Mathew Ingram points out that a lot of PR pros haven't caught up with reality - the "dead tree" release is as dead as many newspapers are:
This is not rocket surgery. Put links to relevant information in there; add multimedia content if you have it, with either embedded images or links to them. Better still, create a blog post that has all of these things in it and is tagged properly, and people will find it. Whether you follow the structure here or not is up to you (some people believe starting with the facts and not the spin or “hook” is the wrong way to go, but that’s debatable). Just put some damn links in there, and quit hoping that a boatload of overused adjectives will somehow sell the thing for you.
With old releases, the goal was to get phone calls. With new ones, the goal is to drive people to the right part of your website. If you aren't linking to it, how exactly is that supposed to happen?
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