In a nutshell: The press office is the corporate function that manages media relations to secure earned media coverage. The main benefits are: increased media visibility, third-party credibility, authoritative backlinks for SEO, crisis management preparedness and thought leadership positioning. In Italy, an external press office typically costs between €1,500 and €5,000 per month, while an in-house one requires an annual investment of €40,000 to €70,000 in salary plus tools. According to the Edelman Trust Barometer 2024, traditional media remain the most credible source of information for 65% of Italians.
What is a press office and what role does it play in a company?
A press office is the organizational unit — internal or external to the company — responsible for building and maintaining relationships with journalists, newsrooms and media (traditional and digital) with the goal of securing earned media coverage. This is not paid advertising, but news stories, interviews, features and mentions that media outlets independently decide to publish because they consider them newsworthy for their audience.
According to FERPI (Italian Public Relations Federation), the press office represents one of the most established functions in public relations and remains the primary point of contact between an organization and the information ecosystem. Its daily activities include drafting press releases, organizing press conferences, managing journalist inquiries and monitoring press clippings.
The strategic role of the press office has grown enormously with digitalization. Where its scope once covered only newspapers, magazines and television, it now includes online publications, industry blogs, podcasts and newsletters. According to Cision — State of the Media 2024, 73% of journalists still consider press releases the most useful content format for writing articles, but expect them to be accompanied by multimedia assets (images, video, infographics).
In-house or external press office: which should you choose?
One of the first decisions to make concerns the organizational model: an in-house press office (with dedicated staff) or an external press office (outsourced to an agency or freelance professional). Both options have advantages and limitations that depend on company size, available budget and the complexity of communication needs.
| Criterion | In-House Press Office | External Press Office (Agency) |
|---|---|---|
| Company knowledge | Deep and continuous: the professional lives the organization from within | Requires onboarding time; needs periodic briefings |
| Media contact network | Limited to individual cultivation; risk of a narrow network | Broad and cross-sector; access to established media lists spanning multiple industries |
| Annual fixed costs | €40,000–70,000 salary + tools (Meltwater, Cision) at €5,000–15,000/year | €18,000–60,000/year (monthly retainer €1,500–5,000) |
| Flexibility | Low: cost is fixed regardless of workload | High: option to adjust intensity and contract duration |
| Response speed | Maximum: the professional is always available on-site | Depends on the contract and client priority in the portfolio |
| External perspective | Risk of self-referentiality and internal bias | Independent viewpoint, benchmarking with other sectors and clients |
| Scalability | Difficult: new hires needed to increase capacity | Easy: agency has teams with diverse expertise |
| Continuity | At risk if the professional leaves the company | Guaranteed by the team; rotation managed internally by the agency |
The choice also depends on the industry. Listed companies, for example, tend to have an in-house press office for mandatory financial communications, often supported by an external agency for product campaigns. SMEs and startups, on the other hand, find it more cost-effective and efficient to work with external professionals, avoiding the fixed costs of a dedicated hire.
The concrete benefits of a press office
Investing in a press office generates returns on multiple levels, some immediately measurable, others that accumulate over time as intangible strategic assets. Here are the main benefits, divided into tangible and intangible.
Media visibility
An active press office ensures constant media presence. This is not a single placement, but a continuous stream of mentions, interviews, citations and features that keep the company on journalists' radar. According to Meltwater — Global Media Relations Report 2024, organizations with an active press office achieve on average 3.5 times more media coverage than those relying solely on occasional communications.
Third-party credibility
When a journalist writes about a company, the message gains a credibility that no advertising can replicate. The Edelman Trust Barometer 2024 shows that 65% of consumers trust information from traditional media more than direct corporate advertising. This third-party endorsement effect is the true added value of media relations.
SEO benefits: backlinks from authoritative publications
Every article published on an online media outlet that links to the company website represents a high-quality backlink. Outlets such as Il Sole 24 Ore, Corriere della Sera, La Repubblica, ANSA and leading industry verticals have very high domain authority. According to Cision, media relations campaigns generate on average 12–25 authoritative backlinks per quarter for companies with a structured press office, with a direct impact on organic Google rankings.
