Social Media Club Forms Working Group to Develop New Standard for Press Release - Photos Available

Sep 14, 2006, 01:00 ET from PR Newswire

    SILICON VALLEY, Calif., Sept. 14 /PRNewswire/ -- On the heels of its
 official launch, Social Media Club (SMC) formed the Media Release Working
 Group to begin development of the hRelease, a new standard for modernizing
 the traditional press release for a Web-centric world.
     To view the Multimedia News Release, go to:
     The Media Release Working Group will work closely with the Microformats
 community, while evaluating other technologies such as XPRL, XBRL, and
 NewsML to establish a standard way of organizing, tagging, distributing,
 and sharing 'official' organizational communications among blogs and other
 online communities. The group intends to present an initial draft
 specification on November 2nd at the Society for New Communications
 Research Symposium in Boston.
     Current members include:
       * Chris Heuer, Social Media Club
       * Brian Solis, FutureWorks and PR2.0
       * Tom Foremski, SiliconValleyWatcher
       * Mark Nowlan, PR Newswire
       * Laura Sturaitis, BusinessWire
       * Darin Wolter, Market Wire
       * Todd Defren, SHIFT Communications and PR Squared
       * Jen McClure, Society for New Communications Research
       * Jason Baptiste, TheWeblogWire
       * Todd Van Hoosear, Topaz Partners
       * Sally Falkow, Falkow, Inc.
     According to Heuer, "The Media Release Working Group is the first
 tactical step of this increasingly important initiative. This working group
 is dedicated to addressing the industry's concerns with the existing press
 release format while maximizing the value of news content for an Internet-
 driven world. We are striving to create a standard that everyone can
 support by including every stakeholder group's perspective and we aim to
 make significant progress before the end of the year."
     Brian Solis who is on the Social Media Club Advisory Board and a member
 of the working group added, "This is a very important initiative as many
 view the traditional press release as only scratching the surface of its
 potential value within the emerging, and increasingly influential, online
 media movement. We will work with some of the industry's most prominent
 players that are involved in the press release process every step of the
 way, to help create a proposed new standard for industry-wide adoption."
     The effort is inspired in part by working group members, including Tom
 Foremski, who, in his original blog post, proclaimed "Die! Press Release!
 Die! Die! Die!," and by Todd Defren of SHIFT Communications, who offered
 the first example of a "social media" press release.
     "The Society for New Communications Research is very pleased to be a
 partner in this important industry-wide initiative," stated Jen McClure,
 executive director, Society for New Communications Research. "We are
 confident that by bringing together a wide range of participants in this
 collaborative effort, we will successfully develop a standard that will
 benefit organizations, professional communicators, traditional journalists,
 bloggers and social media practitioners, media companies and their
     The goal for the working group is to include at least 1-2 members from
 the different stakeholder groups that include: journalists, news wires,
 editors, public relations, bloggers, podcasters, academics, and technology
     To follow the developments of this group, or get involved, the New
 Media Release Google Group hosts real-time discussions of the future of the
 Press Release. Interested parties may also write blog posts or identify
 relevant articles with the tag 'hRelease.' The working group will document
 its progress in the hRelease Wiki donated by SocialText. There is also a
 weekly NMR (New Media Release) discussion hosted by Shel Holtz on his
 award-winning For Immediate Release (FIR) podcast.
       * Social Media Club -
       * Social Media Club Membership -
       * New Media Release Google Group -
       * hRelease Wiki -
       * For Immediate Release NMR podcasts -
       * Todd Defren's Social Media Press Release template -
     About SMC
     The Media Release Working Group will hold its first meeting on
 September 14th via a Skype conference call. is an association of amateur and professional
 social media practitioners that are committed to sharing best practices,
 supporting ethics and standards, and promoting media literacy. Social Media
 Club was founded by Chris Heuer, serial Internet entrepreneur and Chairman
 of the not-for-profit

SOURCE PR Newswire