Welcome to another issue of Power Lines. In today’s issue, we suggest five innovative ways to add web content to your next release, report on a recent conversation with a prestigious journalist/blogger about releases and social media, discuss how to reach three target audiences with a single press release, and share a few thoughts and success stories from several PWR clients.

While PR professionals are driven to maximize their brand’s on-line presence, journalists and bloggers are on the lookout for interesting web content to add to blogs and other sites. So how can you make the most of the opportunity this dynamic creates?

To learn about a few ways to add interesting digital content to future New Media Releases that can be easily grabbed and added to sites, motivating more and better web coverage, click here.

View a Sprout Mini-site View a Sprout Mini-site in a New Media Release View how a Sprout is picked up in sites

Newsrooms have changed dramatically in the past few years. One of the central shifts has been an increase in responsibilities related to new media. Many journalists now contribute to blogs in addition to their traditional duties. Recently, we had an opportunity to discuss these changes with Eric Benderoff, technology reporter/columnist for the Chicago Tribune who also contributes to the blog Eric 2.0. We also asked Eric a few questions about how he finds stories, what role press releases play in his work, and how he’s using social media. Click here to learn more.

At PWR, our clients come in a variety of shapes and sizes: small to large PR firms, non-profit associations, small businesses and major corporations. While every project is unique, and clients in different verticals often have different objectives, all of our clients want to make the most of every press release. We wanted to share a few thoughts from a variety of clients on how they use releases, the pros and cons of New Media Releases, and their experiences and success stories.

We spoke with three of our many fabulous clients: small business owner Denise Butchko of Butchko and Company, Media Relations Manager for National PTA, James Martinez, and Rachel Lukawski whose background includes working at mid-sized and large PR firms and has recently opened her own shop, Impressions PR. Here’s what they told us…