The SMR is dead — long live the SMR!
Quite a lot of activity Wednesday over at Ragan on Mark Evans’ column asking whether or not the social media release has outlived its relevance. Yeah, SMRs are so 2009!
Seriously, I think Evans has missed the point. The press release is dead, whether or not it’s optimized for social media. When was the last time you sent a release to a reporter who then replied with enthusiasm about covering your story? It happens, but not often. I’d argue that press releases have become something of a formality we do only because it’s easier than explaining to clients why they don’t work anymore. Oh, and of course you have to have something to post on the client’s online news room.
That being said, I love SMRs. I think they are wonderful. I think they are fun to create. But I don’t create them under any illusion that they are going to turn into a story in the New York Times. No, I love SMRs because they are great search engine optimization vehicles. I get a certain amount of satisfaction from pressing “publish” on PitchEngine and then moments later receiving a Google Alert about said post. SMRs are strictly an SEO play.
Aside from that, I agree with Evans. The most successful way to get a hit is to connect directly with a reporter, preferably one with whom you already have a relationship. Like I tell my students…PR is about relationships first and foremost. No technology is going to change that.
Tweet
Add your Comment
Want Your Picture Icon? Go to gravatar.com and set a picture up to your email address for free. It also works on thousands of other websites, too!
Categories
Recent Comments
the rumors are true (@ Neighbor from the 90′s)...
Sorry to see you go. avic-x920bt
First the Space Shuttle program and now this???? OH NO!...
I think it’s really funny that Jason donates money...
Sad to see you go Mr Len… been a great ride
Blogroll
- Acme Photography
- Brain Matter
- Brian Shaler
- Convince & Convert
- Depth in PR
- Espresso Pundit
- Full Speed
- Full Speed Marketing
- HMA Time
- Hoi Polloi Report
- It's About The Work
- Liquis Design Blog
- Marketing Press
- Mighty Interactive
- Off Madison Ave
- Park & Co.
- Park Howell
- Phoenix Defense
- PR Advice
- Quaintise
- Random Tuesday Morning Ramblings
- Sitewire Blog
- SoCal PR Blog
- Stealthmode Blog
- tdhurst
- The Marketing Journalist
- The One to Go To
- The PR Practitioner
- Think Fast
- VUURR
Comments
April 29th, 2010 at 7:51 am
Len, this is probably the best summary of the status of press releases I’ve seen.
In a way, press releases have *always* been dead. It’s the relationship that matters; the actual press release is just an artifact that streamlines the exchange of information within that relationship.
The problem comes when businesses think they can get around hiring the person with the relationships, and rely instead on the press release itself to do all the work.
April 29th, 2010 at 9:46 am
What James said.
Press releases are a formality for disclosure purposes only.
April 29th, 2010 at 11:26 am
I read blogs all of the time that talk about how the press release is dead. I feel that is a blanket statement that isn’t completely accurate. How the press release is used determines its value. Simply sending it out to the masses and hoping the phone will ring is obviously not effective. As Len and James stated, the solid relationships and knowing what stories are going to be appealing to your media contacts are the keys to securing coverage. However, I have to be accountable to my clients and ensure the information I send out is factually correct. Whether I’m compiling event details or deciphering something more technical from a brain dump I’ve had with a client, the press release gives me a forum for putting all of that information into one place. The press release allows us to get on the same page with the information being disseminated and streamlines the process for filtering the information to media that are interested in the story. Maybe it’s the term press release that is antiquated. Perhaps it should be called a fact sheet or project overview. In any case, I don’t agree the press release is dead. Just like everything in our profession, its purpose is evolving. Whether or not a press release is used and how it is used depends completely on the situation.
April 29th, 2010 at 2:29 pm
Bravo! That’s all I have to say.
April 29th, 2010 at 2:51 pm
Thanks for your great post!
I agree with all of you, the press release is almost formality at this point. We’re trying to help with the pitch and then deliver an outstanding package of great content that is consumer-worthy, not just journalist worthy.
BTW – We’re coming to Phoenix next week – maybe a tweetup on Tuesday…more details to follow @jasonkintzler
Best,
Jason Kintzler, Founder
PitchEngine
April 29th, 2010 at 4:44 pm
I happen to agree with Holly completely! Couldn’t have said it better myself.
April 29th, 2010 at 7:15 pm
Also agree with Holly… press releases have a purpose, when used in the right situation. Relationships are certainly key, but I think having a succinct document of information, quotes, key messages, etc. is both useful when you are working with a team and to have ready for media.
April 30th, 2010 at 10:05 am
Like Holly, I don’t completely agree that press releases are just a formality or are dead.
When I was writing regularly (as a journalist and recently) I’d often refer to them for information in addition to the pitch/conversation with PR person. It was sort of the “go-to” document with the information that was easier to look at than calling the PR person or e-mailing back and forth.
Quotes for the week ending 30 April, 2010 « Says:
May 1st, 2010 at 7:30 am
[...] Len Gutman, at ValleyPRBlog [...]