Why Create A Social Media News Release?

A Social Media News Release (SMNR) is a news release on steroids! With our technological savvy era it’s no surprise that news releases stood no chance against our ever-moving multi-media generation.  In his book, Public Relations Writing and Media Techniques, Wilcox  describes that a social media news release is an electronic news release “pioneered by the major distribution services, such as Business Wire, PR Newswire, and Marketwire, now make it possible to embed high-resolution photos/graphics, video, and audio components.”  Social Media News Releases are also termed Multimedia News Releases or Smart Media Releases.

Readers want to be entertained and captivated so journalist have to see potential within seconds of reading a news release. As the internet has pioneered a path for online news,  multimedia photos and graphics have become just as important as the text itself. With major electronic distribution services like Business Wire, PR Newswire, and Marketwire it is possible to share these social media news releases to clients all over the world.

The SMNR allows for journalist to visualize the “news” and allows for information to be found within seconds. Business Wire has helped the SMNR revolutionize into an “everyday” aspect for public relations professionals. Staples recently posted this SMNR to Business Wire: Staples Announces Winning Team in its Search for the Next Green Office Product. Staple’s PR representative included photos, hyperlinks, quotes, tags, and a boilerplate not only about the Staples company but included a boilerplate more specifically about Staples’ Environmental Commitment. Going “Green” is an expanding movement across America and Staples wants on the bandwagon. Using the options of a SMNR allows the pictures allure the reader into looking for further information which can be found quickly through their links and tags.

Including links to your videos/pictures in your press releases can be useful for piquing media interest, or, for example, demonstrating why a speaker from your company would be a good interview subject.”        

      Niala Boodhoo, The Miami Herald’s Business Multimedia Reporter

So what makes a Social Media News Release superior to a plain news release? The appeal is much greater to journalists who focus on the online news sector. With cell phones, computers and PDAs on the rise, people have shifted to the internet to retrieve the latest news. Giving a journalist more information makes their job easier. If the SMNR is created in a proper format and the information is news worthy, than sending your information in a SMNR form versus a news release could make the difference between your “news” getting published or not. Bloggers also use SMNR as a source to publish current information. SMNRs are extremely useful only when created in the proper way. If links or tags are overused than the SMNR could harm the image of your company or client. With all the multi-media features on this news release it is also easy for the reader to get distracted, so be precise with your message because it is the most important part!

How Can I Create A SMNR?

Several sites like PitchEngine or PRXbuilder can help you create your own personal SMNR for your client.  These sites are free and make setting up your SMNR extremely easy. If you are having issues understanding the set up or how to enter your information into the program tutorial sites are available to guide you set by set through the process.

Check out Shantel Hansen’s PitchEngine.com Tutorial on the special features and advantages of using a SMNR:

Tips for a Succesful SMNR:

Since I am only beginning to understand the master plan behind creating a succesful SMNR below are some tips from professionals of the PR field. Blogs are a great sources of helpful PR information so if your still confused there are still thousands of other resources out there!

 SMRN Update -Stephen Davies

“A SMNR is not for all news”

• News that’s relevant to the online audience – Obviously some sort of tech and telecoms news will always be popular in the online space as there are many blogs focusing on those areas. I guess it’s a case of defining your audience beforehand and discovering how much discussion is taking place already.
• High end news – News that is new, unique and pretty significant to the audience you’re targeting and not just some afterthought to try and “get some online coverage”. Much the same as a traditional news release, smaller businesses will find it harder to generate coverage than, say, a FTSE100 or Fortune 500 company. Unless, of course, the smaller outfit has news of significance.
• Something that will generate a discussion or debate – Again, a bit of a no brainer but, hey, that’s what should make a good SMNR.

(Information taken directly from Davies blog))

PRWeek Craig McGuire

• Include links to pages where multiple instances of your key words/phrases reinforce you message.
• Distribute a release through a service that carries hyperlinks to downstream sites such as Yahoo! Finance, AOL News, and Netscape.
• Don’t go link crazy!–too many links will confuse people and take away the focus from your main point.
• Use low resolution images
• Use every tool that is available! Make sure your message is the most important aspects but use the extra features to compliment your campaign.

(Information taken from Public Relations Writing and Media Techniques by Dennis L. Wilcox)

***For a great video to understand SMNRs better check out RealWire‘s  Social Media News Release page!

Do they really know how to get involved with social media?

You can learn a lot from reading other people’s blogs. I found it interesting to read a blog post called “It\’s About Why, Not How” on POP! PR Jots by Jeremy Pepper that talked about social media. In this blog post he mentioned some thought-provoking questions about relationships built via social media. Pepper posted, “We all know the how in social media. It’s this tool and that tool and this network and that network. But there is still the why – why are companies going to get involved in social media? Why is tool A or tool B the right tool for the job, and what do they hope to get out of it? What is the ROI / end goal for the company and “being part of the discussion” is really not enough …” (make sure to use the link above to read the rest of hid blog post~)

In our generation social media is everywhere! Facebook, Twitter, blogging, etc. are being included in almost every companies profile now but how they prove to use these options will over time show how effective their marketing and use of public relations really is. With the limitless possibilities that the World Wide Web now has available social media has the option to grow tremendously along with the option for the next “hot new thing” to be right around the corner.

