As more news releases go global, the rules get more complex.
While press releases have long been used in developed global markets, their presence is now rising in emerging markets, such as Eastern Europe.
"Press releases used to be less of an information source in [continental] Europe than in the US [or] UK, but that is rapidly changing," says Rudi De Ceuster, Business Wire's senior director, European business development. "A well-edited text, in clear, factual language, will stand much chance of being ...