I just read a fascinating article in Social Media Today about Media Relations in the Web 2.0 world. In short, there is more of a thirst for immediate and multimedia content as content and journalism migrates from paper — print — to web — digital.

Some key take aways and considerations for companies and organizations:

Media Relations in 2010

• 98% of journalists start a story by doing a search in Google. Is your news search optimized?
• Can they easily find your newsroom on your website? Don’t make them register.
• Do you add multimedia to your releases?
• Is the news in your newsroom in a format that makes it easy for journalists to use it? No PDFs. Embed codes added to images and video? Images and video web-ready and search optimized?
• Does it have links to all your social media content?
• Is your news available in a feed?

Are you prepared?