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The Evolution of the Press Release

by Harry Hoover  |  
June 28, 2005

Mark Twain once said the rumors of his death had been greatly exaggerated. The same may be said for the press release. It's not dead—but its mission has evolved.

Those PR practitioners who are spreading these death rumors would have you believe that press releases should be neither written nor distributed. I take issue with this old-school thinking.

Now, inundating the media with press releases has not been a good practice since shortly after Edward Bernays opened the first PR firm in 1919. Any competent PR person has known for years that garnering media coverage almost never happens directly due to a press release. However, that is fodder for another article.

Let's talk about the evolution of the press release into a solid tool for helping organizations deliver key messages to multiple audiences in the digital age.

In the not-so-distant pre-Internet past, press releases were aimed solely at trade and consumer media outlets. The media acted as the gatekeepers, taking your information and making decisions about how, or whether, to use it. Organizations today are able to bypass the media filter in a number of ways, thanks to the Net.

Consider this: both journalists and consumers use the Web for research. More than 550 million searches are done daily via the Web. And, every month, US Web users conduct 27 million searches at Yahoo News, Google News or other news search engines. Also, according to recent surveys by Middleberg/Ross and the Pew Internet Project:

  • 98% of journalists go online daily.

  • 92% do it for article research.

  • 76% to find new sources and experts. 

  • 73% to find press releases.

  • 68 million Americans go online daily.

  • 30% use a search engine to find information.

  • 27% go online to get news.

But you need to think differently about writing your releases in this new age. You can extend the power of your press releases beyond the media by positioning them for search engines. In effect, your press releases become a long-lasting, online, searchable database about your organization.

Once properly written with both readers and search engines in mind, you need to distribute the release. PR Web and PR Newswire are my two favorite ways to get the message out. Both services help you reach into the newsroom and beyond.

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Harry Hoover is managing principal of Hoover ink PR ( Reach him at

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