NEW YORK—Edelman has introduced a new a Web-based software tool, known as StoryCrafter, that helps companies produce and deploy social media news releases, next-generation news releases that combine traditional and emerging forms of communications. By incorporating social media features such as hyperlinks, social bookmarking, multimedia, comment and trackback, the social media news release serves as a bridge between traditional and emerging communications tools.
Edelman’s me2revolution team developed the StoryCrafter software to help accelerate the industry’s adoption of the social media news release, says me2revolution president Rick Murray. “The traditional press release isn’t going away any time soon, but we believe that just as brands are beginning to cede control to consumers, so too must PR practitioners start ceding control of messages and stories to both mainstream and citizen journalists,” he says. “StoryCrafter lets people create social media news releases quickly, easily, and affordably.”
StoryCrafter was beta-tested by Auburn University students studying under Robert French, instructor and technology advisor for the University’s Department of Communication and Journalism.
“StoryCrafter provides a simple, yet complete, format and process for the creation of social media releases. For those new to the process, using StoryCrafter helps you understand the formatting and layout, too,” says French.