We are busy putting the finishing touches on our Notebook IWOM whitepaper, which we will release early next week. It follows in the footsteps of our previous white papers on auto, mobile phone and health topics, all of which can be found here.

I have decided this time to NOT issue an English press release, but rather a modified version of the “social media press release” proposed by Edelman and Shift Communications last year in the US. I am not sure if the format ever gained any traction, but it fits our needs well. I really don’t want to waste time having our team put together a wordy, hyperbolic, bragging style statement that won’t get picked up much anyway, at least by the media and “new media” that are interested in our work. We will distill the “facts” into byte/bite size pieces, or ingredients, so that it will be easy for whomever to pull out what is most interesting to craft their own take from it.

For Chinese media, we will use a traditional press release because we think that does work well in terms of getting coverage for this audience. But the press release won’t be hampered by trying to match the style/content of the English press release.