Edelman has launched StoryCrafter, a web based software tool allowing for the creation of a Social Media News Release (SMNR) which is simpler to use and structured like a b-roll package. The SMNR combines traditional and emerging forms of communications incorporating features such as hyperlinks, social book marking, multimedia, comment, subscription via RSS and trackbacking among other things. “We tell our clients that their website is the first place people visit for information

 in a crisis and so if your information is not in the right format, or not saying the right things, it may have a negative impact on your business and communications outreach,” John Kerr, director of SE Asia for Edelman Worldwide said.

 The PR agency, which tends to gravitate towards clients in the technology, corporate and healthcare fields, has developed the software in a bid to accelerate the industry’s adoption of the SMNR claiming it can become a ‘hub for conversation and interactivity with an audience’.

 “Large clients are likely to want to use StoryCrafter in tandem with their traditional news release practices if they wish to supplement those efforts with a social media outreach while smaller clients and start ups may use it exclusively. It adds value to the traditional release by creating an online press room for every press release,” Kerr said.

(Source: Marketing magazine)