On Sunday, October 28, 1906, a train from the Pennsylvania Railroad ran off a bridge in Atlantic City, New Jersey, killing 53 people. As news trickled out about the tragedy, the company turned to its public relations agency, Parker and Lee, for help.
Agency founder Ivy Lee convinced the Pennsylvania Railroad to provide a statement to journalists at the accident scene. This statement, with the headline “ATLANTIC CITY WRECK HAS GIVEN UP 53 DEAD”, is now acknowledged as the first press release, and the New York Times printed it word-for-word in its Oct. 30 edition.
More than a century later, press releases still carry a lot of weight. In fact, many people equate them with the entire field of public relations. Despite all the changes in media over the past century, journalists still cite the humble press release as their preferred way to receive news.
The State of the Media Report from Cision found that 74% of journalists named the press release the top content they wanted to receive from PR professionals. In the version of the report that focused specifically on tech journalists, the number was even higher at 77%.
The Press Release in the B2B Tech Landscape
As the foundation for communicating corporate news such as product launches, partnerships, or company milestones, the press release signals to journalists that your company is committed to sharing your news with the world. More importantly, it demonstrates transparency, builds credibility, and gives reporters and editors the building blocks to tell a bigger story about your company.
While the direct SEO benefits of press releases have diminished, they still play a role in a company's online presence. When picked up by reputable news outlets or industry publications, press releases can generate high-quality backlinks and increase a company's visibility in search results for relevant keywords.
Press releases can also serve as a foundation for various content marketing initiatives. The core message of a release can be repurposed into blog posts, social media content, whitepapers, or case studies. This approach ensures consistency in messaging across all platforms and maximizes the impact of your news.
Finally, while press releases remain a cornerstone of corporate communications, they work best as part of a broader PR strategy. Combining press releases with tactics such as media pitching, thought leadership articles, trendjacking, and speaking engagements creates a multi-faceted approach to building brand awareness and establishing industry authority.
The Future of Press Releases
While the core purpose of press releases remains unchanged since Ivy Lee's pioneering work in 1906, they are now adapting to new media landscapes and consumer preferences. The rise of digital platforms, social media, and multimedia integration is reshaping the distribution and consumption of press releases. However, the fundamental need for clear, concise, and newsworthy communication remains as important as ever.