Background Art The prior art is familiar with applications available over the World Wide Web for providing an individual with news stories that have been automatically selected according to pre-specified criteria. On the other hand, the preparation of news stories and, more particularly, of news releases, is generally an operation that involves human effort of a kind that has not significantly changed in decades. While there are aids, such as word processing programs, that can be invoked to speed the motion of words selected by the writer onto a text-storing medium such as paper, the actual selection of the words in a news release usually involves the same exercise of creative effort and editorial judgment that has been required since the format of a news release was first developed. Indeed, part of the difficulty in writing a news release involves developing a suitable approach to whatever happens to be the subject of the release. In this sense, a typical prior art news release is friendly neither to the creator, owing to the work involved in creating the news release, nor to the reader, owing to the effort involved in gleaning information from it.

It is not surprising, therefore, that the writing of news releases is usually left to specialists in marketing and public relations departments of businesses or to independent public relations consultants.

Summary of the Invention In a first embodiment of the present invention, there is provided a method for the structured generation and distribution of a news release. The method of this embodiment includes: separately specifying content of each of a plurality of pre-determined sections of the news release, the predetermined sections and their ordering determining in part a desired format for the news release; storing, in a digital storage medium, the content specified for each of the sections; assembling the news release by retrieving from the storage medium each of the stored sections in a manner consistent with the desired format; and providing, to a source of the news release, feedback information that is responsive to the news release.

In this connection, in further embodiments, the source of the news release may be a promoter of the news release, or an intermediary agent of the promoter.

In a further embodiment, specifying the content includes providing responses via a set of templates. Each template in the set (which has at least one member) is structured to evince the content of the sections. In one implementation the set of templates includes a single template having locations for entering the content for each section. Alternatively, the set of templates includes a separate template for each section, and each template has a location for entering the content of a corresponding section. The predetermined sections may optionally include a headline, a summary, a release date, at least one key message, a section providing an identification of classes of individuals to whom the content provided in the body is expected to be relevant, a section providing access to quotations related to the news release, and/or a section providing information that enables immediate action on the news release. The section enabling immediate action optionally includes a network address, which may be an address for providing access to products or

services of the news release promoter; or an address for providing access to quotations related to the news release; or an address for providing access to an article related to the news release. In a further embodiment, the method also includes the step of archiving the news release according to an index. This archiving may enable searching for the news release via an Internet website. In a further embodiment, the feedback information includes summary feedback.

A related embodiment provides a method of automatically generating and distributing a news release over a network. In this embodiment, the method includes from a computer at a first location, separately specifying over a network to a host computer, content of each of a plurality of pre-determined sections of the news release, the predetermined sections and their ordering determining in part a desired format for the news release; storing, in a digital storage medium in communication with the host computer, the content specified for each of the sections; assembling the news release by retrieving from the storage medium each of the stored sections in a manner consistent with the desired format; and providing, to a source of the news release, feedback information that is responsive to the news release.

In this connection, in further embodiments, the source of the news release may be a promoter of the news release, or an intermediary agent of the promoter.

The network, in a further embodiment, is the Internet, and the host computer may be implemented as a World Wide Web server. As in the case of the earlier embodiments, the content may be specified via a set of templates in the manner described previously. Moreover, the method of this embodiment may optionally include automatically identifying classes of recipients of the news release based on further recipient content of at least one of the sections. Also optionally, the method may include distributing the news release to recipients in each identified class.

Distributing the news release may be performed automatically and may include sending the news release as E-Mail over the Internet. The E-Mail may include an attachment supplying additional information.

In a further embodiment, the predetermined sections include a section providing information enabling immediate action on the news release, the information optionally including a network address, which may be an address for providing access to products or services of the news release promoter. In a further embodiment, the method also includes the step of archiving the news release according to an index. This archiving may enable searching for the news release via an Internet website. In a further embodiment, the feedback information includes summary feedback.

Also provided in a related embodiment is a system for automatically generating and distributing a news release over a network. The system of this embodiment includes a. a host computer, in communication with a remote computer over a network, the host computer running a first process causing the host computer to receive, from the remote computer, separately specified content of each of a plurality of pre-determined sections of the news release, the predetermined sections and their ordering determining in part a desired format for the news release; b. a digital storage medium, in communication with the host computer, that stores the content specified for each of the sections; c. a second process, running on a computer in communication with the digital storage medium, that assembles the news release by retrieving from the storage medium each of the stored sections in a manner consistent with the desired format; and d. a third process, running on a computer in communication with the digital storage medium, that provides, to a source of the news release, feedback information that is responsive to the news release.

