At PitchEngine we're constantly trying to improve and implement social media tools into our PR efforts. One of the topics we're discussing is the new press release format - we'll call it "social media release" as that's been our working title to this point.
If you've been following this topic, you know a little about the social media release templates out there and what their purpose is. For the sake of naming this thing, I'll clarify what we're after.
The new press release or (social media release or new media release) is designed to be as Brian Solis puts it, "a new socially-rooted format that complements traditional and SEO press releases by combining news facts and social assets in one, easy to digest, and repurpose, tool."
Brian and creator Todd Defren refer to it as the Social Media Release, but there is also another angle to the naming convention. Does including "social media" in the name turn off journalists?
As I mentioned in a previous post "Why Social Media PR Gets a Bad Rap", In Deirdre Breakenridge's new book PR 2.0, she interviews Phil Gomes, VP of Edelman who offers up some good logic. He prefers the term "New Media Release" as opposed to "Social Media Release" and he may be on to something, since the "social" aspect is often misunderstood by journalists. Aside from technology bloggers and editors, most writers don't grasp the concept. Announcing that you're opening up a two-way conversation can be daunting, especially if it's with an unidentified PR hack eager to spam you. That said, the social aspect is vital to the future of interaction between media and brand - not to mention, brand and consumer.
I prefer the term Social Media Release as it describes the goal of the release more accurately. The downside of calling something "new" is that it won't always be "new". It also makes it seem like it's different or constantly changing.
What are your thoughts? New Media Release or Social Media Release?
I see more and more blogs asking newspapers publishers to step-up to social media, but what about television news? Embracing new technology doesn't mean re-thinking the entire news organization and starting from scratch. There are things news departments could be doing now to engage their audience further. Here are some very doable suggestions:
User Video and Photo Submissions
Social media allows for access to more content then we've ever had. Much of that content is video. Ask any t.v. news photog who is the busiest in the newsroom and they'll tell you it's them. Why, because every story requires video. Why not open up the box and look for more ways to incorporate user video? Set up a segment designed specifically for online submissions (This will help explain away less-than professional video production) and begin to use sources from the community. Allow users to upload video directly to your website and share it from there. imagine how easy you just made finding video and photos of events.
Newscast Follow Up
It's been proven online time and again that news straight from the source is far more believable. Take your t.v. website to the next level with comments and forums surrounding the major stories of the night. Registered users can comment on stories, police officers or featured people can give their two-cents about what happened - i.e.the school strike, the new town hall construction, etc. More content will grow from furthering the conversation. Someone will have another perspective, and they won't be as guarded with information when sharing via the web. Set the ground rules- anything posted here is property of "Insert station name here".
Open Up Conversation w/ Real-Time Viewer Comments
We've all seen the scaled-down, edited comments that make the air, but what if they were real-time? Perhaps filtered for bad, or vulgar content and then posted live on a ticker, or in an update box in the corner of the screen. Think Twitter or FriendFeed directed at specific stations or viewing areas. Maybe limit the Tweets to reporters who are out in the field. They could use Twitterfone to send real-time updates from the scene of a fire, or post the local university's next touchdown as it happens.
Experiment Now and Be Better For It
Perhaps social media will add to the chaos that is t.v. news, but maybe it will set your station apart from the next. Maybe you'll discover more applications for social media in your newscast and more importantly, maybe you'll find a way to generate revenue from adding social media to the mix? Now is the time to start experimenting. Your audience is open to new things and will appreciate your willingness to include them in the conversation.
Blogger's Note: Early on in my career, I was an anchor and reporter for the CBS affiliate in Montana. It was a crash course in shooting, editing, reporting and anchoring every element of news, sports and even weather. I'm not a television expert, just a social media and PR fanatic who wants to see every element of news media adapt to new media.
Knowing what I know now, it's just a matter of time before social media makes a visible impact on television news too.
With 140 word Tweets, IM applications and new social media release templates calling for narrow, bulleted points it's no wonder the journalism and PR communities are so vocal about social media these days. If I were a veteran newsie, I'd be alittle dismayed too.
