If you think the last post was way too cheerleaderish about this web hype, check out the recent announcement by Edelman, the huge worldwide PR firm.
Edelman, recognizing that companies now need to get out there to the blogs, YouTubes, MySpaces and Facebooks of the world, has put together some software to help PR types create "social media news releases."
A social media news release is written differently and presented differently for today's fragmented, multitasking audience that can't deal with the old puff stuff.
Here is the announcement about the fill-in-the-blanks software, and here is another PR firm's examples of social media news releases.
News releases in the web world will be part of our January 10 seminar in Philadelphia, which is explained in the column to the right of this post.