The Evolution of the Press Release

Wanna be a press release writer?

Ok, that’s not exactly how the lyric went, so sending my apologies to the songwriting gods for the enterprising/clunky/uninspiring wordplay.

Even back in the days of John, Paul, George and Ringo, the press release was a hit. The Beatles’ busy PR team spent much of the sixties issuing typewritten press releases to announce tours, albums, and to bat off multiple tabloid controversies, bust-ups, and divorces. Check out this vintage yellow-papered EMI press release and a proper slice of rock history. If I had a spare £250, I’d definitely be investing in this very cool piece of old-school memorabilia… 

The Evolution of the Press Release

Apparently, you need to go way, way back to 1906 for the first press release ever written. A visionary PR man for the Pennsylvania Railroad, Ivy Lee, had the idea moments after a New Jersey train crash left 50 people dead. 

He convinced his superiors of the need to issue a proactive factual statement quickly, and The New York Times printed it out word-for-word. The press release was officially born that tragic late October day, and the rest, as they say, is history. It also means the press release is 120 years old this year, and that makes me feel good because that’s a milestone even older than me (and my parents!).

Everything is Story

Behind every iconic, successful brand lies a compelling story. Every organisation, big and small, has a story – the important part is how you tell it. This is where PR works its magic.

The very best and pressing press releases are all about great human storytelling. Steve Jobs knew the importance of story – he famously said: 

Press releases are the ultimate brand builders because they tell an authentic story that connects with your target audience. 

Connection is lost when faceless bots start to write press releases. Newsrooms are being bombarded with AI slop and are increasingly taking steps to ensure they filter it out. Fact-checkers and data crunchers are now on the front line of journalism. Authenticity in a time of fake experts, clip armies and rampant misinformation. The trick is not to be less human, but more so! 

This isn’t an anti-AI message. The press release is evolving. AI can really help with targeted media distribution, boost reach, and improve search engine rankings. In this way, it can complement your work and help you crack the hardest nut: getting media coverage. 

The key is to work out what’s best for you and your organisation regarding clear, transparent and responsible AI use, while remaining mindful that human skill, writing, and oversight should always play the pivotal role in the press release process.

For some useful pointers, CIPR has just released this guide on the responsible use of AI in PR. 

Anyone who writes with SEO as the sole goal, that serves only algorithms, knows how that can render copy unreadable, repetitive and meaningless. Good, engaging writing often goes unrewarded on Google’s merry-go-round! Just this week, it changed its algorithm yet again to make more space for AI-generated search. The point I’m trying to make here is to write compelling copy for your audience, not for a constantly changing algorithm. And that goes for press releases, too.

You don’t need to be Kim Kardashian launching a new line of underwear to get bumper media coverage. All you need is one compelling story that pulls in the right audience. 

Pulling Power of Press Releases

Press releases on their own aren’t going to plant more hedgerows, open a tin of baked beans, or fix that leaking tap.

But, as a trusted public communications tool, it’s still king. 

So, let’s dive into the top five reasons why press releases are important for your brand and why we need to continue telling the great human stories that connect with audiences.

1. Cuts Through and Maximises Reach

Attention is a currency, and it all starts with the press release. They are the magnet that draws your audience in. 

A well-formatted, targeted press release is the best vehicle for getting your story out to the media. Newsdesks and reporters are perennially busy, and a press release is still the most direct route in. But don’t approach them with AI slop. It’s becoming ubiquitous all too quickly and doesn’t help journalists do their job, which is what every good comms pro should be doing.

A well-written release is the one secret ingredient that can propel your business into a household name. But, like all meaningful success, it doesn’t happen overnight. Every business, big and small, needs to think about the strategy behind a press release. What’s the primary purpose, who’s the audience, and what’s your call to action?

For example, if you’re an environmental organisation, it’s important to map out your strategy and nail down the specifics of your announcement. Commitment to clear, concrete goals and using a robust dataset that stands up to media scrutiny will help overcome climate scepticism.

2. Earns Credibility

Even in our fragmented and fast-changing mediascape, broadcast is still widely consumed – and trusted.

Getting your story on air boosts your organisation’s credibility and validation. Regular appearances on TV and radio will really help build reputation, recognition and trust with your audience.

And while online news sources are more popular, they don’t command the same high levels of confidence.  The public has particular trust issues with social media. According to Ofcom, UK adults rate social media much less favourably than TV and radio for accuracy, trust and impartiality.

There are countless examples of social media channels struggling to contain the health misinformation that routinely floods their platforms. It’s a real and growing concern for public health communicators. Recently, the NHS issued a warning, blaming online health misinformation for a worrying drop in the number of children being vaccinated in Yorkshire.

3. Builds ‘Stickiness’ and Human Connection

Great communication is about building authentic connections and making your story ‘stick’. A story is the glue that forges those emotional connections and makes your brand, product, or advocacy campaign memorable.

Well-written press releases with strong messaging go the extra mile and really connect with their audience. They are the perfect mix of information and impact. Whether it’s a powerful storyteller or a compelling policy ask – be sure your message ‘sticks’.

4. Generates Engaging Multi-platform Content

Content creation is a big piece of the PR jigsaw, and press releases make great content for social media. They neatly package the key elements of story, message, talkability and shareability. Including a sprinkling of well-placed keywords in a press release will enhance your SEO, driving targeted traffic to your site and social media. But don’t overdo it and make sure your copy flows.

5. Sales and Social Impact Sky Rocket

‘We have lift-off!’ 

Not quite to the tune of Elon Musk’s stratospheric bank balance on SpaceX’s IPO launch day, but the ROI of a press release that goes viral can have stellar knock-on effects for business growth and sales. 

If you nail it and land blanket news coverage, the impact on your bottom line can be massive – and all without the hefty price tag of a fully-fledged traditional media advertising campaign.

A powerful driver for change in the battle for hearts and minds, media coverage can really rocket-boost a charity’s fundraising efforts. 

The devastating Australian bushfires are a powerful illustration of a story that made headlines around the world and led to a huge surge in donations. You may remember the harrowing scenes of Lewis, the baby koala, and the news footage of his daring rescue from the flames, which raised public awareness of the terrible ecological damage. Fast forward five years, and the funds raised have helped WWF replant lost forests, restore habitats, and protect a much-loved, endangered species. 

I love koalas, and spent six very happy months in Oz hanging out with them and the most amazing/scariest wildlife on planet earth. From a huge Huntsman spider the size of a domestic cat (“it’s just a baby, mate”) to sharks circling us in the Great Barrier Reef (“no dramas, they just want to say G’day”) and sharing my lunch with a peckish mob of punk lizard dragons (“look out for Bruce, he likes the ladies”), these are the sort of special memories that never leave you! Sorry, I’m rambling again… 

Add it all up in terms of reach, visibility, credibility, content creation, real-world impact, and press releases still matter.

The Long and Winding Road…

The press release has certainly come a long way since those early days of Ivy and the Pennsylvania Railroad.

And as the modern press release evolves and reinvents itself, AI can play a role. LLMs can be handy for specific keywords, SEO/GEO workflows, discoverability, grammar checking, laser-targeted media distribution, broader reach, and real-time media monitoring of a press release’s performance. 

But it’s the human hand that ultimately needs to hold the pen. AI can’t give a press release the authenticity and authority of the human lens. 

A well-crafted, expertly told press release is still the most important single thing you do to promote your brand, charity or organisation. 

So, keep writing, telling stories, talking to people and connecting. 

We are experts in high-quality press releases and can write one for you. Contact us at hello@gofetchpress.com to get the ball rolling.

You can read our previous post on AI and PR here.