The evolution of the press release (PR), the central tool of press relations, over time bears witness to its adaptation to changes in the media, technologies and journalists’ expectations.
Here are just a few of the milestones in its evolution
1. The origins of the press release (early 20th century)
- Birth: The first press release is attributed to Ivy Lee, considered one of the fathers of public relations. In 1906, he wrote a press release for journalists to provide an official version of a rail accident.
- Initial aim: to provide a controlled, clear version of the facts to avoid misinterpretation.
- At the time, the communiqué was purely textual, intended to be printed in the press and distributed by mail or telegraph.
2. The industrial era and the media explosion (1950-1980)
- Expansion of mass media: The advent of television and the growing popularity of newspapers and magazines made the press release an essential tool for reaching a wide audience.
- Standardization of format: Press releases follow a clear, structured format, making them easier for editorial staff to pick up: catchy headline, inverted pyramid, key quotes.
3. The advent of computers and digital technology (1990-2000)
- Email distribution: The introduction of email enabled faster, more targeted distribution of press releases, eliminating the constraints of physical mailings previously encountered in the world of press relations.
- Enriched formats: CPs begin to incorporate graphics, photos and attachments to enrich the information.
- Side-effect: This ease of sending leads to information overload for journalists, who become more selective.
4. The era of Web 2.0 and social networks (2010s)
- SEO and online visibility:
- Press releases are now published on company websites and optimized for search engine optimization (SEO).
- Keywords, hyperlinks and formats adapted to search engines become essential.
- Multimedia formats:
- Integration of videos, infographics and links to additional content.
- Some CPs become interactive or dynamic, further engaging journalists and readers.
- New distribution: Press releases are no longer aimed solely at journalists, but also directly at the general public via social networks (X, LinkedIn).
5. The era of short, personalized content (since 2020)
- Micro-CPs and pitches: To overcome journalists’ bandwidth saturation, short formats such as pitches (condensed versions of a CP) are gaining in popularity.
- Increased personalization: Journalists expect CPs to be tailored to their areas of interest or media outlet, rather than a generic mass mailing.
- Opening up to influencers: Press releases are evolving to reach out to influencers or content creators, with a more engaging and informal tone, adapted to their platforms (Instagram, TikTok).
Next step? towards a hybrid, technological future
- Immersive visual formats: Press releases could evolve towards augmented reality (AR) or virtual reality (VR) formats, allowing you to “live” an announcement rather than read it.
- Artificial intelligence (AI):
- AI facilitates the automated writing of press releases and their adaptation to different audiences.
- Companies are also using data analysis to target journalists and media with greater precision.
- Omnichannel ecosystem: CPs form part of an overall integrated communications strategy, where they are combined with social network posts, explainer videos and digital advertising campaigns.
Summary of key developments
- From formal information to enriched content: From simple text, CP has become an interactive multimedia tool.
- From a single target (journalists) to a wide audience: CPs are no longer reserved for editorial offices, but accessible to the general public via websites and social networks.
- From mass distribution to personalization: Journalists prefer short content tailored to their specific needs.
More about how to write a press release
The press release has been transformed to meet the new expectations of media and audiences in an ever-changing media ecosystem. It remains a key tool, now integrated into more global, interactive strategies.
