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Couldn't agree with you more that the role of PR now must be to put more value into how and what they communicate so the people formerly referred to as audience will want to return because there REALLY is value.

As a former producer, one of the areas I'm now encouraging is the use of video to tell a better business story because it can be an immersive experience - if done prooperly. In other words, tell an engaging story on video and don't just create a talking press release which happens to be on video. Then put your story on your company website and use it to talk with your publics on social media sites.

I don't know what elements I would add to a press release beyond what you've listed here. But I agree wholeheartedly with the idea that the real development begins in the beta phase.

I remember a training with Mike Litman where he used Microsoft as the ultimate example of putting things out before they were ready precisely so that they could take the feedback and improve. Yes, they took a lot of flak for it, (Microsuck?) but it made Bill Gates the richest man in the world to be the first one to the market.

Thanks for posting the link to the write-up.

Warmest,

Jonathan

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