Harvard Business Online's Scott Berinato reckons he's found the press release of the future, in the form of the website announcing the proposed merger between Delta and Northwest Airlines.
I think I get his point, but for those of us interested in finding new ways to carve up news into manageable, meaningful chunks, I'd have to disagree with his conclusion. What he has actually identified is that companies have to find new ways of communicating their ambitions, opinions and positions in a complex media landscape. The one-dimensional press release just doesn't have a place in the current attention flow.
What Delta/Northwest have done is simply the kind of smart thinking that is required of any organisation that needs to communicate quickly with a wide range of people. The future of the press release it is not.
Take a look at the site and let me know if you agree.
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