Und noch eine Meinung zur SMR

Die Social Media Release (SMR) ist ein Hype-Thema. Oder nicht? Jennifer Mattern von Naked PR ist da durchaus kritisch.

Zitat: „Social media releases are ridiculous. Anyone with two brain cells to rub together was already tying releases to social media options before the “new” template and hyped up buzz word came along. All it’s good for in reality is drumming up a bit of attention for press releases and the so-called PR 2.0. Look at it more as training wheels for the online PR-impaired (read offline-focused firms and their clients who need baby steps, hand-holding, and a lot of explanations to make them understand the value of online distribution). I’ve dealt with that issue in the past, so I won’t rant more about it here. As for Facebook… well, I just posted on that issue as well.“

Ich glaube, was in der ganzen Diskussion gerne übersehen wird, ist, dass die SMR nicht ein fancy Teil zur Pressearbeit ist. Sie ist ein fancy Teil, um neue Bezugsgruppen zu versorgen. Und zwar auf eine Art und weise, die den Ansprüchen dieser neuen Stakeholder gerecht wird.

4 Gedanken zu „Und noch eine Meinung zur SMR

  • 10/03/2007 um 23:08


    I think Flo has got a point there. As I understand it, the SMNR is no extension or improvement for the press release. It’s not (primarily) about reaching journalists, but reaching other people, who can establish publicity or are (new) gatekeepers – like bloggers.
    Also the thing I like about the SMNR is, that it’s a new way to have something in addition to an old fashioned press release, where you have sometimes two or three pages of unbroken text, which you hope will be copied as much 1:1 as possible. The SMNR is different in it’s approach, as it delivers facts, statements and resources in a different way. So we have to look which tool is better for which goals and target groups.
    Also the SMNR may be a good tool to get around those paragraphs and sentences, the marketing and other company departments sometimes “advise” us to include in the press release 😉

  • 10/02/2007 um 15:21

    Hi Jennifer,
    Seems like German is not a language to be translated by robots 🙂
    The SMR is indeed not a new thing. Over here in Germany we are at the moment discussing how we can address stakeholders apart from the classical media channel. Over here in Germany PR has i.e. no established process for addressing bloggers and a lot of them doesn’t want to be part of the good old PR-Media-Rleationship with press releases and so on. I wanted to point out, that the SMR might be a good tool to adress them because it apears in a different way and opens a channel into this group which we consinder to be very important right now and even more important in the future.

  • 10/02/2007 um 14:43

    Forgive me if I didn’t understand your post accurately, as I don’t speak German, and am working from a translation. 🙂

    I believe your comment was in reference to the claim that the SMR is a beneficial tool because it allows the issuer of the release to provide additional references to journalists. If that’s what you were saying, I wanted to address the point:

    Providing necessary reference has always been a part of good press release writing. It’s nothing new, just because they slapped a pretty new name on the template. You were always supposed to include relevant addenda. At the same time, providing too many Web-based references and resources is actually a disservice to your company, news, and release, as you’re exposing journalists to oftentimes more qualified or newsworthy sources for similar information. If you do your job and write an effective news releases, journalists will contact you if they need additional information. But the essence of what they need to know should already be there. If they need to go digging for more information (which can only be biased when background research is instigated by the issuing company and not the journalist anyway), then you’re not doing your job to begin with.

    It all goes back to the fact that the social media release is anything but new. If we spent our time learning how to use releases correctly in the first place, they’d have no need to throw a new name on it because they’re touting features we should have already been using anyway.


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