White paper: Has the Social Media News Release (SMNR) finally come of age?
Guest blogger Nathan Greenhalgh introduces the results of research he carried out for Liberate Media to identify the issues around the traditional Press Release format and development of the Social Media News Release as an alternative. Director Wendy McAuliffe guided Nathan in the scope of the research and collation of the data, acting as mentor/editor for the production of the White Paper.
Pressitt launched in public beta last April, and to coincide with its re-launch and coming out of beta this month, we decided to carry out our own research into current perceptions around the traditional press release, and its successor the SMNR. Our findings are presented within our white paper entitled: Has the Social Media News Release (SMNR) finally come of age?
We hope you will find the time to download and read the white paper, which brings together some of the main industry arguments for and against the SMNR. However to entice you, here is an overview of our findings…
1)Â Â Â Â Â The rules have changed and the traditional press release is no longer adequate. Increasing pressures on journalists, coupled with the rise of the “online citizen journalist” indicates that there will be more demand for a greater range of information than just text.
2)Â Â Â Â Â Our research found that while general press releases are still useful, and up to now the vast majority of journalists have been happy to receive them by email, new pressures on time mean that they also need quick access to images, video and links.
3)Â Â Â Â Â The style of information and formatting is crucial - that means no PDFs as the only source of information. Video is increasingly important, as are embeddable links and links to other sources.
4)Â Â Â Â Â The SMNR has been sitting in the wings for a few years now, not quite managing to make the most of its potential. It would appear however that journalists could finally be coming round to making the most of the advantages SMNRs offer over the traditional press release.
Regardless of whether you are a Pressitt user or not, we would welcome your views on the subject. If you are new to the SMNR, we invite you to give Pressitt a go.
— Andy Merchant @andymerch