Interesting take on the Press Release, via Mathew Ingram:

It hasn’t gotten a lot of notice, but Richard MacManus has a post up at Read/Write Web that I thought was pretty interesting, about an email he got from Business Wire, in which the press release service brags about its ability to bypass the blogosphere and traditional media and go directly to the markets it is trying to reach, by showing up on Techmeme and other aggregators, as well as in search results.

The goal is to get the news talked about, so if a pure press release can jump start the conversation, that's great. What I see here is a synergistic relationship: The release gets out and starts the conversation. The conversation then picks up and generates buzz. Both are useful, and necessary. IMHO, you need both.

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