Social Media Club responds to comments by Stowe Boyd and Robert Scoble about the value or otherwise of traditional and “social” media releases. I’m not the biggest fan of the 100-year old public relations tactic that now involves millions of releases distributed and deleted daily. But the fact remains, journalists (and now bloggers) require information in a clear, written format and organisations need to ensure approved, verifiable information is “released” (often for specific legal reasons).
There is much merit in conversations between organisations and people who are interested in or affected by their activities. This dialogue may involve direct discussion or be mediated by PR professionals and bloggers/journalists.
Such two-way communications actually involves one-way transmission of information between people in the conversation – and representatives of organisations may be expressing official views that need to be consistent, approved and circulated to as many people at any one time as possible. As such, a number of aspects of the PR release continue to make it a vital tool to that end.