Full disclosure: I used to work at a newswire. I’m not going to say which one, when or for how long; you’ll just have to take my word that ‘used to’ = ‘impartial’, and that it is a realm with which I am familiar.
I’ve watched the various attempts to launch of some sort of ‘social media template’ from the sidelines, and read the furious blog postings by the same ten people who might care about the relevancy of newswires at all in the face of social media while they alternately berate and ridicule the attempts by same newswires to stay ‘relevant’ within the context of new-social-media-2.0-blog-link thingy…
After all, ‘multi-media’ is so-o-o 90s.
To be fair to those doing the berating, many of the attempts have been either of the too-little-too-late variety , or in some cases, all out lame (uh, Mr. Marketwire, I’m just seeing 500 null right now… the link from Strumpette isn’t working anymore).
In keeping with modern times however, ribbons for participation should at least be handed out to all the newswires and clients who try.
First off, to all the bloggers who are complaining about how the newswires don’t ‘get it’. I would like to take this time to point out that complaining about someone ‘not getting it’ is a rhetorical device best left for the ‘emos’ storming downstairs to their bedroom to update their livejournal. Thank you. Personally, I love what some commenters on fark do: they put a picture, usually of a bizarre car or truck crash or an animal running into a tree, with the caption: You’re Doing It Wrong.
After not ‘getting it’, the most popular argument seems to be that the mainstream is out of touch, or has to catch up. The view of everyone at the cutting edge of any new technology or new way of doing things is that the mainstream is out of touch with them. That may be, but it cuts both ways: some people can be so far out at the forefront that they have put themselves out of touch with the mainstream. Not that there’s anything wrong with that. It’s just that the ‘mainstream’ would prefer to sit and wait to see what gets more widely adopted. They’re not going waste time chasing after every shiny new toy just because it’s shiny and new. This is especially true of anything social: mainstream types follow the herd, not those who are way out ahead. There’s also no point going anywhere where there aren’t enough people to be social with. It’s also why I don’t log into my Friendster account anymore.
Now, the newswires exist to serve two types of folks: their clients, and journalists. Just as newspapers and TV networks ‘sell audiences to advertisers’, newswires sell journalists to their clients: their pricing structures are roughly scaled towards the number and geographic reach of outlets they send a given release to. Yes, there are now direct-to-consumer press releases, larger audiences and all that, but clients are the priority, since they are the ones who pay and most clients care more about whether a journalist copied and pasted with a different headline wrote about their press release than some random person posting the same release on Mr. Wong.
For now, I’m going to ignore ‘hrelease’ since everyone else seems to be too these days.
So on to the clients of the newswires.
A large portion of the clients of any of the main newswires are publicly-traded companies. Many pundits have pointed out that this is because they have to, as though if the securities regulators yanked disclosure requirements tomorrow, PRN, BW et al would fold faster than a 2000 dot com. If there’s one group that’s even keener than newswires in maintaining the status quo, it’s the corporate law firms. Anyone thinking those laws are going to disappear simply because there’s websites and rss is obviously unfamiliar with the legal profession. In addition, TSX-Venture and OTC-BB companies don’t have those requirements but plenty of them still use newswire services. Seeing as how penny stocks are rarely flush with cash there must be some reason they opt to use them.
Many companies simply don’t care about engaging any sort of ‘audience’. The stock split announcement from some obscure mining company that trades on the Venture Exchange or the OTC-BB is likely of little interest to anyone apart from their six shareholders. They’re most likely one of about 15 companies run out of the same office and the only ‘digg’ they might be interested in is their latest core samples. The newswires are just grateful that these companies know how to use e-mail and pay their bills before needing to call collections.
On the flip side, news about a company like Research in Motion or Rogers will get to the media and will be read by whomever’s interested regardless of what distribution channel they opt for. Newswires are necessary for these companies to ensure a channel of authority: someone who actually works at the company gave the go-ahead for the news to be issued; it isn’t just rumour, hearsay or some random crank. Also, the newswires tend to be a little better about ensuring that someone claiming to be from RIM or Rogers is allowed to send out news releases at all, rather than some disgruntled soon-to-be ex-employee sending an email from their desk to CP right before getting walked out.
