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
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...
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Some really interesting graphics in there and some big impressive figures. 4 years ago