What is a Social Media News Release?

Here is a 3 minute video that answers that question.  Please forgive the fact that a lot of it is a pitch, but the content is strong.  WE HAVE NOT RESEARCHED THE COMPANY THAT PUT IT OUT, so please do not take posting this video as a plug for them.  The information is good.

What are your thoughts on it?  Is it the next big thing or a fad in the wind?  Ford seems to think it will work — they just put one out recently about their 2008 Focus.