Scott Baradell cites an Economist article in which Bruce Lowry of Novell foresees blogs "completely replacing press releases within 10 years." The argument goes like this: The Net has promoted transparency. press releases and the fact that they are made available to the general public doesn't change the release's main target. Every press release I ever wrote was designed to get a reporter to use it as the basis or inspiration for a story he'd write himself. I always envisioned a lazy editor whenever I saw one of my releases reproduced wholesale in a newspaper. The idea that an organization shouldn't target the right message to the right audience is ridiculous, even if any given release will show up online. The financial community looks for a different angle than the trade press. Over at the Holtz Communication + Technology which focuses on helping organizations apply online communication capabilities to their strategic organizational communications.
As a professional communicator, Shel also writes the blogSuggest a Correction
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