The New Digital Press Release

TOPIC QUESTIONS

Q1) What value do you see to a social media news release or a social media newsroom?

Q2) Are there still uses for the traditional news release?

Q3) How do you combine traditional media relations with social media?

Event Details

Event Date:
2010-06-22
Event Time:
12PM - 1 PM EST

Participants:
51
Tweets:
331

Embed:

Moderator

Shel Holtz

twitter: @shelholtz

web: http://blog.holtz.com/

BIO: Shel Holtz, is principal of Holtz Communication + Technology. Shel has more than 30 years of organizational communications experience in both corporate and consulting environments. While Shel excels in all aspects of organizational communication and focuses on the online dimensions of these communication disciplines, he is particularly passionate about strategic employee communications and crisis communications. In addition to his consulting ...more BIO: Shel Holtz, is principal of Holtz Communication + Technology. Shel has more than 30 years of organizational communications experience in both corporate and consulting environments. While Shel excels in all aspects of organizational communication and focuses on the online dimensions of these communication disciplines, he is particularly passionate about strategic employee communications and crisis communications. In addition to his consulting and development work, Shel is a regular speaker on topics surrounding the application of online technology to strategic organizational communication. Shel is a five-time winner of IABC's Gold Quill award He has also served as chapter president for IABC/Los Angeles and in a variety of other volunteer positions in IABC at the chapter, district and international levels. In 2005, Shel was named an IABC Fellow, the highest honor IABC confers on its members. His other memberships include a role as a founding research fellow and advisory board member of the Society for New Communication Research." Shel has applied online technology to his communication efforts on behalf of companies and clients since the mid-1980s. His most recent book is "Tactical Transparency," co-written with John C. Havens and published by Jossey-Bass, an imprint of Wiley. Shel is also the co-author of "How to Do Everything with Podcasting," co-written with Neville Hobson and published by Osborne/McGraw-Hill and "Blogging for Business," co-written with Ted Demopoulos and published by Kaplan. Earlier books include "Corporate Conversations," a guide to employee communications, published by Amacom. "Public Relations on the Net," published by AMACOM; and "The Intranet Advantage," published by Ziff-Davis Press. His clients have included Intel, Sears, PepsiCo, Petrobras, Aetna, John Deere, Manulife Financial, Hewitt Associates, General Mills, USAA, Applied Materials, Symantec, Raytheon, The World Bank, Petrobras, Amdocs, Disney, FedEx, Freescale Semiconductor, The International Monetary Fund, National Geographic, The American Red Cross and Monsanto. ...less

