08:20 AM

Evolve! Press Release! Evolve! Evolve! Evolve!

. . . IABC Takes Over New/Social Media Release Leadership


It was just over two years ago that I penned my infamous "Die! Press Release! Die! Die! Die" post/rant. I wondered why the press/news release did not have any hyperlinks, did not tag/label various sections for easy information retrieval, and did not use any of the new media technologies we have at our disposal.



Die-Press-Release.jpgIt quickly became a controversial subject. My headline should have read "Evolve! Press Release! Evolve! Evolve! Evolve!" But maybe it wouldn't have gotten the attention that it did.



Half the people that read the original post it said I was mistaken, the press release would never die. The other half agreed with me and set about creating a new format for the press release.



Chris Heuer agreed to start a working committee on what we were calling the new media release and we had other key help from Shel Holtz, Brian Solis, Todd Defren and Shannon Whitley



The name for the new media release is now the "social media release." I'm not keen on the name too much, as I've said before I'd prefer a more neutral term, but that's how it is being referred to.



The interesting part of all this is that the International Association of Business Communications (IABC) has assumed the responsibility of providing a leadership role in "the development of standards to govern the creation and distribution of social media releases, a format for making company news available to reporters, bloggers and the general public.."

[Please see: IABC Assumes Social Media Release Leadership Role]



We'll see how this turns out. I hate to think that my legacy to the world will be something as obvious as suggesting the use of new media technologies to reformat the news/press release but I'm glad that I'm not the only one that sees value in this approach.



However, it is still a controversial topic. There is still a lot of work to be done. And it won't be easy work. It'll be interesting to see how the IABC executes on its leadership responsibilities.



Here is the IABC announcement in old format style: IABC Assumes Social Media Release Leadership Role



And in the social media format style: IABC assumes Social Media Release leadership role



Additional info:



The International Association of Business Communicators (IABC) is a global network of communication professionals committed to improving organizational effectiveness through strategic communication. Established in 1970, IABC serves more than 15,000 members in 70 countries and 100 chapters. For more information, visit www.iabc.com.