Social Media News Releases (SMNR)

A Social Media News Release is a “press release format designed for online media.  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 such as journalists, bloggers, publishers and the public at large.”   SMNR can also be used  used for  event and product launches (information retrieved at 

According to Paolina Milana , the VP for Marketwire, one of the advantages of the SMNR is how they are “formatted so information is easy to scan, utilizing bullets and lists of ready made quotes instead of dense text.”  Michael Lissauer, the executive vice president of Business Wire, gives another advantage of writing an effective SMNR and how if you can “write a news release effectively, they can bypass the gatekeepers, the journalists, who always had the opportunity of interpreting the release how they wanted”    Hyperlinks are also often used in the text and they connect people to other social media networking sites.   SMNR just give people the opportunity to view news releases in a different aspect than other avenues (traditional news release) such as seeing a video or hearing a podcast.  (Quotes retrieved from Public Relations Writing and Media Techniques 6th edition)

Some of the disadvantages when people complain about the Social Media News Release are that they contain too much information and sometimes include too many hyperlinks which draws the focus away from the main point of the message. One interesting article I read argues SMNR’s are too expensive and not worth the money because no one reads them.    Some people say the online version of the news release takes away from the traditional offline news release, but as writer Lena West says (in the  Public Relations Writing and Media Techniques 6th edition book) the SMNR is a “compliment NOT a replacement for traditional releases.”

If a PR practitioner is not using a SMNR then I would recommend it to them.  If they feel the need to send out information in a variety of ways (audio, video, graphics, quotes) and get instant feedback from blogger comments then they should use this online version of the news release.  PR practitioners need to stay up to date with technological advancements as they allow quicker more efficient ways of communication.  If you wish to create a SMNR this site will help set it up and this  will help you with writing and distributing.  Here is a great example of what one should look like. 

Here are some tips for creating SMNR the textbook shares (Public Relations Writing and Media Techniques 6th edition):

  • 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! Finance, AOL News, and Netscape.
  • Use short headlines and subheads to highlight main points and interest.  They should not just be a repeat of the lead paragraph.
  • Make it clear how your announcement is relevant for the editors’ readers
  • Look for creative ways to tie your announcement in to current news or trends.
  • Do not overdo it.  It’s important to write colorfully and to include descriptions of people, places and events, but do not write poetry when you want press.

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