This Element is an excerpt from Putting
the Public Back in Public Relations: How Social Media Is
Reinventing the Aging Business of PR (ISBN: 9780137150694) by
Brian Solis and Deirdre Breakenridge. Available in print and
Social media releases: what they are, what
they aren't, and how to make the most of them.
PR's latest "new shiny object" is the social
media release (SMR). Originally introduced by Todd Defren in
response to Tom Foremski's call for the death of press releases, it
represents a new socially rooted format that complements
traditional and SEO news releases by combining news facts and
social assets in one improved, easy-to-digest tool.