Much is being written about the new media, PR 2.0 news release. What I see is a lot of the same old hooey beautified, and admittedly made a bit easier perhaps, by links and feeds and all the rest.

Fact is, nothing is really going to change in terms of believability and media attention until someone re-invents the news release content and tone. Here is my contribution -- a template or example -- for achieving the right sort of tone, and the new kind of content. For the record, as far as I know, there's no such company as Sprocket, Inc.

SPROCKET, INC. LAUNCHES PRODUCT WITH RESERVATIONS, SEEKS FEEDBACK GOOD AND BAD

NATICK, MA, June 12, 2009 - Sprocket, Inc. today announced it has released its new Whazoo software application. The new product was co-developed by the company and a community of 120 independent developers and users via an invitation only online community that worked over a period of seven months to define, build, test, and evaluate the new product offering.

"Not everyone likes it or is fully satisfied," said Sprocket CEO Less Iz-More. "That's to be expected. But the consensus of the group was we had to draw the line somewhere in terms of features and benefits or else mission creep would have prevented the completion of any solution at any time in the near term."

Now, according to Iz-More, the Company is seeking immediate feedback. "Did we draw the line at the right juncture, does this product meet most people's expectations, are there flaws we didn't notice or anticipate... and what's the next most logical step in the ongoing development process... these are among the chief questions we're asking our community of users and anyone else to help answer," Iz-More said.

All interested parties, the company noted, are welcome to participate in the online discussion at SprockTalk.com, which is where the Company welcomes comments about any Sprocket product, service, or competitive issue, positive or negative, that can help the organization fine-tune and optimize its delivery, service, support, marketing and administrative procedures.