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Meanwhile...FH agencies iStudio and High Road Communications issued what we believe is the first social media news release in Canada.
Check it out here http://www.weblo.com/pr6/ or see what we have to say about it as well!
http://blog.istudio.ca/index.php/archives/114

Ed

I'm looking forward to taking storyCrafter for a test drive when it becomes available. I'm happy to see that there is so much activity in the industry.

In the meantime, PRX Builder continues to involve the community. We are giving users a chance to create their own release templates. We'll pick the best ones and post them to PRX Builder for all to enjoy, with full attribution to the author.

Details can be found on my blog here: http://urlcut.com/1chgd

I shared this news with Sam Whitmore yesterday to see if I could get some more media perspective on the social media news release. (For Todd's readers who don't know Sam, he is a former long-time PCWeek editor and now heads up Sam Whitmore's Media Survey.)

Sam's been very quiet about the social media news release, for two main reasons:

1. He hasn't actually seen all that many social media news releases.

2. He hasn't heard very many editors interested in the social media news release.

To these points:

1. Has anyone tried to index the various social media-enabled MultiVu, PRWeb, PRXbuilder and now storyCrafter news releases?

2. Is there a list of reporters that have endorsed or spoken positively about the social media news release? I made a point of asking Line56's Demir Barlas of Sam's call yesterday about the social media release, and he was all for it. So is, obviously, Tom. I know these aren't the only two editors on the bandwagon here--I've mentioned this to a lot of the reporters I work with, and reception is positive.

How do we address this kind of (probably healthy) skepticism? (I'm going to cross-post this question on the new media release Google group.)

Todd,

I just posted the SHIFT del.icio.us page to my own. It felt weird. :-)

Jesse - it's okay, welcome to the Borg Collective. ;)

Todd - I can tell you that (according to PRNewswire) close to 1000 registered journalists downloaded our template from PRN, when we first announced it (and I don't know how many journalists - from among 50,000+ downloads - came directly to our website to do so; we did not ask for registration).

Reaction is usually mixed: web-savvy reporters seem to love it, reporters in more traditional newsrooms are either neutral or negative. I'll be curious to see what answers come out of the Google Group!

Sorry chaps but any time I bring SMNR up, journalists (and PR friends) roll their eyes and remind me that it is still a press release - about as useful to reporters as a "vision tour."

The point about reporters downloading the original release might be from the great buzz you and BusinessWeek created.

Could you share how many SHIFT clients are still using the release format and how many reporters are subscribing to releases?

Hi Adam -
Umm, yea, it's still a press release cuz it's still a press release. Not sure what point you are trying to make?

Also, I've always said that this is bleeding-edge stuff. But I'd rather be the first guy in the Model-T than the last guy holding the buggy whip.

Lastly, to the question about "Who's using it?" - just in the last few weeks, we've seen SAP AG, Belkin, Novell, and, as of this morning I got an interesting call from Disney. And that's just off the top of my head.

Also, several clients are in process of drafting or considering SMNRs for their own programs.

It's still VERY EARLY. Talk to me in 24-36 months about whether this was a sustainable concept. (Three years vs. 100 years of tradition is not much to ask.) :)

(You think Edelman would put all those resources behind SMNRs if they didn't think that there was a market for it?)

I'm just back to work in cold Boston after a wonderful weekend in Santa Cruz, so please cut me a bit of slack.

Sorry, Todd and Todd but count me among the social media fans who are a bit sick of the social media news release.

I think the only time most businesses will pay attention to the format is if it allows them to satisfy Fair Disclosure and avoid expensive wire distribution. We wouldn't have to wait two to three years if you and Edelman could deliver that.

Seriously, I'm guessing journalists would prefer a social media tagged pitch or use of more accurate e-mail subject heads.

Actually, they'd really prefer a B.S. and buzzword detector Widget if someone can develop it.

California dreaming, Adam

Interesting solution. It would be very usefull and I think I would use Edelmans software for my business...