The Social Media Release is about getting the facts right
January 20th, 2007 by Chris Heuer
So Stowe Boyd in his infinite wisdom decided to attack the idea of the Social Media Release, in a one sided telling of our conversation at Third Thursday earlier this week. Rather than take into account anything that anyone else had to say about his pointed criticism, he decided to just repeat his original objections and leave out the rest of the story. He did not bother to do any homework, nor has he bothered to ask me about it (even though he shares office space with me in San Francisco).
It is some 26 hours after I left a comment on his blog, and he has yet to approve it. Since it has grown into a bigger conversation now that is absent key facts, I am forced to repost my comment here, after many people have jumped on ‘the story’. Seems to me he did not want my response to be part of the impressions people had when reading about the story that he is actively promoting for the purpose of stirring things up and creating controversy. Now Robert Scoble has joined the fray, relying on Stowe’s malformed impressions of what we are working to accomplish, without hearing the other side, or without understanding the background. Strangely enough, I wrote about this on my personal site the other day. As a result, here comes the pile-on, where all bloggers are going to attack the PR industry - without knowing all the facts, giving more credence to that stupid “Attack of the Bloggers” article from last year.
Here is what I had to say in response to Stowe’s post that he has yet to approve for further clarification on the subject.
Stowe, as you pointed out, we were there to talk about the social media release, we were not on a mission last night to explain what social media is or isn’t. This was about revising the entire way the PR profession looks at press releases. The issues you raise are good ones, and other than the combative approach you want to take, are generally things we agree with.
If you had done a bit more research you would understand that the term social media release is the presentation layer, and that the concept we are supporting technically is the hRelease. The reason behind supporting Microformats are many, but the simplest is that it is intended to primarily be distributed through RSS on BLOGS!
The interesting thing about proposing a Microformat for it is the structuring of the information in the press release to make it more findable, which both Brian’s previous comments hints at. Additionally, I believe it is a way to distinguish everyday blog posts, from official corporate announcements, such as those that accompany a product launch, and to bundle all the facts/information in a way that will let other people tell the story - whether journalists, bloggers, raving fan customers or haters.
For you to harp on us for the one ot two uses of the word audience is not fair nor accurate and quite honestly feels more like an attempt to nitpick for the purpose of creating controversy. As you may have done in the past when selling an idea to a group of people, you use language they understand in order to make the connection. It is the equivalent of a software developer saying users instead of people - this is habitualized usage of language. While your main point is correct, that companies need to engage with people through social media, the occasional use of the term audience is not inappropriate.
We all appreciated your insightful and challenging questions, as that is the sort of dialogue we want to have with a wider group of people. Our understanding of social media and our moral compass is clear here, that companies ultimately need to let go of the illusion of control, be more transparent and most importantly, be honest and engage with their customers and all the people who care about what a company is doing with respect.
It would have been great if Stowe would have told the other side of the story. Or even better, if he would have bothered to call me or one of the other panelists, to get our side of the story. So now, here we are having to provide the details that should have been included in Stowe’s original post and having to correct the misperceptions he created in the minds of 10’s of thousands of people.
Brian Solis has done a great job of shedding light on our real purpose and the true nature of the social media release - for even further reading, you can also check out SocialMediaRelease.org, a site that should have been linked from Stowe’s original post but wasn’t because it seemed more important for him to link to my personal site instead.
[…] Earlier this week at Third Thursday, we talked about the Social Media Release and thankfully recorded the next NMRCast, so the full conversation will soon be online. Stowe Boyd was in attendance and had some very pointed questions, which we felt we answered to a degree, but did not dive into more deeply so as to hear other voices in attendance. His blog post entitled “Enough Already: Getting Social Media all wrong” was a one-sided commentary that failed to even link to this site or Social Media Release Blog and has now been picked up by Robert Scoble and others. Our response was posted over here, so please join in on the conversation and let us know your thoughts… BTW, if you really want to know about this subject, please read the draft of the requirements we wrote. Tags […]
Hey Chris,
I’m sorry I didn’t know you were involved or had a ’side of the story’ - I have posted something a follow up!
