.Your CEO will announce an expansion at a news conferenceMedia advisory, then a press release at the conferenceThe advisory invites without revealing the news.Your app goes down for several hoursHolding statement, then updatesUsers need confirmation fast; the cause can come later.An executive leaves unexpectedly and the news leaksPress statementIt is already public. A planned succession suits a press release. Many situations use two documents in sequence. Keep the wording consistent across both.

Copy-Ready Templates and Examples

Replace bracketed text and delete lines that do not apply. All examples are fictional.

Press Statement Template

STATEMENT

Statement from [FULL NAME], [TITLE], [ORGANIZATION], on [TOPIC]

[CITY, STATE], [MONTH DAY, YEAR]

[One or two sentences stating the organization's position or response in plain language.]

[One or two sentences with the facts you can confirm. No speculation about causes, blame or outcomes.]

[One or two sentences on what the organization is doing now and what happens next.]

Media contact: [NAME], [TITLE], [EMAIL], [PHONE]

###

Press Statement Example

STATEMENT

Statement from Elena Marsh, President and CEO, Harborstone Community Credit Union, on the consolidation of two branches

SPOKANE, Wash., Sept. 14, 2026

Harborstone Community Credit Union will combine its two north-side branches into one expanded location beginning Dec. 1, 2026. No member accounts, account numbers or cards will change, and every employee at both branches has been offered a role at the combined location.

We know branch changes affect people's routines, especially members who prefer to bank in person. Members will receive a letter this month with details, and staff at both branches are available to answer questions before the move.

Media contact: Ravi Lindqvist, Communications Manager, media@harborstonecu.example, 509-555-0142

###

Holding Statement Template

STATEMENT

Statement from [ORGANIZATION] regarding [BRIEF, NEUTRAL DESCRIPTION OF THE SITUATION]

[MONTH DAY, YEAR], [TIME AND TIME ZONE]

We are aware of [WHAT HAPPENED, IN FACTUAL TERMS] at [LOCATION OR SERVICE].

[ONE SENTENCE ABOUT THE PEOPLE AFFECTED]. [ONE CONFIRMED ACTION ALREADY UNDER WAY.]

We will share more information as soon as it is confirmed. Our next update will be posted by [TIME] at [NEWSROOM URL OR SOCIAL ACCOUNT].

Media inquiries: [NAME], [EMAIL], [PHONE]

###

Holding Statement Example

STATEMENT

Statement from Fernwood Specialty Foods regarding a fire at its production facility

Oct. 2, 2026, 11:15 a.m. CDT

We are aware of a fire that broke out this morning at our Plant 2 production facility.

All employees on shift have been accounted for, and we are cooperating fully with the fire department on site.

We will share more information as soon as it is confirmed. Our next update will be posted by 3 p.m. CDT at fernwoodfoods.example/news.

Media inquiries: Carla Benedetti, Director of Communications, press@fernwoodfoods.example, 312-555-0177

###

It leaves out the cause, damage and restart date until those are confirmed.

Media Advisory Template

MEDIA ADVISORY

[HEADLINE: WHAT IS HAPPENING AND WHO IS INVOLVED]

WHAT: [One or two sentences describing the event and why it is newsworthy.]

WHO: [Speakers and guests, with full names and titles.]

WHEN: [DAY, MONTH DATE, YEAR], [START AND END TIME, TIME ZONE]. Media check-in opens at [TIME].

WHERE: [VENUE NAME, FULL STREET ADDRESS, ENTRANCE, PARKING NOTES]

WHY: [One sentence on the news value, without revealing the full announcement.]

VISUALS: [What cameras can capture, and when.]

INTERVIEWS: [Who is available, and when.]

RSVP AND CREDENTIALS: [How to register, the deadline and any ID required.]

MEDIA CONTACT: [NAME], [TITLE], [EMAIL], [MOBILE NUMBER ANSWERED ON EVENT DAY]

###

Media Advisory Example

MEDIA ADVISORY

Ashgrove Robotics Opens Columbus Training Center With Live Robot Demonstrations

WHAT: Ashgrove Robotics will open its first Ohio training center, where technicians will learn to install and service warehouse automation equipment. The company will also share its hiring plans for the region.

WHO: Talia Brooks, CEO, Ashgrove Robotics; Marcus Oyelaran, director, Ashgrove Training Center; members of the first trainee class

WHEN: Thursday, Oct. 8, 2026, 10 to 11 a.m. EDT. Media check-in opens at 9:30 a.m.

WHERE: Ashgrove Training Center, 4400 Harlan Commerce Drive, Columbus, Ohio. Media parking at the north entrance.

WHY: The opening and hiring plans affect jobs and workforce training in central Ohio.

