HOW TO: Write a Social Media News Release
Last week I wrote my first social media news release. Similar to a news release, a social media news release (SMNR) serves as an effective online media communications tool that is vital to every public relations practitioner.
SMNRs use the same core elements that traditional press releases use, but go well beyond the written word. SMNRs create paths for navigation through hyperlinks to other references, your website or background information. SMNRs also include multimedia video, audio and images, and can be shared directly via Facebook, Twitter, email and more.
To create the perfect social media release, first consider possible platforms from which to launch your release. I recommend PitchEngine.com. (Disclosure: client)
Outline the fundamental elements: the “Who, What, Where and When” of the event, product or announcement. Even though you will be adding other interactive components later it is important to keep your content strong. Flashy pictures and overloading on hyperlinks won’t cover up a poorly written release.
First state the “who” of the release, or your ideal target audience. By articulating your targeting in your opening statement, you capture the attention of the reader. From here, cater the remainder of the release to this audience to keep them hooked.
The “what” is the actual event, topic or announcement publicized. Describe the event experience or the new product. How much will it cost? What does it look like? What can attendees expect? Are discounts available?
Next identify “where” the event takes place or where the product can be purchased. Is it online? Is it available in every major electronics store? Is there a site viewers can visit to register?
Finally tell your readers “when” the event is taking place. Be specific about the date and time, and don’t forget to include the time zone!
Now comes the fun part. After identifying the essential information, maximize the online platform. Direct viewers to your site or to relevant articles using hyperlinks, and include your social contact information. SMNRs allow for additional information and resources for readers to interact with the release and choose to look at information that is relevant to them. These features optimize SMNRs for better search results, increased viral conversation and easy sharing.
SMNRs not only share your story through words, but also through visuals, interaction and hopefully other people.
Kristin Piombino, on behalf of the Sevans Network.