Mark Glaser explores the evolving press release, highlighting agencies and organizations that are experimenting with an old information artifact. Replace fluff with facts, provide prominent contact info, include links to related material (audio, video, social bookmarking sites), distribute with RSS feeds (that is, make them well-organized web pages, not html mail) and allow comments. Mark also provides a good resource list for PR folks … and educators. It’s our job to help students learn how to critically evaluate material like this, especially since they can be at the top of search results. Tip via Twitter.