In summary: A press office in 2026 is the unit that manages relationships with media outlets (newspapers, TV, radio, blogs) to earn editorial visibility — not paid advertising. It is the most credible source for 89% of journalists and in 78% of cases generates positive coverage at a fraction of the cost of an equivalent ad placement.
- Global PR market: $133.8 billion in 2026, +5.3% YoY (Statista 2026)
- Average journalist response rate to PR pitches: only 3.43% (Propel 2025)
- 77% of PR professionals rank media relations as the top success competency (PRLab 2025)
- 87% of journalists use multimedia assets (photos, video, data) included in pitches (Cision 2025)
In 2026 the strategic management of corporate communications is a decisive growth factor for any organization. The press office is the function that connects the company to the media system — newspapers, TV, radio, magazines, podcasts, authoritative blogs — and turns internal information into published news. A mention on a respected outlet is, in credibility terms, worth far more than an ad at equivalent reach: readers perceive the first as editorial choice, the second as a promotional message.
What is a press office?
A press office is a specialized unit that helps public entities, private companies and professionals manage external communications, with a particular focus on mass media. Its job is to turn corporate information (product launches, results, events, positions) into clear, consistent and publishable news, building over time a favorable public perception of the represented client.
A press office does not buy media space: it differs from traditional advertising because it works on the relationship with the newsroom, not on page-level transactions. That is why it statistically outperforms ads at overcoming readers' cognitive defenses — the protective mechanisms that activate when audiences recognize a message as advertising.
How a press office works in 2026
In 2026 the press office has integrated digital tools and multichannel workflows alongside traditional activities. The five core operational functions are summarized below.
Writing and distributing press releases
The press release is still the press office's primary tool. An effective release uses an inverted pyramid (the news in the first 30 words), includes at least one verifiable data point, a spokesperson quote and attached multimedia. According to Cision (2025), releases with high-resolution video or photos achieve a publication rate 6× higher than text-only releases.
Organizing press conferences
When an event is particularly relevant (product launch, M&A, financial results), the press office organizes a press conference with key journalists. Planning includes venue choice, press kit, spokesperson briefing and Q&A management.
Managing media inquiries
Responding quickly to journalist requests is critical: 68% of journalists drop a pitch if they don't get a reply within 4 hours (Muck Rack 2025). The press office must be reactive, accurate and equipped with deep knowledge of corporate spokespeople and data to provide accurate information on tight deadlines.
Press monitoring and clipping
Press clipping measures impact through concrete KPIs: number of placements, outlet tier (Tier 1/2/3), share of voice vs competitors, sentiment of mentions. Clipping is also the early warning system to detect reputational crises before they explode.
Building the public image
Beyond operational activities, the press office contributes to building the organization's public image through press kits, executive bios, photographic materials and oversight of corporate social media presence.
Press Office and Digital PR: a forced synergy in 2026
In the 2026 landscape, traditional press office and Digital PR are not alternatives but two legs of the same strategy. The press office works with offline media (news agencies, TV, radio, print and the related digital sites), while Digital PR engages bloggers, content creators, digital magazines, podcasts and industry influencers — often with an eye on link building, an SEO activity that produces authoritative backlinks to the brand site.
Integrating the two functions allows you to:
- Amplify each announcement across multiple channels (TV + digital portals + creators)
- Reach diversified audiences by age, consumption habits and device
- Build a coherent cross-channel narrative
- Generate editorial backlinks that improve the SEO authority of the domain
For companies planning an integrated strategy, working with a full-service partner that coordinates press office, events and digital PR avoids the fragmentation typical of single-service agencies.
Press Office in Milan, Turin or Rome: where does it pay off?
The geographic location of a press office influences the quality of relationships with national media. Milan, Turin and Rome are the three main hubs of Italian journalism, each with different dynamics.
Press office in Milan
Milan is Italy's economic and media capital: it hosts the newsrooms of Corriere della Sera, Il Sole 24 Ore, La Repubblica (Milan office), Mediaset, Sky Italia, Class Editori, Hearst, Condé Nast. A Milan-based press office accesses business, finance, fashion, design and tech newsrooms directly. Competition is extreme — according to PRLab (2025) a Milanese journalist receives an average of 35 pitches per day — but cross-media coverage opportunities are also at their peak.
Press office in Turin
Turin retains a strong industrial tradition (automotive, mechanics, design) and a cultural one (cinema, publishing, food). A Turin press office is strategic for territorial brands or manufacturing companies: La Stampa, Rai Torino, Repubblica Torino and many B2B verticals are headquartered in the city. Local press relationships are traditionally more direct and less saturated than in Milan.
Press office in Rome
Rome is the headquarters of RAI, ANSA and many national and institutional outlets. A Roman press office is essential for brands needing dialogue with public administration, independent authorities, large state-controlled companies and national TV media. Physical proximity to newsrooms accelerates off-the-record meetings, institutional briefings and dedicated features.
Deep Marketing has strategically integrated into its structure a press office with 20 years of experience based in Rome, connected to the main national outlets. This choice allows us to ensure clients preferential access to TV and radio media in addition to print and digital press.
