from Guardian's technology blog, by Jack Schofield (sorry for the full quotation)
"Edelman re-invents next-generation press release -
The social media news release is a next-generation news release that combines traditional and emerging forms of communications. By incorporating social media features such as hyperlinks, social bookmarking, multimedia, comment and trackback, among others, the social media news release serves as a bridge between traditional and emerging communications tools," says the Edelman press release ..."
Edelman's press release
crayon announcement - The Two Press Release Formats
Before (Middle of October 2006)
PRX Builder, the social media press release creation tool came out in Beta
(?) ... Press Release News Network (PRNN) announced support of PRX Builder
"But as was quickly pointed out in the comments to the release, Edelman's system is a lot like a Shift Communications press release from May 23: "SHIFT Communications Debuts First-Ever Template for Social Media Press Release: The 're-mixable' press release provides relevant context & content in a hyperlinked format for journalists, bloggers."
"Shift in turn says: "The next-generation press release format was inspired by Tom Foremski of Silicon Valley Watcher." Way back on February 27, Foremski outlined the basic idea in Die! Press release! Die! Die! Die!"