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By including all information about a company that is online (which today means most information), a digital press release, or Press Release (PR) 2.0, as it’s often called, makes a writer/publisher’s job much easier. This, in turn, greatly increases the chances of the company messages being published, which enhances ROI for promotional marketing campaigns. 

Every marketer faces delivering ROI pressures. With a digital pressroom or PR 2.0, marketers can confidently track the open or click through rate like any standard web page. With the PR 2.0 format, additional hyperlinks can be added and tracked. Marketers can better understand how many downloads were successful and which hyperlinks were most viewed.

This is where the PR 2.0 gets really powerful. Remember the new format lends itself to add video, hyperlinks, downloads (like white papers) and other informative pieces. Use the opportunity to interact with your audience and exchange knowledge / information.

This is probably where most questions arise from marketers on PR 2.0. Traditional press releases directly focus on the company, product (feeds and speeds) or product details. In a PR 2.0, the concept is more on “peripherally” telling your story, instead of directly. This means being honest, objective, and taking an editorial approach on your news. This different angle tells a story in a much more compelling and attractive way. But the key is deciding how far off the traditional road you are willing to take.

Social media, especially blogging, is a hot topic these days. PR 2.0 is a form of social media, which is on the agenda of many marketers today. It is a new but different approach but used effectively, it can be a key marketing tool which puts you on the fore front of innovation and drive ROI.