How Not to do a press release

Timely to revisit this case study by Laurel Papworth of how a NfP has missed a good opportunity to plug into social media networks. Its a familiar example of the divide between 'traditional' media outlets and the new media. 12 Ways to DO and NOT DO a Social Media Press Release – MSF Medecins Sans Frontieres I’m a social media strategist that blogs about social media and online communities so I find it frustrating when I am sent a PDF attachment on an email with a traditional media press release using agency created content, professional film crews employed to do the traditional campaign ...