In the previous PR insight & tidbits post we have seen (here) about press releases and how to write them correctly in order to attract the editors’ attention; this post is meant to be a follow up looking at the evolved version of the press release, the Social Media Press Release.
The changing needs of the end consumer and increasing ease of use for the media are the two main driving forces behind the development od the social media press release.
Due to the increasingly social and sharing nature of the web and the increasing importance of press releases as direct to consumer communication tools, it is important for marketers and public relations professionals to adjust their message format and delivery to correspond with the needs of today’s web savvy audience.
Another motivator for using social media with press releases is that editorial resources at many publications are running thinner than ever and expected to do more with less. Social media press releases provide links to additional resources that are helpful for story research and they also package information into formats that are easy to use for quotes and citing references/statistics. Images, audio and video also add impact to the release.
Facilitating news distribution and consumption by utilizing social media elements provides the social media savvy internet audience with information in a format that is familiar and more functional than a traditional press release. Encouraging the sharing of news via social bookmarks, social news, image and video sharing as well as subscribing to news via RSS provides the news publisher multiple options for meeting the information consumption needs of consumers as well as the media.
In essence, a well written and produced social media press release will make it easier for a journalist to write the story they are tasked with and in a format that is increasingly popular with end consumers.
Here is how the evolved press release should look like (thanks to shift communications, the creators of the release).
And here are a couple of examples of social media press releases:
In the next section of PR Insight and Tidbits we will have a look at how and where to distribute your press releases. As usual let me know your thought and feel free to contact me at any time.
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