Crisis management
Having an already active press office with established journalist relationships is the best insurance in the event of a reputational crisis. The press office knows the timing, language and channels for managing crisis communication in a timely manner. According to AMEC (International Association for Measurement and Evaluation of Communication), companies with a predefined crisis communication plan reduce the negative media impact by 40% during a crisis.
Thought leadership positioning
An effective press office transforms company executives and experts into authoritative sources for journalists. Through opinion pieces, commentary, debate participation and bylined articles, company spokespeople become reference points in their industry. This thought leadership positioning creates a virtuous cycle: more citations lead to more requests, which lead to more visibility.
| Benefit | Type | Measurability | Time to results |
|---|---|---|---|
| Media coverage (articles, interviews) | Tangible | High (number of placements, reach) | 1–3 months |
| SEO backlinks from authoritative outlets | Tangible | High (DA, number of links, referral traffic) | 2–6 months |
| Third-party credibility / trust | Intangible | Medium (surveys, brand lift studies) | 6–12 months |
| Thought leadership positioning | Intangible | Medium (share of voice, expert citations) | 6–18 months |
| Crisis readiness | Intangible | Low (measurable only during a crisis) | Immediate (prevention) |
| Journalist relationships | Intangible | Low (qualitative) | 3–12 months |
| Sales and business development support | Tangible | Medium (traceable leads from coverage) | 3–9 months |
| Employer branding improvement | Intangible | Medium (unsolicited applications, employer rankings) | 6–18 months |
What a press office actually does: day-to-day activities
To fully appreciate the value of a press office, it is useful to analyze its operational activities. Here is a list of the main tasks.
Press releases
The press release remains the fundamental tool: a text structured according to journalistic conventions (who, what, where, when, why) sent to journalists to inform them of company news. A professional press office typically produces 2–6 per month, tailoring content to different media targets.
Media lists and media relations
The press office continuously builds and updates a media list: a database of journalists, editors, bloggers and industry influencers with their contacts, editorial interests and preferences. According to Cision (2024), journalists receive on average over 100 pitches per day: a competent press office knows how to stand out with targeted, personalized proposals.
Press kit
The press kit is a package of ready-to-use materials for journalists: company fact sheets, spokesperson biographies, high-resolution images, logos, key data and recent press releases. In digital format, it is often hosted on a dedicated press page on the company website.
Press conferences
For particularly significant announcements (product launches, financial results, strategic partnerships), the press office organizes press conferences, whether physical or virtual, managing invitations, logistics, materials and follow-up with attending journalists.
Media training
Preparing company spokespeople to interact with the media is a crucial activity. Media training includes interview simulations, handling difficult questions, body language and bridging techniques (steering the conversation back to key messages).
Monitoring and press clippings
The press office monitors all media daily (print, TV, radio, online, social) to collect mentions of the company, competitors and relevant topics. The daily press clipping is an essential tool for management. Professional tools like Meltwater, Cision, L'Eco della Stampa and Pressline automate this process.
Who benefits from a press office?
A press office is not the exclusive domain of large corporations. Here are the profiles for which it is particularly relevant:
- Startups and scale-ups: to build awareness at launch, attract investors and secure placement in industry media. A single article in an authoritative outlet can be worth months of advertising.
- Growing SMEs: to break through the local visibility ceiling and access regional and national media, supporting commercial expansion.
- Large corporations and multinationals: to manage communication complexity across multiple markets, languages and stakeholders, and for mandatory financial communications.
- Professionals and personal brands: doctors, lawyers, consultants, authors and executives who want to position themselves as experts in their field.
- Public institutions and non-profits: to communicate transparency, accountability and results to citizens, donors and institutional stakeholders.
How much does a press office cost in Italy in 2026?
Press office costs vary significantly depending on the model chosen (in-house vs. external), industry complexity and the required level of activity. Here is a realistic overview of costs in the Italian market.
- External agency — basic retainer: from €1,500 to €2,500/month for standard activities (2–3 press releases/month, media list management, press clippings, monthly reporting). Suitable for SMEs with ongoing but non-intensive needs.
- External agency — premium retainer: from €3,000 to €5,000/month for intensive activities (4–6 press releases/month, media events, media training, crisis communication, advanced monitoring). Suitable for medium and large companies.
