In the 24/7 news cycle, tempo moves quickly and information overload occurs regularly. As such, PR practitioners need to do their best to get a reporter’s attention. The story in the press release needs to be not only great but perfect to have any chance of being picked up from the huge pile of press releases waiting each day. Following standardized format and providing interesting, timely and newsworthy information is a must when writing press releases.

Writing a press release is not a creative writing assignment. This doesn’t mean you should not use creativity in your writing, it simply means the whole process of preparing the press release is well thought and strategically planned. In this way, writers can make sure their press release is targeted, short, to the point and supports the client’s objectives.
But following all the rules is still no guarantee that your press release will actually become a story or even be read. Up to 97 percent of all press releases sent to the media are never used. Reasons for failure vary but one of them is certainly failing to catch reporter’s attention and make him want to write a story you pitched.

Wouldn’t it be great if you as a PR person had not only written words to grab the reporter’s attention but also supporting material like photos, videos and links? Incorporating all these features in the press release and making it interactive would make press releases more interesting and provide reporters with additional information that would make the story-writing process easier. And this huge step in press release evolution is already happening with the development of the social media press release.

Social media releases give writers opportunities to more effectively reach their audiences by providing them information that really matters to them and, more importantly, in a way they are used to digesting it. With the integration of resource links, videos, images, RSS feeds, graphics and MP3 or podcast links, you can tailor the message in a way that fits your audience exactly. (To see the SMR template click here).
Besides additional information, the social media release also encourages transparency, engagement and respect. What better way to show the world that PR is not synonym for deception than practicing transparency and engagement everywhere, including press releases?

Social media press releases were not created to completely replace traditional press releases. SMRs are merely the next step in the press release evolution; it’s a way to complement traditional press releases and make communication more effective. Even though the format of SMRs differs from the traditional press release in many ways, traditional skills for writing press release are still relevant. Proper grammar, spelling and punctuation are still the basis, whether you are writing traditional or social media releases.
I would encourage everyone who wants to learn more about the social media release, its development and benefits to visit Brian Solis’s blog. He is one of the social media release developers and has some great posts that can provide insight to the SMR:

– Social Media Releases – Everything You Ever Wanted to (or Should) Know
– The Definite Guide to Social Media Releases
– How to Write a Social Media Press Release, Why, and What It All Means
– How To Write a Social Media Press Release – Part II

Even though the social media release is still evolving and trying to find its place under the PR sun, everyone in the field should at least familiarize themselves with the concept.
If you are a PR student and not familiar with SMRs, do some research- knowing it might be your major advantage in your job search.
If you are a longtime PR practitioner and not familiar with SMRs, do some research- it will help you keep on track with the changing technology and current trends, or it may help you keep your job.
If you just started your first PR job and you’re not familiar with SMR, again, do research- it may help you gain co-workers’ respect or get a promotion.
Lastly, if you are a PR professor and not familiar with the social media release, research- it will help you keep on track with new technology and trends and enable you to give students the most current insight to the PR business.