Archive for October, 2008

Press Releases of the NOW

October 9, 2008

So I promised that my next blog would get away from social marketing and focus more on PR.  Well, I was half telling the truth!

Social media releases are kind of becoming a buzz topic in the industry.  As PR starts working more hand in hand with social marketing, and the media is crossing over its traditional lines, the way PR professionals pitch and communicate with the media is ever changing.

Wire services are offering online components for distribution of press releases.  They distribute the release both by traditional means of blasting the information out to newsrooms and now also offer a service of making your news more “social” or “viral.” PRWeb is a good example of this.  When they distribute your release they also include distribution to online news sites, like Google and Yahoo. Your news becomes searchable by being listed both on their own newsfeed site and on these online sites.  There is a cost to this, and depending on the service and distribution you choose, it can cost anywhere between $250 and $800 or more.

Pitch Engine allows you to build a social media release for free, online. PR pros are using this new to and various ways. Some are posting the information and letting it become discovered by the journalists who search the site.  Others are using it as a means of distribution.  At PMG we are using it to help distribute our information.  We build the social media release, upload the images, links, and all other information and then get the assigned URL for the release.  When pitching reporters we offer the link to them to obtain the additional information.  In our view this is valuable for the media and PR people alike, as attachments to emails can get caught in spam filters and it is just a one-stop shop for all of the information needed.  The other great feature: the quick pitch! Basically, this area has you create a 115 character pitch about the release.  Talk about useful! We can use this on Twitter, as a start to some of our email pitches… the list is endless!  Our thanks to Jason Kintzler for developing this tool.  It has changed the way we pitch and distribute our information, not to mention… we think it is really effective.

Micro-blogging your pitch can be effective – if you have the right people in your networks. This is along the line of a TwitPitch or a Quick Pitch. You boil your pitch down to 140 characters or less and post it on Twitter or in your “what are you doing” section of any social network you belong to.  Your network then and see what your news is.  Be sure to provide a link to the full release.

Sure, keeping up with it all is a bit cumbersome, but, with our ever-changing world it is necessary.  You really want to continue to reach our traditional outlets, but at the same time embrace the new media.  Keep in mind that some some “old school” outlets like the New York Times have online editions as well.  These online editions sometimes can yield better placements… they certainly are trackable by looking at your click throughs!

Happy pitching,