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An important PR point is the distinction between the social media release, versus the traditional news release, an example of which is when a social media release tends to be less formal and directly addresses the intended audience. It also moves up the contact information and incorporates multimedia elements to support it, from pictures, to video and links to other relevant sources of information.
Two things in particular are vital to the structure of a social media release and how it should be used.
First, is the volume of supporting content that can be added, in terms of pictures, video, links and so forth. In the good ol’ days of paper memos, a comprehensive package such as this was called a media kit. Is the social media release, in its fully realized form, in many ways not simply the digitization of this traditional public relations tool? (Editor’s note: Actually, long before the term “social media release” was ever coined, savvy PR practitioners have been offering their contacts multimedia-rich content. And we’ve been hosting or delivering that content via electronic channels for decades. The web has made it easier for practitioners to do it all themselves but there are still some media formats — broadcast-quality b-roll, for example — that you probably don’t want to host yourself.)
The second point is the distribution of a social media release. And this is where another classic and intrinsic element of marketing and PR comes in; contacting influential spokesmen and bloggers to pitch your idea and submit your release. All coming down to traditional hard work and old-fashioned solicitation.
