Social Media Releases Gain Ground as PR Tool
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.
Reader Comments
David Weiner, PR Newswire
March 20, 2008 4:59 PM | Permalink
Paul, Great post. While I agree that every agency should at least be counseling on social media strategy, new media releases and PR 2.0 tactics, I would issue the same warning to clients about their wire services. Social Media Releases, like press releases, are only a small part of the PR arsenal. Clients need to be counseled on new tactics that incorporate all 1.0 and 2.0 methods (from broadcast to internal comm to expert leveraging, etc.). As you know, we have been very active in educating our clients, colleagues and peers in this sphere for over 2 years. Whether you like them or not, press releases serve an incredibly useful purpose for a number of different reasons. Media/Blogger relations can only be so robust. When a company needs to get an announcement out to an incredibly wide audience of journalists, investors, bloggers, investors, analysts, consumers, etc., there is no better vehicle than a press release ... and not all press releases necessitate multimedia, let alone the SMPR format. Most would benefit by multimedia, and that's where we as an industry have to start being more vigilant. Look forward to seeing you soon... David Weiner, PR Newswirepaul
March 21, 2008 6:16 AM | Permalink
Excellent points, David. PR Newswire has done a great job taking the lead on educating the industry. I've actually softened my stance a bit on press releases since this post originally went live, as more and more we are integrating releases into our clients' SEO campaigns. In addition to their value with mainstream media, press releases are a phenomenal source of new, keyword-rich content that can be posted to company sites, as well as distributed throughout the web using wire services, such as PR Newswire. Thanks for the feedback, and your continued efforts to advance our industry. PaulComments are disabled for this post.