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Tuesday, December 05, 2006

Posted by philgomes 12:15 PM
Yes, I've Been Working On The Social Media News Release, Too

Yes, I've Been Working On The Social Media News Release, Too

I had mentioned before that one of the projects I was working on with some other folks at Edelman was a take on the social media news release concept.

By way of review... Tom Foremski was the one who originally threw the SMNR rubber ducky into the online bathtub. Since then, folks like Todd Defren, Chris Heuer, and Brian Solis have been actively evangelizing improvements in the news release, that old chestnut of the PR trade. I've been popping my thoughts in there now and again.

Heck... There's even a Google Group and a podcast about the concept.

Anyway... We've just one-dot-oh'd a web-based "wizard" for generating social media news releases, which we call StoryCrafter around here. Edelman will be using it in its newsroom from here on out, generating "social media" versions of announcements in parallel with the "traditional" ones for now. (An approach somewhat inspired by Neville Hobson's work with SpiralFrog. Presumably, Neville feels, as I do, that a wholesale changeover to a new format might take time.)

And, of course, Edelman is baking this wizard it into client offerings as well.

Auburn University's Robert French beta-tested the StoryCrafter tool with his students. I was very happy with how deep-and-wide they went with their test, which was exceedingly important during the debug process.

Essentially, we wanted to make the generation of social media news releases as easy as, say, getting a Yahoo! email account... Fill-in-the-blanks.

I can continue this with all kinds of details, but this post is long enough as it is.

Here's the social media version of the release and the traditional one. Look for some screenshots and an interview I did with Robert French (MP3). The hosted approach we take also means that you can comment on the release as well.

Looking forward to seeing where this takes us. I'm actively thinking about what I want to put into the next version and will be looking to the outside community for thoughts on same.

More thoughts later today or tomorrow.

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