A Social Media News Release (SMNR) is the “new” form of a press release. It is designed for the internet instead of the typically press releases. The traditional release was created with only the press in mind, but a SMNR is designed not only for the press but journalists, bloggers, and the public in general.
One major advantage of SMNRs is the fact it can be shared easier than any other release. With just a few clicks of a mouse anyone can not only view the SMNR, but can be commented on and spread throughout the social media world. Some other advantages includes providing context for complicated stories, easy to create conversation, and it tells an entire story through the use of multimedia. Plus, overall, a SMNR is more visually appealing than a regular news wire release.
There are some disadvantages though when it comes to SMNRs. One is the formatting of the actual release. Some of the websites used to host the SMNRs won’t recognize certain formatting of text. This means if your release has a lot of italics, bold font, or bullet points then the release may not come out looking the way it is supposed to when it is released. Sources say this is because too much formatting complicates the code used to make the actual release. Another problem with SMNRs is using what is called “anchor text.” This is when a certain word or phrase is used as a link to another website. For some reason, SMNRs don’t always recognize the anchor word within the release. Experts suggest, to prevent this from happening, that not only are anchor words used but also list the full URL next to it. This should guarantee that there is at least one way for people to access the link.
A practitioner should consider using an SMNR in various situations. One good situation for using a SMNR is for sales. A SMNR will allow a practitioner to create a release about a new/upcoming product coming out. The SMNR would allow for not only word to spread quickly about the new product but it would also allow for the practitioner/company to receive feedback about the product. Another situation on where a practitioner should use a SMNR is for when they are trying to reach a huge audience. An SMNR is so easy to not only distribute to the press but it also can be viewed by anyone searching the internet about your topic. Also a SMNR can be “reposted” but others who have viewed the SMNR and want to share it with others.
If you want to create your own SMNR you should try one of the following links.
Here is an example of a SMNR Volkswagen made talking about the relationship between Volkswagen’s Commercial Vehicles and Red Bull Racing.
http://blogit.realwire.com/?ReleaseID=12647
I created a SMNR for Georgia Southern’s (GSU) Traditions Council. The purpose of the SMNR is to create awareness of Traditions Council upcoming plans involving GSU baseball. The SMNR talked about how Traditions Council is planning on starting Eagle Rallies at the baseball games. The goal of my SMNR is to create awareness in the community for not only Traditions Council but GSU baseball. Another goal of this SMNR is to receive feedback on other possible things Traditions Coucil could implement into their organization to raise spirit or even just improve on current activities for the future. The target audience of my SMNR is the community surrounding Georgia Southern. It mainly concerns the students at GSU and helping to raise spirit among them. But anyone surrounding the Statesboro area is welcome to participate. The link to my SMNR is located below.
http://www.prxbuilder.com/link.aspx?p=1561
Tips for creating a SMNR:
- Place key terms in headlines and within the first paragraph.
- Include links to other pages that will help reinforce your topic.
- Try to tie your SMNR to a current event or topic.
- Make your main point clear, don’t use to much extra “wording” just for looks.
- Try to provide information in different formats such as videos, pictures, and audio.
References:
http://www.realwire.com/servicesSMNR.asp
http://socialtraining.wetpaint.com/page/Social+Media+News+Release
