Social Media News Releases (SMNRs) are multimedia press releases designed for the world of blogs, forums, social networks, and newsfeeds. Unlike traditional press releases disseminated one-way, they are designed to promote a dialogue, with recipients adding comments or bookmarking for others what is in effect a single page website. Example
One of the advantages of Social Media News Releases is that they can carry multiple video and/or audio clips, which enable journalists to source their own 'unique' quotes without having to use the (usually bland) supplied quote in text, or make contact to extract their own - sometimes difficult with timezones and fast web publishing deadlines.
I can record multiple audio clips, covering the story from different angles from one spokesperson or several, to be used in SMNRs.