In an era dominated by information, the strategic management of corporate communications has become an indispensable element for the success of any organization. The press office represents the beating heart of this strategy, serving as a bridge between the company and the outside world, particularly with the media. But what exactly does a press office do in 2025? How can it integrate with digital marketing strategies?
What Is a Press Office?
A press office is a specialized unit that helps public entities, private companies, and professionals manage their external communications, with particular attention to mass media. Its primary task is to ensure that the information disseminated is clear, consistent, and positive, helping to build a favorable public perception of the client it represents.
Because it is much easier to convince a potential customer through the reputation of a newspaper than through our own advertising message! The latter more easily triggers protective defense mechanisms against persuasion!
In essence, the press office acts as an intermediary connecting organizations and companies with mass media for the dissemination of strategic communications. This activity is distinctly different from traditional advertising, as it does not involve purchasing media space, but rather relies on the ability to build solid relationships with journalists and propose content of genuine public interest.
How a Press Office Works in 2025
In 2025, the press office has evolved its traditional functions by integrating digital skills and multichannel strategies. Its distinctive activities include:
Writing and Distributing Press Releases
The press release remains the primary tool of the press office. It is an informative text that reports on events, results, or positions deemed newsworthy. Writing an effective press release requires specific skills: it must be clear, concise, and structured to immediately capture journalists' attention.
Organizing Press Conferences
When an event is particularly relevant, the press office can organize a press conference -- a meeting with journalists to provide details and answer their questions. This activity requires meticulous planning, from choosing the venue to preparing informational materials and briefing company spokespeople.
Managing Media Inquiries
Another fundamental activity is responding to journalists' questions and providing additional informational materials, while maintaining positive and collaborative relationships with the media. This function requires responsiveness, precision, and a deep knowledge of the represented organization.
Media Monitoring and Press Review
The press office handles monitoring news published in the media about the organization. The press review allows evaluating the impact of communications and managing any critical situations, contributing to corporate reputation management.
Building the Public Image
Beyond specific activities, the press office builds and manages the organization's public image, handling the preparation of promotional materials and overseeing the organization's presence on social media as well.
Press Office and Digital PR: A Winning Synergy
In today's communications landscape, the press office and digital PR with link building represent two sides of the same coin. While the traditional press office focuses on offline media (news agencies, television, radio, and print newspapers), Digital PR works primarily with bloggers, influencers, YouTubers, and digital magazines, often focusing on link building -- a fundamental SEO activity.
This integration allows you to:
- Amplify the reach of corporate messages
- Reach diversified audiences
- Create a coherent narrative across all channels
- Maximize the impact of communication activities
The integrated approach of press office and digital PR is particularly effective for companies that want to build a solid media presence both online and offline, ensuring consistency and continuity in their communications.
Of course, not all agencies provide these services, which is why you should always look for a marketing, advertising, or press office agency that is full service like Deep Marketing -- one capable of managing a comprehensive marketing mix for its clients.
Press Office in Milan, Turin, or Rome?
Choosing a press office in Milan, Turin, or Rome can make a real difference for the companies that rely on it. Each local context has its own specificities, its reference media, and its relational dynamics.
Press Office in Milan
Milan, Italy's economic and media capital, offers unique opportunities for corporate communications. A press office in Milan can benefit from the presence of major national newsrooms, facilitating direct contacts with journalists and increasing the chances of media coverage.
Competition is high, but so are the opportunities. A Milan-based press office must be particularly responsive and proactive, capable of standing out in a crowded landscape of press releases and pitches.
Press Office in Turin
Turin, with its strong industrial and cultural tradition, presents different characteristics. A press office in Turin can leverage the strong sense of local identity and more direct relationships with local media.
The presence of important cultural and trade events offers specific opportunities for a Turin-based press office, which can build communication strategies tied to the territory and its areas of excellence.
Press Office in Rome
Rome is not just the capital of Italy, but the headquarters of RAI and numerous newspapers and television networks, often in direct contact with state bodies and the institutional relations of major companies.
Logistical proximity to the capital is certainly a significant strategic advantage because in just a few minutes our press office can meet key players, negotiate, advocate for their client's strategy (ours), and pursue multiple avenues to gain visibility.
Deep Marketing strategically acquired a press office with 20 years of experience based in Rome, connected to all the major media outlets in Italy. We chose this path to achieve maximum return on investment for our clients.
Press Office vs Advertorials: Key Differences
It is important to understand the fundamental difference between the work of a press office and the publication of an advertorial. These are two completely different approaches to corporate communications:
For press office activities, the client pays a fee to the press officer regardless of the number of placements achieved across various outlets. The work involves building relationships with journalists so they may choose to publish the proposed press release.
Advertorial: Paid Space
Conversely, for an advertorial, the client pays for the page space to write an article. The price varies depending on the size of the space and the visibility of the outlet hosting the article.
The cost of an advertorial can range from a few hundred to thousands of euros, depending on the reach and reputation of the outlet hosting the article. To avoid confusing the reader, the advertorial must always be labeled by the publication with a notice such as "sponsored content" or similar.
Deep Marketing: The Press Office That Makes the Difference
Deep Marketing integrates a press office with a team boasting 20 years of experience and established relationships with all major newspapers, TV stations, radio networks, and media. This network of contacts allows us to gain visibility even on television and radio channels, ensuring complete and diversified media coverage.
Our approach to press office and communications stands out for:
Experience and Professionalism
The Deep Marketing team is made up of communications professionals with deep knowledge of media mechanics and corporate storytelling techniques. Our twenty years of experience allows us to anticipate trends and adapt communication strategies to each client's specific needs.
Established Network of Relationships
We have built solid relationships over time with journalists, editors, and opinion leaders across various sectors. This network of contacts represents an invaluable asset for our clients, who can benefit from preferential channels for disseminating their messages.
Integrated Approach
Our press office and digital PR adopts an integrated approach, combining traditional media relations techniques with the most innovative digital strategies. This synergy ensures a coherent and widespread media presence, maximizing the impact of communication activities.
Unbeatable Value for Money
We offer our press office services at a fraction of the price of an advertorial or sponsored article, while simultaneously ensuring the authority typical of editorial communication. This represents a significant competitive advantage for companies looking to optimize their communications budget.
Why Choose a Press Office for Your Business
Investing in a professional press office can make the difference for your company, regardless of its size or industry. Here are the main advantages:
Qualified Visibility
The press office allows you to reach specific and qualified audiences through industry media and specialized publications. This targeted visibility is particularly valuable for companies operating in market niches or addressing professional targets.
Reputation Management
In an era where corporate reputation is increasingly vulnerable, the press office plays a fundamental role in monitoring and managing the organization's public image. The ability to respond promptly to media crises can mean the difference between contained reputational damage and a devastating image crisis.
Supporting Marketing Strategies
Press office activities can amplify the impact of marketing campaigns, creating a favorable context for launching new products or services. Positive media coverage can generate interest and curiosity, paving the way for commercial activities.
Conclusion: The Press Office as a Strategic Partner
In the communications landscape of 2025, the press office confirms its role as a fundamental strategic partner for companies seeking to build and maintain a solid and authoritative media presence. The ability to integrate traditional media relations techniques with the most innovative digital strategies represents the key to success for effective and impactful communication.
Whether you are looking for a press office in Milan, a press office in Turin, or a partner for communications at the national level, Deep Marketing is the ideal choice to transform your company's story into valuable news, capable of capturing the attention of both media and the public.
Invest in your communications with Deep Marketing: transform your visibility into authority and your authority into success.