Shel Holtz writes (in New Communications Review) about the introduction of something called a ‘social media press release’ by Shift Communications, but does not come down too hard on the old media press releases as most people do.
His point: While saying he does not argue with the folk that say the press release is often not newsworthy and poorly written, there is still value in them. He makes a great case –that the media often adapt, and don’t just allow someone else to write their obituary. "new media do not kill old media. Old media adapt and evolve."
As for the Social Media Press Release, it issued its own press release in the new format, that includes a purpose-built del.icio.us site. if you’re wondering what’s so different about this press release format, check here. Someone issuing a press release cn mix and match non-linear media elements into the release, including an RSS feed, a photo, a podcast or a video, or all of them.
The social media approach to press releases defintely fills a void as we straddle the analog and interactive world.
Hoipolloireport 
Thank you for your contribution to the discussion on the social media press release. This is not actually something that is too new. We have been calling it direct-to-consumer press release distribution for a while. I admit that the social media press release is more buzz worthy and it will problably outlast our d2c pr.
If you indeed have an interest in the social media press release format I suggest that you give PRWeb a look. I am not trying to be spammy here. But it is important to note that unless you have a distribution platform built to support the social media press release all you end up with in the end of the day is an electronic document.
http://www.prweb.com/releases/technoratitags/socialmedia/prweb406019.htm
David McInnis
LikeLike