The news release is not dead. Even in the constantly evolving digital age, a news release is one of the best ways to disseminate a message. It’s also a great vehicle to reach media contacts.
A news release for social media and one for traditional news media are different, however. To reach an online audience, releases need to be social. By being so, the release can be shared in various communities by people beyond media contacts. Journalists, bloggers or social media users who work mostly online prefer a news release containing embedded video, audio files, images and links. Links to social news releases can be sent via email to a reporter or tweeted to an audience.
The case for social news releases is clear. They generate more coverage. A RealWire study from 2011 showed of 1,044 releases analyzed from September 2010 to March 2011, social news releases achieved an average of more than three times the editorial and blog coverage as traditional news releases.
While the social media release is an emerging tactic, it does not replace the traditional release, it’s a complement to it. Yet, the advancements of the Internet and social media have made the traditional news release less effective because journalists and readers want small chunks of information that incorporate online elements, such as social media and multimedia content.
In today’s world, the consumer owns as much of the message as any traditional dissemination method. Therefore, two-way communication is the desired outcome of a social news release. The traditional news release promotes one-way communication only.
How To Make Your Release Social
The good news is that traditional news releases can be repackaged into social news releases. The focus of a social news release should be presented as a story that has value to readers first. Here are strategies for an effective social news release that focus on the reader:
- The headline is optimized for a multiplicity of readers. This means keywords should be incorporated early into the headline. A secondary headline can be used, if there is an important nugget of information that users need instantly. In addition, keywords are crucial.
- The text formatting is attractive, using small chunks of copy (not more than two sentences per paragraph) or bullet points. In addition, font size is important. Reading information online can be overwhelming. By increasing the size to a 12- or 14-point font, the information is easier for the online user to absorb.
- Brevity of the social news release is crucial. Use words purposefully, and keep content succinct. The social news release has a lede and a body, written in similar fashion to a traditional release. In addition to a keyword-rich headline, other elements of the social news release that must be included are:
- Highlights or facts: Data or information to help support your lede should be displayed in bullet form.
- Multimedia links: In many ways, links make the social news release. These can include videos, images, RSS feeds and more.
- Quotations: Comments from sources involved, as well as independent experts. If the experts have online links, offer those.
- Relevant links: These can include a website link of the company, plus links to the Twitter feed and Facebook page.
- Tags: These include sharing methods, such as Twitter hashtags or Facebook fan pages.
- Contact information: This should include the individual’s name, email address, organization Twitter handle and other relevant information.
To be effective, a social news release must be shared, tweeted, liked and seen on social channels. It simply cannot sit on the organization’s website and wait to be seen. Therefore, the social news release does not end when it is posted and shared. The key to a complete social news release is making it a two-way conversation. If someone asks a question, answer it quickly. Should more information be desired, direct the user to the organization’s website.
Today’s news releases must engage or, in other words, be social.
CONTACT: [email protected]