Byron Gordon, SEO-PR, interviews Andy Beal of Trackur and Marketing Pilgrim, about the future of online PR at SES Chicago 2009. Andy prefers using PRWeb for press release distribution. Reasons include: metrics and tier pricing, in particular, PRWeb shows you where the press release was picked up and by what countries, and tells you what keywords were used. PRWeb lets you compare different headlines to see which one performed better. Audiences are no longer restricted to receiving information via email from journalists, according to Andy. Today's press releases incorporate various social media tools allowing users to tweet them, share them on Delicious or Facebook. Andy says press releases are only effective if you can properly target them to the right influencers in your industry. Andy also touches on a possible future development of press release services: performance-based press release pricing.