Sunday, September 17, 2006

Press release finds its way to magazines readers automatically

Lee Odden at Webpronews, has taken an interest in the hRelease or social media release and offered a list of hyperlinks to web and Usenet resources.

This initiative is of interest to people who issue press releases.

It is especially interesting for people who want to issue press releases via the web, forms of social media or to/through press release agencies.

As an initiative, it has the merit of cutting to cost of press release distribution because of its nature this form of publishing has built in search engine optimisation, RSS and web friendly features such as an XML base.

What practitioners will have to wait for are the software engineers - geeks in garages - to create software to allow you to fill in the boxes to get the most from the idea and some bright person to create a release distribution site. (Disclosure - One of those geeks is a friend of mine).

One thing to remember about social media releases. You get one chance. If a journalist thinks you are abusing the concept you get switched off - permanently. RSS is like that you just switch off the feed. So no more corporate boilerplate stuff from the marketing boiler behind the big desk (you know what I mean ... embargo 0900 hrs 09/08/06 Headline - The Next Revolution - First par - XXX plc. the leading global leader in raspberry blowing today announces the first revolution in pursed lips since its miraculous acquisition of red current jam(tm) ... bla bla...).

This kind of development is only the start. A press release using such technologies (to you... boxes to be filled in) is built up from lots of small elements of information called microformats.

They can be used like building blocks.

A press release may have an embedded calender, or address book, audio or video resource that could be on uTube or Fileodge. It may even link to a Writley document or map.

Using these technologies you can lever up online facilities and add them.

This 'mashup' capability offers the reader (journalist) as much or as little information needed. In addition, it can be issued in such a way that it finds its own way to the online members of your community, the readers of the publication. It goes direct to readers too.

How cool is that.

Picture: Finding My Way