- External agency — project-based: from €3,000 to €15,000 for individual projects (product launch, crisis management, specific event).
- In-house press office — annual cost: from €40,000 to €70,000 in salary for a senior press officer, plus €5,000–15,000/year for monitoring and distribution tools (Meltwater, Cision, etc.).
- Specialized freelancer: from €800 to €2,000/month, an intermediate solution for organizations with limited budgets or specific industry needs.
According to data from Assocom, the Italian media relations market is valued at over €300 million annually, with growth of 4–5% per year driven by digitalization and growing demand for integrated communication.
How to measure press office effectiveness: KPIs and metrics
Measuring the return on investment in media relations is one of the most debated challenges in the industry. The AMEC Barcelona Principles 3.0, adopted globally, establish that measurement must be holistic, based on outcomes (concrete results) and not just outputs (number of placements).
Key metrics
- Media coverage: number and quality of media placements. Includes volume (quantity), reach (potential audience), prominence (placement within the article) and quality of the conveyed message.
- Share of Voice (SOV): percentage of the company's media coverage relative to competitors in the same period. An SOV above 30% in your industry is considered excellent.
- Sentiment analysis: analysis of placement tone (positive, neutral, negative). The goal is to maintain positive sentiment above 60–70% and negative sentiment below 10%.
- AVE (Advertising Value Equivalency): estimated economic value of media coverage if it had been purchased as advertising space. Although criticized by AMEC as a standalone metric, it remains used as a complementary indicator. According to Kantar, earned media generates an average AVE 3–5 times higher than the cost of the press office.
- Referral traffic and backlinks: website visits from published articles and the number of authoritative backlinks obtained. Trackable via Google Analytics and SEO tools.
- Message pull-through: percentage of placements that accurately convey the company's key messages. A rate above 50% indicates excellent media relations work.
- Impact on business objectives: correlation between media coverage and business metrics (leads generated, sales, web traffic, applications received). This is the most complex metric to isolate, but the most meaningful.
Earned media vs. paid media: why organic coverage is worth more
In the contemporary media landscape, three categories of media are distinguished: owned (proprietary channels such as the website and social media), paid (paid advertising) and earned (coverage obtained organically through newsworthiness). The press office operates primarily in the earned media sphere.
According to the Nielsen Global Trust in Advertising Report, editorial recommendations and journalist mentions enjoy a level of trust 2.5 times higher than traditional display advertising. This is because readers perceive a journalistic article as the product of independent editorial selection, not a message paid for by the advertiser.
Moreover, earned media have a cumulative effect: an article published online remains indexed on Google and continues to generate traffic, backlinks and credibility for months or years. Paid advertising, by contrast, stops producing effects the moment you stop paying. A study by Kantar Media (2024) estimated that the average lifespan of an earned media placement is 18–24 months in terms of search engine visibility, versus 30 days for a standard paid media campaign.
When to activate a press office: key moments
There is no "too early" moment to activate a press office, but there are business stages where its impact is particularly high.
New product or service launch
A launch is the moment when newsworthiness is at its peak. A well-prepared press office transforms a commercial launch into a media event, amplifying the message's reach well beyond the available advertising budget.
Reputational crisis
Activating a press office during a crisis is always more expensive and less effective than having one already active. Relationships with journalists are built in peacetime, not under fire. During a crisis, having a professional who knows the journalists and knows how to manage emergency communication can make the difference between contained damage and a reputational catastrophe.
Expansion into new markets
When a company expands into new geographic areas or market segments, the press office accelerates the building of awareness and credibility in the new context, introducing the company to local and industry media.
Rebranding or repositioning
A significant change in corporate identity or strategy requires targeted communication to the media to explain the "why" behind the change and control the narrative.
Fundraising and investment rounds
For startups, media coverage before and during an investment round increases visibility among potential investors and validates the company's market positioning.
IPO and stock market listing
Pre and post-IPO financial communication is regulated and requires a specialized press office working in coordination with legal and financial advisors.
Media relations in 2026: trends to know
The media relations industry is in continuous evolution. Here are the most relevant trends for 2026:
- Data-driven PR: the use of proprietary data, research and surveys to create high-impact news. Journalists increasingly appreciate releases backed by original data.
