Press rooms become hi-tech havens

When it comes to technical bells and whistles, anything that sets your company apart is a welcome (and worthwhile) upgrade

In 1996, the online press room for your company client contained little more than a backgrounder, a couple of press releases and an e-mail link to you—and that was considered bleeding edge.

In 2007, the online press room has morphed into a multimedia communications center, complete with audio/video downloads and CEO blogs. It welcomes comments from the public, features regular podcasts and is updated automatically thanks to the latest content-management technology. This is the dream-world press room—yours may be lagging behind this ideal.

Wondering if your own press room is, or needs to be, a shrine to the latest in participatory technology? Here’s what you need to put in place if you’re doing a press room makeover.