It’s incredibly hard to get a social media community interested in a press release, and it’s not because they hate hearing about what your company is up to, it’s just that they hate the way you’re telling the story. Consider some of the approaches the average press release takes.
1. [company/brand name] announces [product/service name]
This press release is boring and will be considered spammy because it simply uses hyperbole to shamelessly promote a company’s product or service.
2. [company/brand name] announces [financial news]
This press release announces that a company is merging with another, has gotten additional funding, etc. And doesn’t really add any value to the experience of the end user (unless you’re announcing something like the Google acquisition of You Tube)
3. [company/brand name] plans [action]
This press release announces that a company plans to do something, i.e. ‘medical company plans to combat disease’. While we’re all for combating disease most social media users would appreciate it if you did it a little more quietly or make it more relevant.
4. [company/brand name] achieves [accomplishment]
This press release just pats its sponsor on the back by boasting what the company has achieved. Sure, we’re happy that you’ve signed up your 100,000th user, but what do you want us to do about it?
Why Regular Press Releases Fail in Social Media
Here are the 3 main reasons why a press release would normally have zero chance of success in social media:
1. They have the wrong singular focus, which is on the company issuing the release.
2. They are full of marketing-speak that inherently engenders mistrust in the eyes of the social media audience.
3. They don’t have a specific audience in mind, and are written broadly and presented blandly.
Now, it’s perfectly fine to want to promote your company, because after all, we all have to make a living. But the social-web audience doesn’t like blatant sales and marketing speak.
How to Make it Work
If you look at Brian’s article from last week, How to Get 6,312 Subscribers to Your Business Blog in One Day, it’s not designed as a press release (nor was it paid for by anyone). Regardless, it accomplishes most of the functions of a good press release.
When I asked Brian about it, he said when he writes press releases, that’s the way he does it. It should be presented as a story that has value to readers first, because if it happens to be picked up by a journalist, you’ve just made his job easier by presenting an angle. That said, Brian told me he rarely bothers with press releases, because if done well, a well-written case study can do better in social media in terms of both exposure and SEO benefits.
Brian’s article worked. It got over 900 Diggs, and made Delicious Popular while attracting 30,000 unique visitors from outside the regular Copyblogger readership. The reason it worked is because it wasn’t directly trying to promote him or his client. Rather this “alternative” press release announces a service and an accomplishment but (this is important) then goes on to create value by explaining what techniques were used to create that success, why these techniques work, and how the audience can replicate the results.
Strategies Used in the Alternative Press Release
The article follows all the advice Brian gives related to strong blogging: a sure-fire headline structure, a strong opening that uses an anecdote that paints a relatable picture, and content that utilizes all the laws of persuasive blogging. But what I found brilliant was that the post is completely social media optimized.
1. The headline is optimized for all three kinds of readers.
2. The post is perfect for diagonal readers.
3. The text formatting is attractive, unlike the bland press releases everywhere else.
4. It’s to the point. There are no words wasted.
5. It creates value by including a step-by-step methodology for others to follow.
This is an excellent example of how putting readers first can provide big rewards in social media, as opposed to spending $200 to issue a press release that no one reads. Find a way to deliver value to people beyond your company news, and more people will take an interest in what you’re doing.
45 comments... add one
#1 Graham Lutz, The Young Capitalist → 08.31.07 at 12:41 pm
I think the most overlooked is creating value to the users. People think that everyone cares as much about their new products as they do.
#2 Maki → 08.31.07 at 1:34 pm
Good points, Mu. The qualities you’ve listed will indeed make any PR material more palatable for a social media audience.
But even then, it’s still 50% of the whole game plan, particularly when you are talking about social voting sites or sites where users have editorial power over content relevancy and prominence.
The other 50% is distribution. Brian had a great article but its quite apparent that its success on Digg was largely due to it being submitted by a certain power user. :)
#3 Morten K. Holst → 08.31.07 at 2:18 pm
Stop calling it a ‘press release’ and you’re half way there.
#4 Muhammad Saleem → 08.31.07 at 2:22 pm
@Maki,
This is the 50% of the game plan that matters the most. If you can get the content right (i.e. ’social media palatable’), the distributors will come on their own.
Furthermore, had the content not been done right, it wouldn’t have mattered who submitted the post. Maybe it could’ve gotten to the front-page on account of the submitter’s strength, but it would’ve instantly been buried from there.
#5 Brian Clark → 08.31.07 at 2:46 pm
Morten, you are definitely right about that. :) But I think using the old terminology to show how things have evolved might be necessary for some of the “old guard” to get new ideas.
