SMNR template by Shift Communications
The Social Media News Release (SMNR) template launched in 2006 by Tod S. Defren of Shift Communications has without doubt revolutionized the way news releases can be shared by public relations professionals.
Some of the key features that distinguish the SMNR are:
1. It’s dynamic format which contextualizes the news through relevant links connecting with other related issues, stories.
2. Ability to embrace an open two-way relationship through with bringing together a range of multimedia content at one place.
3. Genuinely helps journalists and bloggers to conduct their research within their hard pressed schedules. A wide range of resources packed in the SMNR clearly aids research.
I am curious to know if organizations are actually sharing the SMNR and if the template by Shift Communications has displaced the traditional release.
Here is an example from IBM\’s press room, while their press releases include useful links and encourages RSS feeds it has not been created in the ideal SMNR format. A look at the websites of several other technology industry leaders like Red Hat, Apple, Oracle and Microsoft exhibit how the traditional press release style is still alive and kicking.
Looking at some of the automobile giants’ newsrooms similar results are reflected. Toyota, Ford Motor Company and General Motors for example, are actually incorporating less multimedia tools in their news release than the technology companies.
This post looks at only two industries, would you expect certain other industries to have embraced the SMNR more completely? Or is it that while archiving the releases on their website a preference is given to the traditional press release format? I would not think so.
Has the traditional press release actually been replaced by the SMNR or…?
Will be eagerly awaiting your thoughts.
Thanks 
