Why should a press release be a static, text-based artifact anyway? They are not legal contracts. More and more vendors are going to create their own release videos or work with media companies to do so. What do we call the trend? PodPRing? Podflacking? It makes sense because with video you can show, not tell. I am not saying the traditional press release will disappear, just that its utility is changing. Same as the press I guess.