Chapter 13: Producing Newsletters and Brochures

Tips for the ideal layout for newsletters or magazines:

1. Use white space to your advantage- it’s ok to have it.
2. Vary your paragraph length
3. Break up longer stories with subheads in bold
4. Use bullet list
5. Use only 2 or 3 fonts
   1. Variety should  come from different size types
   2. Keep articles relatively short- creates more interest for readers
   3. The inside pages should balance one another
      1. If you use strong graphics on one page then balance it with large headlines or graphics on the facing page!

*This information has been taken from the sixth edition of Public Relations Writing and Media Techniques by Dennis L. Wilcox.

Check out this video for tips by art director and design critic Angela Riechers. In this video she shows how to layout a design for a food magazine.

The Publicity Agency

Contact: Bio: Glenn Selig currently owns and operates The Publicity Agency based in Tampa, Fla.

Techniques in Public Relations

What does a publicity agent do?

Careers in Public Relations

Chapter 12: Tapping the Web and New Media

1. New Media is characterized by:

• Widespread broadband
• Cheap/free, easy to use online publishing tools
• New distribution channels
• Mobile devices (3-G, camera phones, etc)
• New Advertising paradigms

2. The World Wide Web is a key tool in the distribution process for public relations professionals.

Writing for the web differs though from writing for print. Here are some tips when publishing on the web:

• Define and analysis what the purpose of your website, blog, or publication is
• Design your site with your specific audience in mind
• Constantly update your site
• Do not overdue the graphics
• Make sure your site is not boring and is interactive
• Use feedback

3. Online writing tips from Shel Holtz, author of Public Relations on the Net

• Write the way you talk
• Limit each page to a single concept
• Use lots of bullet point list
• Make sure the context needed for readers to understand that page is provided
• Limit the use of italics and boldface
• Do not overuse hyperlinks within narrative text
• Make sure hyperlinks are relevant
• Provide feedback options for your readers

*This information has been taken from the sixth edition of Public Relations Writing and Media Techniques  by Dennis L. Wilcox.

Chapter 11: Getting Along With Journalist

• When a PR professional adds a bunch of hype to their news release it can make it seem commercial-like and therefore not worth the journalist time.
• Keep in mind who the journalist’s audience and make sure your press release is worthy of becoming a story.
• Proper format is key when sending a news release to a journalist
• Follow journalist deadlines

• Make sure there is a “news hook” and a clear connection between the promotional item and the news you are announcing. (PRWeek)

*This information has been taken from the sixth edition of Public Relations Writing and Media Techniques by Dennis L. Wilcox.

TOW 13: Ten Ways for PR Professionals to Stop Annoying Journalist!

1.      What’ all the HYPE about?

Problem: Journalist can get annoyed when a news release contains hype or in other terms excess words. A journalist receives thousands of news releases a year and is looking for leads on stories they think their public will deem interesting. When a PR professional adds a bunch of hype to their news release it can make it seem commercial-like and therefore not worth the journalist time.

Solution: Know what HYPE is! Look up the definition and read through tips that are posted all over the internet to find what HYPE words are overused. Here are some examples: Twenty most over-used words/terms in PR or The hype word of all hype words (example on HYPE for the medical field).

It might also be a good idea to have another person read over your press release checking for these excess words before sending the release out!

2.       Stop sending too many news releases!!!

Problem: Some PR professional send news releases out for every little event or idea. By over-informing these journalist YOU ARE JUST GETTING ON THEIR NERVES. A journalist job is to publish a good story not to become an advertising agent for your company.

Solution: Send press releases to the journalist that would be interested in your article. If a journalist writes on food and entertainment they are not going to even be interested in your press release about the 5k for the local animal shelter. Keep in mind who the journalist’s audience and make sure your press release is worthy of becoming a story. If you want a large amount of journalist to see your story than put it on an electronic wire service like the following: Business Wire, Marketwire, PR Newswire

3.       Correct formatting is important!

Problem: If your formatting isn’t correct than why should the journalist want to read it? Proper format is out there so that journalist can easily pick up on what the news release is about without having to search for it. Proper formatting also shows the journalist your level of professionalism and if sent improperly a pr professional could damage their future relationship.

Solution: There are LOTS of resources online, in books and in other publications that solely discuss proper formatting of a news release. Take the time to read over them and KNOW them by heart. Also check to see if certain journalist require other editorial requirements before sending out your mass news release. You may have to individualize it for certain journalist.

4.       Writing a good news release is worth the attention to details!

Problem: One of the most common annoyances from journalists is the written content of a news release. Anyone can put words on a paper but having a press release read properly is a skill that takes knowledge and research!

Solution: Just like the solution for “Correct formatting is important!” use the resources that are available, here is an online resource that I found helpful!

62 ways to improve your press releases by Matthew Stibbe

5.       “Trash and Trinkets”

Problem: Many journalist think that “gimmicks” ( promotional items) that often come with media kits and releases are stupid and silly.

