Media Report chairman and Text 100 co-founder Mark Adams has made a plea to the PR industry to get behind a radical internet-led news management system that aims to revolutionise multimedia news.
Adams, who left hi-tech PR agency Text 100 last year, is helping lead a crusade to spread the word about NewsML - a new XML-based standard for the management of electronic news - in a bid to get PROs involved in its development.
News industry standard body, the International Press Telecommunications Council (IPTC), is set to launch the latest NewsML version following ratification at its annual general meeting in Geneva last week.
NewsML, which was first released in March, provides a standard framework to describe, package, store and deliver multimedia news. It lets journalists, PROs and other news creators produce and assemble stories in video, text, graphics, and audio, in any language and for any platform, including web sites and mobile phones.
A development group, led by Reuters, and including news agencies Agence France Presse and Germany's Deutsche Presse-Agent, have been working with the IPTC to produce what could be the most rapidly adopted new standard in the industry's history.
But according to Adams, the PR industry is yet to catch on to NewsML and its potential. 'PR people could be on the back foot in news creation if they don't get involved.
'They are simply going to end up complying with news standards already formed, but they should be a part of shaping this new system,' said Adams.
NewsML, which is already being used by Reuters, could radically alter the practice and measurement of PR, Adams claims, by making news releases far more technical, immediate and wide reaching and more traceable for PR researchers throughout the world.