NEW YORK, July 21, 2011 /PRNewswire/ -- The potential of any piece of content changes dramatically when it is digitized and made available online – allowing anyone to interact with it.  It's no surprise, then, that the humble press release is working much harder these days – and has even become a valuable tool for lead generation.

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PR Newswire's new white paper, "Press releases as lead generators," describes how savvy PR professionals – and even some marketers – are creating their own branded, helpful content for their community of customers and prospects and using press releases, along with social and other media, to drive engagement with that content. More specifically, the paper looks at why analytics and brand content are linked with successful lead generation programs, how PR feeds lead generation and demonstrates true value, how to make news by developing and promoting original content and what PR professionals are doing to quantify return on releases.

For complete information, download the 10-page white paper here.

As an industry thought leader, PR Newswire regularly produces original, relevant content aimed at offering public relations, investor relations and marketing professionals advice and strategies necessary to reach their communications goals. To access additional information and content, visit PR Newswire's Knowledge Center.

About PR Newswire

PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 57 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content — from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

Media Contacts:

Rachel Meranus
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PR Newswire
+1.201.360.6776
Rachel.Meranus@prnewswire.com

Meryl Serouya
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PR Newswire
+1.201.360.6009
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