There is a huge shift occurring in the way PR is managed. A press release used to hit the desk of selected journalists who determined how much coverage it would obtain in print media. But today, all press releases have a dual life, being distributed across the web via multiple online networks as well as to the usual press outlets. You can generate more exposure using online methods than with the standard media if you understand the technology and the opportunities and constraints it presents.
For example, you can search engine optimize your press releases to ensure that the keywords that are important to your organization are reflected in your outbound communications. You can include links back to your corporate web-site from press releases to improve your search engine results. And you can use networks such as Twitter, YouTube, LinkedIn and Facebook as channels in your communications strategy, being careful to use them in ways that are appropriate to the new media.
PR was always a great way to communicate your important business messages. With the shift to interactive marketing, it is growing even more important.