So I think I will launch an iterative process for developing my version of the social media release. I welcome comments and ideas from others as to how to optimize this. For starters, here are some objectives I would set for a new format for press releases:
- Has to be understandable whether you are reading it as a stand-alone release or using it as web content. In other words, it needs to be as useful to traditional media outlets and other audiences as it is to social media outlets
- Should contain links to online resources that further elaborate on the story being told
- Should tell a story: it can't just be a collection of links and bullet points
- Should lead to increased online coverage of the story simply by being web-friendly. In other words, the links and other web content included in the release should leverage SEO or other techniques to amplify the message.
To be continued...
Jon,
ReplyDeleteI agree that when a release is seen by the public is has to be in the format that tells a story. The SMR started after comments by journaliets that they don't want the 'story' from the PR or the company. They just want the facts. so perhps it's a case of who the release is intended for as to how it is formatted.
Sally -- good point. But the problem is not that the storytelling has to be eliminated, but that the storytelling needs to be better. The vast majority of classically written press releases try to tell a story and fail. That's why journalists say they want 'just the facts.'
ReplyDeleteI think the reason that "the vast majority of classically written press releases try to tell a story and fail" is that traditional press releases eliminate the customization of the story to the writer/media outlet. I certainly don't use the same angle when making pitch calls to multiple journalists, but I do send out the same release to all. It would be nice to have the resources to create and send out a variety of very targeted press releases, but it just isn't realistic.
ReplyDeleteSMRs with "just the facts" make a lot of sense because they enable journalists to quickly and easily pull out the info that's interesting to them without having to wade through the stuff that isn't relevant.
Perhaps I'm not getting the full gist of what you're saying. I'd be very interested to see a template or example of your ideal SMR. :)
EMN - i get the part about creating chunks to make it easier for journos to pull what they need out of the release. But I wonder how many are actually making use of the information that way. Have you seen any evidence that the SMR is being accepted and used by the media? My concern isn't with simplifying and putting the info into digestible chunks -- I'm all for that. I'm just concerned that the story has the potential to get lost in the process.
ReplyDeleteI will create my own SMR template, for sure, and will post it soon.
The SMR is something that Businesswire, PRNewsWire and PRWeb are grappling with, as we speak. Although all feature some type of shareable release (with embedded search terms and basic SEO, to extend life-of-release), none contain a make-your-own-Subway-sandwich method of earmarking releases for sharing.
ReplyDeleteFor example, if you're doing a release on a new SOA technology, you'll want to add the Stumbleupon and Digg buttons, but if the release is on antiplatelet agents used in treating TIAs (serious medical geekery), the share-buttons embedded by these services are totally inadequate in serving that community (who will want to see it in Medinews or a number of up-and-coming medical engines and social news networks like Medgle.
While there is no ideal SMR (this is a totally iterative process - I think we can all agree), it has to let agencies and PR/social media folk at least suggest "buttons" of their choice, so the release can be shared in relevant vertical news channels.