Following up on our release of the Social Media News Release (SMR) template, it only made sense to conjure up some thoughts about how the corporate newsroom ought to evolve to keep pace with developments in Social Media.
When we first issued the SMR template (May 2006), in response to blogger Tom Foremski’s well-documented complaints about the crusty old PR document, we were unprepared for the response. We literally threw it out there to see what would happen… Obviously the response was pretty amazing and we are incredibly grateful both to the SMR’s advocates and thoughtful critics. This time around, in addition to a new template we also developed a presentation that attempts to answer some of the basic questions that might will crop up about the Social Media Newsroom. You can get that presentation (also in PDF form) here. A news release is also available.
Also, in case it needs to be said, we are debuting this template with absolutely no copyright restrictions of any kind.
As was the case with the SMR, we don’t expect everyone to groove to the Social Media Newsroom. We expect that our fellow bleeding-edgers in the PR blogosphere might groan about how we’re promoting Social Media tools at the expense of helping marketers to better understand the tectonic shifts in communications. We expect technical types might roll their eyes that we’ve simply made the online newsroom more "blogalicious" — a mash-up, of sorts. To all of which we say: You’re absolutely right.
But, at SHIFT we truly believe that part of our responsibility as self-styled evangelists is to not only proselytize about the grand conversation now beginning to occur between people and brands, but to also provide a road-map to the big party. As noted in an earlier post, sometimes exploring the tools leads to an epiphany about the concepts.
Last note before tying a ribbon on this post: as noted in our presentation, the Social Media Newsroom template owes a huge debt of gratitude to numerous PR and marketing/SEO bloggers, who have discussed these themes at great length on their own sites. We’ve listed several of these thought leaders in the presentation and urge anyone who’s intrigued by this concept to check out those blogs and add ‘em to your must-have RSS feeds.
I’ll close this just as I closed the original post about the SMR: For now, we’re not so much hoping to impress, as to help. "Victory" will be achieved if our peers in the PR & marketing spheres start to download the PDF and tack it to their walls for future reference. As this concept evolves, it will be tracked at SHIFT’s purpose-built del.icio.us site (tagged "SocialMediaNewsroom," which is also the Technorati tag we’ll use). Please pay a visit, or subscribe to the del.icio.us RSS feed for the "Social Media Newsroom" template. Your thoughtful feedback, in the Comments section below or directly, is welcomed!
NOTE: We took a first stab ("beta!") at developing a Social Media Newsroom at SHIFT’s website, based on the template, if you want to take a look. Extra-special thanks to the tireless and brilliant Mr. Shannon Whitley, founder of PRX Builder, for his help on this first-ever Social Media Newsroom.
Posted on: February 5, 2007 at 7:37 am By Todd Defren