Final Project

According to our textbook, Public Relations Writing and Media Techniques it defines social media as, “social media news release is a news release that has been embedded with high-resolution photos, graphics, video, and audio components.”The book continued, “Social media news releases are pioneered by the major electronic distribution services such as Business Wire, PR Newswire, and Marketwire.” To promote maximum exposure of the news release through search engines optimization when the services teamed up with search engines such as Google, Yahoo, and MSN.

Advantages of SMNR:  Social media news releases are “written with a variety of people in mind: journalist, bloggers, publishers and the public at large,” according to the blog. “It is designed in a way that fits within the nature and community of the online world,” according to the blog. They are shared and commented through social bookmarking, micro blogging and social networking communities. Messages are sent out to a larger audience and communicated more effectively. (Found at Sfantis Blog)

Disadvantages of SMNR: During my research I could not find much on disadvantages. The only things that I could find was that it reaches a large amount of people so if the information is typed in correctly or something is misinformed then it is out there to a whole lot of people. Also, the social news release would be hard to reach people that are not computer savvy.

PR practitioners should use SMNR’s anytime that news needs to get out to a large audience in a short amount of time.

Creating a Social Media News Release can be tricky if it is your first time, so below are three links to help you get started. I have found them to be very helpful and easy to use.

1) PRXbuilder

2) PitchEngine

3) The Art of Creating a Social Media Press Release

To view Social Media News Release that have been created by organizations/companies click on each.

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Tools for creating a SMNR (found in Public Relations Writing and Media Techiques)

The Dos when creating a SMNR:

  • Include links to pages where multiple instances of your key words/phrases reinforce your message.
  • 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, AOL News, and Netscape.

The Don’ts when creating a SMNR:

  • Go link crazy. Too many links will confuse journalist and draw focus away from key messaging.
  • Use low resolution images. Opt for high-resolution multimedia that can be easily used by layout pros.
  • Use all tools, all the time. Focus on the message. Use the bells and whistles to complement the campaign.
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