As described previously, in a further embodiment, the network is the Internet and the host computer is the World Wide Web. Moreover, there may be optionally a fourth process that identifies classes of recipients of the news release based on content of at least of at least one of the sections, and optionally a fifth process that distributes the news release as E-Mail over the Internet to recipients in each identified class. The E-Mail may include an attachment supplying additional information. Also, the feedback information may include summary feedback.

In yet another embodiment of the invention there is provided a digitally encoded E-Mail message, for transmission over a global communications network, carrying a news release. In this embodiment, the message includes: a. a header providing network address data, formatted for the global communications network; and b. a body having a plurality of sections, the sections including (i) a headline; (ii) a summary; (iii) key points; and (iv) a network address.

In one embodiment, the network address is a URL of a site on the World Wide Web. Furthermore, the network address may be an address for providing access to products or services of a promoter of the news release; or an address for providing providing, to a source of the news release, feedback information that is responsive to the news release. The source may be a promoter of the news release, or an intermediary agent of the promoter.

In a related embodiment, the body of the E-Mail message further includes a plurality of labels, each label corresponding to one of the sections, for labeling the sections. The body of the E-Mail message optionally includes a section providing an identification of classes of individuals to whom the content provided in the body is expected to be relevant. Furthermore, the E-Mail message may also include an

attachment providing information supplementing information in the body. Also the body may include a section providing a network address of a source of information that supplements information in the body. In this embodiment, the network address is optionally a URL of a site on the World Wide Web.

In yet another embodiment, there is provided a method for the structured generation and distribution of a news release. The method of this embodiment includes: separately specifying content of each of a plurality of pre-determined sections of the news release, the predetermined sections and their ordering determining in part a desired format for the news release; storing, in a digital storage medium, the content specified for each of the sections; assembling the news release into a data record by retrieving from the storage medium each of the stored sections in a manner consistent with the desired format; so that the data record is accessible over a global communications network.

Optionally, the global communications network is the Internet, and the data record is accessible via a site on the World Wide Web. The website may enable searching for the data record based on its content.

In yet another embodiment, a method for structured generation and distribution of a news release comprises: a. separately specifying content of each of a plurality of pre-determined sections of the news release, the predetermined sections and their ordering determining in part a desired format for the news release; b. storing, in a digital storage medium, the content specified for each of the sections; c. assembling the news release by retrieving from the storage medium each of the stored sections in a manner consistent with the desired format; and

d. distributing the news release to at least one recipient on the basis of a preference analysis which includes the step of utilizing, as an input to the preference analysis, the recipient's preference feedback on prior news releases.

In a further embodiment, a method for structured generation and distribution of a news release comprises: a. separately specifying content of each of a plurality of pre-determined sections of the news release, the predetermined sections and their ordering determining in part a desired format for the news release; b. storing, in a digital storage medium, the content specified for each of the sections; c. assembling the news release by retrieving from the storage medium each of the stored sections in a manner consistent with the desired format; and d. distributing the news release to at least one recipient.

The distributed news release may optionally include audio data or video data; and may be distributed to a wireless device of a recipient, or in association with a virtual distribution mechanism, and may be accompanied by attachments comprising audio or video data. Additionally, the distributed news release may comprise a meta-news release, for example a collection of headlines corresponding to further individual news releases.

Brief Description of the Drawings The foregoing features of the invention will be more readily understood by reference to the following detailed description, taken with reference to the accompanying drawings, in which: Fig. 1 is a block diagram of an embodiment of a method in accordance with the present invention for generating and distributing a news release.

Fig. 2A is a block diagram of an embodiment of a method in accordance with

the present invention for generating and distributing a news release over a network.

Fig. 2B is a block diagram of an embodiment of a method in accordance with the present invention for generating and distributing a news release utilizing preference analysis.

Fig. 2C is a block diagram of an embodiment of a method in accordance with the present invention for distributing a structured news release by one or more of a variety of distribution media.

Fig. 3A is a diagram illustrating a system in accordance with the present invention for generating and distributing a news release over a network.

Fig. 3B is a block diagram of an embodiment of a method in accordance with the present invention for generating and distributing a news release over a network.

Figs. 4A through 4C illustrate in further detail the logical flow of an embodiment similar to that of Fig. 2A.

Figs. 5 and 6 illustrate HTML pages that may be used as pages of a website according to an embodiment of the invention.

