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T.O.W. #15: Social Media News Release

April. 26. 2010.

Ian Roberts best defines the Social Media News Release in his blog Trend in Communications. In his post, It’s time to expand media relations, he quotes:   

“a release designed specifically with the blog, citizen media and social media communities in mind.   

It does not include the ‘spin’ of the traditional press release, but provides multimedia content in an accessible format that can easily be repurposed and shared on blogs, websites and social networks. Unlike the traditional press release, the content of the social media news release is deconstructed so that the core facts, quotes, contact details and boilerplate are all individually segregated to allow users to disseminate its various elements.  

It can accommodate links to relevant websites, images, audio and video (including embedded social media video including YouTube) – and any amount of background information.  Ideally, the release is tagged for distribution to social networking distribution sites and RSS feeds.”   

Here are some different views on whether it should replace the tradition News Release or implement it and why you would use one over a News Release:   


What is a social media news release? by Ian Roberts  

How to Write a Social Media Press Release by Muhammad Saleem  

  • Saleem says that regular press releases fail in the presence of social media releases  because of 3 main things:
  1. They have the wrong singular focus, which is on the company issuing the release.
  2. They are full of marketing-speak that inherently engenders mistrust in the eyes of the social media audience.
  3. They don’t have a specific audience in mind, and are written broadly and presented blandly.


Why Use Social Media With Your Press Release? by Lee Odden  

  • The SMNR appeals to today’s web-savvy audience.
  • It is promotes the idea of engaging conversation and hearing people’s comments on the story.


The Definitive Guide to Social Media Releases by Brian Solis  

  • Press Releases introduce a story in one way; a Social Media News Release can implement a story in a number of ways.
  • He brings up an interesting point: “Wanna know what the industry’s most authentic Social Media product is? Blogs.”
  • With this belief, he is a little skeptical of the rise of SMNRs. Blogs tend to be ingenuous, open, and not always accurate.
  • But he does have hope for SMR services to come. He believes they will improve.


Social Media News Release by Social Media Training  

  • The SMNR is optimised for search, optimised for conversation, optimised for sharing, tells the entire story through multimedia, provides context on complicated stories, makes a better impression, visually, than a wire release
  • It appeals to bloggers and podcasters.
  • This article even goes to the very origins of the Social Media News Release with Tom Foremski in 2006. Foremski called the traditional news release useless and artificial. He challenged the PR industry to rethink their strategy.


social media news release by realwire  

  • This articles states that the SMNR is more efficient than the traditional News Release because it is more user-friendly for the media, bloggers and consumers. It provides information in a multidimensional  way. It enables you to step out the box and embed audio, video and graphics along with a relevant news bites, quotes and other information.
  • “The pitches would allow for blog style comments to be attached to them so readers could engage the company in conversation about announcements. “


  • In this article the advantage of creating awareness through the ability of sharing a social media news release is stressed.
  • A Social Media News Release is written more creatively than a typical News Release.
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