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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RT @shelholtz: Done well, SMRs should support blogger ability to share what's important to them & readers. Rather than infringe, they'll be welcomed. #sm65
Posted by: @kbslice - 06/22/2010 01:23:03 PM
RT @shelholtz: Second biggest problem: Sending releases to people whose blogs/beats aren't related to the subject at hand. Failure to target. #sm65
Posted by: @kbslice - 06/22/2010 01:22:01 PM
Had to miss the last 10 min of #sm65 today. Some key insights from @shelholtz here http://hashtagsocialmedia.com/live
Posted by: @dc2fla - 06/22/2010 01:20:01 PM
See u then! RT @Marc_Meyer @ckieff Thats OK next week is @briandresher so tune in then if you can #sm65 #sm66
Posted by: @iMediaMichelle - 06/22/2010 01:17:01 PM
@shelholtz Thanks for hosting the #sm65 tweetchat. It was a super learning experience!
Posted by: @Arrieb - 06/22/2010 01:15:01 PM
Thanks @shelholtz for driving discussion of SMR & traditoinal & THX @MarkMeyer @jasonbreed You guys rock! #sm65
Posted by: @dc2fla - 06/22/2010 01:12:03 PM
@ckieff Thats OK next week is @briandresher so tune in then if you can #sm65 #sm66
Posted by: @Marc_Meyer - 06/22/2010 01:11:03 PM
Thanks, Shel, for tweetchat. Enjoyed it, and it was a good learning experience. #sm65
Posted by: @billspaniel - 06/22/2010 01:10:03 PM
@ckieff Thats OK next week is @briandresher so tune in then if you can #sm65 #sm66
Posted by: @Marc_Meyer - 06/22/2010 01:10:02 PM
@shelholtz it has thanks #sm65
Posted by: @rogerclowater - 06/22/2010 01:07:01 PM
Sorry I had to unexpectedly drop off #sm65, A special thanks to @shelholz for moderating a insightful and thought provoking chat
Posted by: @andrewmueller - 06/22/2010 01:07:01 PM
@shelholtz Thanks guys, great exposure to a new (to me) area #sm65
Posted by: @SocialMediaBust - 06/22/2010 01:07:01 PM
It's been fun, everyone. Now, back to work (client report on results of an internal communications audit). Have a great day! #sm65
Posted by: @shelholtz - 06/22/2010 01:05:05 PM
The complete archive of 2days discussion w/ all those great links can b found here-http://hashtagsocialmedia.com/event/65 #sm65
Posted by: @Marc_Meyer - 06/22/2010 01:04:09 PM
@Marc_Meyer So sorry I missed the chat today! #sm65
Posted by: @ckieff - 06/22/2010 01:04:09 PM
@CoryOBrien Exactly. Yet it happens hundreds of times every day. (Seems like I get about half of 'em!) #sm65
Posted by: @shelholtz - 06/22/2010 01:04:09 PM
conciseness- an art form! RT @shelholtz 3rd biggest prob: Writing dense- hard for bloggers to tease out info audiences interested in #sm65
Posted by: @randygiusto - 06/22/2010 01:04:09 PM
1 last SMR: The one announcing IABC's assumption of responsibility for the working group: http://bit.ly/931lx6 #sm65
Posted by: @shelholtz - 06/22/2010 01:03:04 PM
I can't disagree more! RT @SocialMediaBust @Dalton_Steph IF you follow the socialmedia spirit, it doesn't scale for business.#sm65
Posted by: @primedayton - 06/22/2010 01:03:04 PM
So bummed I missed #sm65 today. @shelholtz is great. At least I can go back and read the Twitter stream later. No doubt the chat was great.
Posted by: @chrissfife - 06/22/2010 01:03:04 PM
This is obviously an evolving topic and is sure to change a lot as we go forward #sm65 #pr #socialmedia
Posted by: @Marc_Meyer - 06/22/2010 01:02:03 PM
RT @Marc_Meyer: as we wind this tweetchat down...lets give a big shoutout to @shelholtz for hosting #sm65
Posted by: @ksparkles - 06/22/2010 01:02:03 PM
Done well, SMRs should support blogger ability to share what's important to them & readers. Rather than infringe, they'll be welcomed. #sm65
Posted by: @shelholtz - 06/22/2010 01:02:03 PM
@shelholtz And if your 'news' isn't really news, then you're getting ink with some while burning bridges with others. #SM65
Posted by: @CoryOBrien - 06/22/2010 01:01:03 PM
Social media provides the opportunity to create highly targeted releases that communicate in audience specific styles #sm65
Posted by: @andrewmueller - 06/22/2010 01:01:03 PM
as we wind this tweetchat down...lets give a big shoutout to @shelholtz for hosting #sm65
Posted by: @Marc_Meyer - 06/22/2010 01:01:03 PM
@SocialMediaBust yes and no.. there are ways to build a community and engage with an audience while make ppl aware you rep a brand #sm65
Posted by: @Dalton_Steph - 06/22/2010 01:01:03 PM
@shelholtz Good point. I'd say that does make a difference, but if it shows up in search, it should still go through a design phase. #SM65
Posted by: @CoryOBrien - 06/22/2010 01:01:03 PM
@shelholtz yup and you're doing great.. #sm65
Posted by: @Marc_Meyer - 06/22/2010 01:01:03 PM
