My colleague Phil Gomes has been hard at work redefining what a press release should look like in a two-way world. We launched our first iteration yesterday. It basically breaks down a press release into its core parts, leaving it up to you - the journalist (citizen or pro) - to decide how it should be put together. Most importantly, every press release gets feeds, tags, del.icio.us/digg buttons, trackbacks and comments.
If you take a look at the comments on our first release, you'll notice that some of our harshest critics are there commenting. This is what the two-way world is all about. Put ideas out there and then engage the community in a conversation.
We're really excited about StoryCrafter and feel that the social media news release, which others have worked quite hard to pioneer, is going to evolve. We're looking forward to working collaboratively with our colleagues in the PR industry, journalist and bloggers to further this concept as well as working with our clients to adopt this new format.
