Visual Marketing Blog

004 - How to create a Social Media News Release

My notes

The normal news release

  • The news is presented in narrative form. Write the news release as the reporter would write the story.
  • Editor can lift the story and run it ‘as is’.
  • Use the inverted pyramid, so the editor can cut the story anywhere and still get the essential news.
  • You can include other assets -- photos & videos -- as extras.

Enter the Social Media News Release

  • In 2006, Shift Communications introduced the Social Media News Release template
  • PR professionals loved the concept, but you didn’t see it in practice much.
  • We could see the value, but you had to build it.
  • Today it is much easier to create.
  • Now it is more about organizing existing assets than building the SMNR from scratch

Now is a good time for organizations with news to use SMNR

  • If you don’t have "Washington Post" news value - traditional news releases can go straight to consumer.
  • You don’t need the media to get out your story (Google alerts).
  • David Meerman Scott articulated this well in The New Rules of Marketing & PR.

If you are trying to attract journalists, the SMNR can be helpful

  • Reporters don’t want to re-run your stories.
  • The format makes it easy for reporters to personalize and report the news.
  • Your SMNR presents all the elements for reporters to create a multimedia story.
  • Easy to assemble.
  • Easy to share.

Call to Action

  • Make a list of all the multimedia elements you can create for your next news release.
  • Establish your Social Media News Release platform.


A child has no trouble believing the unbelievable, nor does the genius or the madman. It’s only you and I, with our big brains and our tiny hearts, who doubt and overthink and hesitate. - Steven Pressfield


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