Old Hat press releases will no longer cut it

Filed in Blogging , Twitter 10 comments

Part II: My notes on PRWeb Social News Release show

Images are now expected: photo by my friend Susan Ambrosini

Images are now expected: photo by my friend Susan Ambrosini

For a long time I’ve been telling my students the “dirty little secret” that the term PRESS RELEASE is passè — and people-in-the-know have been referring to these outreach communiquès as NEWS RELEASES.

However in the New Media World, we now have the SOCIAL NEWS RELEASE with entirely new rules and capabilities. Naturally I was excited by the prospect of sharing the tips for online news releases offered in the PRWeb/Vocus webinar.


Here are three of the broad-based benefits of Social News Releases:

  • Their incorporated “links” build Google juice
  • They provide content for both news aggregators and bloggers
  • They can create viral exposure through social networks

The Webinar listed five steps for a Great Online News Release:

  1. Focus on two or three relevant key phrases — and get one of those in the headline and the other in the first sentence.
  2. Content is Key: Make certain that your story has news value and is not just a veiled sales pitch.
  3. Distribute the release to all social media platforms including Twitter, Facebook, and LinkedIn.
  4. Optimize with key words and videos or images.
  5. Use targeted anchor tags [URLs with recognizable labels].

It’s All About BACKLINKS

Go to slide #26++ on Optimized Press Releases for examples of  SEO-enhanced social news releases. Notice the embedded video, social bookmarking, live search tracking, and embedded hyperlinks. Multimedia has become an expectation.

Here are two organizational points from the webinar transcript:

  • The Process has changed: new way of working, new approval procedures, new metrics
  • Leadership must discuss and adopt a new way of defining success for Public Relations

You can use this template for a Social News Release provided on the Web by Todd Defren, widely respected PR/Social Media expert whose blog PR-Squared debuted the recommended format. For more information check out this Fact Sheet on Todd and the relevance of Social News Releases.

Next post: SFSU alum John Gumas was one of the SF marketing pro’s “responsible” for sparking my passion for All Things Social Media

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Posted by Shari Weiss   @   25 August 2009
Tags : , , , , , , , , , ,
Aug 26, 2009
6:44 am
#1 Andy :

Pressitt is a free online SMNR creation and publishing, that lets you do all the above and more. Give it a spin! http://www.pressitt.com

Aug 26, 2009
7:25 am
#2 sharisax :

I have registered for Pressitt, but have no news release to send out. If you find this site, please try it out and let us all know.

Sep 12, 2009
2:55 pm
#3 Brittany :

Social News Release is the necessary step into the future.

I like that the blog has full instructions to access Releases and keep surfers connected with Social News.

Author Sep 12, 2009
3:02 pm

Brittany, do you know what a press release is . . . and, what is familiarity with the whole area of Public Relations?

Sep 12, 2012
6:07 am

Wonderful blog! I found it while searching on Yahoo News. Do you have any tips on how to get listed in Yahoo News?
I’ve been trying for a while but I never seem to get there! Thanks

Sep 18, 2012
12:52 am

Pretty nice post. I just stumbled upon your blog and
wished to say that I’ve truly enjoyed browsing your blog posts. In any case I will be subscribing to your feed and I hope you write again very soon!

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