About four years ago, PR firm Shift Communications developed the Social Media Press Release (I call it a "news release" because I believe "press" limits its perceived usage). This tool represents an evolution in the way we, as public relations practitioners, communicate our information to news and other communication outlets.One of the hardest lessons for those of us in PR who came into our professional "own" before the advent of the Internet was an understanding that the Internet was just another medium to communicate a message. For a long time, I believe many practitioners (and even those outside of PR and other mass communication forms) felt the Internet was going to be the universal communication bandaid to solve all our problems. You need to think of social media tools - social networks, blogging, videos - as additional mediums, like newspapers, magazines, television and radio are thought of in this vein.
YOUR TURN!
Give the Social Media News Release a review (it is a PDF, and easily downloadable). Also, be sure to review Shift Communications' blog posting about the release. What do you think about this new release form, after learning about the traditional news release? How is it best distributed? Do you think it works (in form and process)? Why or why not? Please post your comments about the release.
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