http://www.touchstonelive.com/blog/2007/01/sunday-morning-snippets.html
[…] Chris Heuer has a rebuttal at his blog: If you had done a bit more research you would understand that the term social media release is the presentation layer, and that the concept we are supporting technically is the hRelease. The reason behind supporting Microformats are many, but the simplest is that it is intended to primarily be distributed through RSS on BLOGS! […]
[…] Why Social Media Press Releases “Matter” January 20th, 2007 at 9:31 pm by Tony So, once upon a time, I also used to think “why bother with social media press releases? — why not simply blog?“ In fact, with Edelman’s SMPR product “release” some weeks ago, the whole meme had been bounced around for a while — and with Stowe Boyd’s post yesterday, it has once again made the rounds [my original thoughts are over here]. […]
[…] Social Media Release » Blog Archive » The Social Media Release is about getting the facts right […]
Missing the mark…
Stowe Boyd doesn’t like the social media news release. Big surprise. Neither does Robert Scoble.
Here’s a big shock guys… neither of you are the targets of this effort. Neither of you are journalists (last time I checked) and even i…
Update - Stowe has approved the original comment I left now and an interesting conversation has emerged - very glad to see the attention the issue is garnering, even though this is not the way I had hoped it would get attention.
[…] I do get a kick out of the entire dustup over the social media release - very happy to hear people talking about it really, even if some don’t fully understand the deeper purpose and the broader implications. Those progressive, anti-establishment folks screaming that our efforts are co-opting social media are doing the exact thing I expected from them - attacking instead of offering help. This is exactly what I did back in 1994-96 when I launched an interactive agency. When any traditional agency would make a move into interactive, we would, to borrow a term from Stowe Boyd “skewer them”. If you have paid any attention to what I have been writing about the purpose for Social Media Club, you will know that this is one of the main points of what I am trying to accomplish - if you get it, share it. Not if you get it, scream at others who are trying to get it and ostracize them while calling them stoopid. […]
[…] [There’s a wide range of discussion: Brian Solis, Mike Manuel, Chris Heuer, Shel Holtz, Stuart Bruce ] […]
Chris -
As I said in my email, I was in transit all day yesterday, and didn’t log in to the firestorm my post caused until this morning. So, I didn’t approve your comment until then, along with 17 others and five trackbacks.
Now then:
1. “Stowe in his infinite wisdom” — this is short hand for me getting above myself, right? Chris! I thought you were above personal attacks! My, my! Tsk, tsk!
2. I didn’t attack the idea of the social media press release, at least not very hard. I mostly attacked the pundits for using outmoded thinking about PR and social media. Although I did question the basic premises of social media press releases, which is not the same as attacking. Unless you are paranoid and defensive, and think that raising questions is unhelpful. I elaborated some more today on the social press release itself, in the course of deconstructing the furor caused by my post: see http://www.stoweboyd.com/message/2007/01/social_media_an.html.
3. It is a journalistic canard that there are two “sides” to every “story”. I am happy that you have posted your impressions. I am sorry that you seem to have gotten steamed up about the whole thing. I wasn’t attacking you. In fact, I didn’t single out any of the speakers: I simply related my unhappiness with the general tone of the meeting, and suggested some reasons why.
4. It is particularly odd to suggest that I should call you or the other panelists to get your “side” of the “story”. I was there. It was a public forum. I raised various questions there, panelists commented,: inadequately, as I commented in the post. Statements were made. I wasn’t embellishing, but instead I was simply blogging my thoughts and impressions. This is the blogosphere, Chris, not the New York Times fact-checking some deep background story about Iran’s nuclear plans. If you think that bloggers should call people up and fact check before posting something about their statements or writing, why didn’t you wait to call me before posting this piece? Because you know — below the implicit accusation of my treating you and the others unfairly — that it’s silly. That’s not how the blogosphere works.
5. Oh, and by the way, I would have included a snippet or two from this piece in my recapitulation of the whole controversy if you had done the bloggy thing and tracked back to the post. At this point, I will hold it for the inevitable next post on the topic.