Solution: If you still desire to send out promotional item then do it with taste!

“PRWEEK recommends the following guidelines:

• Make sure there is a “news hook” and a clear connection between the promotional item and the news you are announcing.
• Try to send items that reporters can use. Otherwise, they may be viewed only as an annoyance that takes up space.
• Consider creative packaging instead of a promotional item. A brightly colored envelope is likely to be opened before a white one.
• Think simply. Rather than sending a basketful of items, consider sending one item that represents the message you are trying to convey.”

Taken from Public Relations Writing And Media Techniques by Dennis L. Wilcox

6.       Not meeting deadlines

Problem: PR professionals don’t always follow the deadlines or dates set by the journalist.

Solution: If the journalist or firm says they want to news release two weeks before the event than make sure you make their time requirements important!

7.       Change your image!

We are at a moment of great opportunity for the PR business. In a world of consumer generated content, infinite media choices, lack of trust in traditional institutions, and desire for peer-to-peer learning, we are well suited to be the communications discipline of choice. But there is a huge elephant in the room. The PR business at present lacks the credibility to take that leadership position in communications. Because we are defined by our more controversial professionals, who tend to come from the political or entertainment worlds, we are characterized as spinmeisters and flacks. How can we get out of this stereotyped second-class citizen role?” — Richard Edelman, CEO Edelman PR

Problem: Some journalists think of pr professionals negatively meaning whatever you do is going to annoy them if they dislike you!

Solution: Work on changing their image of PR professionals by working with their guidelines but still getting your point across! Read Amanda Chapel’s article PR\’s Bad PR: The Elephant in the Room to see how professionals can work on changing the PR image.

Chapter 10: Distributing News to the Media

1. Online newsrooms should have these five key components:

1. Contact Info
2. Corporate Background
3. News releases and Media Kits
4. Multimedia Gallery
5. Search Capabilities

2. Online news releases should include these key components:

• Keywords
• Enhanced URL
• Anchor text/ embedded keywords
• Multimedia content
• Social Media Tags

(taken from Vocus, owner of the distribution service PRWeb)

3.  Electronic newswires are the new way to distribute news releases online. Online sites like Business Wire, PR Newswire, and Marketwire distribute these multimedia news releases all over the World Wide Web and allow journalist to access the information in a more efficient manner.

*This information has been taken from the sixth edition of Public Relations Writing and Media Techniques by Dennis L. Wilcox.

TOW 12: PR Podcast- Coming Up PR

The podcast I chose to listen to was Coming Up PR. More specifically I listened to Episode 4 that was posted for students and up and comers in public relations field by Cheryl, Mary and Mike. The podcast opened with an intro and then a feedback session from past blogs. This is a great way to get people to stay connected with your podcast through having a blog that correlates with it. The podcasters then introduced their social media seminar, “Rock the Talk,” that they hosted for their corporate communication class along with their classmates Carmela Antolino and Michelle Gradini. The students centered the event around social media due to previously taking a course on that topic and decided to use that information for real life experience. The guest speakers for the seminar were from Justin Kozuch from Refresh Events and Corey Reid of FreshBooks. (Social media was used to help build the Refresh brand.)

Some interesting points that the broadcasting trio talked about was Wiffiti, Twitter, HoHoTO and how to use social media to further your real life pr relationships.  Wiffiti is a flash based application that the user puts their chosen Twitter hashtag into and the application will then displays tweets with that hashtag in a real time/ live stream way.  Wiffiti was more specially used at the “Rock the Talk” event to display tweets live and allow people to ask questions via Twitter.  

HoHoTO was a charity event that was mentioned on this podcast. This is event is one of the largest donors to food bank and is done twice a year. It related to social media because a lot of money raised and tickets sold was done by using Twitter.

Cheryl, Mary and Mike emphasized the importance of being active online and through twitter; Twitter is a “whole world missing that you don’t understand until you’re in it.” Talking about “Rock the Talk” made me wish I would have been at the event because the speakers talked about how to take online PR relationship to real life interaction through go to industry events and setting up informational interviews.  They mentioned the importance of letting your real personality show through online interactions and that social media should be approached organically.

Chapter 9: Writing for Television and Radio

1. Radio News Release: is a written new release for the radio

• Written in all caps, and double space
• Formatted like a regular news release in regards to letterhead, subject, and contacts
• Give length of radio news release
• Most announcers read 150-160 words per minute
• Written in conventional style=short and strong sentences

2. Audio News Release (ANR):  is a recording of the radio news announcement

• Two forms:
  • Someone in radio voice reads the whole announcement
  • Use announcer and sound bite from customer, celebrity, etc
• Preferred length is 60 seconds

3.  Public Service Announcement (PSA): is an unpaid announcement that promotes the programs of the government, serves the public or is for a nonprofit agency.

• Can be 60, 30, 20, 15, or 10 seconds
• Submit multiple PSAs on the same subject in various lengths
• Mail or email scripts to director of public or community affairs NOT the news department
• Keep it simple
• Localize your PSA

*This information has been taken from the sixth edition of Public Relations Writing and Media Techniques by Dennis L. Wilcox.