Wednesday, September 09, 2009

Think of the Social Media Release as an Online Press Kit

The social media news release concept has been in a kind of development stage for several years. During that time, we’ve seen creative ideas and lots of confusion. The main point of contention is the mistaken idea that the social media news release should replace the traditional release. Nothing could be farther from the truth.

What is the Purpose a Social Media News Release?
The social media news release is really an online press kit. It provides your news in ways that assist journalists and bloggers to write stories about your news. It gives people tools to share your audio and video clips, download logos and photos, and immediately find key stats and quotes rather than sorting through prose. Since a sizeable percentage of stakeholders are generally online, they are more likely to get your news there.

How do You Use Both Kinds of Releases?
There is still value in the traditional release. Some trade publications in your industry may still practically print your release unaltered. And it presents your story in a narrative form. Storytelling is good. I’ve also found that when there are lots of internal levels of approval, the final traditional news release serves their purposes, while the social media version is more of an aid to journalists.

There are several places you can go to learn more. One of the best recent ones is an audio presentation delivered by Shel Holtz, ABC, co-host of the For Immediate Release podcast. You can listen to his engaging down-to-earth speech and see his ppt presentation online. It’s a great way to get a crash course on a powerful communication tool.