Social Media News Release (SMNR)

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

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...

http://junycap.com	206
http://www.3wpr.co.uk	125
http://www.prblogger.com	77
http://stedavies.com	62
http://www.junycap.com	51
http://chaehk.tistory.com	28
http://www.slideshare.net	28
http://www.theguanaco.com	5
http://www.hanrss.com	5
http://paniaguai.blogspot.com	4
http://injuriousdocumentaries.blogspot.kr	4
http://injuriousdocumentaries.blogspot.com	4
http://static.slideshare.net	2
http://feeds.feedburner.com	1
http://www.bing.com	1
http://web.archive.org	1
http://www.hscoaching.com	1
http://www.ben-cotton.com	1
http://jan-manz.myonid.de	1
http://test.3wpr.co.uk	1
file://	1
http://www.tumblr.com	1
http://www.linkedin.com	1

Social Media News Release (SMNR)

by Stephen Davies

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