PR professionals have recently struggled to upgrade the press release to accomodate the social media revolution. Late last spring, Todd Defrin and Shift communications offered up a template to do just that. You can download the template here.
Now Edelman in conjuction with the Univesity of Alabama has produced its own version. I read about it on Steve Rubel’s Micropersuasion.
Both of these versions provide a ton of information. Praise be to them. But as a person who doesn’t like to read great gobs of copy on the Internet, I’m going to work to find a way to give the project the same scanability as a well-written press release used to give. Putting the “Ws” in the lead graph (who, what,…etc.) is still a great service to the reader, who can then choose to dig deeper or not.
Posted by Harry Chittenden
