Online news releases are a recently rapidly growing trend in the media world. They provide an unlimited amount of information to anyone, not just the common news sources that decide to pick up the story. Before one could only get the news that was fed to them by major media organizations, but now it is as if every major or minute event in the world is screaming, "Release Me! Moreover, they can be thorough in the information provided such as pictures, videos, audio clips, etc related to the story.
This also allows for information overload. When looking at the proposed "New Social Media News Release Template, Version 1.5 by Shift Communications, I can't help but be totally overwhelmed and lost by all the information that can potentially provide. While it is great to obtain all angles of a news release, it definitely has the potential of turning those not interested in spending a lot of time reading for the key information away.
However, with all that said, I find it overall as a PR goldmine with the provided options to have the reader with continued information he/she can subscribe to for future news releases, feed, etc.