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03.14.07
Social Media Release in Spotlight Again
 By
Brian Solis
Here we go again, but this time the discussion is finally happening among those who can benefit from the discussion the most – the PR industry. We took the conversation offlline to convince PR to be more effective with press releases first, before they can worry about the “why, how, when, and where” related to social media releases.
I recently spoke at the New Communications Forum on the now controversial topic of the Social Media Release aka hrelease aka New Media Release as part of the panel that comprised of those most vocal about it - Todd Defren (the man behind the SMPR template), Tom Foremski (the journalist that started it all), and Chris Heuer (the social media evangelist who is bringing everyone together). Laura Sturaitis from BusinessWire and George Vazquez of PRNewswire also joined the discussion.
The goal of this panel was to deliver clarity and understanding to the critics and those generally confused about what the hell we’re talking about and what we’re trying to accomplish. This was, after all, one of the largest conferences dedicated to helping PR people understand new media, Social Media, and other online tools, and how to use - and not use - them in practice. And yes, this could be an entirely separate discussion.
Back to the panel.
I will start by saying that we didn’t really do the best job because we left attendees with more questions than answers. We were also sidetracked into an irrelevant discussion of wire pricing and disclosure, which monopolized the discussion. (Wire services should take note: there is a genuine hate/hate relationship with you. Drop your prices!)
Let’s start with the questions that were raised onsite and in the blogosphere:
What’s wrong with press releases as is?
How do we make it more affordable to cross on the wire?
How do social media releases comply with Reg FD? (It shouldn’t, move on.)
Where are the case studies?
Continue reading this article.
About the Author:
Brian Solis is principal at FutureWorks PR, an award-winning PR and Social Media agency founded in 1999. FW PR bridges the communications gap between companies and their customers, and between products and their specific benefits for their target markets. Solis blogs at PR2.0, http://www.briansolis.com, and regularly contributes to many industry trades. He is also frequently quoted in articles relating to technology trends and Marketing/PR strategies.
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