TNR

The press release has been in use since the early 1900s and, although it has undergone some modification, the medium has essentially stayed the same – until now.   Today’s PRs are increasingly using Social Media Releases (SMRs), sometimes also referred to as Social Media News Releases.

The differentiating feature of an SMR is the variety of multimedia elements that can be embedded.  They can contain video, photos, graphics and audio and their objective is really to aid distribution, use, and re-distribution through online target audiences such as bloggers, industry websites, social media sites and online news sites. The press release still appears to be flourishing with newsrooms, as long as the content is of a high quality and well targeted.

The long-standing argument about the survival of the press release in the age of online and social media still rolls on, but I do believe there is still a place for the traditional press release. Social media news releases, although short and snappy, don’t appear to be a replacement but rather another platform or avenue for engagement.

Back in the day the VNR, or video news release, was deemed the threat to the press release. Whilst the VNR still has a major role to play, it certainly did not replace the press release – and SMRs will not either.  In reality PR professionals have to cater to all audiences in both traditional and social media, online and offline.

The social media release does, however, have a significant role in the communication toolboxes of PRs – but SMRs should be used to complement, rather than replace, the press release.  Mastering both mediums enables PRs to meet the needs of those who want to receive traditional press releases by email, as well as those who will benefit from the interactivity of the social media version.

Distribution is also evolving; emailing is becoming the archaic method, news wires and online press offices are becoming the distribution method of choice. For journalists to consider your news story, making their life easy is key. News wires are used around the world and it is always advised to get content on the wires in whatever format is possible. However, the new emerging distribution method is the online press office: a tailored website containing all of your content around a PR campaign including press release, images and video (broadcast and online) that journalists can download. The advantages of the OPO are numerous, allowing PRs not only to house all  content in one beautifully designed and branded place, but also enabling them to download reports to find out who has downloaded what and when. This report can then support your sell in and media monitoring activity for the campaign.

When it comes to PR activity it is simply not enough to only consider what you may undertake.  Your hard work will be overlooked if you do not also consider how to get it out there and in what format.

Post by Penny Joyner (Marketing Executive @ TNR Communications)