The effect of the traditional digital Press Release has been under debate over the last couple of years. Still it's by far the most successful way of reaching out to trade media. But what about fast traveling news? Is it still the best way? Probably not. As we all know well, PR has and will always orbit around relations, hence the name. And a personal contact directly into the heart of an editorial office is still the fastest and most reliable way of a single media outreach. But problems occur when mass communication comes into play. The distributed digital Press Release is weakening when it comes to fast news. Instead Social Media is regarded the most efficient way for this communication according to contributor writer Chelsea Segal at the Cox Business Blue newsblog, where she presents a Top-10 list of the most important PR trends for 2017. Click here to read her posting.