The back and forth dispute about a recent PR spam incident and the ensuing Blogger Blacklist got me thinking - there are some glaring differences between social media and traditional journalism methods. I can always appreciate a well written blog, but let's face it, there are plenty of them out there that are nothing more than an informal rant with no regard for AP style delivery. Anyone can blog, but not everyone can write. So, it's only natural to think that we should approach each camp differently. Social media as it stands serves both journalists and bloggers respectively.
I saw a post from Robert Scoble on FriendFeed where he said, "Professional journalists hate bloggers who live by different rules than they do. The rules are changing from "never have conflicts and never disclose your opinion" to "disclose your conflicts and tell people your opinion." That drives old school
journalists batty..."
For bloggers, social media offers concise delivery with straight-to-the-point facts and more importantly, two or three-way dialog between PR pro, brand and blogger. Bloggers are more inclined to be dialed-in to updates via RSS or Twitter, but less likely to need a full arsenal of press kit-style materials. Their blog post is often under less constraints than that of a print journalist, making the collection process shorter and the
overall turnaround quicker.
For journalists, social media is the future. As more and more writers (print and online) become accustom to the new tools available to them the more relevant social media will be. Currently, most journalists are using some components of social media, but the PR industry as a whole has not adopted a standard method of merging the mediums. On one hand, journalists are under increasing pressure to do more with less, and make do. This is where AP meets social media.
AP (Associated Press) style
is considered standard practice for most PR practitioners, educators and professionals. I posed the question "Is AP style still relevant?" on the forum at PROpenMic and got a great quote/comment from Robert French, "It’s a style guide, not a style cult. Use common sense and pick your battles wisely."
The most accepted style format known to man is not going away anytime soon, nor should it. But with social media tools tightening up the pitch process, it has opened the door for PR pros to cut out the common practice of including an AP style release. Looking at the Todd Defren's Social Media Release Template update, it's apparent he's heard much of the same. The newest version
calls for more flexibility allowing the user to insert bullets, or narrative.
While most of the people surveyed (on LinkedIn, PitchEngine
and PROpenMic) said that AP is still relevant, the majority said that more concise information was appreciated. Reading through long releases is a waste of time and can even leave a bad taste in an editor's mouth. The key to using AP is speaking the same language as the person you're
pitching. Moreover, short deadlines and crunched budgets mean editor's are more likely to cut and paste your press release if it's in the correct AP format. My philosophy in PR has always been to make it easier for the writer in every way possible.
I propose we use a hybrid social media release/AP release format. Make the pitch concise -
bullets are great, but allow the user (journalist) to click for more information, or to expand for the entire AP style press release. This will make it much easier to skim over, and voluntarily click for the narrative.
I find myself reinforcing this point in every blog post
- make it simple and make social media a value to journalists. Show them (in their language) how social media can work for them and don't try to do all things at once. Don't try to meet the needs of bloggers and journalists AND consumers with one magic media release- it's just
not going to happen. The better calculated we are now in the development of social media public relations the quicker it will be adopted. The revolution has begun.
I'm continually frustrated by the swirling cloud of negativity around the PR 2.0 and social media PR posts I read daily. While thought leaders like Brian Solis and Chris Heuer offer up their ideas and suggestions for change, traditionalists are trying to shoot holes in the progress. To their credit, this whole Social Media PR Revolution is not fully-dialed, therefore it's hard for some to grasp the concept in its entirety. Note to PR Pros - here's how we can help: Social Media as Distribution
The number one issue that keeps coming up continually is PR spam. There are too many avenues, too many spammers and a lot of nonsense out there to clutter the inboxes of journalists (both blogs and print). As more and more journalists join social networks and expose their contact information, it's increasingly difficult for them to filter. Don't blame social media. Blame bad PR tactics. The two ARE NOT the same.
