Press Clipping
A collected piece of media coverage — an article, mention, or broadcast segment — that references a brand or topic.
Definition
A press clipping is a documented piece of media coverage that mentions a brand, organization, person, or topic. Originally referring to physically cut newspaper or magazine articles, the term now encompasses digital articles, broadcast segments, podcast mentions, social media features, and any form of earned media coverage.
Press clipping services and media monitoring platforms automatically collect and organize coverage across thousands of outlets. Clippings are catalogued by date, outlet, reach, sentiment, and prominence to help PR teams measure the impact of their efforts.
Why It Matters
Press clippings are the tangible proof of PR success. They demonstrate to stakeholders, clients, and leadership that media relations efforts are generating real coverage. A portfolio of quality clippings builds credibility and justifies PR investment.
For agencies, clipping reports are how they demonstrate value to clients. The quantity, quality, and prominence of clippings directly correlate with perceived PR performance and client retention.
Examples in Practice
A PR agency compiles a monthly clipping report showing 25 media placements for their client, including a feature in a major national publication that reached an estimated 5 million readers.
A corporate communications team uses press clippings to create a "media wall" at their annual conference, showcasing coverage from the past year to impress attendees and board members.
A startup includes press clippings from well-known publications in their investor pitch deck, using earned media coverage as third-party validation of their market traction.