Revisiting a previous discussion of the Social Media News Release, I’m wondering if it is worth the effort of working on a new template for governmental, non-profit and public affairs applications. But in thinking about it, I’ve realized that something very important is missing from the current template: the feedback loop.

The concept of Social Media hinges on the concept that anyone can publish, interact and comment on content. The SMNR follows the old form; a one-sided conversation. It certainly allows a business or individual to publish a press release with a goal of promoting an idea, service or program, plus providing numerous links to other bits of information. But it is missing the ability to comment, ask questions and generate a stream of ideas on the page. Social media relies on this, otherwise, why promote the Social Media News Release as a way to reach the numerous bloggers, citizen journalists and other social media mavens? If it’s not included, all you have is a fancy traditional press release; nothing special.

Allowing comments to the social media news release might presumably bring questions from journalists seeking access to a spokesperson or an expert. In turn, the journalist would be placed in contact with them. But when was the last time a journalist actually shared a lead with other journalists in a public forum? Not likely, unless it was a breaking news story and they had no other way of reaching the expert.

However, social media expects people to interact and re-purpose the message. Bloggers, citizen journalists, individuals might access a Social Media News Release through RSS, XML or XHTML. Citizen journalists and bloggers are clearly more willing to join the fray at the expense of losing an exclusive. And those folks are used to commenting on a blog post, therefore, they likely would not understand why they can’t interact and comment on a social media press release. While the Social Media News Release template allows contact through email, SMS and various other forms, it fails to generate immediate feedback on the press release itself, and presumably, an ongoing conversation.

But imagine the courage this is going to take? Corporations and businesses clearly may object to allowing comments on a press release because they wish to protect a reputation, corporate identity, or must follow government regulations. It would bring out more critics than anything. However, government agencies might consider the template, especially as they seek input on ordinances, procedures and laws; they have more of a reason to generate a conversation.

Finally, in all seriousness, it’s probably bad PR to even consider using such a device. But if we’re talking about it, in fairness to social media and its ideas of transparency and common-ground, the feedback loop should become a major element of any news release relying on social media tools. Therefore, before proceeding, allowing comments on an SMNR needs to be considered.