There are several online press distribution channels available. If a you want to distribute news, go to PR Newswire to PRWeb or Marketwire. This is not social media, this is simply a way to distribute news via the internet. If you want to utilize social media and further engage in conversations with media contacts, get smart about it. Research and build a social media newsroom or offer up social media news releases to your media contacts. It's about the tools and the conversation, not the distribution to journalists. For social media PR to have legs, we have to remain ethical. A Tight Pitch Stowe Boyd (who ironically opposed the Social Media News Release initially) came up with the twitpitch in an effort to sort through, cut down and filter all the pitches he was being inundated with. The twitpitch calls for PR pros to pitch Boyd via Twitter using the hashtag #twitpitch. I commend the idea, but am surprised by the messenger. To me, the idea of a concise social media release could be conveyed the same way, via twitter- or some other channel. Send your contact a link with a great headline, and let them take the initiative to voluntarily click for more. If you've crafted a good social media pitch and have something appropriate to announce, chances are you'll get picked up. I would argue that a social media release is much less obtrusive than a traditional 600-plus word press release attached to an email, twitpitched or not. Really Simple PR
In Deirdre Breakenridge's new book PR 2.0, she interviews Phil Gomes, VP of Edelman who offers up some good logic. He prefers the term "New Media Release" as opposed to "Social Media Release" and he may be on to something, since the "social" aspect is often misunderstood by journailists. Aside from technology bloggers and editors, most writers don't grasp the concept. Announcing that you're opening up a two-way conversation can be daunting, especially if it's with an unidentified PR hack eager to spam you. That said, the social aspect is vital to the future of interaction between media and brand - not to mention, brand and consumer. Start simple by offering journalists something more than the next guy (or gal). Pitch them and provide enough information that they won't have to seek out more. Give them links high-res images, show them a video of how your product works or just give them bulleted features with a link to the full-on AP style press release. Buzzwords like "social media" don't make the release interesting to media, the contents and tools you offer-up do. The Revolution Tom Foremski's"Die! Press release! Die! Die! Die!" post in 2006 was the catalyst for change. Thanks to him, social media release and newsroom templates have helped lead the charge into the future of the PR industry. The PR industry is fragmented, but with emerging tools and daring PR pros taking the initiative to innovate, it's not long before the tide will turn. Keep up the progress, but use caution and do it with class. You and your brand will be better for it.
Original post on PitchEngine
I've spent a considerable amount of time pouring over the contents of the two social media release and newsroom templates offered up by Todd Defren of Shift Communications and Canada's Social Media Group- Digital Snippets.
The emphasis of both of these templates focuses on the conversation. Journalists can connect, share and even offer their opinions through moderated comments and social tools like Twitter. This is definitely where brands are going to win-over writers by being more accessible, visible and more involved. In addition, there are some great widgets that help add to the pitch. You can post videos via YouTube, photos via Flickr and so on. That said, there are a few things that could enhance the benefits for the journalists we're trying to serve. PR 2.0 isn't just about the conversation.
With all the technology available, shouldn't we be making the PR process more efficient? Cutbacks at news organizations are giving journalists more limitations on time and budget. Here are ways we could improve on a good thing:
AP Style Content
A simple link to an AP style press release that can be cut-and-pasted straight into a newspaper or magazine article (print or online) would save writers time tracking it down through socialized content. There wouldn't be a need to Skype or instant message a PR rep if the story was available in its entirety from the start. The pitch needs to be concise, which the social media release templates call for, but the story should also be accessible. Of the media on PitchEngine and LinkedIn I questioned, most of them all agreed - if they never saw a printed press release again they'd be thrilled. On the other hand, they said speaking their language (AP or Chicago) is vital.
High-Res Photos
Flickr doesn't offer users access to high-resolution images and most writers (and their art departments) would be more inclined to take an article that is accompanied by photos they can print. This could be accomplished with a link to a corporate image library hosted by the brand or their PR agency. Accompanying graphics and photos are great for explanation, but something a publication can print is a plus. My brand implemented an easy-to-use image library for media (and our sales force) that has streamlined the process dramatically.
Product Sample Requests
I may only be speaking for manufacturers here, but writers always want samples. Including a link to the person who holds the keys to the sample room is a huge help to media. They can place a sample request now, instead of exchanging voice mails and emails for two days before the product actually ships out.
Making all these things accessible via the web is critical. It makes the press release and all the assets available to the writer 24 hours a day with no need to dig further for additional information the next day.
Hopefully, these additions will help you help writers -- especially those who haven't fully embraced all the components of social media just yet. Those of us putting these social media tools to the test with our own brands will discover more useful strategies as we dive-in, gently.