Another large portion of a newswire’s client base are the various government agencies like Environment Canada or Public Works and Government Services or the CMHC. Again, if Environment Canada issues a hurricane warning it will find its way to wherever it needs to go, but the PWGSC news about their latest ditch-digging project in eastern Saskatchewan could have all the youtube and del.icio.us and second-lifing and still no one will care.
The rest run the gamut of PR from Edelman and Omnicom to a farmer promoting his cornmaze, and oddly enough, a blogger.
As many PR practitioners lament, plenty of clients ‘get it’ even less than the newswires supposedly ‘get it’. Some of them might like colourful graphs and pie charts to show their bosses or their own clients if it can make them look important, but are baffled by the whole concept of social media themselves and don’t want to learn anything more than they can get away with already pretending to know.
There’s an assumption among certain types of bloggers I’ve been reading that people are not only good at their jobs, but want or care to be good at their jobs. That’s not always the case. Many people do like to appear to be good at their jobs to the extent that it can get them promoted or a fatter paycheck, but that’s not the same thing as actually doing a good job. Doing one’s job well can be quite time-consuming particularly if there are quicker and more effective ways of merely appearing to do it well. That goes even more so for that person’s boss, who is more concerned about their own upward mobility to pay that much attention to the performance of subordinates unless they’re outstandingly incompetent.
The reason some press releases end up filled with jargon and logos is because the person who insists on them is usually not the one writing the release, and isn’t the one who’ll get any flack if that release doesn’t get any pickup. Never forget that Dilbert is based on actual experiences.
As for the clients who are good at their jobs, they may take one look at a flashy SMR with its ADHD layout and legitimately wonder what ROI there is likely to be. Will sound and video become necessary with every single message? How much is this going to cost? Are bullet points always better than a couple of paragraphs of text? How many people really rely on RSS for all their information?
There’s also no shortage of clients who most likely dread the very thought of engaging any kind of audience at all. Think of any company that tends to be a target of activists. Not just Wal-Mart, but the crap-load of mining, petroleum, chemical or agri-business companies out there. Does anyone in their right mind think that Cargill or ADM would be interested in wasting their time getting into an interactive debate with anti-GMO types or Gabriel Resources engaging with Rosia Montana protestors? Would KFC or the Pork Council pay anyone so that PeTA can have yet another forum to spread their propaganda help animals?
Then there’s the old media, as opposed to ‘social media’ – since again ‘new media’ is so-o-o 90s – TV and Newspapers. (I haven’t considered radio to be relevant since their music rotation became limited to 10 songs) Yes, TV and Newspapers are the dinosaurs lumbering their way to obsolescence. Everyone in the entire world gets their all their information now from newsvine and fark. ORLY?? Is that so?
Last time I looked, people still read newspapers. Even the paper versions of newspapers. True, online media have siphoned off some of their viewers and readers and some of their advertisers, but they aren’t going broke. People still write letters or send cards to each other even though email has been mainstream for over a decade now. There may well be far fewer people who are writing letters than there were 20 years ago, or it could be that the very people who would have never written even a single letter to any one (even a thank-you note to Grandma after the umpteenth ‘reminder’ from mum) are the ones writing all the emails. Given that the obituary for ‘old media’ has been written prematurely it would not do the newswires any favours by treating them as irrelevant. They aren’t.
There are a few problems I have with the whole concept of a ‘social media release’ altogether. First off, anything ‘social’ is essentially inimical to the entire concept of a template. Also, all the streaming video and links and tags in the world don’t matter if the subject of the news release isn’t that interesting. You can’t force someone to care about something. It also seems to presume that bloggers can’t find anything unless it’s fed to them by someone. As though they couldn’t find any video that wasn’t on youtube. And better make sure that every one of the fifty or so social media tags are readily available because it’s just too hard to copy and paste a link these days. Though that would explain the fragile egos – the sort who unless specifically pitched a story idea as though they were the managing editor of the Wall Street Journal go into a snit and announce every single detail to the entire world on their blog.
