Join Deirdre Breakenridge for an in-depth discussion in this video The news release vs. social media release, part of Public Relations Foundations (2014).
- More often, I find myself explaining…and counseling my clients on the differences…between the social media release, the SMR,…and the traditional news release.…Both have a purpose and value depending…on what you wanna share and how you wanna…communicate through a channel.…And regardless of the type of channel or platform,…both releases must tell a good story.…Let's start with the traditional news release.…First, traditional news releases are written…in an inverted-pyramid approach.…
It's a common practice to have the first paragraph…discuss the most important facts, including the…who, what, when, where, and why of your story.…The additional paragraphs to follow…are meant to fill in the details of your story.…When a company wants a greater reach…for their announcement, they use a newswire…to distribute their stories, knowing they're able…to push the release out to a large number…of media outlets that subscribe to a news feed.…If you use a newswire service like Marketwired…or PR Newswire, then you have the opportunity…
Learn today's public relations techniques and best practices with PR expert Deirdre Breakenridge. In this detailed course, she explains how social media has revolutionized public relations, and offers an effective eight-step workflow you can use to ensure you're sharing the right message with the right audience. Learn how to build a PR plan, develop and optimize messaging, and engage everyone in the media, from reporters to bloggers and influencers. Next, see how to manage relationships and your organization's reputation; amplify awareness with the aid of internal and external "champions"; and plan for, and gracefully navigate, crises. Finally, explore the differences between a news release and a social media release, check out effective visual storytelling techniques for new media, and see how to measure and share PR outcomes.
- Explain two ways to raise credibility.
- Define research.
- Identify the steps to take when auditing social media communication.
- Describe the thinking process PR professionals should use when developing messages and optimizing content.
- Recognize three strategies for becoming a trusted source for journalists and bloggers.
- Differentiate between issue management and crisis management.
- Explain how to create effective infographics.
- Identify the important of understanding data and analytics.
Skill Level Beginner
1. Moving from PR and PR 2.0 to PR Expanded
2. Researching Today's Consumers
3. Learning the Integrated Approach to PR Planning
4. Developing Relationships and Building Champions
5. When Crisis Strikes
6. PR Writing Today
7. Finding the ROI and the Value of PR
Conclusion: Becoming the Modern-Day Communicator
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