[…] As I see the problem, there’s a small issue of mechanics and a large issue of culture. The mechanics issue really boils down to the nuts and bolts of how press releases are presented to the world. Chris Heuer quite aptly refers to the hRelease as the “presentational layer” of the social media release in his post titled “The Social Media Release is about getting the facts right.” However, the mechanics really are nothing to bat an eyelash at - a standard is and will be resolved and anyone who chooses can put it to use. […]
As I said to Stowe in a personal email, I did take his remarks personally because an underlying subtext of his original post was that we did not know what we were talking about - that we were getting social media all wrong. His twitter all day on Friday was that “he skewered the PR types” in his post - he did not question the ‘idea’, he skewered the PR types and mentioned me among them.
Bloggers do what they will and that is that, can’t control it, shouldn’t - guess I am guilty of that too eh Stowe? I do however expect a mere modicum of respect from those I know personally. He did actually email myself and Brian Solis to let us know about the post early on Friday saying that ‘we weren’t going to like it’. After leaving my comment before 10am PST on Friday, I also emailed Stowe personally and directly and got no response to either. I went to bed on FRI night not thinking anything of it.
As I said in my Social Media Club post today, we are working towards the right thing by helping people ‘get it’. I am sorry that my snarky remark about Stowe’s infinite wisdom has aggrieved him - that is not the point of the conversation though. While I aspire to get beyond making personal remarks, I am not perfect by any measure - getting better each day though.
The inaccuracy that really upset me with his post was how he could so blatantly miss the fact that the social media release is meant to be distributed via RSS on blogs. This is an egregious omission on his part which did not require a NY Times level of background checking. The common misperception that was perpetuated as a result was that our effort did not take into account the important role of blogs as a medium for communications.
I did make the trackback btw, guess it did not work for some reason.
Many of the things Stowe points out in the post are things we agree with wholeheartedly and have discussed elsewhere. The format alone won’t save the industry, it comes down to people being successfull with the new strategies and tactics and showing the proof in the pudding - not combatting the old for the sake of the new. The industry clearly must evolve or die as it faces comeptitive threats from new entrants as well as advertising, interactive and consulting agencies.
I think what Stowe is saying comes down to this: In a situation that calls for corporate people to shift their thinking, they will seize on a shift in technique as a substitute for shifting their thinking. (In fact, it’s a godsend to them that there’s a new technique.) And they’ll keep thinking what they thought, pre-shift.
I agree that it’s bizarre to insist that he gather “the other side of the story” when he was there for the story. Slam his interpretation of events if you feel it’s warranted, correct his misimpressions if those he has, expose his ignorance if he shows ignorance, but to say a writer has some obligation to call you before he writes about what he saw with his own eyes is… well, it’s a very strange demand.
Jay, your main point here is a good one, and one that I had not previously considered - I will be mindful of it going forward. For me the social media release is but one element of the more important shift that social media represents - I had never imagined it from the perspective of someone who would think that they are doing social media properly merely because they adopt a semantically formatted structure for disseminating information.
You are of course right, Jay, to a journalist or professional writer, what I wrote about Stowe reporting on the ‘other side of the story’ must seem bizzare ipso facto. Stowe has no professional obligation to call me, nor to accept the comment I posted, nor to respond to my email, even though I am leasing him a desk, consider him a friend, and talked to him after the event wrapped without further discussion on this matter. The bottom line, my response was emotionally inspired and poorly written from that perspective, and I am thankful for Jay’s pointed criticism in this regards and will not make the same mistake again.
I do find it odd though, how we can be trashed for a few poorly chosen words to the extent that our main point is completely lost. I guess this is the challenge of being a good writer and why so few people are willing to risk putting themselve out there to be critiqued. Though it does not matter now, if Stowe’s comments were not moderated and my comment had appeared in a more timely manner, I would have written a vastly different post.
So Stowe, I am sorry I took your reference to me and the work we have been doing in your post personally, and sorry I misunderstood your Twitter about how you ’skewered the pr types’. More importantly, I apologize for taking a personal dig at you in response to them.
I am not sorry for standing up for myself however - I just wish I did a better job at expressing my position so that smart people like Jay would consider the real meat of the matter instead of my personal, human-centric writing style. Thankfully, it seems from Brian Solis’ recent post, that more people do understand what we are trying to accomplish and are helping to explain the reasons why more clearly.