Supplemental links to pertinent video, photos or background info neatly summarized are great things that need to be encouraged, when relevant. Making things easier to share isn’t a bad idea either, within reason.
I often get the sense that this obsession with 2.0 and ‘social media’ has more to do with either recent PR grads wanting to climb the ranks ASAP or PR practitioners wishing to tell the world (and ideally, prospective clients) how ‘with it’ they are than it is the creation of anything new. (gee, ya think?) The newswires have long enabled clients to have clickable links in their news releases. One charged for it, since they could, the other didn’t since they couldn’t. Even then, websites and email addresses that aren’t clickable on the distributors’ own sites usually are once the same news releases make their appearance on Yahoo or Starquote or Globeinvestor or the myriad other places to view them online. They’ve had the ability to provide links to photographs and maps and even video in news releases long before 2.0 became the buzzword du jour. For example, the Ford SMR, apart from the tags to reddit or digg, doesn’t appear to be any different then what the newswires have had on offer (as ‘multi-media’ news releases) for several years already.
Even then, none of it matters if the subject matter isn’t interesting, you’re trying to sell a lousy product, the text is poorly worded or if the layout appears to have been designed by a chimp on LSD.
Some 2.0/social media advocates like to distinguish ‘new media’ from social media as the difference between online news and a two-way forum. At best, this can be difficult to delineate (and have they never heard of ‘letters to the Editor’ or call-in radio?).
There’s also two questions that need to be asked. First off, why should anyone pay for this when it will happen anyway? I see more value in monitoring or measurement than I see in distribution. Secondly, if you spend long enough lurking on any forum, it appears to be mostly the same people barking on about the same things. Until they get bored and move on to something else. These people, at the very least, display a very wide range of intelligence, sanity, articulateness and employability.
Just as with the ‘old way of doing things’, where good PR didn’t begin or end with a news release sent via Canada Newswire or CCNMatthews, but included pitch calls to the media and so forth, nor should the ‘new way of doing things’ end in an SMR. We don’t want PR people to be as lazy as journalists, now do we?
Many of the criticisms of the ‘old press release’ are in reality ‘badly written press releases’ and were ignored by journalists long before they were ignored by bloggers. The problem isn’t form, but content. Many of the social media bloggers out there seem to be under the impression that nobody reads press releases. But that just isn’t true. If it were, then the newswires’ websites wouldn’t get any traffic, but a quick check on alexa or marketleap shows otherwise. Plenty of random members of the public, and plenty of bloggers do indeed read press releases and comment on them when it’s something they find interesting.
Of course, along with the deaths of newswires and newspapers, there are those pronouncing the death of Public Relations itself. Nonsense. There’s still going to be the need for Official Spokesperson who can say whether the CEO of their company did just die in that plane crash, or if their product really does contain whatever ingredient is part of the latest consumer hysteria recall or to ‘greenwash’ that toxic spill in the north Atlantic.
The idea that every single company out there should or even could just post everything of relevance to their own website and maintain a dialog via corporate blog with every single nutjob interested person is completely unrealistic, and I doubt is seriously advocated by anyone who’s ever worked at a company that is larger than fifty people. I could go further into explaining this assertion, but at this point this article is already long enough. Also, as blog spammers and shady SEO marketers have proven, some things are best not left to search engines, which is what’s implied if legitimized distributors any some sort are taken out of the equation.
At the end of the day, good PR involves the following:
A well-worded item that effectively communicates whatever it is that you are wishing to communicate, tailored/formatted to whatever audience it is that you wish to sell to target, that includes supplemental links, background info, photos or video where relevant, distributed to those who may be interested in whatever it is you are wishing to communicate.
Social anything can’t conform to a template and changes happen when they happen. Only when something really is dead should you try to write its epitaph.