Social Media News Release

The Social Media News Release (SMNR) is a press release format designed for the online media world. 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. SMNR also allow one to embed high-resolution photos/graphics, video, and audio components.

Some advantages of using a Social Media News Release

  • Optimized for search
  • Optimized for conversation, two way conversation
  • Optimized for sharing
  • Tells the story through words and multimedia
  • Helps provide context on complicated stories
  • Creates Engagement
  • Enables Collaboration
  • Not expensive
  • Infuses personality

Some Disadvantages of using Social Media News Release

  • Cannot replace one-on-one communication
  • Hyperlinks can pull away the focus of the original message 
  • Online reading only

These advantages and disadvantages are provided by and Slideshare

If a PR practitioner is not currently using a Social Media News Release I would recommend that they start. By using a SMNR they could send out information in a variety of ways; for example, audio, video, and graphic. By doing so they could also get instant feedback from comments and bloggers. PR practitioners should stay up to date with technological advances which allow them to be quicker and work in more efficient ways of communication.

Ford Motor Company has a great verity of Social Media News Release on their website:

You can view community, car, safety, news and more Social Media News Releases on their website. ford.digitalsnippets

There are also website that will help you create your own Social Media News Release by following templates that guide you step by step.  

PitchEngine or PRXbuilder,


April 22, 2010. Assignments. Leave a comment.

TOW 16 Top Ten Blogging Tips

1 Stay on top of things

2 Know the news

3 Be real, be personal

4 Try different things

5 Research new topic to write about and learn about

6 Double check your work, look for mistakes

7 Look at other people’s blogs to learn and communicate with others

8 think about the people that will read your work

9 have fun with your work

10 write things that interest you

April 21, 2010. Assignments. 2 comments.

TOW 15 What is a Social Media News Release??

The definition of a Social Media News Release- a new format of writing press releases that incorporates web-based tools for people to share and discuss the information of the release with one another. It gives you the opportunity to disseminate information with a platform that allows you to communicate with the people you disseminate the information to.

When should a PR practitioner use a social media news release instead of a regular news release?

A regular press release can fall short: 1) They have the wrong focus, 2) they are full of marketing speak that can cause readers to mistrust information; 3) they do not have a specific audience in mind.

Information on SMNR’s:

April 21, 2010. Assignments. Leave a comment.

TOW 14 PR Writing Course

This course taught me a lot about the important steps one should take when writing for multimedia. There are many different approaches that one can take to get news and information out online, text, video, audio, animated graphics, maps, and still photos. All these can capture a reader’s attention and interests.

Text can be used to describe the history of the story or describe the process or provide accounts of an event. Text should only be used when another form of media cannot be used to convey the event properly.

Video is the best for depicting action. You can used this media form to take the audience to a place central to the story or to hear and see someone central to the story.

Audio makes photos seem more realistic. Using audio alone can be hard to understand sometimes. Avoid using it alone, but instead use audio with pictures to create intensity.

Animated Graphics show how something works. They can go where cameras cannot to provide the reader with information. This can be used as a primary medium.

Maps give a location to allow the reader to better understand where the story is happening or what is going on. Viewing different areas of a map is a great way to let the reader engage interactively on the website.

Photos emphasize strong emotion and create a mood for the story. They can be used to draw the reader to the focus of the story. The reason photos are so dramatic is because they do not pass quickly like a video. They stay still the entire time for you to observe them and make inferences.

What I would like to learn more about:

I enjoyed the course but I would like to learn more about photos and captions. I have always enjoyed photos, looking at them, or taking them. When I had to make a caption it was really hard for me so I am really interested in learning more.

“5 Steps to Multimedia Storytelling”

April 21, 2010. Assignments. Leave a comment.

10 Reasons How PR Professionals Drive Journalists Crazy TOW 13

10 reasons why PR professionals drive journalists crazy:

  1. Not doing necessary homework
  2. Taking work away
  3. Scheduling a news conference
  4. Using excessive hype about a topic
  5. Choosing a location  
  6. Sending Invites
  7.  Manipulation of the media  
  8. Accessibility after a conference
  9. Making Journalists sound boring
  10. Handling a conference

April 21, 2010. Assignments. 1 comment.

TOW 11 Infographics

This week in my PR writing class we were given the topic of infographics. According to the book Public Relations Writing and Media Techniques an infographis are “computer-generated artwork that attractively displays simple tables and charts.” Infographics could be useful in a story for my client, American Kidney Fund, they will show about how much money the organization brings in for their clients every year. This could be useful because it would give the viewer a visual image of what my client has done and what they plan to do for kidney patients. In my class we were also asked to produce a infographic ourselves but I am not very good a charts and graphs of I found a few I thought would be perfect.