Fig's 7 through 24 illustrate templates in the form of HTML pages prompting a user for input of content of the news release in the sections of contact information, payment information, headline,"in brief"summary, highlights, who will care, time sensitivity, key words, and information about further opportunities; these may be used as pages of a website according to an embodiment of the invention.

Fig. 25 shows an HTML page, that may be used as a page of a website according to an embodiment of the invention, and that allows a user to review the completed news release, authorize credit card payment, and submit the release.

Fig. 26 shows an HTML page that may be used as a page of a website according to an embodiment of the invention, and that informs the user about the next stage in the news release process according to an embodiment of the invention, and thanks the user.

Detailed Description of Specific Embodiments Fig. 1 is a block diagram of an embodiment of a method in accordance with the present invention for generating a news release. In this embodiment, three activities are involved. As shown in item 11, first there is specified the content of sections of the news release. As shown in further detail below, the news release is conveniently partitioned into a number of sections. An example of such a partitioning is shown in Table 1. The sections include (among other things) for example the headline, a summary, key points, and a release date. The sections of the news release are ordered in a manner consistent with a desired format for the news release. The content specified for each section is in item 12 stored in a suitable digital storage medium. Finally, as shown in box 13, the news release is assembled by retrieving from the digital storage medium each of the stored sections. The retrieval is managed so as to provide a news release in the desired format. One of the benefits of this embodiment is the possibility of providing a highly structured environment in which to create the news release. This structured environment permits persons without substantial experience in marketing or public relations to create an effective news release in an efficient manner. Similarly, the format provided by embodiments of the present invention permits readers of the news release to scan quickly and efficiently the information presented in the release.

Readers may thereby quickly determine their level of interest, desire for follow-up materials, and desire to communicate feedback to the news release promoter.

Fig. 2A is a block diagram of an embodiment of a method in accordance with the present invention for generating and distributing a news release over a network.

In this embodiment it is assumed that the content of the news release will be specified via a remote computer 31 as shown in Fig. 3A, which is in communication over a network 32 with a host computer 34. The host computer 34 is here implemented as a server and is in communication with a digital storage medium 33 for storing (among other things) news release content. The network 32 may be

implemented as the Internet, and in particular the World Wide Web. In this specific embodiment, the host computer 34 provides HTML pages for access by a remote computer such as computer 31 by means of which may be entered appropriate news release content. Shown in box 21 is the first activity of this embodiment, which in a manner analogous to the activity in box 11 of Fig. 1 includes specifying the content of sections of the news release, but in this case the content is entered via remote computer 31 and the content is communicated over the network 32 to the host computer 34. In box 22, the host computer 34 causes the content to be stored in the digital storage medium 33 which may be realized, for example, as a hard disk drive.

After the content has been stored in box 23, the news release is assembled by retrieving from the storage medium each of the stored sections in a manner consistent with the desired format.

In a further embodiment, there may be included further activities associated with distribution of the news release. In particular, in box 24, there are automatically identified classes of recipients of the news release based on content of at least one of the sections in the news release. In one embodiment, information in the section KEY WORDS/TOPICS is used to identify the classes. Alternatively, for example, it is known in the art of intelligent content management to identify key words in text and to use these key words to characterize the content of the text. See for example, United States patents 5,799,304 (Miller,"Information evaluation"); 5,649,186 (Ferguson,"System and method for a computer-based dynamic information clipping service"); 5,537,586 (Amram et al.,"Enhanced apparatus and methods for retrieving and selecting profiled textural information records form a database of defined category structures"); 5,418,951 (Damashek,"Method of retrieving documents that concern the same topic"); and 5,384,703 (Withgott et al., "Method and apparatus for summarizing documents according to theme"), which are hereby incorporated herein by reference. Such a characterization may be used to determine classes of recipients of the news release. In particular, it is within the

scope of the present invention to utilize a list of recipients, wherein each recipient is placed in one or more classes according to the interests or other characteristics of the recipient. One major group of recipients in many applications for embodiments described herein is reporters. Reporters may be placed in classes according to the types of topics they cover, for example fashion, new technology, business leaders, and so forth. However, other groups are also possible recipients and may also be placed in classes according to interests or other characteristics. For example, business managers may be targeted for news releases depending on the nature of the businesses they manage. Consumers, too, may be interested in receiving information concerning specific kinds of new products. All of these groups may be treated as recipients and placed into appropriate classes. Accordingly, in step 24, there are automatically identified classes of recipients of the news release based on content of at least one of the sections of the news release. Thereafter, in box 25, there occurs the activity of distributing the news release to recipients of each identified class. In further embodiments, distribution of the news release is performed automatically and includes sending the news release as e-mail over the Internet. The e-mail may optionally include an attachment supplying additional information.

