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.