@AppleBoxStudios thanks :) #sm65
Posted by: @Dalton_Steph - 06/22/2010 01:00:04 PM
@shelholtz Nothing about Cisco SM invites me to take the time to wade thru it to find the pearl.#sm65
Posted by: @Arrieb - 06/22/2010 01:00:04 PM
@Dalton_Steph IF you follow the socialmedia spirit, it doesn't scale for business. An unpleasant reality. #sm65
Posted by: @SocialMediaBust - 06/22/2010 01:00:04 PM
@Dalton_Steph I suspect anything commercial WILL infringe on spirit os social media, tho. #sm65: @Dalt... http://bit.ly/9IA08r #socialmedia
Posted by: @socialmedia247 - 06/22/2010 01:00:04 PM
gd pt! RT @WebSnapshot: RT @primedayton: trad PR sits in a pile on sum1's desk, nevr 2 B found, while social PR cn live forever. #sm65
Posted by: @billspaniel - 06/22/2010 12:59:04 PM
@CoryOBrien True, but it's a B2B-focused release! Should that make a difference? #sm65
Posted by: @shelholtz - 06/22/2010 12:59:04 PM
RT @shelholtz: Biggest problem w ALL releases: Just an effort to get ink (or digital equiv) without having real news to communicate. #sm65
Posted by: @WebSnapshot - 06/22/2010 12:58:02 PM
Third biggest problem: Writing so dense it's hard for reporters/bloggers to tease out info their audiences would be interested in. #sm65
Posted by: @shelholtz - 06/22/2010 12:58:02 PM
RT @shelholtz: Biggest problem w ALL releases: Just an effort to get ink (or digital equiv) without having real news to communicate. #sm65
Posted by: @crgonzalez - 06/22/2010 12:58:02 PM
#sm65 social media=engaging and conversation, building a community not pushing your own agenda
Posted by: @Dalton_Steph - 06/22/2010 12:58:02 PM
How to differentiate yourself outside of the din of the social media landscape of your industry? THAT, dear Watson, is the question! #sm65
Posted by: @primedayton - 06/22/2010 12:57:03 PM
@shelholtz That's a good point, and one of the burdens PR flacks (good ones) have to shoulder #sm65
Posted by: @Marc_Meyer - 06/22/2010 12:57:03 PM
RT @primedayton: I've found that traditional PR sits in a pile on someone's desk, never to be found, while social PR can live forever. #sm65
Posted by: @WebSnapshot - 06/22/2010 12:57:03 PM
Second biggest problem: Sending releases to people whose blogs/beats aren't related to the subject at hand. Failure to target. #sm65
Posted by: @shelholtz - 06/22/2010 12:57:03 PM
@Dalton_Steph I suspect anything commercial WILL infringe on spirit os social media, tho. #sm65
Posted by: @SocialMediaBust - 06/22/2010 12:57:03 PM
2 me, Cisco SMR has 2 much jargon & not focused on target audience. SMRs, like reg rel, need strong writing, not just vids & links. #sm65
Posted by: @billspaniel - 06/22/2010 12:57:03 PM
@shelholtz Cisco SMR has lots of great info, but still feels very business/professional oriented. Could be more consumer friendly. #SM65
Posted by: @CoryOBrien - 06/22/2010 12:57:03 PM
@shelholtz we're building one out to feature our trade shows. A virtual booth if you will, with content to provide context 2 activites #sm65
Posted by: @mattceni - 06/22/2010 12:56:03 PM
RT @Dalton_Steph: #sm65 my conclusion: interesting stuff, but I think sm press releases infringe on the spirit of social media. Devilsagain?
Posted by: @rogerclowater - 06/22/2010 12:56:03 PM
Biggest problem w ALL releases: Just an effort to get ink (or digital equiv) without having real news to communicate. #sm65
Posted by: @shelholtz - 06/22/2010 12:56:03 PM
@Dalton_Steph I'm not sure I can agree with that-but that's why this is such a great forum for discussion. #sm65
Posted by: @AppleBoxStudios - 06/22/2010 12:56:03 PM

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Moderator

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

@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

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

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

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

@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

@Dalton_Steph ...you need to ensure multimedia is packaged, your research resources ridentified & u still need 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

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

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

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

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

...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

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

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

One minute to go... #sm65

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

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