I was at a conference last year that had a session on “social media press releases.”  In essence this form of release is intended to provide reporters with an interactive and user-friendly way to get information, audio clips, photos and videos about a story in a one stop shopping format. By providing this type of release, as the theory goes, a reporter would have everything at their fingertips to prepare the story without having to play telephone tag with you to get additional details, photos etc. As usually, when you hear these ideas at a conference they seem to fall just below Einstein’s Theory of Relativity as ground breaking, cutting edge genius.

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