25 October 2008

Pitfalls of a social media release

As if we haven’t had enough information about social media floating around the “blogosphere” these past few years. Yet still, many people don’t get it. Social media is just one method (with several sub methods) of delivering PR.

I received a social media release from some students the other day. They had just attended the national PRIA conference and were, no doubt, fired up by one of the keynote speakers, who turned out to be disappointing.

At 6mb it was a “weighty” document. The main problem is that the Australian media wouldn’t even give this a glance, as they don’t accept attachments in e-mail releases. Apart from that, it didn’t contain the necessary elements people use in these documents (at least I think some people use them).

I commented back to the group, but they never responded (that’s bad PR, people).

As my boss at work said: “haven’t they heard of a phone call?”

See: Australian PR at http://www.prlab.com.au

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The PR Lab is a consultancy, specialising on research, reputation management, social media, media relations and the development of measurable strategies that produce results. It is run by Dr Greg Smith, a former journalist and PR professional. Greg worked on daily newspapers in Sydney, Brisbane and Perth. He held senior PR positions in the Australian Defence Force, Sydney Olympics and national not-for-profits. He has also lectured in PR at Edith Cowan University and the University of Notre Dame Australia.