In the old world, press releases were the preferred route to communicate important messages about your business or organization. Quarterly earnings? Press release. New board member? Press release. New product? Sure, there may be a blog or video, but typically only after the press release.
Then the higher powers (those brainiacs from Harvard, MIT and Stanford) created Web 2.0.
Now, some employee can catch wind of something, blog about it anonymously and it shows up in your Google alert with your company’s name on it. And changing your Network on Facebook is basically sending a press release to your friends saying “Hey! I changed jobs/cities!” Subsequent wall postings with “congrats” and “what next?” are to be expected.
In essence, the press release’s main job – to share previously withheld information with the public – is no longer one of exclusivity.