05/28/2006
Poor poor pitiful press release...
A few more thoughts on the press release format put forward by the folks at SHIFT (I spelled it right for you this time Todd.)
Some bloggers got their knickers in a twist about the proposed format, dumping on the SHIFT guys for a stupid idea and labelling the PR bloggers who gave them props for trying something new pretty much as idiots. That's not just missing the point, that's missing all the points.
I don't think anyone saw this as THE new format. It was a good effort to incorporate new media tools into a press release format. Good for them for giving it a try. Even better if their clients and prospective clients go for it.
At least, that was my opinion and why I gave them a well done (with but's)..
The job of the press release is to answer the basic questions: who what where when why and usually how. Quickly. There is no way that is ever going to be elegant. As my readers know, I don't have a problem with the current form of the press release, or this one either, because the press release is not the important thing. It's just a tool.
It is the story and the conversation that are important. We need to tell good newsworthy stories, in the right way to the right people at the right time. Sometimes the right person for a story is a journalist, sometimes it is a blogger and sometimes it is a newswire for basic compliance with reporting requirements. Sometimes, oftentimes, all three. And never forget, we always have to share that same news with our customers. So, four audiences for our news, each of which will want it delivered in a slightly different way. If tagging and del.icio.us or flickr or whatever other social media tool you choose can help you pull the material together to satisfy each of those groups quickly and efficiently, go for it.
But the tools aren't the answer. They are most definitely NOT the secret sauce. The hard work, the real work, is in making good products (or services), developing good stories around and about them, figuring out who is interested in hearing from you and then talking with them in the appropriate fashion. High tech products, tech savvy journalists and bloggers, many of the elements in the SHIFT release will appeal. Local dog sitting business that wants exposure in the town paper, serious overkill.
Match the tools and language you use to the people you are talking to. They'll appreciate it.
And don't forget to have real news. Major new product that will set your corner of the world on fire. Yes. Version 3.15 of your product. Um Not so much.
For a journalist's perspective, check out this post on Hacking Cough. Other comment today, Neville Hobson. Still no word from Tom Foremski.
Tags: social media press release, social media, PR, press release
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Posted @ 9:05AM in Blogging, PR
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Comments
Good points Susan, and I agree with Robert, everyone is out for blood but the truth is that this is the first time there has been some action, versus just talk. Are we there yet? No. Will we ever be? Looing at the lowest common denominator tells me, probably not.
Hi Susan -
Still digging thru the reactions to our template, but am finally finding the time to say "thank you" for weighing in. Much appreciated!
As for Robert & Kami's thoughts... actually, I've been blown away by the POSITIVE reaction. I expected some naysayers - that's life. I encourage ya'll to check out the custom del.icio.us page (SHIFT.communications) to get a sense of the volume of "goodness" we've experienced.
Thanks again!
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Have to agree with you, Susan. SHIFT's new template was all about delivery and format. Naturally the release must be as you say.
That's one thing about some of the comments I've seen that continues to bug me. They see a new idea (which actually had some creativity behind it) and feel compelled to dismiss it.
The myopia that has infected some of the blogosphere is one of the things that sometimes makes me want to stop participating.