Press Release PR

There’s been a lot of talk recently about social media press releases. Surprisingly, most of it’s come from the public relations industry, with both supporters and detractors of the format coming to verbal blows over its usefulness. Personally, I find this surprising since, when used properly, a social media press release is an excellent and inexpensive way to promote your business news. Perhaps that’s the problem - “when used properly”.

I recently took part in a radio interview/discussion about social media press releases and it was obvious that there’s quite a bit of confusion when it comes to how the format should be used. The main problem seems to be that many businesses are using social media press releases as the sole method of promoting their news.

This isn’t necessarily the fault of the business - many PR professionals and agencies seem at a loss when it comes down to using this type of release effectively. This then leads to their clients being wrongly advised when it comes to detailing their next PR push. So how should a social media press release be used?

Enhance the Strategy - Don’t BE the Strategy

As I said earlier, the biggest mistake being made is using a social media press release as the key component in a PR campaign. This won’t work for a simple reason - this isn’t what the format all about.

While there’s no doubting that this type of press release can go out via online distribution news-wires, I feel it’s at its most effective as a visually stimulating and interactive information hub instead. Instead of the boring and stale static text of a normal press release, one that’s enhanced for social media can include:

• Video
• Audio
• Embedded links
• RSS feeds
• Comment area
• Uploaded multimedia files
• Direct interaction with social networks

As I mentioned, this type of release can certainly be sent out via some of the online distribution channels. Personally, though, I feel the social media press release should be held back from normal distribution. Instead, go with a traditional text version with perhaps a PDF file attachment of your portfolio or company bio. Use the normal promotion methods you would for an online (or offline) press release.

For the social media release, use that as your main information center. It can almost act as a miniature virtual newsroom. All your company videos, promotional images, feeds and more can be implemented onto your social media release. To complement the static release, have a link back to your social media press release for further information.

It’s Good to Talk

The main point is to use your social media release as your communication tool. If you wish to get instant feedback on your news or product, open up the release to allow comments on it; have links to your About Us page on your website; make it particularly easy for people to contact you through a variety of methods (email, social media, business network sites, etc).

The whole point of social media is about the conversation. By realizing this, businesses will connect with far more potential customers than they might have previously. And if they (and their PR teams) use a social media press release as part of a strategy as opposed to being the strategy, these results will only be solidified.

Copyright © 2008 Press Release PR. If you wish to reprint this article, please list an author credit as “Danny Brown / Press Release PR” and link the credit to http://www.pressreleasepr.com