We found this article in the WA Business News from Jeffrey Gitomer an interesting read and a unique take on ‘networking.’

Click on article to read more.

By Jeffrey Gitomer

WA Business News 13/10/2011

We found this great Blog written by Heather Whaling on socialmediatoday and were so impressed we just had to share it with you all.

More than a few PR people want to declare the press release dead; however, as long as reporters continue to ask for releases — and sometimes run them verbatim — the press release is alive and well.

That said, a media release isn’t the perfect tool for every situation. Sometimes, other modes of communication are more effective. As PR people, it’s our job to counsel companies on which tool(s) can deliver the right message to the right audience.

With that in mind, here are 10 alternatives to the traditional press release:

1. Social Media Release — A SMR is the 2.0 version of the traditional press release, featuring links, video, photos, and social media integration. I use Pitchengine to create effective social media releases. This can be an especially helpful tool if you have news that matters to the general public. The social sharing built in to Pitchengine releases helps news spread far and wide.
2. Blogger Briefing — Think of blogger briefings as the next iteration of the press conference. When you have major news to share, consider organizing a conference call or video meeting to share the facts with bloggers (and even traditional reporters).
3. YouTube Video — Got a message from your CEO? You don’t have to cross your fingers and hope the local newspaper runs a statement. Instead, shoot a video, post it on YouTube and share it on your blog, in your enewsletter, on Twitter and Facebook. You could even send the link to your local media. Many newspapers are embedding multi-media along with stories, so help a reporter out by providing some audio visual.
4. Internet Broadcast – One of my clients is the Columbus Marathon. During the weeks leading up to the event, participants have lots of questions  — everything from “how many port-o-potties will be on the course?” to “where should I park?” To answer these questions, we organized an “Ask the Race Director” UStream broadcast. Marathon participants were invited to submit questions in advance, or ask them during the live event, which were answered live by the race director. This, in addition to the FAQs that were posted on the website and in the enewsletter, helped provide a better race experience for marathoners.
5. Blog Post — Got an announcement to make? Blog it. Simple and effective — as long as your blog is read by the people you’re trying to reach with your news.
6. Twitter “Chat” Tour — When Laura Fitton (@pistachio on Twitter) was promoting her new book, she organized a “chat tour” — appearing as a guest on several industry Twitter chats (including #pr20chat, which I co-moderate). Laura shared her expertise with new audiences, while also introducing her new book to potential buyers. There are 200+ Twitter chats, so finding one that aligns with your product/service shouldn’t be too hard. Just remember, Twitter chats are not appropriate places for a hard sale.
7. Virtual Scavenger Hunt — While you may feel an urge to send a press release out announcing your company’s new website, please don’t. It’s not news. Nowadays, just about everyone has a website … and most update their site at least every couple years, if not more frequently. Instead, think about creating an event that will drive traffic to the site and get your target audience diving into the content. A virtual scavenger hunt is one effective way to do just that. Here’s how I implemented virtual scavenger hunt for a client last year.
8. Enewsletter Announcement — If your company has a strong e-newsletter, consider using that as a tool to share important news. If it’s “news” that would only be of interest to current clients (or whoever subscribes to your enewsletter), this can be a more effective tactic than a traditional press release.
9. Send a tweet. Bypassing traditional media, celebrities have used Twitter to announce breakups, pregnancies and other “news.” Companies, too, are turning 140-character messages to share news and announcements with their network. Again, this is only a viable option if you’ve built a strong networkahead of time.
10. Your turn … what other idea would you suggest to share news?

If you’ve decided a press release isn’t the right tool — or shouldn’t be the only tool — try incorporating one (or more!) of these ideas into your communication arsenal. And, feel free to use the comments to brainstorm other press release alternatives.

View the original post on socialmediatoday

This blog was brought to you by:

Karen Thompson

Client Manager, Executive Education Centre, Murdoch University

I’m one of those weird people that is often more interested in watching ads than programs. As a marketer I’m keen to see how brand messages are communicated and what I love about the digital world is the real ability for brands to truly engage with consumers. Okay, I know brands themselves don’t really talk, it’s the marketing, sales and PR people that are managing the brands that do.

Take for example Luke from Mazda Australia. I’ve never met Luke or even spoken to him in person. I have however interacted with him over twitter. Now I’m not a rev-head or car fanatic by any stretch of the imagination. I was however really excited about buying a new car recently and I tweeted about picking up my new Mazda.

The next time I logged onto my twitter account there was a message from @MazdaAus that said “@kaz747 congrats on your new purchase. Which model did you choose? Welcome to the Zoom-Zoom family.”

Wow, that’s nice I thought. Through a bit of online banter I discovered the real person behind the Avatar was Luke. One of the things that impresses me with Mazda’s social media presence is their ability to put a human face on their brand. So many corporate twitter and Facebook accounts continue communicating on the old broadcast paradigm rather than engaging in a conversation.

It’s not only the online communication that Mazda does well. I have received letters and telephone calls from both the dealer I bought the vehicle from (Melville Mazda) and the corporate office. When I opened an envelope one day I couldn’t wait to tweet “Impressed with the personalised brochure from @MazdaAus – printed with my name & rego number on the car photo (my colour).”

I often give presentations on social media and my Mazda experience has given me a great story to speak about. We all know that word of mouth is the best advertising anyone can get and word of mouse – thanks to the ability to leverage messages through social media – is like adding a turbo charger! Zoom. Zoom. Zoom!

Find out more about the lovely Karen Thompson here