Social Media News Releases

“A Social Media News Release 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.” Realwire

According to Wikipedia, Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.”

There are many different categories of Social Media, such as:

  • Blogger: A Blog-publishing system created by Pyra Labs, which was purchased by Google in 2003.
  • Facebook: A social networking site launched in 2004; it has the highest number of users among college-foucsed sites
  • twitter: A social networking and micro-blogging service that allows users to send “updates” (text based posts, up to 140 characters long) via instant messaging or e-mail to the Twitter website
  • myspace: An interactive social networking website offering a user-submitted network of friends, personal profile, blogs, groups, photos, music, and videos internationally.
  • Youtube: Video-sharing website where users can upload, view, and share video clips. Created in 2005, it is now owned by Google.
  • A social bookmarking Web service for storing, sharing, and discovering Web bookmarks. The site was founded in 2003 and is a part of Yahoo!
  • Flickr: A photo-sharing website and Web services suite that features an online community platform.
  • Wikipedia: A multimedia, Wed-based, free-content encyclopedia project operated by the Wikipedia Foundation.
  • Digg: A community-based popularity website with an emphasis on technology and science articles. It combines social bookmarking, blogging and syndication with a form of nonhierarchical, democratic editorial content.
  • Second Life: An Internet-based virtual world that enables users to Interact with each other through avatars.
  • Technorati: An Internet search engine for searching blogs.

(All of the descriptions were taken from Public Relations Writing and Media Techniques.)

If you belong to 5 or more you are active in the social media network! Throughout my Public Relations Writing class I have learned about many of the different social networks, and I’ve joined most of them. However, I am anxious to try out the others that I have yet to use! Are there any favorites of yours that I did not list? If so, please let me know because I would love to try out new sites!

When considering writing a SMNR you need to think about the content.

Realwire stated that “the content of the SMNR can either be produced in the “traditional” narrative style or be deconstructed so that the core facts, quotes, contact details and boilerplate are all individually segregated to allow users to disseminate its various elements. It can be company branded and can accommodate images, audio and video (including embedded social media video including YouTube) as well as links to relevant websites and coverage of resulting online conversations.”

If you would like to download a template online to help you write a SMNR, there are a few great sites I have found!

I must add, as I was searching I saw my teacher Barbara Nixon had commented on one of the templates! I guess that means it is a good one! 🙂

  1. PrSquared
  2. HubPages
  3. Shift

Social Media Training says the Pros of SMNR are:

  • Optimized for search
  • Optimized for conversation
  • Optimized for sharing
  • Tells the entire story though multimedia
  • Provides contect on complicated stories
  • Makes a better impression, visually, than a wire release

Some disadvantages may include an overabundance of links or graphics can defer attention from the main message and all information can only be used online.

An example of a Social Media News Release:


Fresh design, better fuel economy and new safety and technology features.

The Ford Focus brings an expressive look, a refined and flexible interior and a higher level of driving enjoyment to an evolving small car market. With features including Ford SYNC™, standard side-curtain air bags and fuel economy in the mid-30s, the redesigned Focus will play an important role in Ford Motor Company’s resurging car portfolio, continuing the momentum built by the successful Ford Fusion mid-size sedan.

  • Refined interior. Redesigned cabin delivers improved craftsmanship and comfort along with added flexibility and storage.
  • Innovative technology. Ford SYNC – an industry-first – offers unprecedented levels of in-car connectivity for mobile phones and media players.
  • Dynamic and confident. New suspension tuning and chassis refinements improve an already rewarding and dynamic driving experience.
  • Quiet ride. Improvements to sealing and sound deadening materials reduce noise, vibration and harshness levels, providing a quiet, comfortable ride.
  • Fun to drive. A redesigned and retuned suspension for improved ride and handling, and a more powerful engine that delivers fuel economy in the mid-30s.

“In essence, a well written and produced social media press release will make it easier for a journalist to write the story they are tasked with and in a format that is increasingly popular with end consumers.”

Lee Odden

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