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Social Media News Releases (Final Project) PRCA 3330 April 23, 2010

Filed under: PR Connections,PR Writing 3330 — Hillary @ 2:52 am

People are conversing about companies throughout social media in real-time in various ways such as blogging, videos, images, blog comments, Twitter, and Facebook just to name a few. Dominos such as is how and why companies need to have a Social Media News Release (SMNR). SMNRs are vital to companies due to rapid technological advancements through the Web 2.0. Companies don’t have a choice but to adapt and take part in the social media trends. 

The Social Media News Release (SMNR) is a press release format designed for the online media world, according to Real Wire. SMNR’s are written in various formats so that they can be shared through social bookmarking, blogs, and throughout social media communities such as Twitter, Facebook, LinkedIn, and PROpenMic just to name a few. Companies and organizations are beginning to create social media news releases due to the web and social media 2.0. 

SMNRs make it easier for journalists and other people who are interested in your company to find information in one place on the Internet.  Social media users share free information, advice, and tips through different ways such as blogging, videos, and on social media sites. As a result, information about a company can reach more people than traditional news releases because of social media and Web 2.0. “Social media press releases provide links to more resources that are helpful for story research and they also package information into formats that are easy to use for quotes and citing references/statistics. Images, audio and video also add impact to the release,” said Lee Odden . However, Social media news releases are only successful if they have creative and simple key terms and tags. 

Social media is more than engaging and participating; it’s about understanding what social media tools to use along with knowing what social media sites best fit a company.  For example, it is easy to upload an image to a site and into a social media news release. With each image however should be a description, key terms, and tags that are used in the description of the image as discussed on Lauren Hopkins’s blog.  This one example of  how SMNRs are optimized for the web 2.0 and for search engines.  Having a social media news release means that companies need to understand what social media tools to use within a SMNR and how these tools benefit the company.  Companies, organizations and agencies have to decide what their image or purpose throughout social media is. From there, they can create a social media news release using various tools throughout social media. 

With anything, there are some negative aspects to having SMNRS, which is “bad news travels fast.”  Domino’s for example, had to release to tell the public how they make their pizza and as a result have changed their advertisements as a solution to the crisis. Because social media is in “real-time,” companies can no longer hold back information internally. Companies are obligated to inform the public as a crisis happens and with social media, the news will travel faster than ever.  Social media users will converse with one another about crises companies face and as a result, companies have no choice but to release information to the pubic about whatever problem about how they are resolving the issue (as we have seen with Dominos). 

SMNR Tips:

  • use key terms within the social media news release
  • use tags
  • create blogs so that you’re able to receive customer feedback
  • have creative key terms that are simple
  • upload all sites or links you have throughout the Internet
  • if images and videos are used, have a description, categories, key terms, and tags under each

Additional Tips on creating a SMNR & examples of SMNRs:

Definitive Guide to Social Media By Brian Solis

The Basics of a Social Media News Release

Social Media News Releases: Do Them or Not

Free Website for creating SMNR

Pitchengine: Social Media Press Release Builder

Ford-An example of a social media news release

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