That is the finding of an analysis done by Adam Parker over at Show Me Numbers (via Shel Holtz). He believes that SMNRs double the chance of your getting editorial coverage and triple your chance of blog coverage. Very cool.
However, and as much as it pains me to disagree, could it not be that the sort of content worthy of an SMNR is more news worthy?
SMNRs are more expensive and time consuming to put together than a traditional release. There is all the content development and asset gathering to do, the style guides and design to consider – which means (in my mind) that an organization would only put this sort of effort behind it if it really believed in it.
This likely doesn’t take into account the presumably vast number of releases issued for compliance, legal or even SEO reasons. Releases that aren’t meant for the media any way.
It is an interesting thesis and one that deserves further thought. But right now, SMNRs are still new and fresh. If everyone starts using them, will that mean editorial coverage of news releases (which are now all SMNRs) double as well?
What do you think?