Here is some new thinking on the evolution of the Press Release from a recent conference:

 

    1. Write directly to your audience - including all key micro-segments – when appropriate. With the new approach, write one release (or “releaselet” — mini-release) for each audience using words and concepts they personally relate to.
    2. Take advantage of research resources like Yahoo and Google keywords tools or Wordtracker to find out what terms people are searching for and integrate them into your “release.” Ensure that the way you structure your release and the keywords it contains are in alignment with what people are actually searching for.
    3. Incorporate links back to content on your site, or add multimedia and RSS features to add richness to and extend the reach and life of your release.
    4. Publish more often, take advantage of cheaper distribution channels like your own site, blog or services like PR Web.
    5. Deliver a clear call to action.
    6. Be more familiar.                                                                                                                         From: http://www.beyondblogging2006.com/archives/25