The online press room has morphed into a multimedia communications center, complete with audio/video downloads and CEO blogs. It welcomes comments from the public, features regular podcasts and is updated automatically thanks to the latest content-management technology.
This is the dream-world press room—yours may be lagging.
Here’s what you need if you’re doing a press-room makeover:
Interactive press releases
Press releases on the Web 2.0 press room need to incorporate multimedia and must spark conversations.
Michael Chmura, director of PR for Babson College, says he’ll add links within press releases to audio and video files that relate to the news.
Perhaps the most interesting development is the ‘trackback release,’; created by press release distribution company PRWeb. Using the same trackback features found in many blogs, the press releases are posted to PRWeb’s site and include comments made by bloggers about the news itself.