David Fleet started an interesting discussion, based on a problem he ran into with the Social Media Release.
The problem, as he explains in the structure of his post, is one of bullet points, embedded links and sections, rather than the conventional narrative structure. Meaning, the press release doesn't pretend to be a pre-fabricated story for lazy editors.
With some compromises, it had a happy ending s he noted on For Immediate Release (Show # 319,) but it re-opens the topic of whether the SMR is ready for prime time.
There were big objective: to increase access, provide context, make it seo friendly, and the big one, to leave out the spin. The last is a big one, since most editors don't want a PR department to write their stories, but give them the hook. Big difference. Then there's the convenience factor of the embedded links, one-click image downloads and the delicious and technorati tags.
Getting all these in one place, for many organizations is a work in progress. We love our 'shared folders' and our media pages, but they're not exactly accessible and journo-friendly.
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