Social Media Release...the wave of the future?

PR professionals have traditionally relied on one type of news release to deliver information to the media and journalists. But recently, a new type of news release, called a “Social Media Release” has begun attracting more attention.

Shift Communications, a mid-sized independent PR agency, created the social media release in 2006 as an innovative means of simplifying information in a news release. Inspired by Tom Foremski of Silicon Valley Watcher, Shift Communications believes that the social media release “merely facilitates [journalists and bloggers] research by using the latest tools (social bookmarking, RSS, etc.) to provide background data, context and on-going updates to clients’ news.” The company made the template available for free distribution to any interested PR practitioners.

The benefit of the social media release is that it taps into online techonolgies by incorporating online and social media tools into the news release, and allows information to be communicated more effectively to the online community. It incorporates videos, social networking videos, images and hyperlinks into the release. This is a great way to distribute information to bloggers!

I am currently an intern at an advertising and PR agency in Dallas, and a couple months ago we watched a webinar explaining the functions and meanings of the Social Media Release. The agency recognized that although this release is not currently distributed by many PR firms, that it may be play an integral role in the future of PR.

With its user-friendly template, and wide-spread distribution I have yet to determine why the social media release has not yet taken off. My only guess is that the industry as a whole is afraid of change. Journalists are used to receiving the traditional news release, and PR agencies are used to distributing the traditional news release. I am interested to see if agencies will utilize the social media release in the future, and how journalists will respond to it.

Check out this awesome video on the social media release.

Are you part of the "Go Green!" campaign?

What do you think about all the companies suddenly jumping on board the “Go Green!” campaign? Companies like Honda, Continental Airlines, PG & E, S.C. Johnson, Goldman Sachs and Hewlett-Packard are among some of the companies that, according to CNN Money have gone “above and beyond what the law requires to operate in an environmentally responsible way.”

Last week was earth day and the TV and news were full of promotions for companies that are going green. Even E! Entertainment interviewed celebrities on the ways in which they contribute to a more environmentally friendly lifestyle. Some celebs, such as Tori Spelling who rambled off a few random items, appeared extremely caught off guard by this question and as a viewer it was apparent that now celebrities are under pressure to hop aboard the “Go Green!” campaign.

Wal-Mart recently implemented an advertising campaign that invites all Wal-Mart shoppers to join together in an effort to make a difference. Specifically, Wal-Mart created a commercial encouraging all Wal-Mart shoppers to use a certain type of light bulb, and gave statistics to demonstrate the impact this change would make. Check out the commercial below.


I think it’s great that huge corporations, celebrities and everyday people such as Wal-Mart shoppers are exerting the extra effort to help support and preserve our environment. It is definitely a critical issue to help maintain our earth for future generations, and it appears that we are doing a great job! I just hope everyone doesn’t get so wrapped up in this one issue that the countless other issues plaguing today’s society are neglected. We still have starving people abroad and in the U.S., a high rate of unemployment, welfare, homelessness, domestic abuse and countless other issues that also need support.

It is fantastic that all of the U.S. seems to be uniting in the effort to promote environmentally friendly lifestyles, and I hope that in the future we will unite again to make a difference on another issue. Making a difference lies in our hands.

Another Reason to Love Coca-Cola!

Do you get that 1:00 p.m. craving for a thirst-quenching drink? Does you mouth thirst for something more than water on a daily basis? Well if you are like me, that thirst can only be quenched by an ice-cold Coke, or in my case an ice-cold Diet Coke. Since I can remember I have been a top supporter of everything Coca-Cola. I love the taste, I love the ads and I love the Coke side of life. Not until recently, though, did I discover yet another reason to love Coke, and this time it has to do with the company itself.

Whenever a company makes a single mistake, that mistake seems to stick as a stigma that the company is forever associated with, no matter how many other good deeds they perform. For example, Nike. I have always loved Nike and continue to wear many Nike workout clothes. But when I think of Nike, I immediately remember all the negative publicity they received for their sweatshops. Everyone does! No matter what else Nike does it will always be associated with its former sweatshops.

Which brings me to the point of why I have come to love Coke even more – they practice social responsibility in the environment, the community, the workplace and the marketplace.




Coke says, “the future of our business depends on the vitality of the communities where we operate.” Coca-Cola and their bottling partners produce products in more than 800 plants worldwide, and make sure to “employ local people, pay taxes to governments, pay suppliers for goods, services and capital equipment, and support community investment programs.” They also support socioeconomic development of these communities through “economic opportunities and wealth creation as well as technology and knowledge transfer; local entrepreneurship; and other international investment.”

In 2006, Coca-Cola donated approximately $70 million to these communities to support their civic and public affairs, and community and economic development. Talk about making a difference in the world!

I realize that a major factor for Coca-Cola’s generosity is based in their American business foundation: ultimately to get back to the bottom line. Yes, by practicing great social responsibility Coke is trying to increase their profits. They are helping people in poor countries, providing employment opportunities in safe workplaces and making monetary donations to aid the growth of these communities. They are giving these communities assets they may never have without the help of a larger conglomerate, but they are doing it to increase there own profit. And it’s working.

So I wonder, is it less moral to be such a do-gooder if you are doing it with your own self-interest in mind? The good deeds are still being done, and the people and communities are benefiting in ways they might not otherwise have been. Does the intent behind Coca-Cola matter? Or is just important that the good deeds are done?

Who doesn't want to drink a Coke after watching this commercial?