When engineering press releases today, more PR pros are embracing sophisticated Web 2.0 tactics to not just build buzz with media, but directly influence online consumers.
For example, The Knot, a multimedia company that markets resources for wedding planning, uses Business Wire to distribute releases providing information on the organization - from editorial trends to new partnerships. But as Melissa Bauer, senior PR manager of The Knot, notes, it also uses those releases to market various service areas of the business. ...