The big news last week was Edelman’s social media press release tool. If you aren’t familiar with the details, check out these posts.
As usual, the PR blogosphere erupted.
Not all the commentary was critical, but clearly some of the criticisms were spurred by antipathy toward the firm itself, rather than any real issue with what they announced. Robert French had some of the best comments I’ve read; I agree with him on pretty much all points. When a "big name" screws up, whether Edelman or any other, by all means call them on it. But don’t call them on everything they do just "because." It’s childish and silly. The Edelman tool, called StoryCrafter, seems like a decent effort and they gave ample credit to prior efforts like the "open source" new media press release developed by SHIFT PR.
The more germane question, and Robert brings this up in his post as well, is do we really need a social media press release? Don’t misunderstand — I think the work folks are doing to integrate social media tools into the practice of public relations is extremely worthwhile. But I am often concerned that we spend far too much time debating the tools, and not nearly enough time discussing the more fundamental issues. Things like does the story actually have any news value? Is the press release, whatever format it is in, well-written? Are we reaching out — to media and to bloggers — in an ethical, honest manner? Todd Defren of SHIFT PR answers some of these questions in a follow-up post; he says that he’s not suggesting the social media press release discussion should replace the discussion of these other issues, merely sit alongside. Knowing Todd, I am certain that is true. But I still think we are missing the point.
A focus on public relations automation risks turning us into public relations automatons.
If the most valued PR skill set becomes whether someone understands metadata or can navigate social bookmarking, we will have fundamentally changed, and not for the better, the practice of public relations. The most important skill in this field shouldn’t be how well you automate. It should be how well you relate. Isn’t that why it is called public relations?
So let’s keep our eyes on the prize, and make sure we are clearly and honestly communicating the news to any and all interested parties. Whether they be intermediaries like journalists or participants like bloggers. Whether we use a social media press release, a newswire, the telephone or a tom-tom drum.
In fact, if your story is good, and you are telling it to the right people, it shouldn’t matter what tools you use to spread the word. Unless of course you happen to be reaching out to Tom Foremski. In which case I highly recommend a social media press release 🙂
Tags: PR, public relations, press release, social media press release, Edelman, StoryCrafter, SHIFT PR
Phil Gomes, Edelman says
Hey, Susan,
Enjoyed this post… And I’m glad you took the bulk of the sniping for what it is.
One thought: Even if the average visitor doesn’t make use of the “social-media-ness” of an SMNR, there’s the the “b-roll-ness” of it — the format makes it easier to include multimedia assets like print-ready (and, yes, I did say PRINT) photos and such.
I was talking about the industry’s SMNR efforts with someone at an event a while back, who appeared to pride herself on her media relations work. In her view, including advanced multimedia features was UNDESIRABLE because having a journalist contact her for a particular multimedia asset created another “touchpoint” that would disappear if said asset was bundled. I argued that anything that makes a journalist’s life easier wins hearts/minds by itself.
My point: The concept of making news releases relevant in the social media sense is exciting, but folks may be missing the advantages it has for a traditional journalists. It doesn’t take a focus group to conclude that journalists would want something that bundles necessary assets to within a click.
Items like improving the craft of writing and re-examining the relevance of a company’s “news” are entirely separate from the discussion of improving the instruments of distribution. No tool will fix any problems in that area, nor should any presume to.
But those problems exist whether your communications instrument is a traditional news release, a social media news release, or a reed-etched clay tablet.
Susan Getgood says
Thanks for the comment Phil.
The key IMO is to know your audience, and tailor the outreach to the person receiving it. If the reporter or blogger is “web 2.0” savvy, and wants the social media format, like Foremski, by all means give it to them that way.
For many though, and still, this new media stuff exceeds their comfort zone. They want a simple no bullshit press release on something that has real news value. Or in the case of a blogger, a simple email with the facts.
On the photo, I can argue both sides. I understand why the PR person wants the touchpoint. I can also understand the desire to make it easier for the reporter to get the pic. The answer here should be dictated by the value of the touchpoint. If the PR person can add value to the interaction, perhaps by providing additional details that couldn’t be fit into the release, then it makes some sense. If it is just for control, and all she plans to do is email a photo, then go ahead and bundle it with the release. Provided of course that the reporter wants it that way.
Todd Defren says
Phils comments are spot-on.
Re: touchpoints… No one says PR shouldn’t withhold some juicy bits for key media!
Susan Getgood says
Thanks for the comment Todd
As you know, I don’t disagree that the social media press release has tremendous value, in the right circumstances, for a reporter or blogger who can take advantage of all the stuff.
So what am I so worried about? Two things:
First, folks who think they HAVE to do it because it is the latest flavor, when in fact the media that they are talking with DOESN’T want it. In other words, we need to ask, and tailor our outreach to our audience.
Second, folks using the social media format to deliver a lot of “stuff” for a story that isn’t news, on the theory that all the great stuff will obscure the feebleness of the story.
And I still maintain if PR people focused on writing BETTER press releases, and only when they are truly warranted for news, we wouldn’t have near the outrage about the poor pitiful press release.
Amanda Chapel says
Bottom line: the whole matter is a solution desperately in need of a problem… used to justify a few people’s careers.
Two key points:
1. A CEO’s remarks (or any corporate spokesperson for that matter) are NOT an open invitation to be mugged in the blogosphere. For a communications “pro” to even suggest that borders on malpractice. For the Edleman folks to use “comments” as their differentiator with regard to prior SMNRs, is either naïve or totally devoid of common sense. I am guessing it’s a combination.
2. The media doesn’t even trust these blog-like animals!! See this: http://www.fleishmaneurope.com/Cities/Paris.html .
– The majority of journalists in the study don’t integrate blogs in doing their jobs. Apparently, corporate blogs (and SMNR is only a derivative) have a perception problem. Only 25% actually look them up, and even then their credibility is questioned.
– For a whopping 70 percent, blogs don’t represent a regular source of information.
– And finally, less than 30 percent believe that it will become a source of information in the future.
EXCUSE ME, this is a simple revised layout for a traditional universally accepted format. It’s not a resume item let alone something to justify one’s career.
C’mon!
– Amanda
Katie Paine says
Susan, as somone who sells tools to PR folks, I am SO in agreement with your feelings here. What the world does NOT need is another gee whiz high tech tool. When will PR people realize that it is about the conversation, not about the tool. The fact that Edelman came up with it is hardly surprising. They can’t seem to get it out of their heads that blogs are not about manipulation and spin! By the way, they still lead in negatives in our Agency Reputation Study.. and the latest round isn’t helping
John Cass says
I think I agree with Amanda, what does the customer think. Though you are right, if someone wants the information in that format then give it too them.