Further information concerning the Internet and E-Mail is provided in the above referenced patents and, for example, in Gralla, How the Internet Works (Ziff-Davis Press, 1996), which is hereby incorporated herein by reference; see especially pages 44-49.

In a further embodiment, feedback provided by a recipient of the news release is provided to the news release's promoter as shown in box 26 of Fig. 2A.

The feedback may include a variety of recipient responses to the news release; for example, questions, comments, reviews, or return opinions about the news release or collateral matters; or about the underlying products or services discussed in the news release; or about information contained in sources cited in the news release, including that contained in websites accessible by cited hyperlinks; or about samples

of the underlying products or services. In one preferred embodiment, the feedback includes information as to which news release it responds to (since it may be only one of many news releases distributed), or includes information as to which promoter it responds to (since it may be one of many promoters on whose behalf news releases are distributed). It may also include information enabling further communication with the recipient who is the source of the feedback.

In a particular embodiment, server 34 of Fig. 3A receives the feedback as e- mail transmitted over network 32 from a recipient's remote computer 35. The server then provides the feedback as e-mail to the promoter's remote computer 31, over network 32. In an alternative embodiment, a recipient provides feedback directly to a promoter, for example as e-mail from computer 35 to computer 31. In an additional alternative embodiment, feedback is not provided directly to a promoter, but instead is provided to an intermediary agent of the promoter-for example, an advertising agency.

In another embodiment, summarized in the block diagram of Fig. 2B, identification of recipients of the news release is facilitated through the use of preference analysis techniques, such as collaborative filtering. In this embodiment, the initial steps of the embodiment of Fig. 2A are followed (steps 21-23). As in step 24 of Fig. 2A, classes of recipients (or individual recipients) are initially identified based on the content of the news release, for example by key word techniques (step 204 of Fig. 2B). Next, however, in step 205 of the embodiment of Fig. 2B, a ratings questionnaire or other preference questionnaire is distributed to each recipient, preferably accompanying the news release. The preference questionnaire elicits the recipient's degree of preference for the news release; for example, it may seek a recipient's rating of the news release on a numerical scale of 1 to 10. Each recipient's response to the preference questionnaire is then received along with other feedback on the news release, in step 206. The preference questionnaire may be implemented, in one embodiment, as an e-mail message, e-mail attachment, and/or HTML link

that accompanies an e-mail news release. In this embodiment, the preference feedback can then be received by a computer, such as server 34 of Fig. 3A, as an e- mailed (or otherwise digitally transmitted) reply to the preference questionnaire.

Once the preference feedback has been received, the embodiment of Fig. 2B next (in step 207) comprises the step of analyzing the recipients'preference feedback using preference analysis techniques, such as collaborative filtering. Collaborative filtering techniques are disclosed in U. S. Patents No's 6,064,980 of Jacobi et al, and 6,041,311 of Chislenko et al., the disclosures of which are hereby incorporated herein by reference. In one embodiment, a preference vector is maintained for each news release recipient, containing as elements the recipient's numerical rating of each news release. For each given news release recipient who has already rated news releases, a host system, such as server 34 of Fig. 3A, identifies groups of recipients who have the highest correlation of preference vectors with that of the given recipient, and who thus have similar tastes in news releases. This may be performed, for example, by evaluating the dot product of preference vectors of recipients and selecting a group of recipients having the highest results. Then, for each news release that the given recipient has not yet received, the system determines how highly it was rated by the selected group of recipients. Those releases that received high ratings by the selected group (for example, releases that received above a specified average numerical rating, or that received ratings which are relatively high when compared with those of other news releases that the given recipient has not yet received) are then distributed to the given recipient (step 208).

Thus news releases may also be distributed to recipients in a way that accords with the preferences of other recipients having similar tastes. In this way, the likelihood that recipients enjoy the distributed news releases is increased. (It should be noted that embodiments of the invention are not limited to performing collaborative filtering in the particular fashion just described, but may also perform other methods of collaborative filtering, or other forms of preference analysis.)

Finally, in the embodiment of Fig. 2B, further preference feedback may be gained on distributed news releases, as shown by arrow 209 (back to step 206).

Steps 206-208 are thus repeated, refining data on recipients'preferences for news releases, and thereby refining news release targeting.

