SOURCE: SHIFT Communications

February 05, 2007 07:37 ET

SHIFT Communications Debuts First-Ever "Social Media Newsroom" Template

- Following Up On Its Social Media News Release Template, SHIFT Hatches a "Mash-Up" of the Online Newsroom -

BOSTON, MA -- (MARKET WIRE) -- February 5, 2007 --


  • SHIFT Communications -- a fast-growing, mid-sized independent Public Relations agency -- is the first to offer a template that companies can use as a guide to evolve their online newsrooms for the "social media" age.
    • The template is available in PDF format on SHIFT's website and on agency principal Todd S. Defren's blog.
    • In the spirit of community, the template is freely available; no copyright protections apply.
  • As was the case with SHIFT's well-received Social Media News Release template (May 2006), the Social Media Newsroom enables all of a company's potential audiences to access and subscribe to any or all of a corporation's various official content sources.
  • The Social Media Newsroom is notable for enabling direct conversations with diverse audiences about individual news releases, etc. -- right on the official company website.
  • The template also calls for greater interaction and transparency from corporate marketers. For example:
    • The Social Media Newsroom publicly tracks the comments made by official spokespeople in external blogs, so that media and laypeople can see what issues and/or individual bloggers are "pressing the company's buttons" across the Web.
    • A "Storyline Syndicator" feature suggests that companies may want to create password-protected micro-blogs that "official" media can add to their RSS readers, if they'd like to preview on-going story ideas from the company's Public Relations department.
  • A presentation (also in PDF format) describing the various elements of the Social Media Newsroom is also available at the SHIFT Communications website. There, SHIFT offers its own newsroom as the first actual example.

To access on-going coverage, industry news & reaction, use this link to access a purpose-built page, or subscribe via RSS.


(Click here for Todd Defren's LinkedIn profile)

  • "Corporations are eager to participate in the Social Media era but are still evolving from a broadcast-oriented, one-to-many paradigm, towards a model in which they adapt to a new reality -- their voice is just one-of-many."

  • "The Social Media Newsroom template is intended to get companies thinking about how to present themselves to broader audiences; to motivate greater participation and openness."

  • "The Social Media Newsroom makes a 'mash-up' of the traditional online newsroom: the template suggests that companies create content that is readily accessed, shared, and openly discussed among all potential website visitors -- whether credentialed journalists, bloggers or 'dear Aunt Sally.' All visitors should be able to easily pick-and-choose, receive-and- share only those content aspects that are relevant to them, as individuals."
Please contact Parry Headrick to arrange an interview and/or for additional quotes.


SHIFT Communications' high performance public relations services and marketing communications programs bolster clients' marketplace reputation and produce measurable results that directly lead to increased revenues. The independent agency works with both new and established companies competing in a variety of technology, business-to-business and consumer markets. SHIFT Communications' offices are located in the Boston, Mass., and San Francisco, Calif. metros. For more information on SHIFT's high-tech public relations and consumer public relations, visit


Contact Information