The History of the Press Release: From Early Public Announcements to Digital PR

Press releases have played a crucial role in media relations and corporate communication for over a century. What began as a simple means for companies to deliver news to journalists has evolved into a sophisticated tool used by brands, institutions, and PR professionals worldwide to shape public perception, enhance credibility, and drive engagement.

At túatú, we specialize in international press release distribution ensuring that brands can maximize their reach through strategic communication. To fully understand the impact of press releases today, it's essential to explore their historical roots and evolution over time.

The Birth of the Press Release: Ivy Lee’s 1906 Innovation

The modern press release can be traced back to Ivy Lee, a pioneering public relations expert. In 1906, Lee, working with the Pennsylvania Railroad, crafted a public statement following a tragic train accident in Atlantic City. Instead of allowing rumors and speculation to shape the story, Lee proactively sent a factual report directly to journalists. This was a groundbreaking approach at the time—offering transparency and allowing the company to control its narrative.

Lee’s strategy was well received, with The New York Times publishing the press release as it was written. This event marked the beginning of a new era in corporate communication, where businesses could directly inform the press rather than waiting for journalists to uncover and interpret news on their own.

The Rise of Press Releases in the 20th Century

Following Lee’s success, companies began to recognize the value of press releases in media relations. Throughout the 1920s and 1930s, businesses, non-profit organizations, and government agencies increasingly used press releases to communicate with the public.

• World War II and Government Use – Governments leveraged press releases to distribute war-related information, boost morale, and control messaging.

• Post-War Expansion – The economic boom of the 1950s and 1960s saw corporations using press releases to announce product launches, mergers, and market expansions.

• The Growth of PR Agencies – With businesses understanding the importance of media perception, PR firms started specializing in crafting and distributing press releases, ensuring favorable coverage.

During this period, press releases were distributed via wire services, newspapers, and direct journalist outreach. This manual and print-heavy process meant that press releases needed to be newsworthy and well-structured to capture media attention.

Press Releases in the Second Half of the 20th Century

As press releases became a standard PR practice, the methods of distribution evolved. In the latter half of the 20th century, companies and PR agencies relied on postal mail, courier, and fax to send press releases to newsrooms and journalists. These documents were often accompanied by printed photographs or slides to provide visual support for the story.

For television news outlets, organizations included video press releases (VPRs) containing pre-recorded footage that could be used for broadcasts. In certain cases, particularly for major global news, companies even provided satellite transmission details or access to wire agencies, allowing media outlets to download high-resolution images and video content directly.

Given that journalists received hundreds of press releases daily, PR professionals often followed up with phone calls to confirm receipt or to draw attention to the news. However, these calls were challenging to make, as journalists were often under tight deadlines and sometimes found the follow-ups overwhelming.

Additionally, in some cases, companies sent product samples along with the press release to encourage journalists to test and review them. To maintain impartiality, some newsrooms organized product raffles to distribute these items fairly, preventing any perceived bias. However, there were instances where journalists kept the products. It was uncommon to request the return of items unless they were of significant monetary or symbolic value.

This approach ensured that journalists had ready-to-use, high-quality materials, increasing the chances of the press release being published or broadcasted with the intended messaging.

Despite all these efforts, PR professionals and agencies could not guarantee whether a press release would be published, when it would appear, or how it would ultimately be presented. Publication depended on the news value, the timing of the information, and the strategic expertise of PR professionals to secure relevant placements across different media outlets.

The Digital Revolution: Press Releases Go Online

The emergence of the internet in the 1990s dramatically transformed the press release industry. No longer limited to print and fax distributions, press releases could now be shared globally in an instant. This shift led to several key developments:

• Press release distribution – Online platforms like PR Newswire and Business Wire enabled companies to distribute press releases directly to digital media outlets and journalists.

• SEO-Driven Press Releases – With the rise of search engines, companies began optimizing press releases with keywords to improve their online visibility and rankings.

