The PR blogosphere is very generous. The wisdom and enthusiasm, good wishes and constructive criticisms were amazing.
Most people could care less about "the press release." What they all truly hate is "bad storytelling." I agree. Part of the "Big Idea" is to get rid of some of the PRspeak that has come to take the place of good storytelling, by stripping the news to its core facts. Having said that, I do want to clarify, again: the "Social Media Press Release" was never intended to replace a narrative pitch, nor is it intended to replace a journalist's responsibility to do their own research and write their own version of the news.
The "Social Media Press Release" is more about making the media's job easier than it is about "being social." It makes their job easier by:
- providing multimedia content that they can view (for education) or post (to generate more reader enthusiasm).
- putting the basic facts on display, without extraneous hoo-ha.
- enabling them to keep tabs on related news updates (via RSS).
- putting all speakers' contact info front¢er.
- putting lots of relevant content, in context, and with helpful notes, all in one place (del.icio.us).
It's (not necessarily) too soon for the "Social Media Press Release." Yes, it is bleeding edge; maybe too much so, for many folks in the media, among clients and in the PR world. Yet, as I noted in my last post, bits & pieces of this concept are already working their way into the PR world. I was contacted numerous times this week by corporate marketers and PR agency pros who are keen to try this. It won't happen tomorrow, but it will happen.
No matter how often I tell folks it's spelled "SHIFT," all caps, they'll still use "Shift." Oh well.
It's been an exciting ride. Thanks to everyone at SHIFT and in the PR/marketing arena who helped out with this effort. Time to take a li'l time off to re-connect with the wife & kids.
After a week like this, there's only one place to go. Can you guess?