In further embodiments according to the invention, news releases generated in a manner similar to those described herein may be distributed by a wide variety of distribution mechanisms. Referring to Fig. 2C, such embodiments according to the invention begin in step 221 with the structured generation of a news release in a fashion similar to those described in, for example, Figs. 1,2A, 3B, or 4A-4C. Once the content for the news release is specified, stored, and retrieved into a desired format, the next step of the embodiment of Fig. 2C is to distribute the news release to recipients by one or more of a variety of distribution mechanisms (step 222).

For instance, the news release may be distributed in video form 223 or audio form 224. In these cases, the method of news release generation may itself involve the capture of video or audio data for one or more of the sections of the news release, in which case the video or audio data is then distributed as part of the assembled news release. Alternatively, data in video or audio form may be automatically generated based on a user's news release content, at the user's option, and subsequently distributed. In one embodiment, a user specifying news release content over the Internet may provide an instruction via a web page selection to convert the user's specified news release text to an audio voice signal, for subsequent distribution. Whether generated from text or audio/video input, the news release (or one or more sections thereof) may then be delivered to recipients in audio and/or video form. The news release may be delivered by e-mail, in a form that is readable by an audio or video player on a personal computer; but the delivery may also be to a variety of receiving devices. For example, the message may be delivered in audio or video format to a personal computer, Internet appliance, or wireless device.

News releases, whether distributed in text, audio, or video form, may also be distributed to or from wireless devices 225 in accordance with embodiments of the invention. Thus, for example, news release content, whether received from a wireless device or by other electronic means, may be retrieved into a desired format and distributed to wireless receiving devices.

News releases may also be distributed by virtual delivery mechanisms 226 in accordance with the embodiment of Fig. 2C. Thus, data corresponding to a news release (whether in text, audio, video, or other format) may be embedded in, or attached to, a virtual delivery mechanism for distribution to recipients. Such a mechanism is"virtual"in that it is created in, and accessible by, software; but it effectively functions like a delivery mechanism. As a particular example, a news release may be embedded in a virtual envelope (or"smart envelope") for distribution to recipients. These envelopes may then be easily forwarded by users, potentially leading to the development of virtual networks based on users'affinities and shared tastes. At the time of filing, such"smart envelopes"are marketed as GizmozT'*'on the World Wide Web at www. gizmoz. com. Gizmoz function like a mobile envelope that adjusts to any platform, and allow widespread replication to users in a (non-harmful)"viral"fashion. Embodiments according to the invention are not limited to this distribution mechanism, however, and may also be used with other virtual distribution mechanisms.

In accordance with the embodiment of Fig. 2C, news releases may also be transmitted by other media 227, which may be any one of a wide variety of electronic media. Additionally, the attachments to news releases may contain content from a variety of media, including, for example, audio media, video media, virtual delivery mechanisms (such as Gizmoz"smart envelopes"), or Java applets, in a fashion similar to those described above for the news releases themselves. The news releases may also be equipped with features that facilitate forwarding to other recipients. For example, a news release may contain a software"button"enabling a

recipient to select the message for forwarding to another recipient by e-mail or by message delivery to a wireless device.

News releases may also be distributed, in accordance with the embodiment of Fig. 2C, at a higher level of aggregation than that of the individual news release.

Thus, a user may receive a"meta-news release"that gives only the headlines (or other simple identifier), and possibly the"In Brief"sections, from each of a collection of different individual news releases. These releases are preferably organized by subject matter. For example, a user may receive a meta-news release on"This Week in Medicine,"containing a collection of news release headlines related to medicine. Such headlines in a meta-news release preferably enable the reader of the meta-news release to access the corresponding individual releases. For example, each headline may have an HTML link to its associated individual news release.

It should also be noted that, while several references have been made herein to use of the HTML language to implement specific features of embodiments of the invention, embodiments according to the invention are not limited to using HTML, but may instead use any language providing the desired functionality, as will be understood by those of ordinary skill in the art in conjunction with the specification herein.

The structure of an embodiment of the invention is next described by reference to Fig. 3B. In this embodiment, a news release aggregator operates a host computer that distributes news releases. In box 306, a news release recipient"opts in"to receiving news releases that target his or her special interests, by filling out a special-interest form and communicating it to the aggregator. The special-interest form includes the subjects that the recipient is interested in, and the recipient's e- mail address. The special-interest form optionally may be communicated via an HTML page on a website, as a message to or from a wireless device, or as e-mail over the Internet.

In box 307, the aggregator classifies news release recipients according to their special interests, thereby enabling automatic filtering and dissemination of the news releases.

