Using the Social Media Press Release

So last week my firm sent out a press release for the Chevy Super Bowl College Ad Challenge. We used the Social Media Press Release template developed by Todd Defren and Shift Communications.  We looked at as many examples as we could find.  I have to say that Chevrolet was very open about doing this and a traditional press release was sent out at the same time.

I think it accomplished all Top 5 Principles of the Social Media News Release that were outlined by Todd Defren on his PR Squared blog, with an additional two added by Brian Solis:

1. Democratize "Access" - The content (words, multimedia, links) need to be available to all comers.
2. Ensure "Accuracy" - First off, given the electronic (and thus easily transfigured) nature of the Social Media News Release, we need to be thinking about some sort of "trustmark" scheme.
3. Embrace "Context"  -  Research and provide links to background information on your subject.  Don't shy away from competitor information.
4. Build "Community" - We need to make it easy for anyone who views the Social Media News Release to: comment on its content; re-mix its multimedia elements for use in blogs, on YouTube, and in the online versions of traditional print publications; bookmark it using Social Media tools, etc.
5. Be "Findable" - Optimize your release so search engines see you and find you.
6. Write intelligently
7. Eliminate the Hyperbole - Leave the spin to the reporter.

I left Todd a comment on his blog mentioning we used his template.  And next thing I know they're talking about it on The New Media Release Podcast  with Chris Heuer, Tom Foremski, Brian Solis, and Shel Holtz.  It was an honor.  They mentioned we need to use del.icio.us tags for the release.  I will do it next time (I just have to figure out how).  Step by step, inch by inch. 

The qualities I like best about the release are these:

1. Visual - pictures are included
2. Short "microchunks" of information for bloggers/reporters to pick and choose from.  (Although PR Web did not let me publish this way - I wrote it this way - I still have to find out why.)
3. Background information at your fingertips - one of the blogs I sent the release to did one post about the release and another based on some of the background information I sent him. 

This is the future.  Gotta learn more.

Comments

[Shannon Whitley]

Congratulations on becoming an SMPR pioneer. Our new service, PRX Builder, is a wizard for SMPRs that should make things easier for you the next time around.

[Ed Lee]

hey Nellie,
Great work in putting a social media release out there! i'm doing some work on what we're calling an "optimized news release" which should be released later this week - it'd be great if we could have a short chat about some of the ideas we're using.
cheers!
Ed

[Mike Sacks]

Nellie,

Glad you are finding success with the Social media release, and you ha da client willing to let you give it a go. Thanks for checking my blog. I got you on my feeds now!

[Todd Defren]

This post warmed my heart. Great stuff.

[Brian Solis]

Dan, keep up the good work and the commitment to evolution. It's all about evaluating best practices, learning, and implmentation. I'm impressed that you were able to convince Cheverolet to go with it!