UPDATED: 12/11/2006: 1:10 p.m. ET.

Okay, I forgot about — rather, I assumed it was a given — one more basic as part of our job: The ability to write a good news release (proper grammar, spelling, written to AP Style, etc.). But then, we all know what happens when one assumes. Thanks to Robert French for the reminder:

“The problem with releases today is, first of all, the writing of said releases.”

Original post:
As marketing, public relations and other communications professionals, we like to differentiate ourselves from the competition.

In doing so, we often develop niffty names for the various services we provide (i.e., brand or service names). Look at the agencies developing social media releases, for example: SHIFT’s original SMR. PRX Builder. Edelman/StoryCrafter. iStudio. I’m sure I’m missing others.

What’s the point of all this?

Isn’t it — ultimately — all part in doing our job? In public relations (meaning media relations), our job is to get our clients’/employer’s news out to our target audiences via the media in the format the media want. (I know you can also use search engines and other ways to reach the end-user; but primarily, our focus is on traditional and the growing social media outlets.)

Part of that role is:

  • Counseling clients/employer on what really is news;
  • Knowing what works best for our targeted media outlets and contacts. See an early post for examples.

However, there are some criticisms of the social media release attempts:

David Parmet: “In other words, if you want to get the attention of the media, the format is besides the point, just give them news.”

Brian Oberkirch: “The social media news release is an attempt by communication firms to ward off strategy decay.”

Let me repeat what I stated above: To best serve clients/employer, we need to know what is news and how best to deliver it. Both means are important.
So, despite some criticisms of the social media releases, they’re okay . . . as long as they work for the media they’re intended for. And, don’t think they’re a “one-size-fits-all” remedy for PR.

Believe it or not, some consumer media outlets still prefer to receive traditional news releases via mail.

– Mike