Social Media
Release
SMR
2.0
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APPROACH SHIFT TO PUBLIC ENGAGEMENT
From Public Relations To Public Engagement
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SOCIAL MEDIA
PRESS RELEASE & NEWS ROOM
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PRESS RELEASE 1.0
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SMR SOCIAL MEDIA RELEASE
START
WITH THE
END IN
MIND
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Ensure
Accuracy
Ensure Democratize
Accuracy Access
Ensure
Accuracy
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Embrace
Context
Embrace
Context
Embrace
Context
C t t
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Build
Community
Build
Community
Build
Community Build
Community
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YOU HAVE YOUR DESIGN, NOW WHAT
Make your release work for you
 H
Headlines
dli
 Bolded text
 B ll
Bullets
 LINKS
 Multimedia and Logos
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BUILDING YOUR SMR
Menu of tools
Video
Vid capturing
t i
Video editing
deo ed t g
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HEADLINES/BOLDED TEXT
 Include your company name
 Include key
I l d k words d
 Don’t spin
 Write h headline
W i the h dli as if you were the reader
h d
 No more than 22 words long
 No ® in the headline
 Bold headlines and keywords in your text
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YOUR LOGO IS YOUR BRAND… SHARE IT
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INCLUDE LINKS!
• What kind of links?
– Link to key pages on your website (and then track the
traffic that lands there)
ff
– Link to additional articles that support your release’s
thesis
• Full URLs
– Always include a fully written out URL to your website
• Embedded links
– Embedded Links provide natural search engine results
• How to add links:
– Highlight key phrases, right click, select Hyperlink,
paste in destination URL
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Videos are highly optimized
and a great way to share
your story!
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PROVIDE MULTIMEDIA
 Logos
 Photos
Ph t
 Videos
 R l
Releases on websites will i l d photos,
b i ill include h
logos, links and formatting
 Place multimedia on hi hl optimized sites:
Pl lti di highly ti i d it
 YouTube channel
 Photobucket/Flickr company page
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A PICTURE’S WORTH 1000 WORDS
Include them in your release for easy use
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THE NEW CORPORATE NEWSROOM
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SOCIAL MEDIA NEWSROOM
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THE CORPORATE NEWSROOM: EXAMPLE
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THE CORPORATE NEWSROOM
Alternative - use a blog engine
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THE CORPORATE NEWSROOM
RSS
Categories Subscriptions
(Tags)
Video Links
Sharing and
And Embeds
Bookmarking
(YouTube)
Built-in
Suggested Search
R di
Reading
(Context)
Archives
By Month
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EXAMPLE: CISCO
http://blogs.cisco.com/news
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NON-TRADITIONAL DISTRIBUTIONS
 Digg
 Delicious
D li i
 Your website
 RSS feed
f d
 Blog about it
 Twitter your blog post
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BUILDING YOUR SMR
Adding the elements
 Many newswire services offer social media
releases or social media elements that can
be added to your typical press release
distribution:
 \\\\ RSS subscriptions
 \\\\ Technorati tags
 \\\\ Del.icio.us bookmarking
 \\\\ Digg it
 \\\\ Multimedia add-ons
 \\\\ Comments
 However, the best place for conversations to
take place is on your corporate site.
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SMR CAPABILITIES ACROSS MAJOR WIRE SERVICES
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RECAP
 Write a well written headline
 I l d available f
Include il bl formatting t l
tti tools
 Promote your company brand, use a logo
 Provide multimedia
 Create an interactive release! USE LINKS!
 Use online tools to share your company news and
brand directly to consumers
 Use online tools to allow your consumers to share
your news
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FINAL THOUGHTS
 The SMR doesn’t replace the traditional release
 The SMR fosters your relationship with blogger
 The SMR template is just that – a template
 Consider a hybrid traditional-SMR release
 The tools surrounding it make it social
g
 Let the conversation happen at corporate site
 C
Consider a bl
id blog engine newsroom
i
 You still need news and interesting information
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SOCIAL MEDIA RELEASE SMR 2.0
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PRICEPOINTS 2.0
DIGITAL|INTERACTIVE
________________
Randy F. Price
Senior Digital Interactive Executive
Vision, Leadership & Results 949.241.5777 LinkedIn My Blog/Digital Pricepoints
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