I got a press release today from a PR pro whose client has an interesting story to tell.The company makes a security product that combines cellular and global positioning technologies to alert people when valuable items have moved beyond a specified location. This particular pitch told about a customer who had recovered an expensive motorcycle just 20 minutes after it was stolen, thanks to the clever technology.

I have a half-dozen blogs, including one that deals with location-awareness, and I thought this would be a nice item to mention.I searched for the headline on Google, but came up empty.So I contacted the PR person directly. He responded that the press release actually wasn’t posted online anywhere. “It’s a media alert that I distribute to generate press,” he said. “I was definitely not trying to get blog coverage.”

There are a few questionable assumptions in that statement, including the fact that 95 of the top 100 newspapers in America now have blogs. For the purposes of this newsletter, though, I want to address the importance of having a Web copy of anything you send out for media consumption.

Web ≠ Print

The reason I searched for an online version of the press release was because Web publishing differs from print publishing in some fundamental ways. Look at any prolific blogger and you’ll see that their entries are full of hyperlinks. This practice may look strange to someone who doesn’t write principally for online consumption. Is the blogger being lazy by linking to source material instead of summarizing it?

Actually, quite the opposite is true. The comment-and-link approach leverages the strength of online media to minimize wasted time for the reader and while making the blogger more productive.

To understand this phenomenon, look at the way we used to publish. In the print world, journalists typically have to excerpt or summarize any material they reference because they have no choice. The only way to convey information is to include it in the story. This makes articles longer and creates more work for the reporter, who has to guess what source information is relevant. It also means that good information is more likely to be left on the cutting room floor.

Online, the dynamic is very different. By linking to source material, the writer minimizes the amount of background information that has to be summarized. If the reader wants that information, he or she can click through to the source document. There’s less time spent creating extraneous content and less time spent reading it.

This tactic is a core reason why some bloggers appear to be so prolific. Instead of wasting time reinventing the wheel, they can focus on the most relevant information. You need to understand this practice if you want to play fully in the online publishing world.

Personal Productivity

I personally maintain four blogs — paulgillin.com, joyofgeocaching.com, mediablather.com and newspaperdeathwatch.com – and manage to post to all of them frequently. I use comment-and-link combined with some clever online tools to keep the content up-to-date. For example, if I see something interesting online, I can easily bookmark it, type a brief summary or comment and save everything online. My bookmark service knows to gather up these entries every day and post them to my blog automatically (here’s an example of the result).My time expenditure is minimal and I focus only on the material that I think is most important. For audio or video content, there’s practically no other way to do this.

Marketers who want to incorporate online journalists into their communication plans need to understand this tactic and build it into their strategy.Link-and-comment isn’t a copout or a shortcut.It’s a tactic for minimizing waste. By posting every press release online, you not only make it easier for bloggers to reference the information, but you also make sure it’s you who tells the story and not some third party. Why would you have it any other way?

As for the press release I received earlier today, that company is out of luck. Had the press release been available online, I would have linked to it and recommended it to my readers. But reprint the whole thing? That’s just too much trouble.