The History of The Press Release

The Beginnings of Press Releases

In the earliest days of the press release, press releases were seen as ghost-written, news manipulation efforts. Ivy Lee, an individual considered to be one of the founding fathers of public relations, wrote the first press release. Society considered Lee’s view of public and press interaction to be radical. However, he was able to bring his viewpoint to bear in the fall of 1906.

In the fall of 1906, the Pennsylvania Railroad experienced an accident resulting in the loss of life and destruction of property. At the time, the standard was hiding such incidents from the press. Lee convinced the Pennsylvania Railroad to do otherwise. Lee and the railroad released an official statement about the incident, promised to answer questions honestly, and provided transportation for the reporters to get to the site. The news media and public officials were impressed by the transparency of Lee’s response and the New York Times printed the official statement-cum-press release verbatim.

The actual implementation of Lee’s plan for the Pennsylvania Railroad entailed inviting reporters and photographers to the site of the accident, holding on-site briefings for reporters, having experts and executives available for interviews, and distributing fact sheets. The result was the first time that any railroad in decades had received positive press coverage. The favorable response triggered by the Pennsylvania Railroad’s course of action was an important factor in changing the corporate communications strategies for all other railroads. Previously, railroads had been uncooperative with news media. They adopted policies of cooperation with news media and responded to reporters’ questions.

In the spring of 1907, coal mining operators hired Lee to represent them in the course of a strike. The fickle media responded in a hostile manner, openly accusing Lee of using his second press release as an ad designed to manipulate news coverage. This response prompted Lee to write a “Declaration of Principles” for the profession. Notable excerpts include:

This is not a secret press bureau. All our work is done in the open. We aim to supply news.
This is not an advertising agency. If you think any of our matter ought properly to go to your business office, do not use it.
Our matter is accurate. Further details on any subject treated will be supposed promptly, and any editors will be assisted most carefully in verifying directly any statement of fact...
In brief, our plan is frankly, and openly, on behalf of business concerns and public institutions, to supply the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about.

Press Releases Now

Most recently, Todd Defrens, a principal of SHIFT Communications, a public relations firm, developed and unveiled a press release for social media on his blog during 2006. This press release, a social media news release (SMNR), is designed to bring information to the blogosphere and features del.icio.us links and bullet points. Commentators received the SMNR with mixed reviews. Some do not think that the new release format designed for the ease of use by bloggers will be much more helpful. Others have cited concerns regarding its effects on print journalism. Only the future will tell the importance of the SMNR to the evolution of the press release.