The benefits of a digital age on press releases

I was contacted by www.prmoment.com, which analyzes UK coverage of the world’s leading brands, to offer my perspective on the effects and impact of the digital age on press releases.

I believe that its impact has been mostly positive. Press releases in particular are now shorter, full of interesting multimedia components, and much easier to disseminate to segmented audiences.  My prediction is that press releases will evolve in the next five years and will be called something else, and the traditional format we love to hate will finally dissolve.    The combined brevity and complexity of such social media tools as twitter will continue to force PR professionals to craft more highly condensed pieces of information in an ever-widening array of formats to please individual audiences.  

You can read the full article here, and find out what other highly regarded pundits are predicting.