Finally someone with the chutzpah to walk the social media walk. After all the ‘is the release dead’ BS, SHIFT Communications has unveiled the social media press release. Todd Defren has the details on his blog and is tracking the conversation here.
The press release itself could use a make-over, social media or not. The format is tired and for most purposes it’s outlived its usefulness. What SHIFT is doing is nothing short of a full scale desconstruction. And just to prove they’re putting their money where their mouth is, they’re announcing it in the new format.
Bonus links: thoughts on the matter from Shel Holtz, Kami Huyse and Stuart Bruce.
Update: Susan Getgood agrees but also points out that crappy fluffy news releases will still be crappy fluffy news releases.
Worthless announcements will still be worthless, even in a new format. The root problem isn’t the format of the press release, however odd. It is the use of the press release for stupid stuff (edited — the first version of this post used stronger language).
But the award for best response has to go to the Media Guerrilla himself, “Crazy” Mike Manuel.
Update 2: Brian Oberkirch gives the news a “Meh.”
The diet literature explains calories burned while jogging, playing tennis or golfing, but similar information concerning sexual activity has, until now, been unavailable.
Yet, a survey of 206,000,000 people indicated that 96% devote more time and effort to sex than jogging, tennis, or golf, and we felt that the time was right for a new type of sex manual.
EXAMPLES:
1 hr. intensive foreplay Burns Off:
1 slice (large) chocolate cake.
25 min. nonstop lovemaking Burns Off:
2 slices of pizza with cheese & mushrooms.
53 min. of kissing partner Burns Off:
1 cheeseburger with 14 french fries.
53 minutes kissing yourself Burns Off: Christmas turkey with all the trimmings.
PREPARING THE BEDROOM
Includes setting the snooze alarm and dimming the lights: 42 (calories burned)
ADDITIONAL LAST MINUTE PREPARATIONS
Hiding the sex manual: 3
Decanting the wine: 4
Without a corkscrew: 268
MAKING THE FIRST MOVE
If you are shy: 15
If you are anxious: 43
If you beg: 100
SEDUCING THE PARTNER
If you are rich (cash): 5
If you are rich (credit card): 15
If you are poor: 200
INITIAL BODY CONTACT
Fumbling: 4
Casually rummaging around: 7
Seriously rummaging around: 42
REMOVING CLOTHES
With partner's consent: 12
Without partner's consent: 187
Removing socks by violently shaking feet: 418
AROUSAL AND STIMULATION
Blowing in partner's ear: 15
Blowing in your own ear: 2,512
DISAPPOINTMENT (after seeing partner undressed
Partner looks better with clothes on: 10
Partner wears corrective underwear: 15
Partner turns out to be of wrong sex: 100
You don't mind: 0.25
Partner wearing elevated socks: 50
DOING IT FOR THE FIRST TIME
Fumbling around: 4
Desperately trying to put something somewhere: 18
Completely missing: 126
POSITIONS
Italian (man on top; woman on bottom): 26
German (facing each other, but in different beds): 48
English (woman on top; man hiding): 15
American (both on top): 1,243
AFFLICTIONS
Leg cramp: 36
Making believe you don't have a leg cramp: 612
Sneezing (during intercourse): 7
Sneezing (during orgasm): 588
ASSORTED ACCIDENTS
Toupee slips off (if your partner knew you wore one): 5
Toupee slips off (if partner didn't know): 72
Extinguishing cigarette (in ashtray): 1
Extinguishing cigarette (in mattress): 17
Extinguishing cigarette (in partner's leg): 133
Calling your partner the wrong name: 50
ORGASMIC INTENSITY SCALE
Shoes flew off: 15
Expression didn't change: 0.5
Room turned purple: 4
Face turned purple: 78
Earth moved: 30
If Earth actually moved: 1,234,588
Moaning in Turkish: 506
THINGS OFTEN SAID AFTER SEX
“I am so grateful”: 15
“It must have been something we ate”: 15
“Was it good for you?”: 15
“Are you finished?”: 15
TRYING AGAIN
If woman is ready: 5
If man is not: 563
ROLLING OVER AND GOING TO SLEEP
After sex: 18
During sex: 546
While parking car: 212
SLEEP
Real: 5
Faked (a good way to avoid sex-craved partner): 74
TAKING A BATH TOGETHER
In a bath: 5
In a sink: 150
In a jacuzzi: 15,269
MAKING THE BED
With partner still in it: 44 (indicates either a neatness obsession, a severe optic disorder, or a partner who is very tired).
