I've been in PR for a long time now, and in that span, I've seen many things change. The magazines I used to write for are now virtually all online. The article interviews I used to conduct in person over lunch are now done over a computer screen. And the print newspapers in which I used to broadcast my clients' announcements and publicize their efforts are a dying breed.

So it's not surprising that a colleague recently asked me at a networking function, "Should I even bother with press releases for my company anymore?" The short answer is, "Yes!" Why the press release is still a valuable asset requires a longer explanation.

Today's press release is still a highly strategic tool for any business; it's just that as the definition of "press" has changed, so too have the delivery mechanisms that distribute it and the platforms and products by which it's disseminated.

Not too long ago, AP and Reuters were household names. These news agencies are still central players, but readers can now access their output directly instead of........

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