Press Releases: Shaping
News for 100+ Years

The Origins of the Press Release

The history of the press release dates back to the early 20th century, when Ivy Lee, a pioneer in public relations, introduced the concept. In 1906, following a devastating train accident involving the Pennsylvania Railroad, Lee wrote a statement detailing the event. Rather than allowing rumors or inaccurate reports to circulate, he distributed the statement to journalists, providing a factual and transparent account of the incident. This move marked a revolutionary shift in how organizations interacted with the media.

Lee’s press release laid the foundation for modern PR practices, showcasing that providing official information directly to the press could shape public perception and manage a crisis. His innovative approach helped build trust between organizations and the media, and soon, press releases became a staple in public relations strategies across various industries.

The Evolution of Press Releases

Since Ivy Lee’s first press release, the format has evolved to suit the changing media landscape. In the mid-20th century, as mass media such as television and radio gained prominence, press releases were adapted for these platforms. They became essential tools for companies to share news in a clear, concise manner that reporters could easily incorporate into their stories.

With the rise of the internet in the late 20th century, press releases transitioned from physical documents sent to newsrooms to digital releases shared via email and online platforms. This shift allowed organizations to reach a much broader audience. Press releases were no longer confined to journalists but became accessible to the general public, further amplifying their reach and impact.

Vernon Jones, Sr., CEO of JIG Media, a NYC-focused digital media marketing agency stated, “We tell our clients that everything begins with the press release. It tells your story and gets your information directly to the public. We take it one step further by targeting our client’s exact target audience through niche websites, which is extremely powerful. But att the end of the day it all starts with the press release or announcement.”

Today, press releases can be distributed through various online services, posted on social media, and featured on company websites. The digital age has expanded the accessibility of press releases, making it easier than ever for organizations to control their narrative and communicate directly with stakeholders.

The Importance of Press Releases

1. Control the Narrative
   One of the primary benefits of press releases is the ability for organizations to control their message. Whether responding to a crisis, launching a new product, or making an official statement, press releases allow companies to present their version of events in an organized and professional manner. This helps prevent misinformation and rumors from spreading unchecked.
2. Establish Credibility and Transparency
   Press releases lend credibility to organizations by offering transparent communication. In times of uncertainty or crisis, a well-written press release can help reassure stakeholders, investors, and customers by providing clear, accurate information. This practice builds trust with the public and shows that the organization is accountable and forthcoming.
3. Improve SEO and Online Visibility
   In the digital age, press releases serve an important role in enhancing an organization’s online presence. Optimizing a press release with relevant keywords can improve its visibility on search engines, driving traffic to the company’s website. Press releases are also indexed by Google News and other news aggregators, making them valuable for improving search engine optimization (SEO) and attracting new audiences.
4. Strengthen Relationships with Journalists
   Press releases remain a key resource for journalists, providing them with ready-to-use content that can form the basis of news stories. By consistently distributing accurate, newsworthy information, organizations can strengthen their relationships with journalists and media outlets, making it more likely that their stories will be covered in the future.
5. Cost-Effective Marketing
   Compared to other forms of advertising and media outreach, press releases are relatively inexpensive. For small businesses, startups, and non-profit organizations, press releases offer a cost-effective way to gain exposure. A well-crafted press release can attract media coverage and public interest without the hefty price tag of traditional advertising campaigns.
6. Generate Media Coverage
   Press releases are an effective tool for attracting media attention. Whether it's a product launch, corporate milestone, or an important announcement, press releases can generate buzz and lead to coverage in newspapers, magazines, TV programs, and online publications. Media coverage not only helps spread the word but also lends additional credibility to the organization's message.

The Future of Press Releases

As technology and media continue to evolve, so too will the role of the press release. Social media platforms such as Twitter and LinkedIn have become popular for sharing press releases directly with the public, and the rise of multimedia content means that press releases increasingly feature images, videos, and infographics. Furthermore, AI-driven tools are being developed to help organizations create and distribute press releases more efficiently.

While the format and distribution channels may change, the core purpose of press releases—providing official statements and managing communication with the media—will remain relevant for years to come. In an era of instant information, press releases will continue to be an essential tool for organizations to manage their public image and communicate with stakeholders in a clear, concise, and transparent manner.

The press release, born out of the need to manage a crisis over a century ago, has stood the test of time and remains a cornerstone of public relations and corporate communication. It has adapted to the changing media landscape, evolving from print to digital formats while expanding its reach to the general public. Today, press releases serve as an essential tool for controlling the narrative, building credibility, generating media coverage, and enhancing online visibility.

As organizations continue to navigate the complexities of modern communication, the press release will undoubtedly remain a vital part of any comprehensive PR strategy.