EDITORIAL: Implement NewsML standards

The predicted global adoption of NewsML as a new multimedia news standard is almost assured through the backing of news providers such as Reuters. With the system now receiving approval by the IPTC, it is imperative that the PR industry quickly gets up to speed ready to provide press releases using NewsML as soon as possible. The benefits for the industry are a technology that will not only allow PROs to produce stories in a greater variety of formats but which will be easy to trace and thus benefit in evaluation and measurement of PR effectiveness.

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