This may come as a shock to some, but I'm a PR professional and I can't stand (most) Press Releases.

I tend to view them as a necessary evil in our industry, and unfortunately too many organziations and agencies still rely on traditional Press Releases as the primary tool to "get the word out" or "create buzz" about their companies, products and events. For some it's easier, and more cost effective, than building relationships and reaching media contacts with information tailored to their beats and interests.

One interesting development in the PR industry, which is being championed by some of the more progressive corporations, is the Social Media Release. First introduced by SHIFT Communications in May 2006, a Social Media Release integrates social media technologies, such as links to podcasts, webcasts, purpose-built del.icio.us pages, and social bookmarking sites, such as Digg.com.

WARNING: If your PR agency is not talking to you about Social Media, then it's time to search for a new firm. 

Our experience has been that we’re still a long ways off from acceptance in mainstream media; however, we are starting to see major organizations integrate Social Media Releases into their PR campaigns in an effort to deliver more targeted, interactive messages online.

Coca-Cola Launches Competition to Design Online "Virtual Thirst" Coke Machine

2008 Ford Focus: Social Media Press Release

Social Media Release: Cisco Connected Life Contest

Palm Travel Tips and Tricks: Travel Smart with Your Treo

While the Social Media Release may not be for everyone just yet, the more important issue is an organization’s overall Social Media Strategy. Here are a couple blog posts I’ve put up recently on the topic:

Social Media Battles for Budget

Is Social Media More Relevant Than Mainstream Media?

Also, you may want to check out the Social Media for Communicators Summit this coming March in Las Vegas. We'll see you there.