The traditional press release has reconfigured itself in the digital age. Still retaining the basics of a release such as purpose, content, and style, its Web counterpart only has added techie features, photos, videos, and RSS feeds to name a few. Launched in a new platform, the press release has been extended into another public relations tool, the social media release or SMR.
Since its birth in 2006, the SMR has placed itself along the traditional public relations tools. It has leveraged on the following components which make it of great value in reaching the target public and sustaining its interest.
- Rich HTML text throughout the release useful for Web site SEO, indexing, cross-linking, etc.
- The ability to link to or embed photography, audio and video
- RSS feed capabilities within the SMR to create viral distribution
- Keyword selection, tagging and moderated comments to enhance user experiences, while creating heightened engagement
Make your SMR S and M and R
SMRs hold great potentials as digital PR tools. If we only know how to craft our messages well and make them meet our target, then we will not only be generating interest on our products and services, we’ll be establishing and strengthening relationship with the public as well. With this in mind, I propose that we make our SMR S and M and R.
Simple and straight forward
Placing a PR tool in a social media (what we do exactly with SMR) is like staging a magic show in a street with a thousand of other circus performances. We compete for time and attention online. If we do not make our SMRs brief and direct to the point, people could easily close our tab and hop to other sites online.
We do not create pointless SMRs; we don’t waste space online. We make sure our SMRs are deliberately rooted to a message we want to convey to the public. And we make every effort to consistently reflect that message all throughout the written release.
One of the purposes of creating SMRs is to catch people’s attention and spark their interest. Given this, we must make our SMRs irresistible baits to the public. Raise what’s-in-it-for-them points in the release. Show the public that the product or service we offer is something that would highly benefit them.
Below is a sample SMR for Cafe Amadeo.