Continuing our call for top Internet PR Resources, this week we are looking for awesome articles on "The New News Release."

Since material on IAOCblog is off-limits to my Tulane student reviewers, I'll start the discussion with a summary of what we have done here on IAOCblog about this issue.

From June 12-16, David Meerman Scott ran a week-long program here on Direct to Consumer News Releases. Scott is the author of The New Rules of Marketing and PR. That multilogue is an example, I think, of some of the finest analysis of how news releases are changing. Scott's focus is using web technology to deliver your news directly to consumers (readers, listeners, watchers) without going through the intermediary of a media outlet (print, radio, broadcast).

While Scott's discussion here on IAOCblog is off-limits to my student reviewers, the leads he points too are not, nor is Scott's own site or the sites of other contributors to that discussion, such as Debbie Weil. And Scott's approach is not the only new thinking on news releases. Share your top suggestions here.

STEVE O'KEEFE
Vice President, IAOC