Press review: what is it?

By press review, we mean the collection of all publications following a Press Office action of dissemination.
Today it concerns all possible communication channels: from paper to myriad online channels.
Clearly the multichannel publications will be archived and delivered to the customer with the correct media and formats.

Paper press review and Digital press review
The collection of the press review does not take place in days but in weeks or months, following the communication action entrusted to the press office. In fact, not all media provide a precise calendar of publications or it is not certain that these publications occur spontaneously within the time necessary for the promotion of any activity. For this reason, it is good to consider a budget for the distribution of paid press releases from the beginning. Most offline media to date have online tools such as websites and social media channels. Paying for the publication of a press release as long as this takes place within the time necessary to promote what we are supporting, is absolutely normal.

When it is about paper press review, it is done searching in print editions of newspapers and magazines the content published and cutting or copying of the relevant items, sometimes including figures and graphics. The original cut pieces are usually delivered to the customer and a copy is kept by the press office as archive of the activity done.

Digital press review (or electronic press review) is normally the digitalized version of the paper one, or, in case of mixed media, an adequate software is used to create a file with the synthesis of all publication and a link to them when they are online.
For safety, it is always good to have a print monitor or a PDF of the online publication. In this way, if after some time the content was erased, we will always have proof and copy of the activity done.

Which types of publications can we obtained for our Press Office activity:

Spontaneous Publication of PR: When a media publishes spontaneously and without related payment, a press release provided. This is also named earned media.

Paid publication: this is a paid media, which consist of buying a paid space on a media of our interest. |

Publication on our website, blog or social media: it is owned media. It is very important to understand that the publication of press releases should always be supported by publication in online tools under our control. This undoubtedly supports the generation of online content authority. As already mentioned, any professional press office, together with the media distribution of press releases, should also provide publication and archiving on its own web channels.

Any press office and media distribution activity must now consider a massive presence in social media channels and websites chosen on the basis of specific considerations.
In fact, a common mistake is wasting budgets for media promotion and distribution in channels that are not frequented by the audience interested in what we are promoting.