VISUALS: Ribbon-cutting at 10:05 a.m.; trainees operating autonomous forklifts and robotic picking arms from 10:30 a.m.

INTERVIEWS: Brooks and Oyelaran are available from 10:45 to 11 a.m.

RSVP AND CREDENTIALS: Reply to the media contact by 5 p.m. EDT on Tuesday, Oct. 6. Please bring outlet ID.

MEDIA CONTACT: Jordan Pike, Communications Lead, media@ashgroverobotics.example, 614-555-0193

###

It teases hiring plans without the number of jobs, which belongs in the release issued at the event.

How to Distribute Each Document

Each document travels by a different route.

How to Distribute a Press Statement

• Your own newsroom page: post the full text with the date and time, so reporters get a stable link and the public gets one authoritative version.
• Directly to reporters who asked: reply to each inquiry with the same wording on the same timeline.
• Your social channels: share the text or a link, and pin it while the issue is active.
• Internal audiences at the same time: employees and key partners should not learn your position from the news.

A statement answers a story already circulating, so broad paid distribution rarely adds much.

How to Distribute a Press Release

A press release is built for reach: a distribution service publishes it on news sites, you email reporters on your beat and you post it on your newsroom page. This guide on sending a press release to journalists covers the direct outreach.

For the publication side, RedPress distributes releases across its news site distribution network. Editors review each release against editorial guidelines and can rewrite it to meet outlet requirements, you approve the final version first, and every campaign includes a placement report listing the live links.

How to Distribute a Media Advisory

• News assignment desks: TV stations, radio newsrooms and newspaper city desks assign crews day by day. Send the advisory to the assignment editor, then call the morning of to confirm.
• Daybooks and planning desks: the AP Daybook, compiled by The Associated Press, lists scheduled events by state and major city for subscribing newsrooms. Email your advisory to the local AP bureau and ask for it to be considered.
• Local and trade media: events are mostly covered by outlets near the venue, while trade publications may cover a demo or opening and often plan further ahead.

An advisory is written for planners, not readers, so skip mass news-site distribution. Have materials ready at check-in; this guide to the press kit vs media kit explains what belongs in each.

Common Mistakes With Statements and Advisories

• Speculating. Guessing at a cause or a timeline creates corrections later. Say what is confirmed and when you will update.
• Contradicting earlier statements. If your position changes, say so and explain why. A version that quietly conflicts with the first invites a story about the inconsistency.
• No contact person. Without a named contact, reporters have nobody to call for follow-up and often turn to other sources.
• A hollow "no comment." Audiences often read it as evasive. If you cannot discuss something, give the reason in one sentence, such as an ongoing review or the privacy of the people involved.
• An advisory that gives away the whole story. If it contains the announcement, figures and quotes, nobody needs to attend. Share the hook, not the news.
• Letting a holding statement go stale. If you promise an update by 3 p.m., post one, even if it only says the review continues.

Releases have their own pitfalls; check these common press release mistakes before you send one.

FAQ — Press Statements, Press Releases and Media Advisories

What is a press statement? A short, official response from an organization to a specific event, allegation, news story or decision, usually attributed to a named leader or spokesperson.

What is the difference between a press statement and a press release? A statement reacts to something already happening and states a position briefly. A press release proactively announces news in a full story format with a headline, dateline, quotes and boilerplate.

What is the difference between a media advisory and a press release? A media advisory invites journalists to an upcoming event and gives only the logistics. A press release tells the story itself, so outlets can report it without attending.

Is a media release the same as a press release? Yes. Media release, news release and press release are generally used interchangeably.

What is a holding statement? A brief placeholder issued quickly when something has happened but the facts are not yet confirmed. It acknowledges the situation and promises an update by a set time.

How long should a press statement be? Usually a few sentences to a few short paragraphs. Include only what you can confirm and what people need to know now.

How far in advance should you send a media advisory? Common practice is several days to a week or two before the event, with a reminder the day before or the morning of.

Should a lawyer review a press statement? For crises or legal matters, legal review before release is a sensible step. This is general practice, not legal advice.

Summary

Press statements, press releases and media advisories all go to journalists, but each does a different job. The right choice depends on whether you are responding, announcing or inviting.

Key takeaways:

• A press statement responds to something that already happened. Keep it short, factual and attributed.
• A holding statement buys time without guessing and promises a specific update.
• A press release announces planned news in a full story format built for wide distribution.
• A media advisory invites coverage of an upcoming event without giving the story away.
• Match the channel: newsroom page and reporters for statements, distribution networks for releases, assignment desks and daybooks for advisories.
• Have legal counsel review statements tied to crises or legal matters.

Bottom line: If something happened and people want your response, issue a statement. If you have news to share, write a release. If you want reporters in the room, send an advisory first and a release when the news is public.

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