Social media news releases (SMPR) began because of a demand from the public. People who use news releases mostly journalists and bloggers wanted a more updated form. In 2006 Tom Foremski wrote a post called Die Press Release Die Die Die. He discussed what he wanted from a press release as an editor. He wanted tags, and links directly attached to the press release. He wanted a press release to completely change the narraitve constuction.
The SMPR offers up the same information in a new variety of forms. The online release can allow for audio, video, pictures and links placed directly into the release.
A PR professional should consider using a SMPR based on the audience and objective. If the PR professional is writing for an audience that does not use social media or many other internet tools, then there is little need for this kind of release. However in most cases, organizations use social media or at least base work off the internet. These organizations benefit from a SMPR because it is in the same format that they conduct their business. For example journalists can take specific quotes, pictures or even video clips and use them in print and online articles.
Pros & Cons
- Easier to share with people (using and RSS feed)
- Simple to search
- Tell story through social media
- More aesthetic appeal
- Can reach a variety of audiences
It is more difficult to find cons of the SMPR. I think the biggest is that not everyone is advanced in media. PR professionals should not lose the original skills to write traditional news releases. The traditional release is still a good tool to reach the laggards of social media.
- Every part of the SMPR should be able to stand alone
- Use many links to be visible to search engines
- Use many media channels: on PNMR and promoting the PNMR
- Write for the web: use bullets and bold headings
- Use keywords for more search engine coverage
- Use pictures
- Two-way communication: allow people to comment
- Verizon uses social media releases by incorporating charts, links, visuals and capabilities to view related podcasts.
- Apple uses SMPR to allow people to comment and share the information instantly.
Links to Help
PROne online is a PR company that provides allows for organizations to easily create SMPR. The website even allows organizations to set up social media networks through the site. Here is a youtube video that provides a brief overview of what the site offers.
Webit pr is another company that helps organizations build SMPR. They use realwire to create the release. This is a video explaining why webit pr has chosen social media news release.