The “social media news release” is a big buzzword in the industry these days, and recently a client asked about the value of using this service.
While I am a big proponent of the social media news release in theory, in practice I believe you have better options. But first let’s talk about the different between a SMNR and a regular press release. There’s actually not a ton different between a regular release and a SMNR. What makes a social release different than a regular release is largely defined by three characteristics. The audience, the style and the technology.
Social media releases are billed as a release for your customers rather than the media. Basically it’s a call to give your news information right to your customer rather than relay that information through the media. And in this space the services are right on. Few people will push the retweet button on a PRWeb release, but you’ll see much more sharing on an article that’s written like a story, complete with graphics and other multimedia. Because of the new audience it affects the style of the release.
The style is different in that the social media release is written more like an article and less like a formal press release. Press releases are written to give journalists facts and information so that they can quickly write their own story in any way they want using the facts we provide. Regular releases quickly convey facts and can often seem dry, but they need to be so that a journalist can take whatever angle they choose.
There’s been an off again on again movement to change the way releases are written to make them more story like fashion, but I’ve found that most time reporters just want the facts to complete their story. Press releases can and do get picked up on their own, but we find our own clients achieve the most success when we work with reporters individually to generate a story idea and then follow up with the details contained in a release. This is one of the big reasons you need a firm to pitch your story so that the PR pro and journalist can work together to find a story that’s interesting to their readers and then give the facts to help make that story.
What’s different about social releases is that they aren’t meant for reporters, they are meant for readers. So you formulate your own angle and you write the story for the viewer. As I mentioned above the primary goal of the social release is to be shared. Few people will link back to a press release, but they will link back to a story or blog entry. That’s the goal of the social release.
The technology also differs a little bit. We use PitchEngine as it seems to be the best. It looks sharp, allows you to include a series of nice graphics, and has good integration with the social sharing tools. For instance it encourages you to create a suggested tweet. It has many features that make the story shareable and prompts to encourage sharing. Very different from a traditional wire service.
As a product I really like it. We use it for clients and I would recommend it for anyone looking to leverage a social media news release service.
The problem with social news releases is that I don’t see any difference between what they offer and what your blog can do. A blog is social and shareable. The posts are written for a specific audience and that audience demands more interesting stories. You can add photos, videos, and other interesting multimedia features. You have a running archive of news on your company. All great benefits of using a social news release service and hosted on your own domain with all your branding.
Yes, there are some differences between a social media news room and a blog. If the PitchEngine team is monitoring media coverage, I’m sure they’ll mention some good things in the comments. But for a client with a limited budget trying to choose between a blog and a social media newsroom, I’m going to recommend a blog every time.
What do you think? Am I completely overlooking the value of the social media newsroom or do you agree? Let me know in the comments.
FAQs
Audience. Traditional press releases target a more traditional readership, typically composed of journalists, industry professionals, and stakeholders. A social media release, on the other hand, is written for direct customers, which explains the need for integrating interactive elements for any type of announcement.
What's the difference between a social media news release and a regular press release? ›
Social media press release vs.
The most important one is the audience. While a regular press release is aimed at journalists, a social media press release can be read by anyone: journalists, influencers, and – most importantly – customers.
What is the difference between social media and press media? ›
Additionally, there are major differences between the two types, including: while traditional media generally offers a wider audience pool, social media allows for more targeted distribution; social media is immediate, while traditional can be delayed due to press times; traditional media pieces are more final, where ...
What is the difference between a media update and a press release? ›
It's focused on enticing journalists to attend an event. The content is minimal, including only the date, time, location, and a brief description. Unlike press releases, media alerts are not shared with the general public or used as a content marketing tool. They are sent directly to selected media contacts.
What is the difference between a media release and a news article? ›
It has a different objective. The news story seeks to provide the public with objective information that reports all sides of an event or a development. The press release, on the other hand, seeks to promote the client's interests. That's not to say the writer of a press release lies.
What is the difference between news release and press statement? ›
A press release is generally used for new information such as an announcement or update. Press releases are also useful for conveying information such as statistical data, lists of candidates, or lists of polling sites. A press statement is utilized for a reactionary statement.
What is the difference between social media and PR? ›
The Differences Between Social Media Marketing and Public Relations. The primary difference between social media marketing and PR marketing is that one is about maintaining a reliable voice, while the other is about working an angle.
How is social media different from regular media? ›
Social media differs from traditional mass media in that it has fewer layers of review and allows for rapid dissemination of content by individuals, often without the filters and editorial controls present in conventional media such as newspapers, television, and radio.
What is one of the biggest differences between media and social media? ›
Media refers to traditional forms of communication such as newspapers, TV, and radio that provide information to a mass audience. Social media, on the other hand, refers to online platforms that allow users to create, share, and interact with content, building a network of connections and communities.
What is the difference between a news report and a press release? ›
Press Release: How are they Different? There's one essential difference between a news release and a press release: time. A news release covers something that is currently happening or has already happened, a press release covers something that has yet to happen.
With social media, news can be spread and updated instantly, allowing for real-time coverage of events as they unfold. In contrast, newspapers are typically printed once a day or once a week, meaning that the information they contain is often a day or two old by the time it reaches readers.
What is the difference between a media brief and a press release? ›
While media alerts are kept brief, a press release should be more elaborate and informative. Your press release should be written in a style and tone that matches your target audience. Hence, you must know and understand your target audience well before crafting and sending out your press release.
What is the difference between a press release and a social media post? ›
When it comes to press release length, it needs to be long enough to convey your message, but short enough that it doesn't overwhelm the reader. Social media posts have character limits that differ by channel which means the length should be tailored accordingly.
What is the meaning of news release? ›
A news release is a written statement about a matter of public interest which is given to the press by an organization concerned with the matter. [mainly US] In a news release, the company said it had experienced severe financial problems. regional note: in BRIT, use press release.
What is the difference between Newswire and press release? ›
Examples of press release wires include PR Newswire, Business Wire, and GlobeNewswire. The primary difference is that press releases are written by the organization releasing the information, not by journalists.
Can a press release be on social media? ›
A social media press release is a game-changing communication tool that uses the power of social media to amplify brand messages, increase visibility, and drive meaningful engagements.
What is the difference between a press release and a media coverage? ›
While press releases share the aim of generating the right media coverage, they differ from media alerts as they serve as a detailed recount of events after the fact. This form of PR tool is often published as news articles as well, sharing details of the event breakdown, and essential and newsworthy information.
What is the difference between a press release and a media advisory? ›
Press releases and media advisories serve different purposes. Press releases tell the media about something so that they can report on it; media advisories are used to get media to attend your event.
What is the difference between a press release and an announcement? ›
An announcement is usually verbal, in front of people, sometimes with a microphone. It is a big change those people need to know about. Press releases are written and published, and while sometimes there is big news, it is often used just to get attention and free advertising.
