ABSTRACT
Many organizations prepare both traditional and social media news releases for news stories, placing both in their digital newsrooms. Like traditional news releases, social media news releases convey newsworthy multimedia information about organization to the news media. As traditional news releases become more multimedia, the usefulness of social media news releases may decline. Social media news releases deliver objective facts. Opinions appear only in the attributed quotations. Social media news releases generally supply links to multimedia materials that support the news facts. A social media news release is a webpage, generally reached via a link in an organization's digital newsroom. Bloggers also are a primary target audience for social media news releases. Headlines should be newspaper-style headlines, just as in traditional announcement news releases. Because social media news releases lack lead paragraphs, they often include subheadlines that add key information to the headline.
