Developed by Shift Communications, a PR agency with offices in San Francisco and Boston, this "next generation" press release features re-mixable content and background information in a hyperlinked format. Here's how Shift describes it:
"This radically different format is more à la carte menu than standard press release. In a non-linear fashion, it ties together narrative, quotes and various multimedia (RSS, social bookmarking, photos, etc.) on one page. Journalists and bloggers can 're-mix' the elements into the story THEY want to write."I looked it over and it looks good: clear organization, clean layout, multimedia links. Even better, Shift is making this new press release template available for free as a downloadable PDF, with no strings attached.
However, Holz wonders, "How many traditional PR practitioners are savvy enough about the changes occurring in the media and communication space to even recognize this is a good idea, no less be aware that the Shift template exists?"
I can't do much to reach traditional PR practitioners, but I can get the word out to some of the next generation by posting a link on my PR class web page.