Everyone's talking about the death of the press release, and in terms of media relations they're probably right. Despite this a few enterprising professionals, having discovered that releases sent over the wire appear in Google news almost immediately, are now using press releases to reach buyers directly. Someone emailed me an article about this today.
The article has some good pointers on how to write a direct to consumer press release, but more importantly it is yet another example of the rapid disintermediation of mainstream media.
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