PR professionals debate the usefulness of press releases in the era of social media. Some claim however that “social media releases” are not necessarily the solution. It remains true that solid writing and communications skills are necessary when making PR announcements.
For a basic definition social media release vs traditional press release, see “The Difference Between Social Media News Releases and Traditional Press Releases“. For a background on social media releases started, see Brian Solis’ article in 2008, “The Definitive Guide to Social Media Releases” and this piece by tech journalists Tom Forenski, “Die Press Release! Die! Die! Die!”
See also this MediaShift article in 2010, “Social Media Release Must Evolve to Replace Press Release“. For practical advice on how to write a social media release, see “How to Write a Social Media Press Release“.
Finally, in this article tech journalists Mark Evans argues that “relationships and pitches” are more important that press releases and, in his view, the social media release has not proved useful: “What Ever Happened to the Social Media Press Release?“