Offline
Who knows better than a marketer that the medium is the message? A midsize Boston PR agency, SHIFT Communications, has developed a press release made especially for the Internet. The impetus for this invention: Web 2.0, that second-generation wave of Net services that let people create content and exchange information online. To encourage PR folks to use these Web tools to get the attention of journalists and bloggers, SHIFT has developed a model for a “social media press release” …
2 Comments » | 
Share This (Technorati, del.icio.us, e-mail, & more...)
…SHIFT Communications aspired to a launch event that would be the talk of the DEMO 2006 technology conference (in February), as well as both tech-oriented and mainstream audiences… The PR team spread the company’s passion to consumers using the media who had seen Pleo’s magic up close and personal throughout the process in a deep enough way to suspend their disbelief and make them product evangelists.
…[Todd Defren, principal of SHIFT Communications and author of the blog PR Squared] notes that approximately 3,000 press releases cross the wires each business day, overwhelming editors who often discard these notices without ever glancing at their content… Defren developed a social media news release template to modernize press releases and increase their ease of use through five principles…
