I'm not sure whether Tom Foremski has had a look at the new-format press release that his February tirade set in train, but I can't help feeling that the result that Shift Communications came up with was not quite what he had in mind. Maybe it's a bit like Christmas where what you hoped you were getting turned out to be a chartreuse and puce Fair Isle sweater with three sleeves. "Mmm, thank you. How...different."
Personally, I have no problem with the existing format of press releases. It's what goes into them that is the problem. All that Shift has done with its format is split all the bits up and reorder them, and add in some social-media fairy dust for a bit of extra gloss. It does not address the central problem of companies telling you how great they are without actually providing any evidence. And no format is going to do that, only an understanding of what gets a release picked up.