A press release on paper is so 2007. Now companies have the option of developing a Social Media Release. A good example is what is provided by CNW. It's doesn't replace the traditonal release, rather it's an add-on and provides the online audience with a place to go for multimedia content and conversation about your message.
According to the CNW Group a Social Media Release allows you to:
Communicate with your audience:
• Incorporate all the text of your regular news release and more!
• Distribute your release via CNW's newswire, RSS feeds and portfolio email services.
• Include key quotes attributable to company spokespeople.
• Reach news consumers on the go with the CNW Group and Viigo Inc. tool for Blackberry and Windows Mobile Devices.
Add Content to your message:
• Provide multimedia to both the online and traditional audience.
• Uploading your video content to YouTube allows it to be easily viewed, shared and embedded.
• Provide greater options to viewers and journalists by adding both web-friendly, smaller images and print-ready high-resolution images.
• Including links and important documents and files gives audiences more background about your release.
Be part of the Community:
• Opt-in comments enable your audience to have a conversation on your release, giving you a chance to be part of the community.
• An up-to-date Technorati listing of blogs linking to your release.
• A sharing button allows users to easily share your release on a number of different social networks
They even had a video produced to explain it:
Read more about it on the CNW Group Site
See an example of a Social Media release for SCION
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