With you still in it: 97 (suggests extreme withdrawal and profound dissatisfaction)
KEEPING A JOURNAL
Maintaining your own record of sexual activity will be helpful for keeping track of weight loss. You needn't go into detail, just list the activity and the number of calories burned.
A typical entry in a woman's journal (for example) for a pleasant low-key sexual experience might read as follows:
December 1st: Sex with Harold
Explaining how: 12
Suggesting something different: 3
Calming terrified Harold: 40
Encouraging him to at least take off his socks: 8
Foreplay (a little of this; a little of that): 56
Intercourse (standing position): 22
Intercourse (holding Harold up): 10
Intercourse (urging him on): 5
Orgasm: not sure
Thanking Harold: 3
Waving bye-bye: 1
Total time: six minutes (taxi waiting)
Total calories burned: 160
Have a nice day
Jackson
______________________________________________
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The diet literature explains calories burned while jogging, playing tennis or golfing, but similar information concerning sexual activity has, until now, been unavailable.
Yet, a survey of 206,000,000 people indicated that 96% devote more time and effort to sex than jogging, tennis, or golf, and we felt that the time was right for a new type of sex manual.
EXAMPLES:
1 hr. intensive foreplay Burns Off:
1 slice (large) chocolate cake.
25 min. nonstop lovemaking Burns Off:
2 slices of pizza with cheese & mushrooms.
53 min. of kissing partner Burns Off:
1 cheeseburger with 14 french fries.
53 minutes kissing yourself Burns Off: Christmas turkey with all the trimmings.
PREPARING THE BEDROOM
Includes setting the snooze alarm and dimming the lights: 42 (calories burned)
ADDITIONAL LAST MINUTE PREPARATIONS
Hiding the sex manual: 3
Decanting the wine: 4
Without a corkscrew: 268
MAKING THE FIRST MOVE
If you are shy: 15
If you are anxious: 43
If you beg: 100
SEDUCING THE PARTNER
If you are rich (cash): 5
If you are rich (credit card): 15
If you are poor: 200
INITIAL BODY CONTACT
Fumbling: 4
Casually rummaging around: 7
Seriously rummaging around: 42
REMOVING CLOTHES
With partner's consent: 12
Without partner's consent: 187
Removing socks by violently shaking feet: 418
AROUSAL AND STIMULATION
Blowing in partner's ear: 15
Blowing in your own ear: 2,512
DISAPPOINTMENT (after seeing partner undressed
Partner looks better with clothes on: 10
Partner wears corrective underwear: 15
Partner turns out to be of wrong sex: 100
You don't mind: 0.25
Partner wearing elevated socks: 50
DOING IT FOR THE FIRST TIME
Fumbling around: 4
Desperately trying to put something somewhere: 18
Completely missing: 126
POSITIONS
Italian (man on top; woman on bottom): 26
German (facing each other, but in different beds): 48
English (woman on top; man hiding): 15
American (both on top): 1,243
AFFLICTIONS
Leg cramp: 36
Making believe you don't have a leg cramp: 612
Sneezing (during intercourse): 7
Sneezing (during orgasm): 588
ASSORTED ACCIDENTS
Toupee slips off (if your partner knew you wore one): 5
Toupee slips off (if partner didn't know): 72
Extinguishing cigarette (in ashtray): 1
Extinguishing cigarette (in mattress): 17
Extinguishing cigarette (in partner's leg): 133
Calling your partner the wrong name: 50
ORGASMIC INTENSITY SCALE
Shoes flew off: 15
Expression didn't change: 0.5
Room turned purple: 4
Face turned purple: 78
Earth moved: 30
If Earth actually moved: 1,234,588
Moaning in Turkish: 506
THINGS OFTEN SAID AFTER SEX
“I am so grateful”: 15
“It must have been something we ate”: 15
“Was it good for you?”: 15
“Are you finished?”: 15
TRYING AGAIN
If woman is ready: 5
If man is not: 563
ROLLING OVER AND GOING TO SLEEP
After sex: 18
During sex: 546
While parking car: 212
SLEEP
Real: 5
Faked (a good way to avoid sex-craved partner): 74
TAKING A BATH TOGETHER
In a bath: 5
In a sink: 150
In a jacuzzi: 15,269
MAKING THE BED
With partner still in it: 44 (indicates either a neatness obsession, a severe optic disorder, or a partner who is very tired).
