MYNEWSDESK AND THE FUTURE OF PR

I recently attended an event ("New media landscape. New PR.") arranged by MyNewsDesk. It is interesting to see how the company is embracing the new media. From the pressroom:

The News Exchange Site

MyNewsdesk makes it faster and easier for companies, journalists, bloggers and opinion leaders to gain relevant exposure - on their own terms. As the world's first company news exchange site, it matches interested users with relevant content, such as press releases, videos, images and other content - all instantly search-engine optimized and automatically published on social media platforms such as Twitter, Flickr and Slideshare.

I recommend you to follow Kristofer Björkman's Twitter feed and PR 2.0 blog, if you are interested in citizen journalism. Book tip: The Fall of PR & the Rise of Advertising by Stefan Engeseth of Detective Marketing.