ATLANTIC CITY, NJ — Born of tragedy and appearing sometimes to be ailing in recent years, the widely traveled press release turned 100 on October 28th, 2006.According to SearchEngineWatch.com, the very first press release was created in Atlantic City, NJ when one of Pennsylvania Railroad’s new a three-car electric service trains jumped a trestle on October 28th, 1906 and plunged into the Thoroughfare creek, killing 50 people.

Ivy Lee, the man believed to be the “father of modern PR” penned what is believed to be the first press release about the event. Lee, who worked with the Pennsylvania Railroad, was able to not only talk the company into distributing a public statement about the accident, but also bring reporters to the scene via a special train.

The move won praise from both newspapers and public officials, with the piece being run word-for-word by The New York Times on October 30th.

Lee’s second release the following spring for a group of anthracite coal operators facing a strike, drew a far different response and was condemned as a form of veiled advertising designed to manipulate the press.

The accusation spurred Lee to create a “Declaration of Principles” stating that “This is not a secret press bureau. All our work is done in the open. We aim to supply news. If you think any of our matter ought properly to go to your business office, do not use it,” and that “Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most cheerfully in verifying directly any statement of fact. In brief, our plan is, frankly and openly, on behalf of business concerns and public institutions, to supply to the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about.”

Although quality and accuracy is not always a guarantee in a press release, especially in the fast-paced, specialist light world of internet communications, Lee’s tradition remains largely intact and adjusted to accommodate the realities of news search engines, a process called “search engine promotion,” “press release SEO,” “press release optimization,” and “news search SEO” — and just as controversial as Ivy Lee’s second press release.

SearchEngineWatch.com points out that the concept of the press release continues to expand with something being called “PR 2.0,” “PR Squared,” and “the social media press release,” which consists of posting news releases to social networking sites. The same group is lobbying press release distribution services in the hopes that they will add del.icio.us bookmarks, Technorati tags, and Digg buttons to press releases. Each new innovation has its detractors and supporters, each has its own targeted audience and goals, and each continues to work within Lee’s century old “Declaration of Principles” — or face the wrath of a suspicious, if technologically intrigued, readership.

Happy birthday, press release — however you may travel.