For a few years now, Steve Rubel has been something of a guru in terms of public relations and the web, and his blog is required reading. He and colleagues from major PR agency Edelman have just unleashed something called StoryCrafter, which:
basically breaks down a press release into its core parts, leaving it up to you – the journalist (citizen or pro) – to decide how it should be put together. Most importantly, every press release gets feeds, tags, del.icio.us/digg buttons, trackbacks and comments.
There’s an example here. The initial comments aren’t very encouraging, but I think they’re missing the point. This isn’t about a new web tool for creating press notices. It’s about a new way – rather, a new way of presenting them. And good on them for that. In my journalism days, I spent too long deconstructing someone else’s prose, before turning it into my own. The bullet-point approach will make PR people feel less creative, but it’s what their customer ultimately wants. It’s still rough round the edges, but this feels right.
Interesting to see the comments facility; but this should be a perfect situation for trackbacks (effectively ‘other sites linking to this one’) to come into their own.