The press release is public relations most basic and – when written well and used properly – most effective tool.  Improvements in online news gathering and distributing technology, the explosive growth of social media and an increased reliance on search engines for discovery and decision making have not only led to a resurgence in press release popularity, but also given this PR tool a much-needed makeover.  Today, you are writing for reporters and search engine robots. http://www.cumanagement.org/archive/view/id/fyi-30410prinsight