currently we add the message that's passed for a deployment to a !log in the -operations channel on IRC which is then logged in the Server Admin Log on Wikitech. It would be nice to have the same functionality available for beta cluster, that is, when you deploy a service !log the message in #wikimedia-releng for the Release Engineering Server Admin Log
You would need a tcpircbot process in beta cluster for this. That bot is a python process that is provisioned by role::tcpircbot in production which listens for messages on a socket and then replays them as irc messages from the bot. @Stashbot then sees the !log ... in the channel and sticks it in all the appropriate SAL locations for that channel.
As noted by @greg in #wikimedia-releng when this question came up, you will want to hush any high frequency automated deploys or the SAL will be pretty hard to follow I think.
Today, yes irc is the only automated path. Stashbot has the business logic and user accounts for editing Wikitech, adding to the Tool Labs Elasticsearch index, and doing the Phabricator task mentions. Having the notifications in-channel on irc is also a feature of the system as far as I'm concerned because it makes it easy to see things happening live in channel during outages.