Social Media News Releases

July 8, 2010 at 9:04 pm (PRCA 3330 Personal)

  • What is a Social Media News Release?
    • A Social Media News Release is a press release format ideal for use in the online world that is relevant to a variety of audiences. They are sometimes called Multimedia News Releases or Smart Media Release (or SMNRs). The ways in which news is released to the public is evolving with our ever-growing technological advances. Electronic distribution services now make it possible for news releases to contain photos and videos and have audio capabilities. According to our textbook, major services of this type have “teamed up with search engines such as Google, Yahoo!, and MSN to promote maximum exposure of the news release through search engine optimization” (Pg. 136Public Relations Writing and Media Techniques (6th Ed.).
    • describes an SMNR as: “A MultiVu Multimedia News Release is a tried and true resource that provides a multifaceted audience with all of the assets of your news story into one streamlined package.”
  • What are the advantages & disadvantages of an SMNR?
    • One advantage of a Social Media News Release is that it exciting enough to keep the interest of its readers. They visual and audio appeals that capture the attention of the audience and serves as a more interactive way to market to certain publics.
    • They are also targeted towards a broader audience than press releases of the past. Traditional media and the press are not the only ones being exposed to these messages.
    • Also, by teaming up with search engines the press release has the opportunity to be seen by more people. Many people use search engines on a regular basis and an SMNR along their search topic can help them better understand it. So it’s a win-win situation, the company gets its exposure and the consumer gets what they are seeking as well.
    • A disadvantage of a Social Media News Release is that even though the visual and audio appeals of a press release can have an effect on who will take the time to read it, the content is still the main concern of many readers.
    • Sometimes an extensive amount of technology featured in a social media news release can take away from its news value. Some want just the facts, nothing fancy like photos and audio or video clips.
    • Another disadvantage of an SMNR is that they are not filtered by gatekeepers, which monitor the content. I think that it is a good thing to have the content monitored to a certain extent to avoid inappropriate things being published.
  • When should a PR practitioner consider using an SMNR?
    • PR practitioners should start utilizing Social Media News Releases as soon as possible to keep up with the changing times.
    • They are appropriate for use whenever a company needs to reach a wide variety of people in a small amount of time.
  • Here are a few links to websites that assist in creating Social Media News Releases:
  • Here are a few links to Social Media News Releases created by various organizations:
  • Here are some tips for creating a Social Media News Release:
    • Don’t overload your audience with an abundance of links. Too many links will draw focus away from the message and confuse journalists.
    • Before creating an SMNR it is important to know how the press functions. Educate yourself on the way in which media relations works.
    • Make sure that headlines and paragraphs are placed in key positions so the reader can see what is important.
    • Make sure you include a few links to other websites that reinforce what you want your audience to take away from the message. This will reinforce the central idea of your point.
    • Be sure that the correct format is being used for the appropriate message you wish to send. Many press releases are disregarded because they are written in the wrong format; don’t let this happen to you!
    • Do not submit/publish any false information. Reporters won’t want to work with you if you give them incorrect information.
    • Make sure the length of your SMNR is appropriate. Don’t say too little, but at the same time you want your message to be concise enough to keep the attention of the reader.

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