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Part II: Facilitating Conversations: New... > Social Media Releases (SMRs)
Chapter 8. Social Media Releases (SMRs)
In 2006, the news release celebrated its 100th birthday. During those hundred years, the news release changed little until the advent of broadcast TV (which led to a quicker pace of change). However, the mass proliferation of the Web has changed the news release radically. News releases primarily still “look and feel” like they did 20 to 30 years ago. But unfortunately, over time the content of news releases has moved toward more superfluous language and meaningless information (boilerplate and filler).
A Bit of History Never Hurt Anyone
Ivy Lee created the very first news release on October 28, 1906, when an electric service car on the Pennsylvania Railroad jumped a trestle and landed in the Thoroughfare Creek. Unfortunately, 50 people lost their lives that day. The New York Times deemed this new approach (the news release) successful, and the Pennsylvania Railroad was praised for its openness and honesty with respect to the event.
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