Oh, what a day! Australian journalist bemoaning the role of Social Media Releases. Comments like “I’m not quite sure I get the whole social element of this release” or “I think the interview grabs and images are a great addition, but if they are to replace actual contact with persons of interest, I’d rather go without. First and foremost, these type of press releases act as a primer for me. If I’m interested in their message or feel it could contribute to a story I’m chasing then I’ll put in a call and get the info relevant to my readers’ needs.” I think he is missing the point - the message doesn’t have to be text, it can be images, video, etc, but you don’t necessarily have to use it. The same journalist goes on to say “I don’t think I’d bother to share the release through Digg, deli.icio.us or Facebook as I only use social tools such as Digg and Facebook for social needs, not work related happenings.” But more interestingly, Steve Boyd and his theory of Twitpitch - basically, pitch on twitter getting the story down to a one-liner ‘escalator’ pitch — like 10 seconds long — which is going to force them to drop the superlatives and buzzwords and get to the heart of the matter. Now that sounds like fun!
Ogilvy MediaXchange: Pitching the Right Reporter