Social Media Press Release

Neville Hobson asks himself if journalists are ready for the social media press release, as suggested by Todd Defren. Todd has posted his debut of how a “Social Media Press Release” shall look like here (PDF).  I must say that this template is a great first step in the right direction. It definitely puts the P (Publish) into PR. One can always ask oneself it all the elements are needed, but as a general guideline I think its great. Todd also points out that PRNewswire (that I have been using several times for Maxthon – and it’s free), have started to integrate some of these elements as a standard in their press releases (e-mail, link, RSS and del.icio.us). See an example. I still run press releases for Maxthon through Business Wire and PRNews wire – but they are not even nearly as effective as my own targeted efforts. Just take the latest press release from Maxthon as an example – Charles River Ventures invest in Maxthon – my own efforts reaching out to fellow bloggers and journalist – created far more publicity than the costly (not worth the money) press release through Business Wire.

But back to Todd’s Social Media Press Release, Neville’s question as to whether journalists are ready for them, I agree with Neville saying that unless the journalists wants it this way, it is going to be difficult to get them to use it. Remember the one of the golden rules of psychology, people will do what they are used to do (or read: use what they are used to use) – a new format is likely to present additional cognitive overload – and journalists (as well as the rest of us) are already drowning in information overflow. However, do I think that should stop us from adopting the social media press release format? No, on the contrary – we should start using our own modified versions of this format, and educate the journalist – but by gradual exposure. Eventually the social media elements and interactive part will become a de facto standard, since the advantages by far out numbers the dead press release format. Business Wire – wake up! Justify your charges by integrating some of these elements into your standard format.

Comments

[Todd Defren]

Hi Netanel -
Still digging thru the reactions to our template, but am finally finding the time to say "thank you" for your kind words. Much appreciated!
Let the "gradual exposure" begin!