The news release is a stalwart of public relations. It is a standardised format for
releasing information. Originally intended to provide information to journalists,
increasingly news releases are being read without going through the journalists
first. PR has also realised the tremendous impact of bloggers, and many PR
professionals are using the same news releases in their communications with
bloggers. And today, journalists are also bloggers, and bloggers are the new
citizen journalists, so the lines are becoming even further blurred.