Adding to yesterday’s Greenbanana posts about motor industry online PR initiatives (BMW seeking a New Media PR Manager and Kia launching a global blog), is the launch of the GM Europe Social Media Newsroom in time for the Frankfurt Motor Show.
This is cleverly targeted at “the online reporter” – rather than the mainstream automotive journalists in Europe, most of whom tend to be technological laggards, from my personal experience. As there is a link to the Social Media Newsroom from the UK Vauxhall/GM media site, more adventurous petrolhead media may also check it out.
It is an interesting idea – although I am not convinced that “online reporters” will enter into dialogue via comments on individual releases. But, the site has clear links to a Flickr photo album (where there have been some comments left) and GM videos on YouTube – although neither of these are linked to individual press releases.
To me, the social media release seems a clumsy way of achieving the aims of helping media draw on different resources if they are “remixing” a story. Press releases work best with a narrative aspect – even for hard news information. Adding in hyperlinks – as we do in blogs – would enable journalists to obtain the “collateral material” just as easily as from the proposed special box format.