When PX Coffee first approached S99, they had a product worth talking about—ethically sourced beans, meticulous roasting, and a founder whose passion was infectious. But they were making a mistake that S99 sees all too often: they were treating every announcement as if it belonged in the same rigid format. The team at PX Coffee assumed that a press release was a press release, regardless of what they were announcing or who needed to hear it. S99 quickly identified that this one-size-fits-all approach was holding the brand back. Some of their stories demanded the formal structure of a traditional press release, while others needed the narrative flexibility of a modern news release to truly connect with audiences. By teaching PX Coffee the difference between these two formats and when to use each, S99 helped transform their communications from routine announcements into genuine PR wins that built momentum, credibility, and a loyal following.
The Press Release: When Formality Serves a Purpose
S99 began by helping PX Coffee understand that the traditional press release format is not outdated—it is specialized. The press release, with its inverted pyramid structure, formal language, and emphasis on factual precision, serves specific purposes that the news release cannot replicate. For PX Coffee, this meant using the press release format for announcements that required a formal record: funding rounds, leadership appointments, partnership agreements, and any communication where accuracy and compliance took precedence over narrative flair. When PX Coffee secured a significant investment from a prominent venture capital firm, S99 advised them to use a traditional press release format. The announcement needed to communicate clearly to investors, industry analysts, and business journalists that this was a serious, verifiable milestone. The formal structure signaled that the information was authoritative and complete, and it ensured that the essential details were presented without ambiguity. This approach earned coverage in business publications that valued the precision of the traditional format and positioned PX Coffee as a company worthy of institutional attention.
The News Release: When Storytelling Drives Engagement
For every other type of announcement—product launches, brand stories, community initiatives, and cultural moments—S99 guided PX Coffee toward the news release format. Unlike the press release, which prioritizes efficiency, the news release prioritizes connection. It is designed to be read not just by journalists but by consumers, enthusiasts, and potential customers who discover the brand through social media, email, or the company's own website. When PX Coffee launched a new single-origin collection, S99 crafted a news release that read less like an announcement and more like an invitation. The headline was curiosity-driven, the opening paragraph painted a vivid picture of the coffee's origin story, and embedded video showed the farmers who had cultivated the beans. Quotes from the founder sounded like genuine conversation rather than corporate boilerplate. The release was designed to be shared, with visual assets that worked seamlessly on Instagram and LinkedIn. The result was not just media coverage but organic social sharing from coffee enthusiasts who felt personally connected to the story.
Matching Format to Audience and Objective
One of the most valuable lessons S99 imparted to PX Coffee was that the choice between press release and news release should be driven by audience and objective, not habit. When the audience is institutional—investors, analysts, regulators, or business partners—the press release format signals seriousness and precision. These audiences expect formal structure, and deviating from it can create unnecessary friction. When the audience is consumer-facing—potential customers, coffee enthusiasts, lifestyle media, or the general public—the news release format builds connection. These audiences respond to narrative, visual elements, and a tone that feels human rather than corporate. S99 helped PX Coffee develop a decision framework: for every announcement, they would ask who needed to hear it and what they needed to take away. The answer to those questions would determine whether they reached for the press release template or the news release template. This discipline ensured that every communication was optimized for its intended impact rather than forced into a format that did not serve the moment.
Visual Storytelling as a Differentiator
A key element of S99's news release strategy for PX Coffee was the intentional use of visual storytelling. Traditional press releases often treat images and video as optional additions, buried at the bottom of the document. S99 flipped this approach, making visual elements central to every news release. For PX Coffee, this meant embedding high-resolution photography that captured the beauty of the beans, the craftsmanship of the roasting process, and the faces of the farmers behind the product. It meant including short video clips that transported the viewer to the farms where the coffee was grown. It meant designing quote cards with compelling statements from the founder, sized perfectly for sharing on social media. These visual elements did more than make the release attractive—they made it shareable. Coffee enthusiasts who encountered the release did not need to read dense paragraphs to understand the story; they could see it, feel it, and share it with their communities. This visual-first approach multiplied the reach of every announcement far beyond what a text-only press release could achieve.
Measuring Success Beyond Distribution
S99 also taught PX Coffee to measure the success of their releases differently depending on the format. For press releases distributed for institutional audiences, success was measured by accuracy, compliance, and coverage in target business publications. For news releases aimed at consumer engagement, success was measured by social shares, website traffic, conversion rates, and the quality of inbound inquiries from potential wholesale partners. This distinction allowed PX Coffee to evaluate their communications with clarity rather than treating all outcomes as equal. When a news release generated thousands of social shares but only a few media mentions, S99 helped them see that as a win—the audience was engaging directly, which was precisely the goal. When a press release generated coverage in a key business outlet but modest social engagement, that too was a success because it reached the institutional audience that mattered. This nuanced approach to measurement ensured that PX Coffee's PR efforts remained aligned with their business objectives at every stage.
The Results: PR Wins That Built a Brand
The proof of S99's approach lies in the results PX Coffee achieved. By strategically choosing between press release and news release formats based on audience and objective, the brand transformed its communications from routine announcements into genuine PR wins. The press releases secured coverage in business publications that built credibility with investors and partners. The news releases generated organic social engagement that built a community of loyal customers who felt personally connected to the brand's story. Together, these two formats worked in concert, each serving the purposes where it excelled. PX Coffee emerged not just as another coffee brand but as a brand with a story people wanted to share, a reputation that attracted partnerships, and a foundation of credibility that supported sustained growth. For S99, the PX Coffee journey stands as a perfect case study in why understanding the difference between a press release and a news release is not just a technical skill—it is a strategic advantage that separates brands that announce from brands that resonate.
