I recently participated in a podcast with Todd Defren from Shift Communications, where we discuss the new media release format, also in the discussion was Chris Heuer, who is coordinating the project, and master podcaster Shel Holtz.

The project is moving along nicely. We've also been chatting about what to call the new format. I'm not a big fan of the use of the word "social" in this context, I prefer a more neutral term. And "new media" is in danger of being overused somewhat, while "press" refers to a printing press.

A plainer and more accurate term might be simply, "media release." Then others can qualify the term if they want, depending on its use.

What's important is that the tags/labels that are used, are standard.

But the format, the way companies present their media release, is where distinctions can be made. And of course, in the content.

You can hear the podcast here. And you can subscribe to the new media release podcast RSS feed here.

I'll be discussing the format during my Ragan teleseminar tomorrow: What's in store for the future of PR?