#6 Morten → 08.31.07 at 4:42 pm
That’s true Brian. When talking (and learning) about it using the term ‘Social Media Press Release’ is paramount; makes the whole concept a lot easier to grasp.
#7 Maki → 08.31.07 at 5:28 pm
@MU
I do get what you mean but I’ll retain my skepticism. I have seen too many great articles left alone with no altruistic ‘distributors’ picking them up to believe otherwise.
The ‘Content is King’ mantra has been beaten to death. It’s totally overrated. How many times have you seen a Digg user with a weak profile submit an article..only to get one or two diggs?
A few days later, a power user will dupe the article and get frontpaged for it. Happens all the time. Distribution via key influencers is important for social media.
#8 Brian Clark → 08.31.07 at 6:21 pm
Maki, the interesting thing is when a Digg “power-user” submits my stuff, it takes 3 times as many Diggs to hit the home page (if at all, even with over 100 Diggs). The right content with a regular or semi-power user can tip much sooner, and has on several occasions.
Content *is* king, because promoting crap doesn’t work very well. But as you say, even great content will go unnoticed without promotion, which I’ve said here repeatedly. And that’s certainly not something you yourself just figured out yesterday. :)
#9 Morten → 08.31.07 at 6:59 pm
@Maki
Content is beyond any doubt king, simply because being picked up at Digg doesn’t carry any value if your content sucks. Actually, one might argue that it would hurt you (and/or your brand).
#10 Maki → 08.31.07 at 8:18 pm
@Brian
I don’t have any doubt that quality content (or bait) is of great importance. I do stress that very often on Dosh Dosh.. as you have done so remarkably well on Copyblogger. :)
I guess I’m just saying that its a 50/50 split when it comes to any complete media marketing strategy. Mu wrote a great article and he mentioned in the comments that content was the “50% that matters the most”….while I think its more of an even split.
I used to work in a PR firm and often wrote up traditional press releases and pitched them to newspapers and magazines. I had to send cold emails or cold call publications and the success rate was often low across the board.. unless you had an earth shattering story that was 110% relevant to their audience.
It’s much easier if you are on good terms with an individual within the media who you can directly pitch the story to…even better when he or she has influence. The success rate just goes up when you have all these elements together.
Social media is no different, although it does appear to be more democratic or free-for-all because of editorial decentralization.
#11 David → 09.01.07 at 12:04 am
I just now came upon your blog. Can I link to it in our “Copywriting” section of our blogroll?
#12 Ron → 09.01.07 at 1:10 am
I’m never one to be great at grammar, but is there a typo in this line:
I’m assuming the second “they” should be “the”. I know I hate when I have typos on my site so I just wanted to throw it out. If it’s right, my apologies. It is late and my mind is half asleep.
Glad to be a sponsor! :-)
#13 Ankesh Kothari → 09.01.07 at 5:34 am
Thanks Muhammad for an excellent post.
The first rule of press releases is finding a hook. The usual boring company press releases have no hook in them.
I do agree with Maki - content and distribution go hand-in-hand.
#14 Brian Clark → 09.01.07 at 7:17 am
Thanks for the catch Ron (there were two typos in that line)… Due to traveling yesterday I wasn’t able to look at Muhammad’s article that closely, and it slipped. My apologies.
#15 lawton chiles → 09.01.07 at 11:31 am
Muhammad: Thank you for the blueprint on not only writing great press releases- I’m going to follow this for an upcoming sales letter for a green steel company.
Thanks a ton!
#16 milton → 09.01.07 at 4:51 pm
This is an example of reinventing the old world to legitimize your perspective of the new world.
What you are describing as press releases, are actually examples of badly written press releases. Releases like these don’t work anywhere - have never worked anywhere.
They are written by amateurs who do not know how to write press releases.
A good release, whether written for traditional media or social media, needs to involve the reader and not be an empty puff for the company or organization it is promoting.
What you are giving us here is not some incredible new insight made possible by the advent of social media, but some basic rules on how to write effective press releases.
Web 2.0 is a powerful concept in its own right. It doesn’t need to be spun in this way.
#17 Brian Clark → 09.01.07 at 5:02 pm
I agree with you Milton, to the extent that most press releases are badly written. So why do so many PR “professionals” write such dreadful press releases? Why is my inbox littered daily with crap like the examples Mu offers?
Methinks you overestimate the current state of press releases, Milton. I don’t know if you get barraged with them all the time, but if you did, you wouldn’t see anything about this article as “spin.” This is not reinventing the old world, it’s describing the sad state of the current one.
But don’t take my word for it… go to any of the online PR news services and take a look.
