The press release used to be just that, targeted directly to journalists with the hope that it will lead to coverage. In the past (and some businesses still work with these "old rules"), a small audience of editors and reporters would receive press releases with a specific news angle. The release, especially if sent to trade journals, would be full of jargon that even the company's target market would not understand. Now, in the "new rules of PR," press releases are posted all over the Web, via press release distribution services and on blogs, websites and the online media. The media outlets are working with skeleton staffs in many cases and are now more willing to publish or post press releases verbatim (if written well without jargon). They appreciate "ready made" content that can be published without any necessary reporting or editing. Your press release can literally be seen by millions all over the world. In this capacity, using keywords for SEO is very important. The Web has transformed the rules, and you must transform your PR strategies to make the most of the Web-enabled marketplace of ideas.