The public journalism movement emerged after the 1988 U.S. presidential election as a countermeasure against the eroding trust in the news media and widespread public disillusionment with politics and civic affairs, a journalism professor at New York University, was one of its earliest proponents. From 1993 to 1997, he directed the Project on Public Life and the Press, funded by the Knight Foundation and housed at NYU. He also currently runs the Press Think weblog.

Initially, discussions of public journalism focused on promoting journalism that was, "for the people," by changing the way professional reporters did their work. A recent study done for the Pew Center and the Associated Press Managing Editors found that, "Forty-five percent of all editors surveyed say that their newsrooms use the tools and techniques of civic journalism. Sixty-six percent say they either embrace the label or like the philosophy and tools, suggesting that there are even more practitioners. According to Leonard Witt, however, early public journalism efforts were, "often part of 'special projects' that were expensive, time-consuming and episodic. Too often these projects dealt with an issue and moved on. Professional journalists were driving the discussion. They would say, "Let's do a story on welfare-to-work (or the environment, or traffic problems, or the economy)," and then they would recruit a cross-section of citizens and chronicle their points of view. Since not all reporters and editors bought into this form of public journalism, and some outright opposed it, reaching out to the people from the newsroom was never an easy task." By 2003, in fact, the movement seemed to be petering out, with the Pew Center for Civic Journalism closing its doors.

However, just a few years prior, new internet technologies gave birth to a new form of this movement.