Shift debuts reengineered press release

BOSTON: Shift Communications has unveiled a new form of press release it expects to use for client releases, according to Todd Defren, Shift Communications principal.

BOSTON: Shift Communications has unveiled a new form of press release it expects to use for client releases, according to Todd Defren, Shift Communications principal.

Shift’s press release prototype (viewed here) included bulleted news points, links to mp3s, relevant coverage, and third-party sites like del.icio.us and Technorati, as well as ways to access relevant video and audio files.

“I’ve been previewing it with clients, and people have been excited,” Defren said. At least two clients have told him they want to use it for their next announcement.

“It’s one small step for PR,” Defren said. “This is arguably a bleeding-edge type of thing.”

Current press releases, he said, featured “too much [news] to digest.”

“Rather than being a one-size fits all, you can gain value from whatever elements mean the most for you,” Defren says. “There are less things to ignore, you’ll find what you need out of it,” Defren said.

Edelman CEO Richard Edelman announced at the Syndicate Conference two weeks ago that the agency was also looking at restructuring its press release in June.

Defren said a colleague showed the press release to a number of newswires and the result was mixed. Shift used PR Newswire to distribute the press release as a Multimedia News Release (MNR), offered by its MultiVu company. All of the major newswires have taken steps in the last year to include more new media-type functionality like RSS feeds and video.

“Shift's methodology is very good. And it's yet another example of the news release maturing into a marketing tool that reaches consumers whether or not traditional media choose to write a story,” said to Dave Armon, COO of PR Newswire. “All the elements included in the template are great and very similar to the Multimedia News Release (MNR) our broadcast PR company MultiVu offers.”

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