Press Office vs Advertorial: key differences
It is essential to distinguish between press office (earned media) and advertorial (paid media): two economically and perceptively opposite models.
For an advertorial the client pays for the page space and gets guaranteed visibility — but visibly identified as advertising by the outlet. For press office work the client pays a retainer to the consultant or agency regardless of placements achieved: the value is in the relationships built with journalists and in the ability to turn corporate information into publishable news.
How much does a press office cost in 2026?
The cost of an external press office varies by team seniority, number of target outlets and activity frequency. Italian market tiers in 2026, according to FERPI and Assocom benchmarks, are three.
- Junior / freelance: €800-€1,500/month — 1 release per month, 1 journalistic pitch, basic monitoring. Suitable for startups and SMEs with limited news flow.
- Mid-market agency: €2,500-€5,000/month — 2-4 releases per month, contacts with 50-150 outlets, monthly clipping, media inquiries handling. Standard for structured companies.
- Top-tier agency: €6,000-€15,000/month — annual editorial program, press conferences, crisis communication, integration with digital PR and influencer relations. Suitable for listed companies and international groups.
That said: 50% of a press office's value lies in the agency's pre-existing relationships. A structure without consolidated contacts with key journalists, even at low cost, will produce occasional, low-impact placements.
How to measure the ROI of a press office
Measuring the return on press office work is complex but not impossible. The five core operational metrics that every monthly report should contain:
- Number of placements per month, segmented by Tier 1 (national outlets), Tier 2 (industry verticals), Tier 3 (local and blogs)
- Aggregate potential reach (sum of unique readers of outlets that published)
- Share of voice vs direct competitors
- Sentiment of mentions (positive / neutral / negative)
- Editorial backlinks generated to the site (objective SEO KPI, measured with Ahrefs or Semrush)
The AVE (Advertising Value Equivalent) and EAV (Earned Advertising Value) metrics are still used but heavily criticized: they translate the value of an editorial mention into the equivalent advertising spend, ignoring the qualitative credibility difference. Use them only as aggregate indicators, never as the primary KPI.
Frequently Asked Questions
What is a press office?
A press office is a specialized unit, internal or external to the company, that manages relationships with mass media (newspapers, TV, radio, magazines, authoritative blogs, podcasts) to earn editorial visibility — not paid advertising. Its work consists in turning corporate information into news publishable by third-party newsrooms, building over time relationships with key journalists in the relevant industry.
What are the main press office responsibilities in marketing?
The five key press office responsibilities in marketing are: writing and distributing press releases, organizing press conferences, managing media inquiries from journalists, monitoring press coverage with share-of-voice and sentiment KPIs, and handling crisis communication during reputational risks. Building the brand's public image through press kits and editorial materials is also part of the role.
How much does a press office cost in Italy in 2026?
The monthly cost of an external press office in Italy ranges from €800 for a junior freelancer up to €15,000 for a top-tier agency with national coverage, press conferences and crisis management. The mid-market range — where 85% of structured Italian companies sit — is €2,500-€5,000/month, with 2-4 releases per month and contacts on 50-150 outlets (source: FERPI 2025 benchmark).
What is the difference between a press office and advertising?
A press office works with the media to earn earned media: an editorial mention the journalist chooses to publish for the informational value of the content. Advertising is paid media: space bought from the outlet, with a mandatory "sponsored content" label. At equal reach, an editorial mention has 2-4× higher perceived credibility (Nielsen 2025) because it is perceived as an independent choice rather than a promotional message.
Does a press office still work in 2026 with generative AI?
Yes — a press office is now more relevant than ever. Generative AI tools such as ChatGPT, Perplexity and Gemini cite authoritative journalistic sources to build their answers: a mention on Corriere or Il Sole 24 Ore increases the probability of being cited in AI responses. 67% of AI citations come from journalistic articles, not from advertising content (Authoritas 2026). An active press office is therefore also a positioning lever for Generative Engine Optimization (GEO).
In-house or external press office: which is better?
Companies with continuous news flow (weekly launches, R&D, crisis management) benefit from an in-house press office. SMEs and mid-market companies prefer external: it costs less (an internal FTE starts at €45,000 gross/year + benefits), accesses a ready-made network of relationships and brings consolidated cross-industry skills. The hybrid solution — an internal PR manager + external agency for projects — is now the standard for listed Italian companies.
Need a press office for your company?
Deep Marketing helps Italian brands build an authoritative media presence by integrating traditional press office, digital PR and event management under a single direction. Our team, with 20 years of Roman experience, works with national newsrooms, vertical magazines and industry creators. Request a free assessment of your communication strategy or explore our press office and events services.
Sources and References
- Cision — 2025 State of the Media Report
- Cision — 2024 State of the Media Report (3,000+ journalists, 19 markets)
- PRLab — 150+ PR Statistics 2025
- Meltwater — 20 Most Important PR Statistics 2025
- eReleases — Why Press Releases Are Essential in 2025
- Muck Rack — State of Journalism 2025
- Statista — Global PR Industry Revenue 2026
- Business Wire — PR & Media Relations Trends 2025
