History of the Press Release

The press release is a news article prepared especially for the press, and in particular, the news media.  The purpose is to announce something coming up that is exceptionally newsworthy.  Of course, throughout recent history there have been newsworthy journals and periodicals that helped spread word of the latest political, social and scientific development.

Ivy Lee and Edward Bernays

However, the official formula of the press release is usually credited to Ivy Lee, who had an agency representing Pennsylvania Railroad in the early 20^th century.  The subject was a 1906 Atlantic City train wreck, and the press release story was specially written for the benefit of journalists.  He probably anticipated that with or without the company’s input, the press was going to report information on the subject.  Wisely, he figured he would write a document addressing everything they wanted to know—in essence spinning the story for them. He invited journalists and photographers to the scene in an effort to communicate openly about the problem.

After Ivy Lee, the second most common name mentioned for press release writing is Edward Bernays, an Austrian-American pioneer who refined much of what we know about press release format.

A Press Release for Media

Before the Internet, press releases were specially written articles that were supplied to important members of the press, such as newspaper or magazine editors.  Press releases were also written to editors at radio stations, TV stations or TV networks.  Back in the day, the editors decided what was newsworthy, and if the press release was well written, they might decide to interview a company spokesperson about the content stated in the press release.

Today, because of the Internet, our view of the modern press release has changed.  Of course, there are still editors who read offline press releases for TV or publication, but many references to press releases today will be in reference to an online press release.

Press Releases Online

Online press releases are not primarily written for the media, but for search engines, news aggregators and online viewers.  These “commercial” press releases are often written and circulated for a price.  In order for the press release to be released to the public, a news wire service or article directory publishes the story.  Some websites hold press releases indefinitely, while some companies only host press releases for 30 days making it news that is time sensitive.

Essentially, the difference between the old and new press release is whether you want to attract mainstream media attention or online attention.  In this age of Internet shopping and socialization, that’s not such an easy decision to make.  Online advertising is cheaper and may reach a greater targeted audience than “traditional” media.  Fortunately, press releases do get around the net and are still less expensive than a TV commercial.

However, most of the press releases written today still adhere to the same formula pioneered by great 20^th century marketers.  Keep it concise, relevant and always newsworthy!  Why not consider a press release as a way to reach your audience?