Next, in box 308, a news release promoter causes a news release format (such as the format illustrated below in connection with Table 1) to be filled out, submits it to the aggregator, and pays the aggregator. The promoter need not fill out and submit the form itself, but may alternatively use the services of an intermediary agency, such as an advertising agency.

The aggregator edits the promoter's submission, and returns it to the promoter (or its intermediary agent) for final approval (box 309). Once the promoter approves the news release, the aggregator retrieves the stored news release sections into a format for distribution, and distributes it to recipients who have"opted-in"to receiving news releases of that type (box 310). When the aggregator distributes the news release, the news release may also be archived by subject or other index (box 311), and the archive may be made available to recipients (for example via HTML pages on a website).

When a recipient receives a news release, he or she may be interested in obtaining further information about the release. Using information provided by the promoter in the release, the recipient may research the release further-for example, by activating a link to the promoter's website. Also, the recipient may research the news release by activating links to the aggregator's archive of news releases (box 312).

Optionally, the recipient may provide feedback on the news release (box 312).

As discussed above in connection with Fig. 2A, the feedback may include a variety of recipient responses to the news release; for example, questions, comments, reviews, or return opinions about the news release or collateral matters; or about the underlying products or services discussed in the news release; or about information contained in sources cited in the news release, including that contained in websites

accessible by cited hyperlinks; or about samples of the underlying products or services. Preferably, the feedback indicates the news release and/or promoter to which it responds. It may include information enabling further communication with the recipient who is the source of the feedback. In alternative preferred embodiments, the feedback is communicated to the aggregator via HTML pages on a website of the aggregator, or by activating an information link provided with the news release, or via e-mail over the internet.

Upon receiving recipients'feedback messages, the aggregator sorts them (preferably using computer sorting techniques) and provides each feedback message to the promoter for whom it was intended (boxes 313 and 314) or to the promoter's intermediary agent. Feedback is preferably provided to the promoter (or its agent) as E-mail over a network, such as the Internet.

Additionally, the aggregator may provide summary feedback to each promoter (or its agent), along with individual recipients'feedback. Generally, the summary feedback gives useful summary information to each promoter (or promoter's agent) about recipients'behavior, based on information about the recipients that is known to the aggregator. It could include, for example, the percentage of all news release recipients who provided feedback to the promoter; a profile of the special interests of recipients who provided feedback to the promoter; the number of recipients who used the"Take Action"link, or other links; the number of feedback requests to a given promoter that are requests for products; or the percentages of favorable or unfavorable feedback.

Table 1 provides an example of sections of a news release in accordance with an embodiment of the present invention. As can be seen in Table 1, these sections include the headline (called"HEADLINE"), typically up to about 10 words in length; a summary (called"IN BRIEF"), three key points (called"HIGHLIGHTS"), typically no more than about 40 words each;"SHELF LIFE", information regarding the time period during which the news release will be considered newsworthy;"TAKE

ACTION,"information allowing the recipient of the news release to access additional information concerning the release, or to take immediate action, including buying a product, for example by providing links to websites; "QUOTABLES,"information allowing the recipient of the news release to access quotations of principals, or other persons, related to the news release; and"KEY WORDS", providing words characterizing the content of the news release, for purposes including identifying classes of recipients.

The"QUOTABLES"section may be implemented, in one example, as an HTML link to a web page containing the quotations. The quotations themselves may also be presented in the"QUOTABLES"section; or, instead, the "QUOTABLES"section may be implemented as part of the"TAKE ACTION" section.

In the"TAKE ACTION"section, a user may also be enabled to access full or partial text of an article (via, for example, an HTML link to a web page). The article may be particularly useful for journalists who wish to base their own articles on the news release. By providing access to the article in the"TAKE ACTION"section, the automated news release thus captures a feature of traditional press releases.

Alternatively, the full or partial article may be useful to consumers in obtaining further information about a product described in the news release.

In addition there is a section on contact information that includes subsections providing links to relevant websites, information concerning the availability of a full press release, other available materials, and persons who may be contacted (identified as"CONTACT (S)").

For the contact information, the weblinks may be provided as simply a list of site addresses, or as hyperlinks. The other available materials may include another full news release, samples of a product, or other materials-optionally available as hyperlinks to websites, and optionally displayed in a bulleted list. The "CONTACT (S)" field may include the name of a promoter (or its intermediary

agent), the promoter's (or agent's) affiliation, e-mail address, phone number, or other contact information.

The final section,"FEEDBACK NOW,"provides a format for recipients to provide feedback to the promoter, or its intermediary agent, as discussed above.

It should be noted that not all information supplied by the user in connection with a contemplated news release need be utilized in the news release as distributed.

