Press Release vs. Social Media Announcement: Which Should I Do?

You've got news. Do you write a press release, post it on Instagram and LinkedIn, or both?

They're different tools that do different jobs. Here's how to pick.

What each one does best

Press release

• Audience: journalists, editors, and through them, people who don't know you yet
• Strength: credibility — coverage comes from an independent third party
• Lifespan: long — articles and releases stay searchable for years
• Control: lower — journalists decide how (and whether) to tell your story

Social media announcement

• Audience: your existing followers and their networks
• Strength: speed, personality, visuals and direct engagement
• Lifespan: short — most posts fade within hours or days
• Control: total — your words, your visuals, your timing

When a press release is the better choice

• The news matters beyond your followers (community impact, a first, a major milestone)
• You need credibility with investors, partners or new customers
• The news is significant: funding, launch, acquisition, rebrand, major hire
• You want a lasting, searchable record

When social media is enough

• Small updates: new menu item, holiday hours, a team birthday
• Promotions and sales
• Behind-the-scenes content
• Quick reactions and conversations

Not every update deserves a release. We talk about choosing your moments in Should Small Businesses Bother With Press Releases?

The best answer: both, in sequence

For real news, use them together:

1. Send the release and pitch reporters (usually first — journalists dislike seeing big news on Instagram before they get it)
2. Post on your social channels once the news is public
3. When coverage lands, share it — "As featured in…" posts are social proof gold
4. Turn the release into content — a LinkedIn article, a carousel, a short video, a newsletter story

One release can fuel a week of social content. That's how releases feed long-term awareness — see Press Release Best Practices for Building Brand Awareness.

A note on exclusives

If you're offering a reporter an exclusive, don't post the news on social until their story runs. Breaking that trust can cost you the relationship.

Product launches: the classic combo

Launches benefit most from both: media for credibility and reach, social for excitement and direct sales. Our launch checklist: What Should I Include in a Press Release About a Product Launch?

Quick decision guide

Your news	Do this
Minor update	Social only
Promotion	Social and ads
Community impact	Release + social
Launch, funding, rebrand	Release + pitch + social
Coverage landed	Share it on social

Measure both

Track social engagement and media results side by side so you know which channel actually drove action. See How to Measure the Success of Your Press Release. And remember: what makes a release shareable on social is the same thing that makes it shareable by journalists — see How to Write a Press Release That Journalists Will Share.

Quick FAQ

Can I post my press release on LinkedIn as-is? You can, but it works better rewritten as a short, personal post with a link to the full release on your website.

Which goes first, the release or the post? Usually the release and pitch first, then social once the news is public — especially if a reporter has an exclusive.

Do journalists look at company social media? Often, yes. Reporters check your social channels to verify details, find photos and get a sense of who you are. Keep your profiles current before you send a release.

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Want media and social working together? Blastily runs both sides of the Blast. Start your Blast at blastily.com.