Press Releases Get TrackBacks, But Will They Send Them Too?
Press releases became a bit more social yesterday as PRWeb added trackback functionality. As Mike Manuel notes, this news comes on the heels of Six Apart's commitment to making the trackback (defined) a web standard.
So, here's a question. Will press releases ever gain the ability to also send trackbacks? I imagine this would cause blogger outrage. Taking this a step further, if trackbacks become a web standard, what will happen when ads start sending/receiving them? There's a collision in the making as traditional marketing tools adopt social features and vice versa. It's a necessary collision that will occur now that consumers control the message. The shakeout should be fun to watch. Which tools will become acceptable for marketers to use and how?
Technorati Tags: Advertising, Six Apart, Trackbacks
Is there really a future for the press release? Don't get me wrong, we still send them out, but if a company is reasonably transparent in their communications with the public why would they send out a "release" only to the "press"?
Posted by: Michael Bodalski | Wednesday, February 22, 2006 at 06:19 PM
Steve, why couldn't a press release send a trackback if it's in a "trackback enabled" platform?
Granted, the trackback is not from a person, but rather a "content entity"
BUT, if blogs are about knowledge and sharing knowledge (not all, but some are) and I recognize that I have affinity for a press release and its information (let's say the press release talks about an upcoming, yet unreleased whitepaper or new company...which should be blogged anyway...) by sending a trackback, would I not want it to trackback to me saying "hey, Dana likes this item of content...go see what he says about it"
Posted by: Dana Vanden Heuvel | Thursday, February 23, 2006 at 09:40 AM
If the trackback is sent to an article out of the blue with no reference to a blogger's existing post within the text of the press release. I think that bloggers might just delete the trackback posting. But as this type of trackback is new the people who first try this sort of trackback with a press release will get some criticism. Now if the press release includes a reference or a quote from a blogger's existing post. The idea makes perfect sense to me.
Posted by: John Cass | Thursday, February 23, 2006 at 09:45 PM
It appears the blogosphere is responding very positively to the releases distributed by PRWeb.
http://beaulaurier.net/blog/online-buzz-traced-back-to-prweb-customers/2006/09/02/
Transparency - I work for PRWeb.
Posted by: Joe Beaulaurier | Saturday, September 02, 2006 at 01:52 PM