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@dconconi @shelholtz Transcripts are posted immediately after the tweetchat ends. There are currently 64 transcripts available. #sm65
Posted by: @Marc_Meyer - 06/22/2010 11:31:03 AM
Some resources to check out before we start: http://smr.iabc.com/, http://bit.ly/ULWYv, http://bit.ly/F6ydi, http://bit.ly/dA5rdg. #sm65
Posted by: @shelholtz - 06/22/2010 11:40:01 AM
RT @shelholtz: Resources 2 check out b4 we start:http://smr.iabc.com/, http://bit.ly/ULWYv, http://bit.ly/F6ydi, http://bit.ly/dA5rdg. #sm65
Posted by: @Marc_Meyer - 06/22/2010 11:41:02 AM
The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.
Posted by: @shelholtz - 06/22/2010 11:41:02 AM
RT @shelholtz: The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.
Posted by: @tlom - 06/22/2010 11:44:01 AM
RT @shelholtz: The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.
Posted by: @suzmccormick - 06/22/2010 11:45:05 AM
RT @shelholtz: The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.
Posted by: @rogerclowater - 06/22/2010 11:47:01 AM
RT @shelholtz: The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.
Posted by: @Dalton_Steph - 06/22/2010 11:48:02 AM
We're roughly 10 minutes away from todays #socialmedia tweetchat with @shelholtz follow at #sm65
Posted by: @Marc_Meyer - 06/22/2010 11:51:01 AM
RT @shelholtz: The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.
Posted by: @redjudy - 06/22/2010 11:52:03 AM
RT @Marc_Meyer: We're roughly 10 minutes away from todays #socialmedia tweetchat with @shelholtz follow at #sm65
Posted by: @Crescenzo - 06/22/2010 11:52:03 AM
RT @shelholtz: The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.
Posted by: @mitchpopilchak - 06/22/2010 11:53:03 AM
@Marc_Meyer I just saw this so I'm going to try to attend while I do other stuff. Glad to find it. #socialmedia #sm65
Posted by: @SocialMediaBust - 06/22/2010 11:53:03 AM
RT @Marc_Meyer: We're roughly 10 minutes away from todays #socialmedia tweetchat with @shelholtz follow at #sm65
Posted by: @zzcrawfish - 06/22/2010 11:53:03 AM
Looking forward to a lively discussion on social PR. #sm65
Posted by: @primedayton - 06/22/2010 11:55:01 AM
RT @Marc_Meyer: We're roughly 10 minutes away from todays #socialmedia tweetchat with @shelholtz follow at #sm65
Posted by: @SocialMediaBust - 06/22/2010 11:55:01 AM
Shoud be good! RT @Marc_Meyer: We're roughly 10 minutes away from todays #socialmedia tweetchat with @shelholtz follow at #sm65
Posted by: @GregMcMurdie - 06/22/2010 11:56:03 AM
RT @SocialMediaBust: RT @Marc_Meyer: We're roughly 10 minutes away from todays #socialmedia tweetchat with @shelholtz follow at #sm65
Posted by: @rogerclowater - 06/22/2010 11:56:03 AM
@SocialMediaBust Good deal. I'm glad you fouund it! #socialmedia #sm65
Posted by: @Marc_Meyer - 06/22/2010 11:56:03 AM
Think I might jump in! RT @Marc_Meyer: We're roughly 10 minutes away from todays #socialmedia tweetchat with @shelholtz follow at #sm65
Posted by: @ksparkles - 06/22/2010 11:58:02 AM
RT @Marc_Meyer: Come on down and chat #socialmedia tweetchat with @shelholtz starting in 5 min #sm65
Posted by: @TomMartin - 06/22/2010 11:58:02 AM
RT @TomMartin RT @Marc_Meyer: Come on down and chat #socialmedia tweetchat with @shelholtz starting in 5 min #sm65
Posted by: @eeUS - 06/22/2010 11:59:03 AM
One minute to go... #sm65
Posted by: @shelholtz - 06/22/2010 12:00:04 PM
RT @Dalton_Steph: RT @shelholtz: The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.
Posted by: @kbslice - 06/22/2010 12:00:04 PM
RT @primedayton: Looking forward to a lively discussion on social PR. #sm65
Posted by: @WebSnapshot - 06/22/2010 12:01:03 PM
Going to try and keep up between work things RT @shelholtz: One minute to go... #sm65
Posted by: @semantic - 06/22/2010 12:01:04 PM
Same! These are always good though. :) RT @semantic: Going to try and keep up between work things RT @shelholtz: One minute to go... #sm65
Posted by: @J_Fuji - 06/22/2010 12:03:02 PM
My atomic watch says it's noon Eastern. Let's get rolling! #sm65
Posted by: @shelholtz - 06/22/2010 12:03:02 PM
FYI fellow SMers- I'm watching! RT @shelholtz: hashtag for today's tweetchat on social media releases is #sm65. Start in about 20 minutes.
Posted by: @JuliaS_PMA - 06/22/2010 12:03:02 PM
#socialmedia chat starting follow #sm65 to join in :)
Posted by: @Dalton_Steph - 06/22/2010 12:03:02 PM
RT @shelholtz: The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.
Posted by: @kbslice - 06/22/2010 12:03:02 PM
RT @shelholtz: One minute to go... #sm65
Posted by: @rogerclowater - 06/22/2010 12:03:02 PM
RT @primedayton: Looking forward to a lively discussion on social PR. #sm65
Posted by: @WebSnapshot - 06/22/2010 12:03:02 PM
Already have learned a few things by checking Shel's recommended resources. #sm65
Posted by: @billspaniel - 06/22/2010 12:04:03 PM
I should probably also ask if everybody's clear on the concepts? #sm65
Posted by: @shelholtz - 06/22/2010 12:05:03 PM
Hi everybody. Let's kick things off: What value do you see in a social media news release or social media newsroom? #sm65
Posted by: @shelholtz - 06/22/2010 12:05:03 PM
Obviously, it says your org is at least part of the 21st century & not totally old school. #sm65
Posted by: @billspaniel - 06/22/2010 12:06:03 PM
@shelholtz makes it easier/faster to write something about you if you give me the tools. easy=more likely to write #sm65
Posted by: @TomMartin - 06/22/2010 12:06:03 PM
@shelholtz With so many people online, its priceless! #sm65
Posted by: @Dalton_Steph - 06/22/2010 12:06:03 PM
I agree @billspaniel welcome to 2010, where the future leaders are online! #sm65
Posted by: @Dalton_Steph - 06/22/2010 12:07:03 PM
#sm65 Twitter keeps coming up as over capacity so I got in directly via Twitter but via the #socialmedia site
Posted by: @randygiusto - 06/22/2010 12:07:03 PM
@shelholtz It never hurts to get refreshed on the social media pr concepts, even if you think you know it all. #sm65
Posted by: @primedayton - 06/22/2010 12:07:03 PM
@shelholtz No, actually don't know the concept-ouch my first post about my ignorance! #sm65
Posted by: @SocialMediaBust - 06/22/2010 12:07:03 PM
@shelholtz it gives the media different kinds of resources--video, documents, photos, quotes etc all in one place #sm65
Posted by: @katie_burns - 06/22/2010 12:07:03 PM
The seo benefits alone probably make it invaluable given that search is steering a lot of things these days #sm65
Posted by: @AppleBoxStudios - 06/22/2010 12:07:03 PM
@shelholtz also lets you influence coverage. give me photo you want me to use vs what i find on flickr (for instance) #sm65
Posted by: @TomMartin - 06/22/2010 12:07:03 PM
#SM65 Q1: The traditional news release is built for newspaper/magazine writers, but doesn't include the media that blog writers want/need.
Posted by: @CoryOBrien - 06/22/2010 12:08:02 PM
@SocialMediaBust u might find this helpful www.shiftcomm.com/downloads/smnewsroom_template.pdf #sm65
Posted by: @TomMartin - 06/22/2010 12:08:02 PM
It certainly adds depth to your releases. #sm65
Posted by: @billspaniel - 06/22/2010 12:08:02 PM
@shelholtz information moves faster in an online world and spreads wider. it would be helpful to incentivize sharing both on/offline #sm65
Posted by: @MBerman1 - 06/22/2010 12:08:02 PM

