SAN FRANCISCO: Business Wire, Medialink, and CCBN have formed a cross-promotional alliance called the "Triple Crown."The move is an attempt to counter the strategy of PR Newswire, which has recently created broadcast subsidiary MultiVu and has an alliance with Thomson Financial. "We can now provide a holistic range of services by acting in unison, speaking with a single voice, and providing more actionable time, said Larry Moskowitz, president of Medialink. With the mission of rounding out multimedia offerings, the three will market each other's services. "We have made it part of our sales team's tool kit to sell Medialink and CCBN's services, said Michael Lissauer, SVP of Business Wire. "Our sales force will have more to offer clients because they can send them directly to the leaders in each respective business. The deal does not involve financial commitment from any parties. Business Wire brings its distribution capabilities and Smart News Releases - press releases embedded with multimedia materials - to the table under the new alliance. Experience in VNR, SMT, and corporate video production comes from Medialink. CCBN offers counsel on webcasting, investor portions of websites, and its new product, Street Events - a subscription-based interactive calendar listing all investor events happening on Wall Street. "To have a successful PR or IR business, everyone must be able to offer the specialties that each of our companies do, said Rob Adler, president of CCBN. "Many of our clients were coming to us and saying, 'I have multiple needs, but I want to keep working with you.' Triple Crown members said they are of the philosophy that top players joining forces is more beneficial for clients than "creating a one-stop shop, said Adler. But Tim Bahr, president of MultiVu, argued the opposite and said, "It is more beneficial for a client to be working with someone who can service all their needs from within the same family. Having it all under one roof eliminates the possibility of problems that can arise when dealing with more than one corporate culture and billing system." PR Newswire offers production capabilities through MultiVu, and IR expertise via its alliance with Thomson Financial.