For example, information in"KEY WORDS"may be used in determining classes of recipients of the news release but may be omitted from the news release itself. In Table 2 is provided an example of a news release utilizing the sections set forth in Table 1.

Figs. 4A through 4C illustrate in further detail the logical flow of an embodiment similar to that of Fig. 2A. In box 1, the user, who may be the promoter of a news release, is presented with the home page of the Website. The home page offers the option of skipping various steps depending on user preference or experience. The user is next presented, however, in box 2 with an HTML page showing news release examples including labels of each part (that is, each section) of the news release. Next, in box 3, there is presented an HTML page that describes briefly the process flow experienced by the user in utilizing the Website to assemble a news release. In box 4, the user is provided an HTML page on which to present contact information and payment information. In box 5, the user is presented with an introduction to the process of working on the release and then is presented with a guided process for providing the content of each section of the release. This guided process may be implemented in a number of different ways. In a first implementation, the user provides content by completing templates that are provided on the Website in a manner described in further detail below in connection with Figs. 5 through 9. Under another implementation, the user may be prompted to download templates, complete the information offline and then upload the content at a later time. Under yet a third implementation, the content may be

provided by means of an interactive interview, wherein instructions, hints and questions are used to aid the user in providing a single response on each screen of a sequence of screens to cause the provision of content for each section. In box 6, the user is provided an opportunity to review the completed news release. In box 7, the user is given the opportunity to make changes to the content of the release. In box 8, the user is presented with a guided process to supply what we call"promoter" information, namely the name, title, address, telephone number, and e-mail address of a person to be listed as the contact on the news release, as well as additional information pertinent to the source of the news release; this contact may be the promoter itself or an intermediary agent of the promoter. (The guided process operates in a manner analogous with the process described above in connection with box 5.) Referring now to Fig. 4B, in box 9, the user is provided an opportunity to review the provided promoter information. In box 10, the user has the option to modify the promoter information. In box 11, the user is prompted to identify the types of media being targeted by the news release. In box 12, the user is prompted to supply information concerning the time sensitivity of the news release. In box 13, the user is prompted to provide additional information concerning the subject matter and/or links to appropriate websites. In box 14, the user is provided an opportunity to review the entire news release submission. In box 15, the user is given the opportunity to modify the submission. In box 16, the user is prompted to authorize submission of the news release and, if the authorization is given, then in box 17 (in Fig. 4C), the user is prompted to authorize the payment mechanism for the news release generation and distribution. In box 18, the user is thanked and given an explanation and the procedures to be followed in generation and distribution of the news release. In box 19, the user is sent an e-mail of the generated news release. In boxes 21 and 22, the user provides notification of acceptance of the news release and any changes, and gives final approval to distribute the release. In box 23, the release is distributed and in box 24 the user is

notified that the release has been distributed, at which time the user may also be provided with statistics associated with the distribution.

In box 25 a copy of the distributed release is archived as a data record in a digital storage medium in communication with the website server. News releases may be archived by subject, promoter, date of release, or other fields that may be useful for searching and retrieving releases. Optionally, archived releases may be made available on the website, in a format which enables users of the website to search through past releases using key word or other search techniques.

Additionally, past releases may be made available over the website by hyperlinks of the title or other fields.

In box 26, feedback on news releases is received, for example as e-mail or via HTML pages on the website. The host computer sorts each feedback message according to the promoter for whom it is intended, and provides it to the promoter (or its agent). Optionally, the host computer also provides summary feedback to each promoter or agent.

Fig. 5 illustrates an HTML page that may be used as the"Welcome"page for the homepage of a website according to an embodiment of the invention. Fig. 6 illustrates an example of a news release, that may also be provided as a page on the website. Fig. 7 illustrates a web page summarizing the submission process for the website, including a summary of each field of the news release.

Figs. 8 through 24 illustrate templates in the form of HTML pages prompting a user for input of content of the news release in the sections of contact information, payment information, headline,"in brief"summary, highlights, who will care, time sensitivity, key words, and information about further opportunities.

Fig. 8 reproduces an HTML page guiding the user in filling out contact information, and contains a link to the page of Fig. 9. Fig. 9 shows a page for filling out payment information, which has links to a page for writing a headline, and to a page which enables downloading the website's forms for completion offline.

Fig. 10 reproduces an HTML page guiding the user in creation of a headline.

It can be seen that this page describes the purpose of the headline, provides guidelines for creating a headline, and includes a hyperlink to hints for writing an effective headline as well as a hyperlink to examples of ineffective and effective headlines. Finally, the page includes a location for entering the headline. The page also has links to HTML pages for creation of the"in brief"summary.

