A social media news release is “a press release format designed for the online media world” (RealWire). Social media news releases or SMNR’s have not been around forever. Tom Foremski was the father of SMNR’s. Of course he had help but because Foremski’s rant of \”Die! Press release! Die! Die! Die!\” the SMNR was created.
SMNR’s are very different from regular press releases. SMNR’s use video, links, pictures and other media props to enhance the typical press release. SMNR’s would be perfect to use for a client that has a new product they are trying to launch. Having a video of how the product works, or a picture of the product can create a more visual connection. Also a link connecting the viewer to the clients website can provide more in-depth information.
Here are some do’s and dont’s when writing a SMNR (you can find all of this information below in Public Relations Writing and Media Techniques)
- Do include links to pages where multiple instances of your key words/phrases reinforce your message
- Do place terms in key positions like headlines and first paragraphs
- Distribute a release through a service that carries hyperlinks to downstream sites such as Yahoo! Finance and AOL News.
- DONT go link crazy! Too many links will confuse and draw focus away from key messaging.
- DONT use low-resolution images. Opt for high-resolution multimedia that can be easily used by layout pros.
- DONT use all tools, all the time. Focus first on the message. Use the bells and whistles to complement the campaign.
Anatomy of The Social Media Press Release PRSA International has great information on SMNR’s. It is a power point presentation filled with examples and dynamics of a SMNR a long with why SMNR’s are so important for public relations practitioners to use. Please, Please check this out! It is an incredible source of SMNR information.
I favor SMNR’s over the regular press release. I enjoy the visual aspects and the opportunity’s to click on links to further my interest in the topic. Just like infographs can provoke emotional appeal, I believe that SMNR’s can provoke the same emotions if not more.
(Topic of the Week 15)