Would you have your teeth fixed by a dentist with a really rotten set of ivories and bad breath?

I draw your attention to this news item from Marketwire out of Toronto. It's about reinventing the traditional press release by incorporating new media techniques to enhance news reach.

It's no secret I think the traditional news release flatlined a long time ago and there's no bringing it back, especially if you let the spin doctors who killed the news release in the first place back into the operating room. But, I would expect a news release from Marketwire about reinventing the news release to demonstrate some reinventiveness? Let's see…

I can email their PR contacts. I can Digg it. I can go to a couple of embedded links, none of which take me to any place that implies the news release is dead. No conversational outlet. No comment section. No trackback, no permalink. Basically, I'm getting the same old news release announcing that the same old news release is a thing of the past.

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