- Earned media integrated with owned and paid: the most effective campaigns combine media relations with content marketing (owned) and paid amplification in a PESO approach (Paid, Earned, Shared, Owned).
- AI and automation: AI-powered tools for media monitoring, sentiment analysis, opportunity identification and pitch personalization. According to Cision (2024), 42% of PR professionals already use AI tools in their daily workflow.
- Podcasts and newsletters as new media: the fragmentation of the media landscape has elevated podcasts and newsletters to first-tier channels for media relations. The modern press office includes these channels in its media list.
- Outcome-based measurement: in line with the Barcelona Principles 3.0, measurement is shifting from outputs (number of placements) to outcomes (changes in perception, behavior and business results).
How to choose the right press office
If you decide to work with an external press office, choosing the right partner is crucial. Here are the criteria to evaluate:
- Industry experience: a press office that knows your industry already has relationships with relevant journalists and understands the specific editorial dynamics and language.
- Media list quality: ask to see a sample (anonymized) of the media list to assess the relevance and currency of contacts.
- Case studies and results: request concrete examples of coverage obtained for similar clients, with verifiable metrics.
- Reporting transparency: the press office should provide periodic reports with clear metrics (coverage, SOV, sentiment, backlinks), not simple lists of placements.
- Crisis approach: verify that it has experience and crisis communication protocols.
- Cultural compatibility: the relationship with the press office is long-term and requires mutual trust, transparency and fluid communication.
Frequently Asked Questions
How long does it take to see results from a press office?
The first results in terms of media coverage typically appear within 1–3 months of activation, the time needed to build journalist relationships and identify newsworthy angles. Deeper benefits — such as thought leadership positioning, SEO impact and building a solid media reputation — require at least 6–12 months of sustained activity. The press office is a medium-to-long-term investment, not a tactical action.
Does a small business need a press office?
Yes. SMEs are often those that benefit the most proportionally, because they start from a low media visibility baseline. Even 2–3 placements per month in local or industry outlets can have a significant impact on brand awareness and business. The most effective model for small businesses is a specialized freelancer or agency with a basic retainer (€1,500–2,500/month), which delivers concrete results with a sustainable investment.
What is the difference between a press office and advertising?
Advertising is a paid message that the company controls entirely (text, images, placement). The press office, by contrast, works to secure earned media coverage: the journalist independently decides whether and how to publish the story. This makes the press office less controllable than advertising, but far more credible in the eyes of the public. The two tools are complementary, not alternatives.
How do you measure press office ROI?
ROI is measured through a mix of metrics: media coverage (number and quality of placements), AVE (advertising value equivalency), share of voice, sentiment, referral traffic and backlinks to the site. The AMEC Barcelona Principles 3.0 recommend also measuring outcomes (impact on awareness, perception and behavior) and correlating media coverage with business results (leads, sales, applications). A serious press office provides monthly reporting with these metrics.
Does a press office work for B2B?
Absolutely yes. In B2B, industry trade publications are often the primary information source for decision makers. According to Edelman (2024), 63% of B2B buyers consult industry media before making purchasing decisions. A B2B press office works with trade media, specialized magazines, industry podcasts and newsletters to position the company as a reference point in its niche.
Can I run the press office myself with AI tools?
AI tools can automate certain activities (monitoring, press clippings, sentiment analysis), but they cannot replace the relational component of media relations. Personal relationships with journalists, the ability to identify newsworthy angles and crisis management require human skills and experience. AI is an amplifier, not a substitute for the press office.
Press office and social media: are they the same thing?
No. The press office handles relationships with media (journalists, newsrooms, publications), while social media are proprietary channels (owned media) managed directly by the company. However, the two domains are increasingly integrated: media coverage is amplified on social platforms, and journalists use social media as a source of news and contacts. A modern approach calls for coordination between press office and social media management.
Sources and References
- FERPI — Italian Public Relations Federation
- Cision — State of the Media Report 2024
- Meltwater — Global Media Relations Report 2024
- AMEC — Barcelona Principles 3.0
- Edelman — Trust Barometer 2024
- Kantar — Media Reactions 2024
- Nielsen — Global Trust in Advertising Report
- Assocom — Italian Communication Companies Association
- PRWeek — Agency Business Report 2024
