Todd Defren at SHIFT Communications has just published a very comprehensive press release template – it combines the “classic” release features with a wealth of Web 2.0 information.
The template can be downloaded from Todd’s blog at pr-squared.blogspot.com.
The challenge now is encourage adoption of this approach – both in terms of pure functionality (having the technorati, del.icio.us, RSS, podcasts etc in place) and client desire.
The latter is particularly key as the Web 2.0 approach opens up direct linking to a world of information outside the normal sphere of control.
Of course, this has always been available to any journalist using the web as a research tool, but there will be a barrier for clients to overcome about linking to information that may not be to their taste.