New ways for PRs to communicate are reaching the UK with a focus on technology and social media through the launch of services from Mynewsdesk and PressPage, and a partnership between Cision and PitchEngine.

As communicators tune into the possibilities of social media, agencies are increasingly developing innovative ways of using it. Social media newsrooms and online press offices provide users with relevant corporate content that takes full advantage of the flexibility of the online space.

The Swedish web service Mynewsdesk, which currently serves over 23,000 companies, has now launched its first London office. The newsrooms services that Mynewsdesk provides have been tested over the last few months by UK companies since its pre-launch in March at the Social Media World Forum, and CEO Peter Ingman is looking forward to its venture into the UK, which he calls "one of the PR world's most competitive markets".

Similarily, PressPage is expanding to the UK market from their Netherlands homeland, the company announced earlier this month. PressPage invisibly works as a technology provider and news platform for agency content, maximising the use of a corporation’s existing social media channels.

And a partnership between Cision and PitchEngine will combine Cision’s marketing and PR software solution with PitchEngine’s social media release platform to allow Cision users direct access to consumers and media through the publishing tool.