Press Releases Then and Now
Here’s a headline from October 1929 from a Brooklyn Daily Eagle NY newspaper: “Wall Street In Panic As Stocks Crash.” In the 1940s, headlines reflected current events and political figures.
Press releases after the 1960s tended to rely on catch phrases and acronyms. The content of press releases changed from a regimented style utilizing the typical, “Who, What, When, Where and Why” to today’s freer style of press releases focused mainly on the subject followed by added information.
This example of press releases at present is from the New York Post’s February 2015 Business section report on the Doral Bank in Puerto Rico: The first sentence contains information about the FDIC shut down of the bank before it goes into details about the location or the amount of deposits and assets.
Public relations changed to adapt to the public’s desire to get to the heart of a news or press release quickly. Public interest in press releases demands a format that meets with the public’s scanning style of reading and selecting keywords quickly.
Social Media Changes Press Releases
Depending on the venue used to announce press releases, there’s a need to format public relations and press releases to conform to demands of search engines and social media like Twitter. A press release in 2015 is formatted to include keywords users access via search engines quickly. Keyword use in press releases is the mechanism that creates faster online visibility. Use of unique keywords in headlines and content increases traffic to a website. Press release content needs to contain sufficient quantities of keywords without appearing “stuffed” and/or difficult to read. For Twitter, for example, the amount of content is limited by the number of words allowed in a “tweet.” In this example, hash tags often are an identifying link to the content of the press release. The hash tag becomes a preview of the content.
Capturing Public Attention
The other part of a case study of the state of the press release in 2015 is that the ability to capture public attention. It’s more difficult than in the past due to greater competition for media visibility. With an increased number of media outlets, online and social media venues, press releases must offer instant news with lightening speed.