With you still in it: 97 (suggests extreme withdrawal and profound dissatisfaction)
KEEPING A JOURNAL
Maintaining your own record of sexual activity will be helpful for keeping track of weight loss. You needn't go into detail, just list the activity and the number of calories burned.
A typical entry in a woman's journal (for example) for a pleasant low-key sexual experience might read as follows:
December 1st: Sex with Harold
Explaining how: 12
Suggesting something different: 3
Calming terrified Harold: 40
Encouraging him to at least take off his socks: 8
Foreplay (a little of this; a little of that): 56
Intercourse (standing position): 22
Intercourse (holding Harold up): 10
Intercourse (urging him on): 5
Orgasm: not sure
Thanking Harold: 3
Waving bye-bye: 1
Total time: six minutes (taxi waiting)
Total calories burned: 160
Have a nice day
Jackson
______________________________________________
british heart foundation diet | cayenne pepper detox | diets for quick weight loss | easy diet plans | maple syrup detox | miracle cabbage soup diet | sugar busters diet | weight gain diets | british heart foundation diet | cayenne pepper detox | diets for quick weight loss | easy diet plans | maple syrup detox | sugar busters diet | weight gain diets | miracle cabbage soup diet | miracle cabbage soup diet | cayenne pepper detox | maple syrup detox | british heart foundation diet | weight gain diets | easy diet plans | sugar busters diet | diets for quick weight loss | white light teeth whitener | home remedy teeth whitening | home remedies for teeth whitening | smile brite teeth whitening | white light teeth whitening system | white light teeth whitening | teeth whitening carbamide peroxide� | blue light teeth whitening� | dermalogica moisturiser | dermalogica stockists | dermalogica special cleansing gel | dermalogica skin smoothing cream | dermalogica salons | dermalogica oil control lotion | dermalogica multivitamin power firm | dermalogica medicated clearing gel
Woow This is best blog i have read on the tpoic
respect
marshel
______________________________________________
aion gold | Cheap Aion kinah
Xocai is fantastic, low in sugar content and fat but still tastes awesome!! The business opportunity looks interesting.
Hi David – still digging out of the piles of email created by this effort, but wanted to take a minute to thank you for the kind words. All of the responses you list, and more, are posted with some brief commentary at our del.icio.us site:
http://del.icio.us/shift.communications?setcount=100
I agree with everyone, so far, even the naysayers. Good writing, legitimate news, strong media rapport, etc., are as impt as ever. I also agree with you & Mike Manuel that this was fun and ballsy.
I can’t believe Mike pulled a Johnny Dangerously quote (“My grandma called me crazy, ONCE”) out of his brain, though. Now THAT is impressive.
MultiLeveler Links – May 24th, 2006…
Links having to do with Network Marketing or links that I found worth reading… Tree Hugging Capitalsits by Erika Brown – "Innovations in green tech may be the largest economic opportunity of the 21st century," said Doerr, whose firm will……
[...] Unlike a number of my colleagues, I can’t get that excited about Shift’s attempt to remake the press release format. Are press releases lame? Sure. Do PR pros need to change their way of thinking? Sure. (That’s one of the things we’ve been preaching @ Ketchum and lots of other places lately.) [...]
My grandma called me crazy, ONCE!
The beleaguered press release has a new form,maybe……
Today Todd Defren and the Shift team announced their social media press release format. Using of course their new format
I’ll add my well-done to the chorus with some but’s: – I still wish we weren ‘t so focused…