Load 20 More

Moderator

Some resources to check out before we start: http://smr.iabc.com/, http://bit.ly/ULWYv, http://bit.ly/F6ydi, http://bit.ly/dA5rdg. #sm65

The hashtag for today's tweetchat on social media releases is #sm65. We start in about 20 minutes.

One minute to go... #sm65

My atomic watch says it's noon Eastern. Let's get rolling! #sm65

I should probably also ask if everybody's clear on the concepts? #sm65

Hi everybody. Let's kick things off: What value do you see in a social media news release or social media newsroom? #sm65

@CoryOBrien Right on. The idea is to expand the reach of company messages from print into channels more conducive to multimedia... #sm65

...and ensure it is available to people who aren't reading print and print-driven publications. #sm65

@AppleBoxStudios Depends on the media. Tom Foremski, who got the SMR concept started, will settle for links these days. #sm65

...and ensure it is available to people who aren't reading print and print-driven publications. #sm65

@AppleBoxStudios Yes, but that's our next question, coming up in a little less than 10 minutes. #sm65

@AppleBoxStudios Depends on the media. Tom Foremski, who got the SMR concept started, will settle for links these days. #sm65

Has anyone here produced an SMR? What were the results? Did you also send out a traditional release? #sm65

Social Media Releases also include resources to help bloggers/reporters research the story -- tags, Delicious posts, etc. #sm65

How important is it to your organization that your news get coverage beyond traditional print and mainstream news websites? #sm65

Has anyone here produced an SMR? What were the results? Did you also send out a traditional release? #sm65

@Dalton_Steph Lazier how? You need to parse information into categories to make it easier for reporters to find relevant material... #sm65

@katie_burns Tolls range from DIY like PitchEngine, services available from wire services like PR Newswire, to agency capabilities. #sm65

How important is it to your organization that your news get coverage beyond traditional print and mainstream news websites? #sm65

@Dalton_Steph ...you need to ensure multimedia is packaged, your research resources ridentified & u still need a traditional release! #sm65

@CoryOBrien I've often argued the SMR would have been accepted more readily had we called it a social media press kit. Same thing... #sm65

Most misunderstood element of SMR is underlying tags. Working hard to get consistency among all providers for apples-2-apples. #sm65

