Previously in this blog, I wrote about the important role of online distribution of press releases in promoting books. More information on this subject has recently been published. A survey conducted by fellows of the Society for New Communications Research, the results of which were written in a report by Dr. Mihaela Vorvoreanu, offers strong evidence for the changing nature of press releases. In fact, the report shows that online distribution is changing the nature of press releases as they are actually becoming news releases. The difference between the two is the intended audience. Traditionally press releases were aimed at the media. News releases are now aimed at both the media and the public. This information highlights the importance of targeting audiences and adapting writing styles of news releases accordingly. The Internet continues to provide more and more opportunities for authors and publishing companies that work on their behalf, such as Dorrance, RoseDog, Red Lead, and I-Proclaim with which I am associated, to connect directly with readers.