May 24, 2006

I can't resist commenting on the Press Release 2.0 template "thing" floating around in the blogosphere right now. In case you haven't heard about it, a PR firm called Shift Communications is touting a new Social Media Press Release. If you are so inclined, you can read more about it here.

On the one hand, I like anyone who seeks to "kickstart thinking about how we can evolve the PR sector"...since we all know it needs a little kick in the rear.

But a "Social Media Press Release"?

I couldn't help but laugh (at first) as I reviewed the template and its helpful suggestions for podcast links, video, boilerplate statements, etc. I mean, we all know how much journalists love this type of pre-cooked content, right? So, instead of just giving them the usual assortment of Barney-esque executive quotes, let's blast them with Barney multimedia!

That being said, I do like that Shift is encouraging folks in the industry to embrace tools like Technorati, Digg and del.icio.us, since it gets more to the root of the "press release problem."

Press releases rub people the wrong way because they are no longer a legitimate tool for the press, but simply another piece of sales collateral. If you look at almost any press release these days, the company issuing it is a "leader" and the executives quoted are "pleased" and/or "honored" about something. It's  at least 3 pages long and has about 50 buzzwords. They all look the same...and the content isn't exactly objective.

Now, I'm not trying to throw stones from a glass house here. I've certainly written my share of Barney releases. Frankly, it's what a lot of people want -- and I'm not talking about just PR people here, folks. PR professionals catch a lot of the heat for this, but let's face it: how many top executives really want to sign off on a press release that describes their company as anything other than the leader in its market?

Shift's "newfangled" press release format certainly won't change this, but using some of the tools it endorses might. That's where the real PR evolution needs to take place. For us PR types, it means accepting -- and helping our clients/executives accept -- that conversation and transparency are okay, and that not everyone can be a leader in everything all of the time.

It's a novel concept, I know.

Posted by at May 24, 2006

Comments

Dee Rambeau email - http://adventures-in-business-communications.blogsite.com

you left out "clear industry leader with scalable solutions designed to complement the most robust technology infrastructure environment."

Annah Grace email - annah-grace.prblogs.org

As a PR student, I am constantly thrust into an academic world where press releases are the gospel. Until recently, I have been told that the traditional press release would be beside me until the end of my career. I am currently taking a social media type class, so naturally, when I was introduced to SHIFT communications social media press release I was excited to see the innovation and technology I'm learning be put to good use. Your take on the traditional press release was a much needed reality check for me. It gives me hope. I agree that press releases are not as functional (at least for the news aspect)anymore. I think the newest generation of PR practitioners will see a shift in press releases and hopefully move to more open and honest communication as you have forecasted. Where do you think we should draw the line between open/honest communication of flaws and serving our organization or client to the best of our PR ability? That certainly seems like a fine line and I'm sometimes confused by it.

Tara email - www.marqui.com/blog

It's definitely a fine line, but just use your best judgment. Should you try to put your company/client in the best light possible? Absolutely. Should you ever lie or intentionally mislead people? I wouldn't.

I like to think the public is smart enough to realize that no product/service/company is going to be completely perfect. So, play up your client's/company's strengths all you want, but if someone calls you on something negative, I sincerely believe it's best to be honest about it. With very few exceptions, people will respect you(and your client) more for it in the long run.

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