I think we are making a heavy weather out of fancy words. Ultimately it comes down to the quality of conversation between companies and end user.
http://mediavidea.blogspot.com/2007/01/pr-20-why-cant-press-releases-be-proper.html
[…] Also see: Brian Solis, Giovani Rodriguez, David Parmet, Chris Heuer, Brian Oberkirch, and others. […]
Chris -
The whole foofaraw has slipped from a discussion of the ideas into a strange finger-pointing quagmire, but I am in the same situation as you: I wish I had done a better job in the first post making it clear that I am not against “social media press releases,” a la hRelease, per se. I am concerned mostly with the reluctance of corporate PR types to adopt the social media mindset, and instead to just take on the trappings without the work. I am glad that you and others are working to pull these folks into the 21st century, but just be sure what you are yanking on to get them there. We can’t make it simpler than it is without telling lies, and, as I said somewhere in this turmoil, “we shouldn’t lie, even to the liers.”
Stowe And Scoble Hate The NMR — EVERBODY PANIC!…
Wow. I guess life is just that odd downtime between feeding frenzies in the blogosphere….
Stowe, maybe this’ll help.
The Social Media Release isn’t supposed to serve as a less threatening surrogate for blogging. I’ve encouraged every organization I’ve worked with to blog — the CEO, executives, front-line employees. I’ve had some success at this, too. I believe, as you do, that real people in organizations need to engage in conversation with the people who are interested in the company, its products, its practices, all its various dimensions.
The Social Media Release is fodder for that conversation. In any corporate announcement, there is information that needs to be put into the mix that an employee may not want to talk about in his orher blog. “I think this is a real cool product, but excuse me while I take two graphs of this blog post to list the specifications.” Ugh. The Social Media Release also has elements that can be excerpted for use by mainstream media, notably those that are producing their content in the computer-mediated environment.
Example: If a social media release is issued about a new movie due for release, it can include clips of interviews (audio and video) with cast and crew, trailers, artwork and a variety of other elements various journalists, editors, and bloggers may want to include in their output. It’s not the conversation itself, but it is content that may make the conversation more meaningful or interesting. In any case, it’s the comprehensive, authoritative document of record that can be accessed for a variety of purposes, from journalistic to legal. And it’s where bloggers — from within the organization and outside — can extract the information about which they blog.
It’s not putting lipstick on an old pig. It’s re-engineering the way organizations release information to account for the fact that the world isn’t 100% print-based any more.
So the business blogs — which I thoroughly advocate and have for seveal years now — and the Social Media Release are not mutually exclusive.
I just don’t understand what’s wrong with that!
[…] Stowe Boyd, who was at the event and asked a few questions, voiced his alternate view of the social media release on his blog, and Chris responded on the Social Media Release blog. Nothing like a bit of controversy to get the juices flowing! […]
[…] Stowe Boyd and Chris Heuer are having a little debate about the purity of social media press releases which I spouted off about earlier this evening. Chris was kind enough to come by and comment. I started to leave a 2nd reply to his comment and thought the point deserved its own post. […]
[…] Naturally, Social Media Club co-founder Chris Heuer (popularizer of the SMPR - Shift Communications actually came up with the idea in May 2006) was not pleased, and spent a tremendous amount of time explaining and defending the group’s notion of what the SMPR was supposed to be. The discussion even spilled over into the Social Media Collective discussion group. […]
[…] The social media news release is about getting the facts right - content, not technology or semantics […]
[…] As one of those “PR flacks,” I find it hard not be affronted by some of the comments that I’ve seen on the blogs. Seeing a blog entry that is titled, “Social Media Release is about getting the facts right” definitely seems set to raise a few hackles. I’ve yet to write a release where I haven’t ensured to the very best of my ability that everything that I state is factually true. This is true of most other PR professionals as well, of course, you’re not going to go out of your way to write things that reflect your company in a negative way, but I’ve yet to encounter a situation where I can’t convince my superiors that putting out PR that is misleading will only damage a company’s reputation in the long run and reflect poorly on the institution’s ethical position. […]
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[…] I could lie and say I haven’t chimed in on the whole Stowe Boyd/Chris Heuer/Robert Scoble social media release controvery because I wanted to stay above the fray. But to be brutally honest, between a client launch and a security attack against one of the blogs I manage*, I’ve been a little busy lately. It’s also difficult to top Brian Solis’ great overview and commentary on the issue. But I’ll try to at least add some more perspective to this as a PR AND social media practitioner… […]
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