Advertising and Public Relations can be extremely effective tools when used properly, but they are, by definition one-way forms of communication which involves informing your stakeholders about what your company does, what they can offer, how you add value to their lives nad other events and activities. Social media, on the other hand, is defined by the ability of both sides to converse and share information. The introduction of new technology does not just mean Public Relations professionals should approach their stakeholders by pushing their press releases as publications online. It has a different approach and composition. Social Media releases do not outdate press releases, instead they complement them; slightly different from traditional offline press releases, they require a different way of thinking and approach to distribution.
i. It used to be written by Public Relation professionals for journalists
ii. The editor acts as the gatekeeper who determines if it is fit to be broadcast or printed. They were lord and master. In fact PR professional were almost beggars
iii. Most press releases never make to the intended target audience
Today companies are in charge of their news and its distribution, thanks to online press releases, corporate blogs and bloggers. As a matter of fact, Public relations professionals can appeal directly to customers and to help drive the traffic for your product and events.
Online internet and social communication channels and the way the public consume media content made the traditional format of a press release less effective as journalists and public relations professionals have newer and evolving challenges. The easier and more creatively you can get your point or message across, the more likely it is to be read, shared, re-tweeted and rebroadcast.
Key elements to note include;
1. Align your objectives with keywords: This increases the possibility that your release will be found, rank higher in search engines and readers can relate to it more easily.
2. Headline: Be simple, short and punchy. If your keywords are ready, feel free to make your topic keyword rich.
3. Overview: A brief summary of the release and what you’re covering. This is where you will hook the reader or lose them, so keep it under two paragraphs, use keywords and put real thought into every single sentence.
4. Body: The so-called meat of the release, this should be the news. Don’t scatter bias in here; just lay the facts out for what you are pitching (think about it like a journalist would, and cover the who, when what, where, why and how).
5. Facts: Ensure your use some data or references to enhance your credibility.
6. At the end of your release: Do a brief bio of your Company and include links to the company’s website or social media channels.
7. Multimedia links: The social aspect of the release, this should include videos on YouTube, images, RSS feeds and more. You don’t want people to be driven away from your message, but you want to be seen as a useful resource.
8. Relevant links: This is a good way to promote your company and what you’ve done a bit more. If you have related releases, include links to them here. While this particular product might not be a fit, if you’ve kept someone’s interest this long, they may find your other products of use.
9. Tags: Recommended sharing methods, whether via social bookmarking sites, Twitter hashtags or Facebook fan pages.
SEO PR, in all helps brands gain visibility, get your information, get noticed by search engines and interact with your target audience. Therefore Social Media Press Release is designed to make sense to different categories of people – traditional pressmen, bloggers, stakeholders, customers and the industry at large.