Now this is novel:
However, the bit that caught my eye was an extra service called NewsAds – ie using Google AdWords to advertise and drive traffic to the original release. You can see why clients might like this idea – for example you choose to set a specific budget to try and drive particular levels of traffic – or indeed set a cap in case you have an unexpected “hit” on your hands (or at least be in control of how much you want to spend on a particular news release campaign).
Using PR to support advertising campaigns is as old as the hills – but using advertising to drive attention for a press release is a novel inversion of tradition. However, you do have to wonder how credible target consumers will find these ads – or indeed the news release itself if they’ve been led their by an ad.