Social Media News Releases

  • What is a Social Media News Release?
    • Social Media News Releases (according to is “The press release was written with just the “press” in mind, but in the online world your story needs to be told in a format that is relevant to a wide variety of people – journalists, bloggers, publishers and the public at large…It is also designed with the community nature of the online world in mind so it can be shared and commented on in social bookmarking, micro-blogging and social networking communities.”
    • There are two driving forces that stand out [in Social Media News Releases]: The changing needs of the end consumer and increasing ease of use for the media.”
  1. Consumers are just as big of the target audience as the media sources
  2. The increase in common-person (vs. media outlet) viewing, allows SMNR sites to gain more of a community involvement toward SMNR’s sites, instead of just making it a strictly a corporate vehicle for big-business news sources
  3. Ability to gain a much wider and more diverse audience, web acknowledgement, and potential to gain partnerships with other media and web companies.
  • Disadvantages:
  1. Has potential to lose seriousness due to common-day people displacing uneducated or biases opinions/feedback in an unprofessional way that shakes the integrity of the SMNR site.
  2. Forces competition between media sources
  3. Less personal recognition for web authors and partnerships, because consumers are on a “bored-*click*-bored-*click*” type of relationship with online news. People are clicking faster from story to story, and website to website, to actually acknowledge all the information being presented to them.

  • When should a PR practitioner consider using a SMNR?
  1. They have the wrong singular focus, which is on the company issuing the release.
  2. They are full of marketing-speak that inherently engenders mistrust in the eyes of the social media audience.
  3. They don’t have a specific audience in mind, and are written broadly and presented blandly.

Therefore, these three points suggest that SMNR’s have a more open range for gaining audience members; can communicate on in day-to-day style talk, which creates a web-community base; and the material represented can reach a diverse consumer base and target audience.

  • Provide 5-10 tips for SMNR creation
    • Be creative. Don’t take the same angle, on a news story, like other media sources might.
    • Be descriptive, but also to the point. You’re competing with the web… if you not interesting *click!*
    • Use everyday language. You want to be able to communicate to a diverse audience, who may not always know the lingo, jargon, or technical terminology.
    • Be professional. Unless your site is classified under a certain “label” that your company tries to uphold, biases should be left at the door! You are here to deliver news, not opinions (unless otherwise classified, as noted).
    • Create partnerships with other companies that could benefit you, as well as benefitting them. Examples could be Facebook, Twitter, or LinkedIn.


~ by lowoodward on April 22, 2010.

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