Comments on: A look at social media releases (SMRs) three years later

By: LKinoshita

LKinoshita — Wed, 19 Aug 2009 21:33:30 +0000

The best social media tool is e-mail. I write releases pre-2006 style because my clients expect that, but then I quickly go “off release” in personalized e-mail follow up to a few select reporters and bloggers, giving them the links and resources I think will be most useful to their audience. I will *sometimes* post to Twitter and Facebook, but only if the audience is self-selected to the topic at hand. Or, failing that, I might ask a friend in that space to share the link on my behalf.
Cream generally rises to the top, so if you put worthwhile content in front of the right people, they will pick it up. Definitely needs to be tied to industry news/trends and the bigger picture. Sometimes that includes links to information that includes competitors.

By: Malcolm Atherton

Malcolm Atherton — Tue, 18 Aug 2009 17:20:33 +0000

I sent this to Linda earlier and she asked me to post it here, too.

http://eon.businesswire.com/news/eon/20090814005498/en/candles/scented/fragrant

The release is fun, integrates the company’s targeted key words & phrases, incorporates embedded images, and uses creative formatting for a more scannable & interactive page of content.

Contrary to those who feel there MUST be a “traditional” release and a “social media” releas, a release in any form is just a release. It’s the same way that people are people even though they come in all shapes, sizes, and colors.

To reiterate my earlier statement, content will dictate the sharing and consumption of a release.

Air Force One isn’t Air Force One until the President is on it… Until then, it’s just a big plane. Therefore, no release should be called a social media release until someone shares it, blogs it, etc.
m

By: Bart Butler

Bart Butler — Mon, 17 Aug 2009 18:09:39 +0000

Thank you, Linda. Very helpful post. Creates a great reality-based-context for the discussion.

By: Thom Brodeur

Thom Brodeur — Mon, 17 Aug 2009 17:52:19 +0000

Having lived in the world of product development on this VERY subject — social media press releases; I would encourage folks to take a look at what Marketwire launched in February 2008. Here is a link to a presentation that the PRSA has made available to it’s members. Marketwire spent over a year developing this product with the input and expert insight of SM leaders like: Brian Solis, Todd Defren, Shel Holtz, Chris Heuer and others. It’s worth a look: http://www.docstoc.com/docs/4590621/Anatomy-of-The-Social-Media-Press-Release-PRSA-International. Having based some of its development work off of Todd Defren’s original mock up from 2006 (and with his permission, by the way)…it’s a format worth taking a closer look at.

By: Dave Murrow

Dave Murrow — Mon, 17 Aug 2009 17:34:10 +0000

Good post! Worth forwarding (as I did on Twitter already). I *think* PR peeps are using social media for releases, but maybe they are using the tools offered at PitchEngine (http://bit.ly/XVDe), BW’s Eon (http://bit.ly/qE2t) Marketwire’s Enhanced releases (http://bit.ly/13kXes) and others.

By: Linda VandeVrede

Linda VandeVrede — Mon, 17 Aug 2009 16:51:06 +0000

You raise a good point in your post, Angelo – “Why are PR people not all over this format?”
I documented my personal journey w/ SMRs at http://www.lindavandevrede.com
Readers – are you intimidated by them? Think they’re too much trouble? More focused on writing than graphics? Can anyone shed light?

By: Angelo Fernando

Angelo Fernando — Mon, 17 Aug 2009 16:40:44 +0000

Great questions, Linda. And thanks for surveying the landscape to keep us up to date on this. (What better person than you to do this. If you have to update your book, the responses tho these questions ought to make a great new chapter.)

I had wondered too about the slow uptake on the SMR (http://ow.ly/kjWg ) I believe there’s a place for the hybrid format. Less template, more content as Malcolm suggests. In the end content is of little use to a journalist unless it gives the story context.