Please leave a url next time if you wish to continue discussing this issue, so we can evaluate your own skill and credentials. Thanks!
#18 milton → 09.01.07 at 7:49 pm
Brian
I am a retired print journalist and therefore have no URL to offer you. I am merely an interested observer of the media in all its many forms.
If an old-timer like me is not allowed to take part in a discussion like this because he lacks the necessary cyber presence, then the brave new world of social media must be a very excluding kind of place.
The point I am trying to make is that the principles of good press release writing apply to all kind of media, and always have done.
Muhammad seemed to be implying that a new kind of approach to press release writing was needed for social media and then proceeded to describe principles that are as old as the hills.
The fact that many people do not follow these principles, does not alter the fact that they have been around for many years and taught in reputable PR and journalism colleges for many years.
In other words something very old is being presented here as if it is something amazingly new. The implication being that all this is being driven by the advent of social media, when in fact it is being driven - as it always has been - by the need to follow good professional PR and journalistic practice.
Don’t get me wrong. Muhammad’s article is very interesting and makes plenty of valid points, but in this one respect I feel it is misleading.
Kind regards
Milton
#19 Brian Clark → 09.01.07 at 8:37 pm
Milton, I hear you, and of course you’re welcome here.
It’s just hard to deal with critical anonymous comments when you have no idea who the person is or what they do.
Many of the people who read this site have perhaps never written a press release. That, combined with the fact that so many so-called professionals are still largely terrible at writing press releases lends credence to the approach Mu took. He blogs for two Technorati Top 100 blogs in addition to being a top Digg user, so he sees more crap press releases than most.
For the novice and the many, many bad PR writers out there, there’s nothing misleading about this at all. To someone like you who has seen higher quality stuff, I would simply ask for your understanding and patience, and to realize that instead of labeling something “misleading,” you might simply realize that maybe this post was not aimed at someone of your experience and skill level.
It’s funny, but I see more negative comments from journalists than any other group. They find social media fascinating, and yet can’t seem to grasp that this means normal people without any training are the ones creating media.
Those of us who are trying to help these people be more effective are not ignorant of what you learned in journalism school or in the newsroom. We’re just starting from scratch and telling people what works in this environment, because we all make our living online. I don’t think a history of public relations is what people want. They want what works, and that’s what this article addresses.
Thanks for your comments.
#20 » Links for 02-09-2007 » Velcro City Tourist Board » Blog Archive → 09.01.07 at 10:19 pm
[…] - How to Write a Social Media Press Release “Now, it’s perfectly fine to want to promote your company, because after all, we all have […]
#21 Lazy Sunday Linking 9.2.07 at A New Marketing :: Simple, Clear Marketing Philosophy from Matt J McDonald → 09.02.07 at 1:44 am
[…] How To Write A Social Media Press Release -A great look from Copyblogger at why you can’t expect the old rules to work with new media. […]
#22 milton → 09.02.07 at 4:55 am
Brian
Thank you for taking the time to respond to my comments.
Now you have explained the context I can understand what Mu was trying to do and why he adopted that approach.
I appreciate that what sounded misleading to me, may be lost on someone who has no experience of working as a journalist or PR person.
Kind regards
Milton
#23 » Speedlinking 02-09-2007 Ganha dinheiro online com MUIOMUIO.NET: Dicas para melhorar o teu blog e fazer dinheiro online → 09.02.07 at 6:08 am
[…] How to Write a Social Media Press Release […]
#24 Codrut Turcanu → 09.02.07 at 3:46 pm
Yup. You’re right, writing web copy and especially press releases is more than just hyping about your latest products and/or company achievements.
What these people need to understand is that they need to put themselves in their potential customers’ shoes.
And next time, they’ll start to write better ads, web copy and press releases.
Regards,
Codrut Turcanu.
“Succeeding Against All Odds!”
