One of the most common misconceptions in media relations concerns the role of the press office. Many companies still believe that gaining visibility in the media mainly means writing and sending press releases. In reality, a press release is only one tool within the process, not the final outcome.

The distinction is essential: a press release is information produced by a company; a media publication is news recognised as relevant by an editorial team. Between these two steps lies the real strategic work of media relations: turning corporate information into a credible, timely and relevant editorial story.

For companies, especially in the fields of corporate communication, financial communication and investor relations, this distinction is critical. Media coverage does not come from the simple distribution of content, but from the ability to build relevance, authority and trust with journalists.

Press releases and newsworthiness: the decisive difference

Not all corporate information is automatically news. An appointment, a financial result, an extraordinary transaction, a service launch or an ESG initiative may be important for the company, but not necessarily for a newsroom.

Newsworthiness depends on criteria that are external to the company: timeliness, market impact, public interest, source authority, originality of the editorial angle and consistency with the current media agenda.

An effective press release must therefore answer a precise question: why should this information matter to readers, investors, stakeholders or the market today?

This is where a specialised communication agency makes the difference. It does not simply write a well-structured text; it assesses the editorial potential of the information, selects the strongest message and builds a positioning that is consistent with the company’s reputational objectives.

How newsrooms really think

Newsrooms receive a very high volume of press releases, pitches, interview proposals and corporate content every day. Attention spans are limited and selection criteria are strict.

A journalist does not evaluate a press release from the company’s perspective, but from the reader’s perspective. Editorial logic is not based on what the company wants to communicate, but on what can become useful, verifiable and contextualised information.

For this reason, content is more likely to be considered when it offers a clear point of view, solid data, contextual interpretation, tangible impact or an authoritative voice on a timely issue.

In financial communication and investor relations, accuracy is even more important. Every message must be clear, consistent, verifiable and aligned with the organisation’s reputational profile. The credibility of the source becomes an integral part of the news.

Why relevance is external to the company

Many companies tend to assess the importance of a communication based on the internal value of the event. For the media, however, relevance is determined by the external context.

A story becomes stronger when it connects with broader themes: market trends, sector dynamics, regulatory changes, sustainability, innovation, governance, financial transactions, macroeconomic scenarios or evolving stakeholder expectations.

The role of media relations is to connect corporate information to these contexts, avoiding self-referential messages and building a narrative capable of generating editorial interest.

This is why media coverage cannot be approached as a mechanical activity. It requires analysis, selection, timing and the ability to interpret the media agenda.

The strategic role of media relations

Media relations are not the same as sending press releases. They are an ongoing activity of positioning, relationship-building and reputation management.

An effective strategy starts with the analysis of the company’s identity, communication objectives, priority audiences and most relevant media outlets. Only then can messages, editorial angles, spokespersons, content and timing be defined.

The value of a financial communication and investor relations agency such as My Twin Communication lies precisely in its ability to connect corporate content, market expectations and journalistic logic.

This approach helps build a stronger, more qualified and more consistent media presence over time. Not a series of isolated mentions, but a path towards progressive authority.

Source credibility, storytelling and timing

To achieve media coverage, having a story to tell is not enough. That story must be credible, well structured and proposed at the right time.

Credibility depends on the solidity of the information, the clarity of the data, the reputation of the company and the quality of the relationship with journalists. Storytelling helps transform technical or corporate information into content that is understandable, contextualised and relevant.

Timing is equally decisive. A press release may be accurate but ineffective if it arrives at the wrong moment, if it does not consider the newsroom agenda or if it fails to connect with an active market conversation.

In professional media relations, every communication should be assessed against three criteria: strength of the news, quality of the editorial angle and timing opportunity.

Why the number of press releases does not measure success

Measuring the effectiveness of media relations by counting the number of press releases sent is misleading. The quantity of distributed content does not equal the quality of the coverage obtained.

The true value of media coverage is measured through more strategic indicators: authority of the media outlet, consistency of the published message, quality of the mention, brand positioning, relevance for stakeholders and contribution to the company’s overall reputation.

A single publication in a qualified media outlet, with the right message and in the right context, can be more valuable than multiple generic or poorly relevant mentions.

This is why an effective media relations strategy does not aim for maximum undifferentiated exposure, but for coverage that is consistent with the company’s positioning.

From press release to qualified media coverage

Getting into the media does not simply mean sending press releases. It means understanding editorial logic, building relevant messages, developing trusted relationships and positioning the company within the conversations that matter.

Media coverage is a selective, relational and reputational process. It requires method, experience and the ability to read the context.

For companies operating in corporate, financial and investor relations environments, this approach is essential to transform corporate information into qualified media coverage and reputational value.

If you want to turn corporate information into qualified media coverage, My Twin Communication develops tailored media relations and editorial positioning strategies for companies, institutions and financial organisations.