Just what is a “Social Media News Release”?
According to Public Relations Writing and Media Teachniques 6th ed., a Social Media News Release (also known as a Smart Media Release) uses major electronic distribution services to embed a news release with high-resolution photos/graphics, video, and audio compnents. They also use popular search engines to acheive the maximun exposure of the news release.
When should a PR practitioner use a SMNR rather than (or perhaps in addition to) a “regular” news release?
PR practitioners should use an SMNR instead of or in addition to a news release when they want to convey thier message to the online community. The Definitive Guide to Social Media News Releases covers pretty much everything a PR practitioner would need to consider when deciding to use a SMNR. The major advantage they point out is that using an SMNR allows for two way communication between the PR practitioner and the target audience. Why Use Social Media With Your Press Release highlights two motivating factors to use SMNRs: The changing needs of the end consumer and increasing ease of use for the media. How to Write a Social Media Press Release compares an SMNR to the traditional news relase and offers tips on how to make your SMNR more effective than the news release.