• Multimedia Integration – Unlike traditional print releases, digital press releases allow brands to incorporate images, videos, and hyperlinks, making them more engaging and shareable.

Press Releases and the Demand for Do-Follow Links

At the start of the 21st century, as digital marketing became more sophisticated, many companies began requesting that the publications resulting from their press releases include do-follow links directing to their websites. However, this was not a common practice in journalism, as many media outlets prohibited such links unless they were part of a commercial agreement. Journalists and editors adhered to strict editorial guidelines that prevented them from adding promotional links unless explicitly agreed upon.

Press Releases in the Age of Social Media and Video

With the dominance of social media and digital marketing, the role of press releases has continued to evolve. Today, companies integrate press releases into broader marketing and PR campaigns, leveraging social platforms and video content for greater impact.

• Direct-to-Audience Distribution – Instead of relying solely on journalists, brands can now publish press releases directly on their websites, blogs, and social channels.

• YouTube and Video Press Releases – As visual content gains traction, companies increasingly incorporate YouTube videos into press releases. At túatú, we work with media outlets to embed videos directly within published articles, increasing engagement and video views.

• Localized and Multilingual Press Releases – In today’s global economy, press releases are translated and distributed in multiple languages to reach international audiences. At túatú, we offer international press release distribution, ensuring maximum impact worldwide.

• Press Releases for Bloggers and Influencers – Press releases are now also distributed to bloggers and influencers who play a key role in shaping public perception. However, this has presented challenges, as some influencers and bloggers rush to publish the news immediately, even when an embargo has been placed, specifying a set date and time for publication. This premature disclosure can disrupt PR strategies and affect media coordination efforts.

The Future of Press Releases: AI, Automation, and Data-Driven Distribution

The next phase of press release distribution will be shaped by artificial intelligence, automation, and advanced analytics:

• AI-Generated Content – PR professionals are increasingly using AI-powered tools to draft and optimize press releases based on industry trends and search behavior.

• Personalized Distribution – Instead of mass distribution, companies can leverage data analytics to target specific journalists and media outlets more effectively.

• Interactive Press Releases – With the rise of digital storytelling, press releases are expected to become more interactive, incorporating live updates, embedded media, and social integration.

The Press Release: A Timeless PR Tool

Despite multiple predictions over the years that the press release would become obsolete, it remains a cornerstone of public relations. PR professionals continue to rely on press releases as a vital tool for media outreach, corporate communication, and brand visibility. The way press releases are distributed and consumed may have evolved, but their role in shaping news and influencing audiences remains as relevant as ever.

túatú’s Unique Approach to International Press Release Distribution

At túatú, we provide a one-of-a-kind global press release distribution service, offering:

• Press release distribution – Unlike traditional wire services, we ensure your press release is published on high-authority platforms.

• Direct Journalist Outreach – We send your press release directly to the inboxes of journalists and editors worldwide, increasing the chances of media pickup.

• Localized Content for Global Audiences – We offer translations and regional targeting, ensuring your message resonates in different markets.

• Video Embedding Services – We go beyond basic distribution by embedding YouTube videos within press releases, increasing engagement and brand visibility.

• Do-Follow Links with Anchors – While do-follow links are not standard in editorial coverage, túatú has the capability to secure these links for clients as part of a broader media strategy, ensuring SEO benefits and direct traffic improvements.

• Unique Content Per Publication – To avoid duplicate content issues that could harm SEO efforts, we ensure that each site receives a customized version of your press release, making it more valuable for both media outlets and search engines.

Harness the Power of Press Releases with túatú

From Ivy Lee’s pioneering press release in 1906 to today’s AI-powered, multimedia-enhanced news distribution, press releases remain a cornerstone of brand communication. As digital media continues to evolve, having a strategic press release distribution plan is more critical than ever.

Take your PR strategy to the next level with túatú. Contact us today to discover how our international press release distribution services can help you gain media coverage, increase credibility, and expand your reach worldwide.