Press release
October 1906 marked a turning point in public relations history. A Pennsylvania Railroad accident killed fifty people near Atlantic City, New Jersey. Ivy Lee, later known as the father of modern public relations, responded to this tragedy with an unprecedented document. He wrote a statement detailing the facts of the crash and distributed it directly to reporters. The New York Times published his exact words and observations. This event created the first press release. Lee's approach emphasized honesty about the disaster rather than hiding details from the public. His actions established a new standard for how organizations communicate during crises.
A professional press release follows a strict format containing nine distinct components. Letterhead or logos appear at the top of every document. Media contact information lists names, phone numbers, email addresses, and mailing addresses for PR representatives. Headlines grab attention using one to six words to summarize news quickly. Deks serve as sub-headlines that describe headlines in more detail. Datelines contain the release date and usually the originating city of the press release. Introduction paragraphs answer who, what, when, where, and why questions immediately. Body sections provide further explanation, statistics, background, or other relevant details. Boilerplates offer short "about" sections providing independent background on issuing companies. Closing symbols like -30- or ### indicate the end of the release before media contact info appears.
Traditional distribution models involve businesses hiring publicity agencies to write and distribute written information to newswires. These newscasts scatter information as received or investigated by journalists until it becomes public knowledge. Self-distributed press releases go directly to media via free or paid distribution services. Distribution services often provide localized pre-made media contact lists used during distribution. The service provides content as-is to selected media outlets for publication via email and online channels. Small and medium enterprises use this approach frequently alongside political institutions and governments. Constitutional Courts in Europe issue self-published releases about their own decisions. U.S. Supreme Courts and state courts also utilize these methods for reporting purposes. Medianet became the first local company in Australia to provide such a service.
Some public relations firms send out video news releases which are pre-taped programs airable intact by TV stations. Interviews with movie stars appear taped on sets decorated with movie logos at studios. Full-blown productions cost tens of thousands or even hundreds of thousands of dollars to produce. Video formats include TV news styles or web-specific versions created for digital platforms. Broadcast news outlets have discouraged using video news releases due to poor public perception concerns. Some organizations view increased credibility as a reason to avoid these materials entirely. VNRs can be turned into podcasts posted onto newswires. Stories stay running longer by engaging community websites monitored and commented on by many journalists.
Distributing draft press releases before intended public release subjects them to an embargo against publication. Embargoes request that news organizations not report stories until specified dates or times arrive. Journalists lack legal obligation to withhold information unless they sign legally binding non-disclosure agreements beforehand. Violating embargos risks damaging relationships with issuing organizations and harming writer reputations. News organizations sometimes face blacklisting after breaking an embargo agreement. Publicists encourage sharing embargoed information only with established journalist relationships willing to commit withholding data. These protocols ensure controlled timing for sensitive announcements across various media channels.
Press releases reduce operational costs for news outlets while increasing material output within set timeframes. Pre-packaged materials save journalists writing time plus money spent capturing news firsthand. Constraints exist regarding format and style limitations imposed by pre-written content. Organizations commissioning releases frame topics according to their preferred criteria favorably. Digital age consumers demand instant information creating pressure for fast output with less editing time. This reliance may cause news media companies to heavily depend on press releases for story creation. The balance between cost savings and editorial independence remains a critical issue for modern journalism.
Common questions
When did Ivy Lee create the first press release?
Ivy Lee created the first press release in October 1906 following a Pennsylvania Railroad accident near Atlantic City, New Jersey. He distributed a statement detailing the facts of the crash directly to reporters and The New York Times published his exact words.
What are the nine components of a professional press release format?
A professional press release contains letterhead or logos, media contact information, headlines, sub-headlines called Deks, datelines, introduction paragraphs, body sections, boilerplates, and closing symbols like -30- or ###. These elements appear in that specific order from top to bottom on every document.
Which company became the first local business in Australia to provide self-distributed press release services?
Medianet became the first local company in Australia to provide such distribution services for businesses and governments. This service allows small and medium enterprises to distribute content as-is to selected media outlets via email and online channels.
How much do full-blown video news releases cost to produce?
Full-blown video news releases cost tens of thousands or even hundreds of thousands of dollars to produce. These pre-taped programs air intact by TV stations and include interviews with movie stars taped on sets decorated with studio logos.
Do journalists have legal obligations to honor press release embargoes?
Journalists lack legal obligation to withhold information unless they sign legally binding non-disclosure agreements beforehand. Violating embargos risks damaging relationships with issuing organizations and harming writer reputations while potentially leading to blacklisting.