Content Management Matters ™

It's Big Bang day in PR departments around the world: Marketwire has released a new product format which finally brings Web 2.0, social networking, connectivity, and as many other buzzwords as you can shake a fist at to the humble press release.

Marketwire.com offers a platform for companies to publish press releases, which hitherto typically meant a breezy 500-word written descriptor rushed out and released, unassisted and blind, onto the web's informational slag-heap.

But no longer. Marketwire Social Media 2.0 allows you to track various reader activities in real time, integrate the release with numerous Web 2.0 resources, embed audio and video, follow Diggs and Technorati reviews... and that's not the half of it.

A news publication gets a lot of press releases over the course of the day. In an ideal world, this document delivers valuable and maybe even actionable news and, if things are really well done, gets journalists excited about sharing it with the world.

Most of the time, though, PRs are breathy, fluffy and (yawn) ...a little boring.