I didn’t want to jump on the bandwagon but…a few quick thoughts about the New New Press Release or Press Release 2.0 given all the chatter and discussion today.
Fact: Press releases continue to be an efficient way to widely distribute information, so there’s no need to cut off your nose to spite your face. In other words, just because new technology is available doesn’t mean the old technology should be discarded – look at how paper-based books continue to be superior to e-Books despite the best efforts of Sony, et al.

Fact: Press releases can definitely be improved/enhanced. New tools such as Digg, Newsvine,, hyperlinks, etc. should be incorporated into press releases to drag them into the 21st century. Even before implementing new tools, the PR industry has to stop making press releases irrelevant with executive quotes that are completely ignored and rarely used by the media.

Fact: Blogs are a great complement to press releases as opposed to replacements for press releases. The soon companies realize that blogs are just another weapon within their marketing/communications arsenal, the more effective they will be in reaching out to their employees, customers, etc.

Update: For more, check out Deep Jive Interests, Publishing 2.0 and Hugh MacLeod, who offers his usual hilarious cartoon depicting the situation.

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