#25 links for 2007-09-03 « Flying Cloud → 09.02.07 at 8:24 pm
[…] How to Write a Social Media Press Release (tags: pr marketing) […]
#26 Social Poster » How to Write a Social Media Press Release → 09.03.07 at 10:11 am
[…] How to Write a Social Media Press Release Here are the 3 main reasons why a press release would normally have zero chance of success in social media:1. They have the wrong singular focus, which is on the company issuing the release. […]
#27 Business MetaBlog » Blog Archive » Writing a social media press release → 09.03.07 at 3:51 pm
[…] offers an alternative approach to writing press releases targeted at the social media […]
#28 The Straight Pitch » Blog Archive » Writing Social Media Press Release Advice → 09.04.07 at 12:12 am
[…] for sound advice on effectively reaching out abounds. Muhammad Saleem’s recent post “How to Write a Social Media Press Release” over on CopyBlogger.com is another gem in our growing portfolio of sound […]
#29 Trip Around the Blogosphere 9-03-2007 | Pajama Professional → 09.04.07 at 12:27 am
[…] Saleem guest posts on Copyblogger with a step-by-step on How to Write a Social Media Press Release. You might think the differences between social media press releases and “regular” […]
#30 As relações públicas também exageram | Relações Públicas → 09.04.07 at 6:40 pm
[…] das formas de reagir a isto é repensar todo o modelo de press release. Orientá-lo completamente para as necessidades dos novos media. Outra opção é concentrar os […]
#31 LinkJuicy » Blog Archive » How Not To Use Press Releases To Get Links → 09.13.07 at 8:12 pm
[…] How To Write A Social Media Press Release […]
#32 Как написать эффективный пресс-релиз для социальных медиа | Блог интернет-маркетолога → 09.17.07 at 1:10 am
[…] Публикую свой перевод статьи Мухаммада Салима «How to Write a Social Media Press Release». […]
#33 Как написать эффективный пресс-релиз для социальных медиа : Крутая Прибыль → 09.18.07 at 3:46 am
[…] заинтересуются тем, что вы делаете. перевод статьи Мухаммада Салима «How to Write a Social Media Press Release». Share This Сентябрь 18, 2007 | Filed Under social media, PR, […]
#34 Copywriting For The Web, Online PR, Social Media | PushONline Marketing → 10.09.07 at 1:08 pm
[…] article I found most useful to me was about how to write a social media press release; it has some do’s and don’ts for writing for social media, and an explanation of why […]
#35 The Get Paid To Write Mega Link Love Fest : Get Paid to Write Online → 10.20.07 at 12:08 pm
[…] How to Write a Social Media Press Release from Copyblogger […]
#36 THINKing » Writing The Social Media News Release → 11.05.07 at 8:53 am
[…] use the tired, old school news release formula if you plan to interest people in social networks. CopyBlogger has a good post on the subject that says to use, a sure-fire headline structure, a strong opening that uses an […]
#37 A Writer’s Words, An Editor’s Eye » Blog Archive » News Releases: Part 3 - How to Write Them → 11.07.07 at 1:20 am
[…] by Bill Stoller at Publicity Insider How to Write a Press Release by Jennifer Mattern at BizAmmo How to Write a Social Media Press Release by Muhammad Saleem at Copyblogger Press Releases 2 by Helen Ginger at Straight from Hel The Modern […]
#38 Social media press release? No, grazie → 12.07.07 at 12:38 pm
[…] in italiano con comunicato stampa per i media sociali, ha i suoi estimatori (un esempio, e tre post per capire il concetto) e i suoi detrattori ( tre post per riassumere le […]
#39 Reputation 101 - How to protect your brand online | Distilled blog → 12.17.07 at 1:20 pm
[…] How to Write a Social Media Press Release [Copyblogger] […]
#40 Matt Herzberger.com » Blog Archive » Here is your del.icio.us goodness for 01-04 → 01.04.08 at 3:24 am
[…] 1 - How to Write a Social Media Press Release | Copyblogger […]
#41 Writersbloc.co.uk » Why the old rules just don’t apply anymore. → 01.18.08 at 9:53 am
[…] care what Ryan Holiday Holiday is doing, and pays no mind to the other very smart people writing about marketing on the net. I’ve been doing this internet marketing thing for 4 months, and I would never have sent out […]
#42 Clever Deviations - 9.10.07 « jdWeblog → 01.20.08 at 12:44 am
[…] You Seem Different Clever Deviations is an organic resource at this point, growing and changing with every iteration. If you care to peer into the methods behind the most recent changes, Copyblogger has a really interesting article on how to write a social media press release. […]
#43 Banging the Pots and Pans on Your Blog : The Blog Herald → 03.03.08 at 3:01 pm
[…] press releases can help you reach an audience beyond your normal ken. For more information, read How to Write a Social Media Press Release and How to Use the Modern Press Release by […]
#44 Social Media Press Release - the press release of the future « PRunway → 03.19.08 at 8:25 am
[…] are used; what’s wrong with the traditional ones? Muhammad Saleem, at copyblogger, discussed social media press releases and explained that it’s difficult to get social media communities interested in a press release […]
#45 The best from copyblogger « My Comment Blog → 03.29.08 at 7:19 am
[…] How to Write a Social Media Press Release - about writing ready-to-publish articles rather than releases for the press, as a winnning strategy. […]
Leave a Comment