Wednesday, February 22, 2006

Here's more evidence that the business world is (slowly) grasping the advantages of interacting with the outside world, instead of simply spewing out marketing messages in one direction. PRWeb, a public-relations online service, has added trackbacks to its press release distribution service.

By using trackbacks, PRWeb enables bloggers who write about a press release to have links to their items appended to the press release on the Web. The company brags that it is "the first press release newswire to enable and encourage press release interaction and commentary from the blogosphere."

Here's the press release about the new service, which demonstrates the concept in action.

PR Newswire, meanwhile, earlier this month tacked on an "Add to del.icio.us" feature to all of its press releases, according to PR blogger Steve Rubel. Such moves represent a "step in a slow evolution of the press release wires," he says. Rubel advocates the concept of being able to "talk back" to a press release.

Rubel wrote in a February 5 blog item: "Wouldn't it be great if press releases had comments, trackbacks, and a Technorati in-bound linkmeter actually attached to them? News stories do this, so why not press releases? Then individuals could question the release's claims directly under it. Even better, the releases could be appended with a response from the organization that addresses this feedback. In other words, what if press releases were living and breathing entities, not staid and lifeless? If press releases have a long-term future, this is it. "
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