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The transformation of press-release genre in Web 2.0 communications environment

The press-release is a short message for press. Any important event which is expected to induce a reaction of mass media can't occur without it. It is originating from the development of the print media and the expansion of information field. In that times the necessity of structured presentation of the information for mass media appeared. At present, with the development of new communication environ¬ment, Internet, the press-release have gotten new possibilities for expression and spreading. Today Skype, FaceBook, ICQ, RSS became the important part of this PR instrument.