Recently I had a discussion with a client about how to issue a pending announcement. We weighed whether we should simply write a post on the news for the client's Weblog or instead issue a straight-up press release. We came up with a solution that takes advantage of the best of both channels that we are now using as regular practice.
We still use press releases to communicate hard news. However, we now supplement them with blog postings that provide key audiences and the media with additional context in the client's human voice. In other words, we use blogs as "bonus quotes." Weblogs do a great job of adding a opinions that press releases often - by the nature of their format - fail to capture. Blog postings supplement press releases because they can add reams on the "whys" or "hows" behind the news, all in spokesperson's own voice. Corporate blog posts can also link back to the press release itself as well as other supporting material.
Here's a basic summary of the pros/cons of each distribution channel...
Press Releases
Pros: immediacy, wide distribution, established channel, brief (ideally), push distribution (PR Newswire, email, etc.)
Cons: lack of voice, limited space, must follow inverted pyramid approach, swim in cluttered waters
Blogs:
Pros: human voice, unlimited space, can follow any style
Cons: immediate for only some (via RSS), emerging channel, pull distribution (readers must subscribe via RSS or visit the site)
