Presentation given to IABC Wellington, 29 July 2009, based on IABC world conference presentation by Shel Holtz

1. Social Media Release
Shel Holtz
IABC World Conference 2009
Summary: Bronwyn Saunders, Wellington Chapter, July 2009

2. Shel Holtz, ABC
Social media expert
-Blogger - pod caster
 Blog.holtz.com
 Twitter: www.twitter.com/shel
 shel@holtz.com
 – www.holtz.com

3. Die Press Release! Die! Die!
2006 Blogger Tom Foremeski slags off
media releases and makes suggestions
SHIFT Communications Todd Defren
takes up challenge.
By 2008, IABC backs working party

4. SMR – Getting the right info to the
right people in the right way
Geared to online reporters
 journos, bloggers, advocates, critics
Template so writers can cherry pick
 Tag clouds, RSS feeds, comments,
downloadable documents
 Audio and video

5. How does it work?
SMR templates
 Web ‘cut and paste’, fill out the fields.
Bloggers and media
 Identify and pull only what is needed
Stakeholders
 Modern tool that enables easy search

6. Right info
Break down the information
 Facts/stats
 Quotes
 Background
Easily embedded assets
 Images, audio and video – copy embedded
code, no downloading required
Research, referral and reuse

7. Right people
Traditional media
 SMR enhances traditional media release
 Web/edit functions feed knowledge - replace
editor notes/fact sheets
Social media
 Connecting better with those interested
 Making it easier for all authors
 Fuller picture in one document

8. Right way
A consistent approach to finding and using
content from social media releases
 hRelease Tag Structure
 XHTML Schema hRelease: machine readable
 IABC working party promoting hRelease
standard

9. Tags - Examples
Dates
Newsbody/key messages
Location
Contacts
Background/fact/figures
Links
Multi media

10. Learn more
Discussion on SMR
 Dave Fleet/ Brian Soliz/Shel Holtz
SMR Services
 PRX Builder
 Pitchengine
 storyCrafter*pressrelease wizard
SMR examples
 Oracle/USA.govt/Vauxhall