Old way: sending email press releases out into the ether, never to be heard from again.
New way: sending highly interactive and personalized press releases that invite immediate response and provide real time feedback about who is reading your messages. The same
technology and techniques that flood Web site managers with data about who comes to their sites when, and from where, is beginning to ramp up in the PR trade, slowly but surely.
Several companies are retooling their campaign management wares in order to give your email press releases a bit of a brain.
Next week, PR NEWS will take an in-depth look at some of these new technologies and how they can benefit communications professionals - if used correctly. But if the Web
proves anything, it is that being able to track and measure something doesn't necessarily mean that you make good use of the results. Advertisers and other professionals have been
privy to user interaction data for years, but in many cases they either ignore the numbers or feel overwhelmed by them.
Have you used tracking tools to follow your press releases on their journey across the Web? PR NEWS wants to hear about it. Email [email protected], and tell us how tracking data from your interactive press releases has helped you do your job more effectively and
efficiently.