With the new media influence, traditional press release also changes. Now, companies start to produce social media release, not just (traditional) press release. Example, see http://www.edelman.com/news/. You will see two different formats: traditional and social press releases.
Social media release, a new format of press release in the social media, has different characteristics. First, traditional one was for company to journalist. Consumers had no access to press release. With the social media influence, now, press release becomes company to direct to consumers. Second, social media release has different formats. For example, core news facts; quotes; multimedia; links; RSS feeds; resources; tags; trackback and comments. Traditionally, companies try to 'frame' news to their benefit, but, in social media release, it is more of providing "stuffs to talk" to bloggers. Third, even bloggers engage in press release. If you look at the social media release, people reply to the press release contensts, trackback, etc. This didn't happen in the past.
Shull also talks about what companies can do to leverage their press release in the blogosphere. This is a big change for corporate PR. It used to target journalist directly, but, now directly target consumers on the net. Also, traditional press release is to "push our contents" to media, but, now, "pull consumers/bloggers interests and put them on our (press release) contents and formats."
So, from what's being changed in the press release, we still observe "power shift" from corporation to consumers.
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2 comments:
I think this "power shift" from corporation to consmer is something that frightens allot of companies. Wit all teh new media liek bloggs and so on, it has become allot harder to controll what is beeing said about your company.
I think that is one of the reasons why corporate blogs has become popular. It is a pretty good tool to retain some of teh lost controll in this world of new media.
I agree with Patrik's opinion on corporate blogs, and, yes, companies are probably a little bit scared, as everyone is when change comes, but I guess they'll learn to embrace the new conditions and eventually it will be the consumers who benefit from it, since the increase in communication means that companies will (more than before) be judged on the products and services that they offer, and not just on their communication.
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