There is much discussion about the death of the press release. In a world of 24-hour news, fragmented media and self-publishing galore, the impact of the traditional press is greatly diminished.

However, in the world of Web 2.0 the press release has found a new beginning and it is doing something it couldn’t do 10 years ago – taking on a life of its own. Today’s press releases can live online for days, weeks, months and even years past their release date.

The press release as a mini-portal
In a 2.0 world press releases can be loaded with hyperlinks, search engine optimized-keywords, interactive content, and more. When distributed through news feeds, these 2.0 add-ons greatly enhance the online visibility and longevity of key messages.

Press releases constructed for a 2.0 world should be thought of as mini-Web portals into an organization. Use them as a tool to not only generate news coverage, but to raise online viability.

Think like an outsider
When writing a 2.0 press release, the tried and true rules of news writing still apply (after all the press is still the first and foremost audience of your release). Think and write like a reporter – not a marketing executive, salesperson, corporate lawyer or C-level executive.

• Understand what is truly newsworthy and only put out real news – information that outsiders, rather than you and your employees, will find relevant and interesting.

• Approach your press release as though you didn’t work in your company or its industry. Eliminate corporate jargon,
  industry acronyms, esoteric explanations and corporate minutiae.

• Be a stickler on grammar, spelling, punctuation, AP style and
  factual accuracy.

Understanding the role and power of a press release in a Web 2.0 world can open up a whole new channel for awareness. Long live the press release 2.0!