One powerful tool which is used by PR agencies across the world is the press release. Press releases can be really powerful and can help to get a brand name out there and make it more recognisable. But what is a press release? Press releases are normally written for journalists and the aim of them is to get the journalist to write something about your story in their publication. A press release will normally outline a news story, development or a new service relating to your company. How are they beneficial? Whereas an advert is blatantly trying to sell something, a press release will be a little more informative and subtle. It will tell the reader about a product, service or development and give them information on it. But the press release method has more authority because it comes from a journalist and people respect their opinions and listen to what they have to say. As well as sending a press release out to the print media, companies should now make the most of the growth in internet too and should try to get their message out on the internet by sending the release out to online journals . All PR companies know about press releases and use them as powerful tools in order to get your message across in the most effective way.