Press release distribution services may save the day

The launch of PR Web’s trackback feature and PR Newswire’s del.icio.us deal are helping to break the mindset of the press-release-for-media-first. Their latest features force companies to view releases as content meant for public consumption (not press releases but information releases).  The result is that PR Wires are not just saving themselves, they are creating a whole new purpose and strategy around releases.

PR Web’s announcement that their release service now includes trackbacks is a huge step in this direction. By considering this feature, companies are forced to few their release not as an item primarily for the media but as an official information release meant to be read, and potentially discussed, by the larger public.

How these features evolve remain to be seen (will press releases become tightly integrated into the blogosphere?) and there is plenty of potential for misuse. However, it’s a step in the right direction when these servics push companies to view the press release as an information release that goes directly to the public.

Sphere: Related Content


3 Responses to “Press release distribution services may save the day”

  1. David McInnis Says:
    February 24th, 2006 at 5:35 am

    Thank you for the post. I just want to let you know that PRWeb has offered del.icio.us and other social bookmarking features in press releases for a while now. We also offer free photowire services and RSS creation utilities free of charge.

    With regard to Trackback misuse. We hope to mitigate this through throttling and anti-spam technology that we have built into our system. We will monitor it closely and fine tune the experience as we move forward.

  2. Ephraim Cohen Says:
    February 24th, 2006 at 12:36 pm

    Keep it up with these new features. My post is from experience in that I have an easier time explaining to clients what a press release is these days when I point out the features that PR Web offers.

  3. Joe Beaulaurier Says:
    September 2nd, 2006 at 5:46 pm

    Here’s some evidence that the blogosphere is responding very positively to the “whole new purpose and strategy around” press releases from PRWeb.

    http://beaulaurier.net/blog/online-buzz-traced-back-to-prweb-customers/2006/09/02/

Leave a Comment