[Part One in a Series.]

According to a comprehensive history on PR written by Don Bates, APR:

The workhorse of public relations, the press release was invented in the late 1800s. Written in the form of a conventional news story, a release presents the point of view of the organization that disseminates it. Newspaper editors and reporters often use facts, quotes and other information from releases to amplify their stories or support their accuracy and credibility.

Initially considered a form of advertising because of their self-serving content –- and charged for accordingly by some media during the early years of their use –releases quickly became accepted for what they remain today: a free source of news and information that can be used by newspapers and other media in their coverage as they see fit, usually heavily edited and infrequently as is.

But to whom do we owe the dubious honor of creating the press release? PRWeb gives credit specifically to Ivy Lee, and puts the date just a bit later. Regardless of the start date, the railroads seem to be where it all started:

Ivy Lee, who some consider to be the father of modern PR, invented the “press release” in 1906. One of his first clients was the Pennsylvania Railroad. Following a major accident, Lee not only convinced the railroad to distribute press to journalists before they received other versions of the story, he also invited reporters and photographers to the scene and provided a special train to get them there. In the weeks that followed, newspapers and elected officials effusively praised the railroad for its openness and apparent concern for the safety of its passengers. Later that spring, some anthracite coal operators hired Lee to represent them during a strike. This time, when he sent out press releases, journalists started expressing hostility, calling them ads disguised as news stories, sent to manipulate news coverage. In response, Lee issued a “Declaration of Principles.” It stated, “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 supplied promptly, and any editor will be assisted most cheerfully 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 to 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.”

Indeed, most sources I read give Ivy credit for its creation.

If Ivy Lee invented the press release, Eddy Bernays perfected it. From selling Americans on opera singers to bacon, cigarettes and even World Wars, Bernays considered the press release an important aspect of his media communication strategy.

From its not-so-humble origins 100 years ago (let’s face it, few people in the PR profession can really be called humble), the way we do PR has certainly changed, but until recently, one of the most visible tools of the trade hadn’t changed at all. In the next few posts, I’ll look at what has changed, what the problems are, and what the future looks like.

[Read the next installment.]

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