SCHWARTZ CROSSROADS

The Debate Over Social Media Press Releases

Not sure if I am supposed to give props to a competing agency on this space, but the Social Media Press Release (SMPR) invented by Shift Communications a few years back was a novel idea.

Today, the SMPR means different things to different people:

-- Originally, an SMPR meant content organized online so that it is easily digested by the media. Features are presented in bullets; it's easy to click from content to supporting quotes; and graphics and other content are easy to find to support a story.

-- Some services today describe an SMPR as a press release that is formatted and presented so it is easy to share. A newer example is Pitch Engine, where one finds readily available tools for sharing a release on Facebook, posting a release on Twitter, or using other social media platforms.

-- Certain news distribution services, such as PR Newswire or Business Wire, describe a SMPR as a release that is augmented by multimedia content, including videos or pictures, and a release that includes hyperlinks within the body of the release.

-- Some describe an SMPR as any combination of the above.

The reality is that press releases serve a far greater audience than just the press. Anyone who visits the web can end up reading a press release. Furthermore, since press releases are syndicated by distribution services and are often modified slightly and presented on news web sites, they can have significant SEO value.

The topic of the SMPR was front and center this week, mainly because of a webcast produced by Hubspot that noted how old fashioned press releases, without fancy graphics and presented as just plain text-- are more likely to be syndicated than any form of a SMPR. In addition, Hubspot postulated that the old fashioned releases were better for SEO, since links were more likely carried in the syndicated releases.

The report prompted some debate since Hubspot tried to find away to measure an instrument used in PR-- a marketing function that itself is very hard to measure.

Internally here at Schwartz, we have been debating SMPRs, press release distribution services and the role of a press release for some time. Here are a few points related to the conventional wisdom internally and the discussions this week:

-- Adding visuals or videos to a press release makes the press release more attractive to media and any other audience that views it,

-- For companies especially interested in SEO or web traffic, it's a better course to host visuals, video, graphics, etc. on the company's website, and then link back to the website from the press release,

-- Making the release easier to share is important, and the best press rooms today are those that incorporate tools for sharing content right in the press room,

There is no clear-cut guidance on this issue, and we're experimenting with a number of press release distribution options and press release formats here at Schwartz. If you are interested, keep reading this blog or drop me a line (rossl@schwartz-pr.com).

Posted by Ross Levanto on May 22, 2009 at 3:02 PM