April 20, 2010. Assignments. Leave a comment.

TOW 9 & 10 Open Mic

The social network created by Robert French from Auburn University, PR OpenMic is a website available for PR practitioners, students, and grad students to network with other people interested in Public Relations.

This website has a lot of helpful links and tips to offer. First, you are able to make a profile to tell a little about yourself and your interests within the PR field. Then you can connect with people and discuss you interests or talk about the latest PR news. It is exactly what it sounds like, an open mic. You can blog right on the website which may entice readers to start following your blog. You can read other people’s blogs and there are links available to help you get started on your own blog if you have not done so. There are videos and photos that are updated daily and you can even upload your own videos for others to view. There are forums where you can post a question and have hundreds of people respond and spark up conversation or debate. I really enjoyed that you could search for jobs and internships on the site. This is my favorite part because as a college student about to be looking for a job it’s nice to know that there is some help out there. This is a great way not only to keep up with people in the PR world but also a great way to put yourself out there to join the PR world. I would recommend this site to anyone.

April 20, 2010. Assignments. Leave a comment.

Topic of the Week 8 Lead Lab

When we got to use The Lead Lab this week I was happy because writing leads is hard. It was nice that you got a refresh on who, what, when, why, how and so what because after so long your forget little things. The lead lab showed me two types of leads, direct or delayed. One is “tell me the news” and the other is “tell me the story”. With direct leads they are either summary or analysis. With delayed leads there are anecdotal, significant detail, round-up and emblem leads. I was really interested in the distinction between tension and conflict. I did not realize before that you should report on tension, not conflict. I want to learn more about the myths of writing leads. I think this is a big problem for me, and I think I have a set way that I believe is the right way to write leads. It was interesting to me to have some of these things pointed out to me. Overall I enjoyed the course and I really think I took in some valuable information.

April 20, 2010. Assignments. Leave a comment.

Addicted or Not (Twitter) topic of the week 7

Twitter is like putting on an old pair of shoes. In intro to public relations we had to blog and twitter. Blogging was easy but twitter was different, I have a facebook so I do status updates but facebook has more. By this is my 3rd time around with twitter and I will say I have continued with my tweets and it is becoming an everyday thing. One of the best things about twitter is I can follow people and they don’t have to follow me or the other way around. Twitter is getting bigger, growing every day, and a lot more people are using it. Any kind of public site is good for public relations because it is a way to hear what the people have to say. Open sites help people say what they want about your company or product. Like I said Twitter is getter bigger and it is growing. It is nice to hear about it on the radio and know what they are talking about because my roommates have no idea then they all come to me asking about it. Overall, Twitter has been a good experience and I am glad Dr. Nixon has asked us to get involved in it.

February 23, 2010. Assignments. 2 comments.

What makes a story newsworthy? topic of the week 6

News can be defined as “Newsworthy information about recent events or happenings, especially as reported by news media”. But what makes news newsworthy? When an editor needs to decide whether to run with a particular story, she or he will ask how well the story meets each of the criteria below. Normally, a story should perform well in at least two areas. Naturally, competition plays a part. If there are a lot of newsworthy stories on a particular day then some stories will be dropped. Although some stories can be delayed until a new slot becomes available, time-sensitive news will often be dropped permanently.

Timing-The word news means exactly that – things which are new. Topics which are current are good news. Consumers are used to receiving the latest updates, and there is so much news about that old news is quickly discarded. A story with only average interest needs to be told quickly if it is to be told at all. If it happened today, it’s news. If the same thing happened last week, it’s no longer interesting.

Significance-The number of people affected by the story is important. A plane crash in which hundreds of people died is more significant than a crash killing a dozen.

Proximity-Stories which happen near to us have more significance. The closer the story to home, the more newsworthy it is. For someone living in France, a major plane crash in the USA has a similar news value to a small plane crash near Paris. Note that proximity doesn’t have to mean geographical distance. Stories from countries with which we have a particular bond or similarity have the same effect. For example, Australians would be expected to relate more to a story from a distant Western nation than a story from a much closer Asian country.

Prominence-Famous people get more coverage just because they are famous. If you break your arm it won’t make the news, but if the Queen of England breaks her arm it’s big news.

Human Interest-Human interest stories are a bit of a special case. They often disregard the main rules of newsworthiness; for example, they don’t date as quickly, they need not affect a large number of people, and it may not matter where in the world the story takes place. Human interest stories appeal to emotion. They aim to evoke responses such as amusement or sadness. Television news programmers often place a humorous or quirky story at the end of the show to finish on a feel-good note. Newspapers often have a dedicated area for offbeat or interesting items.

February 23, 2010. Assignments. Leave a comment.

Next Page »