Comments on: BusinessWire “Groks” The Social Media Press Release

By: Todd Defren

Todd Defren — Wed, 21 Jun 2006 14:01:37 +0000

On the one hand I totally agree, Mike – that was one reason we called our thingamajig a “template” – i.e., “start here, make your own.”

On the other hand, though, my guess is that there are plenty of PR folks and even media who would appreciate some sort of standard format.

As in all things, “somewhere in the middle lies the truth.”

By: Mike Spinney

Mike Spinney — Wed, 21 Jun 2006 04:06:30 +0000

Todd, as you know I’ve been following your blog and this whole discussion about creating a new press release format that embraces the many and varied ways in which journos and others receive and process information. There are some who dislike the idea and others who are as enthusiastic about moving in that direction as you.

It occurs to me, however, that the idea that a new “standard” needs to be developed is antithetical to the original concept.

What I love about your template is that it encompasses those new ways of communicating; but rather than look at what you’ve created as a template, I think it would be more fitting to think of it as an example.

I think the effort undertaken by you and Edelman and Foremski, etc. may be a mistake insofar as it aims to establish an industry standard. It’s the standard, copycat mentality that has made the typical press release the dull instrument it is today.

You’ve accomplished much by inspiring this discussion, and I encourage you to continue to push your vision. But consider what may come of your brainchild if it is crammed into the pigeonhole of standardization.

Mike

By: Todd Defren

Todd Defren — Sat, 17 Jun 2006 05:28:05 +0000

Dee – I agree that the wire services are thinking about these social media concepts. But I also think that they are falling short in some areas, and unaware of others.

For example, for now, anyway, BW can’t embed links in a release. And as I noted, the CIO of BW did not know about the memetrackers and how they could literally transform some aspects of the wire services’ business.

Arrogance on my part? I am trying to be part of the solution BEFORE it becomes a real problem.

By: Dee Rambeau

Dee Rambeau — Sat, 17 Jun 2006 04:19:03 +0000

to think that they’re not on top of it is totally naive. Between BW and PRN you’re talking about approx. 300 million in annual revenues from news release distribution. They don’t need us telling them that they need to adapt or die. They’re on it…trust me.

These kinds of posts remind me just how arrogant some of us blog evangelists really think we are…as if Business Wire and PR Newswire haven’t already figured it out and are making investment to meet the new “social” web demands.
We’ve had RSS in our online newsrooms for 2 years. Problem is…about 5% of journalists actually use RSS readers! Go figure.