Press Releases vs Editorial Articles in 2026
A press release and an editorial article look similar on the page but do very different jobs. This guide explains the difference between press release and editorial content — when each earns visibility, credibility, and SEO value — so communications leaders can make the right media coverage decisions.
Get Your Free PR Strategy Call →Key Takeaways
- A press release is self-authored; an editorial article is written independently by a journalist.
- Press releases control the message; editorial articles carry third-party credibility.
- Editorial coverage delivers stronger SEO value and trust; press releases deliver reach and speed.
- Use press releases for factual announcements, editorial for reputation and thought leadership.
- Guaranteed editorial placement is the reliable way to secure the second kind.
What a press release actually is
A press release is your announcement, in your words. You write it, you control the framing, and you distribute it to journalists and wire networks. That control is its great strength: for factual news — a funding round, a launch, a senior hire — a press release puts the details on the record exactly as you want them stated.
The trade-off is that everyone knows you wrote it. A press release is a promotional document by definition, so readers and search engines treat it with a degree of scepticism. It informs; it doesn't independently vouch for you.
What an editorial article is
An editorial article is written by a journalist or publication about you — independently, on their terms, to their standards. You don't control the wording, and that's precisely why it's valuable. When a credible outlet chooses to cover you, it's staking its own reputation on the story, and that endorsement carries weight a press release never can.
Editorial coverage is harder to earn, but it's the format that builds genuine authority, trust, and lasting search value.
Press release vs editorial article: side by side
| Factor | Press Release | Editorial Article |
|---|---|---|
| Who writes it | You | A journalist / outlet |
| Message control | Full | Editorial's |
| Credibility | Promotional | Third-party trust |
| SEO value | Limited | High authority |
| Speed | Fast | Slower to earn |
| Best for | Factual news | Reputation & trust |
Why the credibility gap matters
The whole reason PR exists is credibility — the value of someone other than you saying you're worth attention. A press release can't provide that, because it's self-published. An editorial article can, because it isn't.
This gap shows up everywhere that trust is decided: in how customers weigh you against competitors, in how search engines rank your backlinks, and increasingly in how AI answer engines choose which sources to cite. Editorial coverage sits on the trusted side of that line; press releases don't.
Not sure which agency fits your stage? Baden Bower guarantees editorial placements in Forbes, Business Insider, and 1,985 publications—named before you pay, and refunded in full if the coverage doesn’t run.
See If You Qualify →When to use each
Use a press release when you have factual news to put on the record and you want control and speed — announcements where the details matter more than the endorsement.
Pursue editorial coverage when the goal is reputation: building authority, earning trust, and creating the kind of coverage that ranks and gets cited. And because editorial is hard to guarantee through pitching alone, many communications teams use a guaranteed-placement partner to make it dependable.
The bottom line
Press releases and editorial articles aren't competitors — they're different tools for different jobs. Releases control and distribute facts; editorial earns trust. The brands that win use each for what it's good at, and invest in editorial when credibility is on the line.
Baden Bower specialises in the harder half: guaranteed editorial placements in real publications. If you'd like coverage that vouches for you, the first conversation is free.
Frequently Asked Questions
What is the difference between a press release and an editorial article?
A press release is written by you (or your team) to announce news on your own terms. An editorial article is written independently by a journalist or outlet — it carries third-party credibility a press release can't.
Which is better for SEO, a press release or editorial coverage?
Editorial articles in credible publications deliver stronger, more durable SEO value through high-authority backlinks. Press releases mostly generate syndicated copies that carry limited ranking weight.
When should I use a press release?
Use a press release for clear, factual announcements you want on the record — funding, products, appointments — where controlling the wording and reaching many outlets quickly matters most.
When is an editorial article the better choice?
Choose editorial when you need credibility and trust: thought leadership, brand-building, or coverage your customers and search engines actually value. It's earned, not self-published.
Can a press release lead to an editorial article?
Yes. A strong, newsworthy release can prompt a journalist to write their own story. But that outcome isn't guaranteed — which is why many brands pursue guaranteed editorial placement directly.
Do editorial articles help with AI visibility?
Yes. AI answer engines lean on credible editorial sources when summarising brands, so earned articles improve how AI tools describe you far more than distributed press releases do.
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