Multimedia PR flying high

Scott Berinato's post, Delta-Northwest Create the Press Release of the Future, on the Harvard Conversation Starter blog highlights an exemplary use of a micro-site for PR purposes. In my mind this is a great example of a multimedia release. Clear thought has been given to the stakeholders and communicating direct with key groups (staff, customers, communities), but this is also coupled with an excellent news centre with extensive quotes, web videos available for use, broadcast-quality video clips available to access, audio clips for download, and a great selection of images too. This is a great example of best practice for such issues, and one that really isn't difficult to replicate by other organisations with a bit of foresight and a modest budget - it really need not cost a lot of money, and I expect many organisations would see significant return for investing in a site like this for certain issues.