Diary: Not trailblazing, but still a sound idea

You heard it here first - International Public Relations Partners is claiming to be the first PR consultancy to offer audio press releases.

While not a groundbreaking move - the Government News Network has been putting out audio clips of ministers in 'media rich' press releases since last September - it does pose interesting questions for the industry.

'Most journalists have problems absorbing the volume of written news via mail, fax and the internet - so now they can listen to a press release and decide if it is worth following up,' IPRP's managing director tells us, with no hint of irony, via a written press release.

Will IPRP go down as a trailblazer with this audacious move? And if others follow suit, will they follow the call centre industry in employing 'trusted' Scottish and North-East accents for their breaking news? PRWeek will keep its ear to the ground.

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