I was talking with a terrific high tech start up the other day about the importance of doing more of the PR function online when the subject of Online Press Rooms came up. "What's the difference," he asked, "between a typical online press room and what you are talking about?"
A good question. Today, most on line news rooms are no more than an a kind of attic for storing old press releases. Press releases are updated infrequently, can't be searched or interacted with, provide copy only in text format, and often identify no contact person to answer an editor's query. Press releases and other valuable company content are not optimized for search engines, and RSS is unheard of.
This in an era when content is king!