Press releases have taken on a life of their own.

When I began in the news business, press releases were simply meant for the press.  If a reporter decided to write about the release, then it was a success.  If not, that was pretty much the end of it.  No more.  Today, press releases can be accessed online through Web sites and search engines.  They can be e-mailed, put onto RSS feeds and complemented with podcasts.  Just name it. 

The real question for communicators is this: What is the proper audience for the press release today?  Episode 5 -- Whose Press Release Is It Anyway? seeks to answer this question.  Our guest is Mick Jolly (3rd from top), Executive Vice President of PRWeb, an online press release service specializing in direct-to-consumer distribution.

PRWeb is a real innovator in the world of online release distribution and Mick provides some insightful thoughts on just how far the press release has come and where it may be going.  Enjoy the podcast!