It’s time for a press-room makeover

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.