I found this today on Paul Gillin’s blog:
The press release evolves again Maggie Fox’s Social Media Group, which is one of the most innovative boutique agencies specializing in new media marketing, has developed a new version of the Social Media Press Release (SMPR), which was pioneered by Shift Communications in 2006.
The SMPR differs substantially from the traditional press release, which is often long, detailed and inflexible. The new format emphasizes many points of entry, so that journalists and bloggers can pick and choose the information – and the media – that they wish to use. The latter point is important. With so many media outlets today using images, audio and video to tell a story, the traditional press release doesn’t meet their needs very well. The SMPR makes room for story-telling through whatever media the publisher wishes to use. It requires more work on the client end, but should result in much better results.
Another innovation in this new version is its use of popular back-end services like YouTube and Flickr to host content. This means that people can find the information through search engines as well as via the press release.
This has been a stop and start and stop topic for my team since March 2007. Hope this year we have better luck. This is not a big complaint, because our team was able to turn on some other very cool features like a Chip Shot section for mini updates tailored for journalists and tech bloggers.