@sborsje Hadn't heard of it. I'll be sure to take a look! #sm65

Time for our next question, though. Is there still life in the traditional press release? #sm65

Reserach from SNCR (www.sncr.org) suggests there is, but the goal has changed from direct pitch to media to SEO, direct-to-consumer. #sm65

@jasonkintzler The release isn't social; never claimed it was. It allows those producing social content to easily spread your news. #sm65

Reserach from SNCR (www.sncr.org) suggests there is, but the goal has changed from direct pitch to media to SEO, direct-to-consumer. #sm65

@randygiusto Right -- we exist in a splintered media environment. Goal is to get word out thru as may channels as possible = reach. #sm65

Orgs that do good monitoring can link sales to web posting of a press release. Southwest Airlines does it all the time. #sm65

@katie_burns RealWire study showed greater coverage when a social media release was added to the mix. #sm65

@katie_burns You can point to study results. Two studies demonstrated value of SMR (more) #sm65

@katie_burns Another study revealed journalists' preference for a social media release. Need to convince client? Show better results! #sm65

@primedayton Exactly. Also important to remember that mainstream media remains a vital channel to large portions of our audiences. #sm65

@katie_burns Another study revealed journalists' preference for a social media release. Need to convince client? Show better results! #sm65

@TomMartin RealWire study: http://blogit.realwire.com/?ReleaseID=13096 #sm65

@TomMartin Global Text100 study: http://text100.com/en/media/press-releases/dont-spam-us-with-press-releases-say-global-bloggers #sm65

@TomMartin Good PR is two-way; traditional press releases are not. Most SMRs include feedback mechanisms, even comment fields. #sm65

Here's a random sample SMR. What are its strengths, do you think? http://blogit.realwire.com/?ReleaseID=8782 #sm65

@TomMartin Oddly, many traditional releases online DON'T include phone # or email address. They don't want info exposed online! #sm65

@TomMartin Besides, if adding a phone number makes a press release 2-way, then a business card is a 2-way tool, too. Right? #sm65

@TomMartin Comes up in HubSpot Press Release Grader all the time. (If you haven't used it, it's an amazingly good tool.) #sm65

Time for a final question: How do you combine traditional media relations with social media? #sm65

@TomMartin That would make ANY media 2-way. Providing an opportunity and inviting a conversation: 2 different things. #sm65

Here's another sample SMR from the agency that invented the concept: http://bit.ly/aYbr8N #sm65

@randygiusto I tend to ignore the grade on Press Release Grader & focus on specific criteria. #sm65

Many traditional, proven PR techniques still work. Do you integrate social media based on its strengths? Or keep them separate? #sm65

@TomMartin A print mag with an address where u can send letters to the editor doesn't make it a two-way comms vehicle. #sm65

How about a SMR from Ford Motor Company? http://ford.digitalsnippets.com/focus/ #sm65

@TomMartin Also invites comment from consumers/customers, not just reporter to whom a release is sent. #sm65

@TomMartin More immediate, stronger call to action (invitation to comment), opp for engagement visible to all, not just 2 parties. #sm65

@dc2fla Couldn't agree more! SMR or traditional, real news and strong writing are still incredibly important. #sm65

@TomMartin Again, a big diff between a social conversation and structured 2-way comms that take place 1 at a time. #sm65

How about a SMR from Cisco Systems? http://newsroom.cisco.com/dlls/2009/prod_110809.html #sm65

BTW, let me know if you're interested in playing an active role in SMR evolution. Official Working Group needs fresh blood! #sm65

Biggest problem w ALL releases: Just an effort to get ink (or digital equiv) without having real news to communicate. #sm65

Second biggest problem: Sending releases to people whose blogs/beats aren't related to the subject at hand. Failure to target. #sm65

Third biggest problem: Writing so dense it's hard for reporters/bloggers to tease out info their audiences would be interested in. #sm65

@CoryOBrien True, but it's a B2B-focused release! Should that make a difference? #sm65

Done well, SMRs should support blogger ability to share what's important to them & readers. Rather than infringe, they'll be welcomed. #sm65

1 last SMR: The one announcing IABC's assumption of responsibility for the working group: http://bit.ly/931lx6 #sm65

@CoryOBrien Exactly. Yet it happens hundreds of times every day. (Seems like I get about half of 'em!) #sm65

It's been fun, everyone. Now, back to work (client report on results of an internal communications audit). Have a great day! #sm65