Nice article :) - Apostolos Papadopoulos

Shh. Don't tell the FriendFeed team there are other options besides 'Do Something Else Remarkable and Announce It' or they'll figure out that they can slow down. - Bruce Lewis from fftogo

This is a great post. Press releases used to be enough when we lived in an "old school," mass media world where PR only played a function up until the launch. There are so many more opportunities now AFTER the launch to engage niche audiences that are interested in your product/service, that the press release is becoming more of a starting point than and end point. The purpose of a release is subtlely changing from a tool for the dissemination of information to an excuse to gather information that powers the ongoing conversation and development of other tools (case studies, blog posts, etc.) The reason that most companies and PR people don't engage in this way is FEAR. Because they don't realize that consumers, customers, press, bloggers, etc. crave a dialogue that allows THEM to make intelligent choices, they resort to press releases and other one-way conversations that the company can control. To think that your audience isn't out there looking for a complete picture on your product or service is fo - Rob McMurtrie from FriendFeed MT Plugin