Skip to content
November 16, 2010 / Briana Patrick

SMNR: Out with the old, In with the new.

What is a Social Media News Release

A “social media news release” or “social media release” or “social media press release” takes advantage of the linking, multimedia and social media capabilities of the Web to make releases more reader-friendly and useful.

Although traditional news releases can incorporate links and can include some multimedia elements, a social media news release aims to completely rethink the narrative, text-focused approach to news announcements. According to a post by Marilynne Rudick, Social Media Press Release: A New Approach to the Old Problem of Getting Noticed,

many practitioners see the 100-year-old News release as obsolete and ineffective.

Sources for information above:

Social Training


Advantages and Disadvantages

Some advantages and disadvantages to social media news releases are as follows;


  • Optimized for search
  • Optimized for conversation
  • Optimized for sharing
  • Tells the story through words and multimedia
  • Helps provide context on complicated stories.


  • People who aren’t familiar with computers most likely aren’t reading them.
  • People who don’t use computers daily probably aren’t looking at them either.

Find more advantages and disadvantages from Slide Share on

PR Web


When should a PR practitioner consider using a Social Media News Release?


I believe a Pr practitioner should always consider using a SMNR when dealing with clients. This lets them be a little bit more flexible with the point they are trying to get across and it lets them subscribe to a larger audience. With the way technology is quickly taking over the UNIVERSE I say “traditional” news release are quickly seeing the bright lights. With SMNR in a PR practitioners world we can post these news releases almost anywhere. PR analyst Brian Solis loads his straight to his blog for viewers to see and comment.

Links to help create your own Social Media News release

I have posted two websites you can visit to get your Social Media News Release started today

Pitch Engine

PRX Builder

Example of a Social Media News Release


Provided below is an example of a SMNR provided by habitat for humanity. Take a look and get some ideas on what SMNR looks like.

World Habitat Day

Tips and Ideas for your Social Media News Release

  1. Keep it straight forward rather than putting your own spin on it. The journalists are going to go with their own spin on the story anyway, so don’t bother.
  2. Provide a page of quotes from the CEO or other C-level execs.
  3. Provide information in many different formats. (images, audio, video, pdf etc.)
  4. Provide many links inside the release copy while still providing a whole page of relevant links to other news stories or reference. Link to social bookmarking and social media sites. (delicious, Digg, Technorati)
  5. Traditional Elements.(Headline, core facts, approved quotes, boilerplate, contact details)
  6. Use keywords to Maximize search engine ranking.
  7. BE INTERACTIVE…engage in conversation with the media. You also want your readers to understand what they are reading.
  8. Post content in multiple channels (YouTube, Flickr) this increases search engine visibility.

Find more tips at PR Web

Writing Matters by: Leslie O’Flahavan and Marilynn Rudick


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: