Final Project: Social Media News Release

03/12/2010 § Leave a comment

In today’s society, when simple text is not enough and videos and status updates are what keeps the world informed on matters of high importance, it is only befitting that the PR industry and journalists as well are keeping up. This is where the Social Media News Release comes into play. Social Media News Releases or SMNRs, use multimedia outlets such as videos, links, and photos, and utilizes them in social media settings as a means of enhancing new releases and makes it easier and more user friendly for web browsers. ” Social media press releases provide links to additional resources that are helpful for story research and they also package information into formats that are easy to use for quotes and citing references/statistics. Images, audio and video also add impact to the release,” (TopRank Blog)

Like with any thing, there are advantages and disadvantages for using SMNRs. Because SMNRs are so interactive and user friendly, I must say the pros outweigh the cons however, issues with multimedia malfunctions can cause frustration and really make the use of SMNRs a bit more tricky. The pros of SMNRs are extensive, unlike its counterpart. SMNRs allow for optimum sharing, conversing, and searching. It also is a great story telling tool because visuals are involved and make the sharing of the news a bit more exciting. SMNRs engage the reader/view and really holds their attention. (wet paint) Sometimes, when news is complicated or there is a lot of information to get across, SMNRs can bypass that issue because the photos or videos can aid in the explanation. Also, because SMNRs are used for social media purposes, the information can be condensed and more concise for easy reading.

There are  two questions PR practitioners should ask in regards to  SMNRs: why and when should they be used. ” Of the many motivating factors for the use of social media press releases, there are two driving forces that stand out: The changing needs of the end consumer and increasing ease of use for the media,” (Toprank Blog). SMNRs really appeal to journalists, bloggers/podcasters, and consumers/readers. (wet paint) Because of this, PR practitioners should use SMNRs often. Now that we have established that, we should move on to when they should be used.  PR practitioners should be considered for any business to be honest. Who wouldn’t want great visuals, helpful links, and engaging videos to go along with the information they are trying to get across?  Social Media users are accustomed to using such things and if a company wants to stay current, they should hop on the SMNR train- and fast.

I’m sure you are asking yourself, ” does SMNRs really give good results. I’ll let some professionals over at RealWire answer that for me. “Like all press releases it is the content of your story that is key and ensuring it is told to the right people, however our coverage analysis suggests that the use of the format can assist in achieving around double the editorial coverage and up to four times as much on blogs. We think this is because it encourages clients to strive for greater creativity in their storytelling. You can find our blog post about the analysis here and reactions on Twitter here.”

Now that you are jumping at the bits to create an SMNR I have some tips for you.

  • Make sure your visuals are current and up-to-date. Readers appreciate you keeping up with the times and it holds their attention
  • Use quotations, detailed descriptions, and for blog posted SMNRs, some categories and tags. This really makes things easier for the reader and that is important.
  • Make sure your links/videos are in working order before you post them. This helps delete the negative connotations associated with SMNRs and again, adds to the ease of SMNRs.
  • Use key words or phrases, something that will work well on Social Media sites like Twitter, who only operate on short and concise phrases.

Now that you are well prepared and knowledgeable on SMNRs, you are well on your way to being a more effective and up-to-date PR practitioner.

Additional links to help you understand, create, and sample SMNRs:

ITV2 SMNR example

Belkin SMNR example

PitchEngine

PRXbuilder

Real Wire

Guide to SMNRs

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