Defining the problem:

• What problems are we trying to solve? (Phil Wolf's message)
  • relevant content/ easy way of finding it
  • how we prevent press releases from becoming spam?
  • automated filters
  • connector - finding an expert in real time
  • coverage of the topic (news, blogs, etc.)
  • interactivity/ social space (Q&A bulletin board of questions asked)
  • make discussions easy for those interested in the topic

Publics

• journalists
• bloggers/ citizen journalists
• customers

Types of releases

• direct-to-consumer releases ("search release"): discussion: Amy Gahran, David Meermen Scott

Limitations - press releases for public companies/RegFD

• Material Information: What makes certain information more important than other information?
• Disclosure of Material [Nonpublic] Information: What is currently being required of companies in regards to disseminating material information?
• Material Alternatives: What other options exist for disseminating material information?
• Disclosure of Non-Material Information: How public companies are currently communicating non-material information to various publics
• Non-Material Alternatives: A survey of other options that exist for getting out non-material information to various publics

Existing practices

• PRWeb: Technorati tag space, trackbacks, podcasting, mRSS, etc.
• PR Newswire: del.icio.us integration, Multimedia News Releases, company profile, etc.

Template - e.g. Todd Defren's SMPR Template

• rich media features: audio, video
• social media features: tagging, commenting, annotation, trackbacks, RSS, del.icio.us, etc.
• reference: SMPR Template announcement; PDF template

Publishing/ indexing/ searching mechanisms

• hRelease - microformat (more info on microformats: Microformats.org)
• Structured Blogging
  • how is SB different from microformats?
    • "Microformats are a great way to define microcontent schemas. Structured Blogging then is about taking Microformats and doing something with them - focusing on end-user benefits" (source)
• Pingerati (Technorati microformat search) (about)