It's more of a question than a suggestion, but I think it could be a unique way to touch your media contacts without blitzing them with excess pitches. Here's a little background...
Earlier this week Sarah Perez posted this article on ReadWriteWeb about something called "Twitpitch" invented by Stowe Boyd, a business strategy and information technology consultant. Instead of getting hammered with emails he set up a group on Hashtags and had people tweet him their pitches. By viewing a single page, Stowe could then read through perhaps the most concise pitches on the planet.
Now put this in the context of PR. Perhaps your agency or brand could have their own unique hashtag (#pitchfeed for example) or maybe it would be better served as a newsfeed for an upcoming trade show. By creating a keyword (hashtag) for your brand, writers could visit your unique link (ours is #pitchfeed for example) and scan quickly through your recent posts. The posts would be concise - kind of like a headline with more meat than fluff. They would also have a link to more information.
You can even let your contacts subscribe to the feed-like tweet via RSS.
Hashtags are being used by tech bloggers and were popularized during the San Diego forest fires in 2007, according to their site.
If Twitter continues to grow and more media get used to utilizing it, especially internal at their publications, etc. there could be an opportunity for PR pros like you to give them a fresh approach. However, use CAUTION. Just because the tool exists that doesn't mean you have to use it. It's kind of like embedding too many links in a release- when does it become too much?
The majority of people I polled recommended keeping your tweets to a minimum and to generalize your pitches like, "Anyone interested in a new solar toaster?" That's why I liked the Hashtag alternative, where only your stories are posted to one user-group (or writers).
Melanie Seasons a New Media Relations at MS&L Digital had this to say:
I've pitched via Twitter through DM and through my public feed, both successful. But with most things, it's completely dependent on the campaign and the person.
Some rules to stick to:
-Don't pitch someone on Twitter that you don't already have a relationship with
-Don't sign up for Twitter or add people just so that you can pitch stories. You must have a presence and friend list established.
-Identify the Tweet as a pitch
-Short and sweet. One sentence, one link
-Invite a DM or email for more info
-Remember Twitter's purpose - don't pitch more than you Tweet
So, if you're interested in testing this out, and maybe implementing it for your clients attending an upcoming trade show, or maybe just testing it out, I put together a little quick start guide. Have at it!
Here's how to set up a hashtag:
1. You need a Twitter account.
2. Log on to www.hashtags.org and see if the #hashtag you would like to use is available. Click "All Tags" and search the list.
3. Click "enable" in the right hand column.
4. Once enabled, simply type your text in Twitter and include your #hashtag (preferably at the end of your short post)
I've scoured the web for a decent Social Media Newsroom and my favorite thus far comes from across the pond. GM Europe's SMNR is the cleanest designed, easiest to navigate, and most dynamic newsroom I've found.
Too many newsrooms limit the conversation to a one way pitch to the reader. It might as well be an web advertisement, right? So by engaging the journalist in two-way communication, GM Europe is able to have dialog with media without picking up a phone or even sending an email. Imagine the convenience for writers and editors needing simple questions or quotes answered quickly.
Has anyone seen an online newsroom that utilizes Social Media content well?
This weekend Todd Defren shared his latest version of the Social Media Release Template. The newest version pops with more social content than the previous version, which in my opinion is a good thing. I suspect adding more "technology" to the new press release template will draw some criticism from some, but for it will definitely expose PR pros to more tools than before.
I tried to put myself in the shoes of someone seeing this release for the first time and I have to say, it looks pretty daunting. There's bits and pieces that make sense, but I fear that too much technology may scare off PR pros who are just discovering the elements of social media for PR.
However, as Todd puts it, "I’ve learned some lessons that could inspire a fresh look at the original version."
To me getting the industry "inspired" is the key. The more people who discover social media tools and implement them in their campaigns the better off we'll all be. The fact is, the more we expose writers, editors and journalists to the tools (RSS, del.icio.us, technorati, etc.) the more they demand good PR firms use them.
Regardless of the size of your brand or client the tools are available now and the new Social Media Release Template is a great step to further educate each of us.
- What do you think of the SMR Template?
- Are there parts you utilize already? If so, which ones?
- From your perspective, what could be improved or modified?
Original Post on PitchEngine.
