30 April 2009
The press office at Internet World today was giving out press packs, including all press releases, on USB keys instead of on paper.
These digital copies are useful for when a journalist returns to the office and might want to cut and paste together material from the press pack to incorporate it in a story (come on, let's not pretend that doesn't happen). But the real purpose of a press release at a trade show is to direct the journalist to the stand to find out more. Isn't it?
Without having the press release in an easily readable form, there's a risk a journalist might miss an opportunity to follow up on a story because he or she didn't know about it until after the show closed.