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Social Media News Release (SMNR)
 

Social Media News Release (SMNR)

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The SMNR presentation given at the Don't Panic Guide to Social Media in December 2008, Manchester.

The SMNR presentation given at the Don't Panic Guide to Social Media in December 2008, Manchester.

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    Social Media News Release (SMNR) Social Media News Release (SMNR) Presentation Transcript

    • NEWS RELEASES FOR THE DIGITAL AGE
    •  
    •  
    •  
    • Story Time
    • Ivy Lee “ One of the founding fathers of modern day PR” (Wikipedia) Slide Credit: Todd Andrlik
    • Statement from the Road Slide Credit: Todd Andrlik
    • 100+ YEARS LATER
    • INTERNET THEN SOMETHING HAPPENED
    • THEN SOMETHING HAPPENED INTERNET
      • The press release has been unchanged for over a century…
      • Journalists are no longer considered the only audience for a company’s news…
      • It stopped being about the “press” at least a decade ago.
      • And how much has the media landscape changed during that time?
      THE NEED FOR CHANGE
    • THE NEED FOR CHANGE
    •  
    •  
    • IN A NUTSHELL
      • Keep it straightforward rather than spintastic. The journalists are going to go with their own spin on the story anyway, so why bother?
      • Provide a page of quotes from the CEO or other C-level execs.
      • Provide information in many different formats. Images, audio, video, pdf etc.
      • Provide many links inside the release copy, and also provide a whole page of relevant links to other news stories or reference sources
    •  
      • Traditional elements
        • Headline
        • Core facts
        • Approved quotes
        • Boilerplate
        • Contact details
      FEATURES
      • Traditional elements
        • Headline
        • Core facts
        • Approved quotes
        • Boilerplate
        • Contact details
      • Navigation
        • Hyperlinks in the copy body
        • Links to previous coverage
        • Links to other backgrounders & FAQs
      • Multimedia
        • Video
        • Audio
        • Images
      • Social media capabilities
        • Social bookmarking
        • RSS feeds
        • Technorati tags
        • Inbound links
        • Comments
      FEATURES
      • Journalists
      • Social media users
      • Consumers (direct)
      AUDIENCES
    •  
    • Headline Contact info Multimedia Social network video Release content Hyperlinks
    • Quotes Related links Technorati tags Boilerplate statements Social bookmarking RSS feeds Coverage generated Inbound blog links Comment facility
      • Optimised for search
      • Optimised for conversation
      • Optimised for sharing
      • Tells the story through words and multimedia
      • Helps provide context on complicated stories
      BENEFITS
    •  
    • CASE STUDIES
    •  
    •  
    • A FEW NUMBERS Online Coverage (blog/editorial) 52 Links back to SMNR 49 Views on YouTube (since 10 Nov) 449,096 Top 5 referring sites to video Gizmodo – 32,335 Engadget – 27,100 SMNR – 15, 964
    •  
    •  
    •  
    •  
    •  
    •  
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      • The SMNR is NOT a panacea for bad PR or a weak story
      • The SMNR is NOT a substitute for one-to-one relationships
      • Sending an unsolicited press release (regardless of format) will most likely be considered as spam
      • People tend not to comment on press releases (not yet anyway!)
      • What’s in a name?
      • Experiment, experiment, experiment!
      AND FINALLY...
    •