The emphasis of both of these templates focuses on the conversation. Journalists can connect, share and even offer their opinions through moderated comments and social tools like Twitter. This is definitely where brands are going to win-over writers by being more accessible, visible and more involved. In addition, there are some great widgets that help add to the pitch. You can post videos via YouTube, photos via Flickr and so on. That said, there are a few things that could enhance the benefits for the journalists we're trying to serve. PR 2.0 isn't just about the conversation.
With all the technology available, shouldn't we be making the PR process more efficient? Cutbacks at news organizations are giving journalists more limitations on time and budget. Here are ways we could improve on a good thing:
AP Style Content
A simple link to an AP style press release that can be cut-and-pasted straight into a newspaper or magazine article (print or online) would save writers time tracking it down through socialized content. There wouldn't be a need to Skype or instant message a PR rep if the story was available in its entirety from the start. The pitch needs to be concise, which the social media release templates call for, but the story should also be accessible. Of the media on PitchEngine and LinkedIn I questioned, most of them all agreed - if they never saw a printed press release again they'd be thrilled. On the other hand, they said speaking their language (AP or Chicago) is vital.
High-Res Photos
Flickr doesn't offer users access to high-resolution images and most writers (and their art departments) would be more inclined to take an article that is accompanied by photos they can print. This could be accomplished with a link to a corporate image library hosted by the brand or their PR agency. Accompanying graphics and photos are great for explanation, but something a publication can print is a plus. My brand implemented an easy-to-use image library for media (and our sales force) that has streamlined the process dramatically.
Product Sample Requests
I may only be speaking for manufacturers here, but writers always want samples. Including a link to the person who holds the keys to the sample room is a huge help to media. They can place a sample request now, instead of exchanging voice mails and emails for two days before the product actually ships out.
Making all these things accessible via the web is critical. It makes the press release and all the assets available to the writer 24 hours a day with no need to dig further for additional information the next day.
Hopefully, these additions will help you help writers -- especially those who haven't fully embraced all the components of social media just yet. Those of us putting these social media tools to the test with our own brands will discover more useful strategies as we dive-in, gently.
Original post on PitchEngine.