Fig. 11 is an HTML page providing hints for writing an effective headline.

This page can be displayed by clicking on a hyperlink on the appropriate portion of the page concerning creation of the headline. This hints page includes links to the headline page as well as to examples of effective and ineffective headlines. Fig. 12 similarly shows a page providing examples of ineffective and effective headlines.

This page also provides a link back to the page for writing a headline.

Fig. 13 shows an HTML page for the creation of the summary, like the page shown in Fig. 10. This page includes a description of the purpose of this section, guidelines for creation of this section, hyperlinks to hints and to examples of ineffective and effective renderings of the section. Finally, there is provided a region to enter the content of the section. Additionally, the page provides a link to another page for entering the highlights section of the news release.

Fig. 14 is an HTML page providing hints for writing an effective summary.

This hints page includes links to the page for writing a summary as well as to examples of effective and ineffective summaries. Fig. 15 similarly shows a page providing examples of effective and ineffective summaries.

Similarly, in Fig. 16 is shown a page formatted for obtaining the content of highlights of the news release. This page also includes parts devoted to purpose and guidelines, as well as places for entry of content and links to pages shown in Fig's 17 and 18.

Fig. 17 shows an HTML page providing hints for writing highlights, and Fig.

18 shows a page providing examples of effective and ineffective highlights.

Fig's 19-21 similarly provide linked pages guiding the user in writing a"who will care"section of a news release, including hints for writing the section (Fig. 20) and examples (Fig. 21).

Fig. 22 is an HTML page eliciting information about the time sensitivity of a news release. Using the information submitted from this page, an aggregator of news releases can determine when to distribute each news release.

Fig. 23 is an HTML page eliciting key words which describe the news release.

Using these key words, an aggregator of news releases can determine recipients to whom each release will be of special interest.

Fig. 24 is an HTML page eliciting information about opportunities for further action on a news release. These opportunities include websites, URL's for e- commerce purchases and press kits, and information about samples.

Fig. 25 shows an HTML page that allows a user to review the completed news release, authorize credit card payment, and submit the release.

Fig. 26 shows an HTML page which informs the user about the next stage in the news release process according to this embodiment of the invention, and thanks the user.

1525A/111WO 122446 Table 1 [example of a format] *HEADLINE IN CAPS* IN BRIEF: HIGHLIGHTS: --#1:<BR> --#2:<BR> --#3: SHELF LIFE: TAKE ACTION: QUOTABLES: KEY WORDS: *CONTACT INFO* --WEBLINK: [if yes, provide address] --OTHER AVAILABLE MATERIALS: [list materials, and how obtain] --CONTACT (S): --FEEDBACK NOW: Table 2 *CREATING DOOM-LOOPS IS BIG BUSINESS TODAY* IN BRIEF: In her new book-*The Seven Deadly Sins of Business: Freeing the Corporate Mind from Doom-loop Thinking*-Eileen Shapiro shows the business beliefs, assumptions and hopes that drive even the best managers into making terrible decisions.

HIGHLIGHTS: --#1: The book is full of examples that show what the sins are, how they work, and why managers fall prey to them. Shapiro is also available to apply this framework to companies currently in the news.

--#2: Shapiro is the author of the best selling, Fad Surfing in the Boardroom. And, as with Fad Surfing, this book also includes a new"Devil's Companion to the Fad Surfer's Dictionary." --#3: The Observer, a leading London newspaper, calls this book"brilliant."John Scullysays:"IfIcouldgobackintimeandtakeonlybusinessbookwithm e;<BR> thisisit.' WHO WILL CARE: Anyone who wants to help make sure that his or her organization isn't accidentally headed to corporate hell in a Seven Deadly Sins handbasket.

SHELF LIFE: evergreen; book published 1 June 1999 KEY WORDS/TOPICS: Leadership, Empowerment, Management Training, Business Strategy, Corporate Performance *CONTACT INFO* VWEBLINK: ***website for this book is www. fadsurf. com ***this website was designed exclusively for fun-and to use cutting edge web technologies in a series of experiments (interactive games, dancing devil. gif) -OTHER AVAILABLE MATERIALS?: ***full press pack-including full press release, author bio, sample interview, summary points for the book ***contact: Eileen Shapiro at eshapiro@hillcrestinc. com -CONTACT (S): ***author: Eileen Shapiro, eshapiro@hillcrestinc. com, or 617-495-0020 FEEDBACK NOW: