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PR, IR, Marketing, Media and other news from Business Wire

[PODCAST] Optimizing Press Release Headlines for Search from Business Wire

Business Wire’s Serena Ehrlich dropped by the Arketi Group to join in on an episode of their podcast series, one they self-describe as This American Life for the B2B marketing set.

Serena, Business Wire’s director of social and evolving media, gave some strong tips on how to craft better headlines and increase the impact (visibility, accessibility and engagement) of a press release.

The headline is often the audience’s first contact with an organization’s content, and could very easily be the last if the reader isn’t engaged enough to keep reading. A good headline offers enough information to let the reader know the basis of the underlying story and the impact of that story on their life. A headline shouldn’t be a mystery, it should lead the reader down a path they want to go down, a path resulting in key findings, data and facts. A successful headline is also a searchable headline, containing trending keywords that reporters and news consumers use when seeking out a story.  

The podcast covers key aspects to crafting a strong headline, as well as several other tips from Business Wire including:

  • Why headlines are important
  • When to write the headline
  • Subheadline do’s and don’ts 
  • Using Google Trends
  • Importance of using click-to-tweet and hyperlinks

Ask yourself, do your news release headlines hurt or help drive media coverage? If your headline isn't optimized for search, then your release may be buried among a sea of forgotten news releases. 

Listen to the full podcast now: Episode 9

[Webinar] 10 Tips for Sharing News and Social Content in an Online Newsroom

Ibrey Woodall, Business Wire’s VP of web communications services, recently held a webinar disclosing her top 10 Tips for Sharing News and Social Content in an Online Newsroom. An online newsroom serves as an owned-media resource, giving reporters and journalists access to information they need in order to tell a company’s story. Maximizing the impact of an online newsroom should be a must for any brand looking for accurate coverage.

This webinar follows the successful release of a Business Wire guide by the same name, outlining ten key opportunities that will help expand an online newsroom’s presence on digital platforms and social media. The guide also offers points on how to better reach interested parties such as reporters and journalists by using features already available within the newsroom.   

Some key points include:

  • Post icons/links to social networks
  • Incorporating feeds from social networks
  • Supplying RSS feeds
  • Offering automatic email alerts

During the webinar, Woodall offered a detailed explanation of the content found within her guide, using visual examples from actual online newsrooms making it clear how to maximize their impact. Emphasis is placed on knowing what to share and how to present the content. It’s important to simplify the process required for locating specific news. This is achieved by categorizing news releases by subject matter. Woodall specifically mentions having content in HTML text format as the primary source, and offering complementary PDF versions so people have the option of printing without the risk of tables or other formatting breaking in the process.

Other tips include:

  • Keeping fact sheets updated
  • Having press kits available for each product
  • Including executive bios
  • Providing company history and a timeline of company milestones
  • Including an events calendar with associated links

”The online newsroom is a company’s centralized communications center,” stated Ibrey Woodall in advance of the webinar.  “That makes it a fundamental tool for any plan or strategy that includes preparing, integrating and sharing content.”

View Ten Tips for Sharing News and Social Content in an Online Newsroom or download the guide now

Don’t Leave Journalists Wondering: “How Do I Pronounce That”

By Vilan (vē-län) Trub, Marketing Content Lead

As we find ourselves looking to generate positive news coverage in the rapidly evolving digital era, we learn more about its defining features. Companies are transforming how we see the world, how we consume, learn and socialize. For a creative brand seeking media coverage, it’s important to distribute interesting news along with engaging multimedia. Although helpful advice, this is a tip that gets suggested often enough to no longer be considered an insider tip. To really tip the scales and leave a memorable mark on the media and news consuming audiences, we need to look closer at how brands can better acquaint themselves with journalists and reporters. Today’s companies exude creativity in all of their decisions, first and foremost with their corporate names. A great way for companies to familiarize their target market with their brand is to announce their name clearly, in a memorable way. Don’t leave journalists and reporters asking, “How do I pronounce that?” Tell them with a pronunciation key!    

Business Wire’s BizWireTV is a video news show that spotlights the top trending and most interesting stories crossing the wire each week. Our editorial production team takes great pride in presenting the brands behind those stories as accurately as possible and that starts with the correct pronunciation of their names. Great research is done into the companies behind the releases that serve as the backbone for each episode. BizWireTV, like every news media program, would benefit if brands included a pronunciation key with their releases. It would prevent the media from making an error they wouldn’t want to, and make sure that the brand behind the story is presented accurately.

How it works:

Using a pronunciation key, spell out your brand name using characters that will allow the reader to understand how each letter and section should be pronounced. For example, Bacchus, the Greek God of Wine, would be written out as: (ba-kəs). The reader will have a clearer understanding of how each vowel is pronounced and how the word should be said when spoken aloud. By encouraging the reader, and providing an opportunity to learn how to properly pronounce your company name, you work to create a memorable impression of your brand.

As for where to include the correct pronunciation of your company name, that can depend on several factors. If you’re a startup, a new brand looking to make a strong impression, it might make sense to include the pronunciation along with the first mention of the company in the release. If you’re a publically listed company, including a pronunciation along with your ticker will bring added attention to both. A neutral location within the release is the boilerplate. Readers look to this section to learn more about the company and their goals.

A tool for whenever necessary:

Using the same pronunciation-key, you can provide pronunciation accurate spellings of people’s names and locations pertinent to your company announcement. When issuing a news release always ask yourself, what questions will journalists and reporters be asking? Sure, they’ll be asking about the content of your announcement, details and data points. The one question you don’t want to leave them wondering is how to correctly pronounce a bit of information when presenting your story on air. 

The ROI of News Releases: Business Wire Stands Above the Rest

By Gregg Castano, President, Business Wire

A news announcement’s value is only as effective as the measured impact it has on the intended audience. For publicly traded companies, the biggest impact is typically financial, to influence individuals in how they invest in and analyze the markets. University of Chicago doctoral candidate Eugene Soltes conducted a study in 2009 aiming to find a correlation between the dissemination of company issued news and beneficial fluctuations in capital markets. His research, including the analysis of 9.3 million articles, indicated that, “greater dissemination causally leads to lower spreads, increased share turnover, and lower idiosyncratic volatility.”

Identifying the best avenue for news issuance is a vital decision that can dictate the future of company communications. Business Wire has a vested interest in being the optimal avenue and made it a priority to define the unmatched benefits our services provide. With the help of News Quantified, we decided to put Eugene Soltes’ theory to the test by setting out to measure the impact of company issued news on financial markets by the top newswire services. The report was based on an assessment of key financial elements including bid-ask, volume, and volatility.

The execution of this study was intended to paint a definitive picture of how company announcements issued via a newswire, specifically Business Wire, affect market activity. The results were significant and they were consistent. The beneficial impact of a Business Wire issued news release on stock market activity is second to none.

The data for the report was compiled by a first-of-its kind research initiative conducted by News Quantified that leveraged a sample size of over 211,000 press releases issued between January 2014 and April 2015.The releases were for companies whose stocks trade on the NYSE and NASDAQ and were disseminated by Business Wire, PR Newswire, GlobeNewswire and MarketWired.

What were the results? Releases issued through Business Wire had a 4x bid-ask spread improvement over the combined average of the other tested newswires. This means that Business Wire issued news releases influenced easier conversion of stock to cash. Other metrics assessed showed similar results. Business Wire’s influence on trading volume showed to be 24% greater and volatility saw a 16% reduction when compared to the combined average of the other wires. For news releases issued through Business Wire the result was more stock being traded with more stable fluctuations in price change. All across the board the numbers show that investors are not only paying attention to, but also acting upon the news stemming from Business Wire’s patented distribution network.

An analysis of the difference between asking price and the price a buyer is willing to pay for a stock on the day company news is disseminated illustrates a direct cause and effect. How does a news release influence the liquidity of a stock? The same applies to measuring the amount of stock being traded in a given amount of time and the amount of uncertainty or risk regarding the size of changes in a stock’s value. These bid-ask spread, volume, and volatility figures, as well as the other metrics provided in the report, pinpoint the beneficial influence a Business Wire issued news release has on investor sentiment.

This data is significant because it exhibits a consistent pattern.  These findings are based on the foundation of a bridge between public relations and investor relations. When financial ROI is tied to company issued news, one distribution method stands above the rest. A news release issued through Business Wire will have the strongest impact on trading activity around your company stock.

News Quantified is an industry leading innovator in measuring news’ impact on stock market activity. Founded by Oliver Schmalholz, News Quantified utilizes a specially developed software system to monitor daily news releases and the trading behavior of specifically selected stocks. The extensive measurements provided facilitate a clear understanding of the type of investors being reached by company issued news and how their trading behavior is being influenced.

Business Wire has a long tradition of earning trust from both media and communications professionals.  A measure of that trust and the value we bring to our partners can been seen in the News Quantified analysis that identifies Business Wire’s superior market benefit on company issued news. This is a new benchmark of influence and we look forward to continuing to drive innovation in market-moving news dissemination for our customers.  For news results that matter most in the C-Suite, there is no more effective “wire” than Business Wire.

Learn how Business Wire’s Market Impact Report facilitates access to data attributing tangible ROI to communications management for US publicly traded companies listed on the NYSE, NASDAQ, OTC, and now for Canadian companies listed on the Toronto Stock Exchange (TSX) and TSX Venture Exchange.

Business Wire: Takeaways of WWPR Media Roundtable

By Ana Pinilla and Liz Ballantine

On Friday, Oct. 21, Business Wire had the honor of sponsoring the Washington Women in Public Relations (WWPR) Annual Media Roundtable at the American Chemical Society.

Moderated by Lisa Matthews, Hager Sharp Vice President and former Planning Editor for the Associated Press, the event featured a distinguished panel from top news outlets: Eleanor Clift of Daily Beast, Laura Helmuth of The Washington Post, Michelle Remillard of C-SPAN, Fay Sliger of Vox Media, and Melinda Woolbright of NBC4.

Throughout the event, two overarching themes emerged: the impact of technology in reporting and best practices for pitching to journalists.

Undoubtedly, journalism has experienced a digital transformation over the years. When asked about the impact of technology, panelists agreed it has helped evolve their reporting efforts. The digital transformation has simplified their news gathering process. Woolbright said she uses social media as a main source of news. Clift noticed a decrease in her phone traffic, and most of her reporting is now dependent on email and social media. Sliger explained how the company doesn’t even have phone lines and relies on new media as their form of communication. Despite the heavy dependence on technology, Remillard still reads a stack of papers every morning for the Washington Journal segment at C-SPAN.

The panelists discussed some best practices for media pitches and ways communicators can connect with journalists.

Keep Your Pitch Mobile Friendly

Swiping through too many pages on a phone screen can cause journalists to lose interest. They simply need to know the story topic, how it relates to their current coverage, and contact information. Journalists typically don’t have time to read through a whole pitch so make sure your pitch fits on the screen of a mobile phone and is brief and to the point.

Building Relationships Through Social Media

Social media, especially Twitter, is a great place to build relationships with journalists and to stand out. Helmuth said “keep it fun and goof around -- not making it all about work.” She occasionally enjoys when PR professionals engage with her through social media. Now that journalists know you through Twitter engagement, they will pay attention and respond back to pitches. 

Tailoring the Message

It is crucial for PR professionals to do their homework and tailor their pitch to journalists. Receiving an irrelevant pitch is a waste of journalist’s time and will less likely be considered for any future press releases. According to Business Wire’s latest Media Blueprint, journalists were asked what their number one pet peeve was and a staggering 73% said their biggest pet peeve is when a PR professional does not do their research on their beat.  To provide an example, Helmuth, who covers Health and Environmental news, explained her confusion at receiving a story about pet Halloween costumes – something obviously was not geared to her news coverage.

Timing of the Press Release

As PR Professionals, it can be difficult to determine when the best time is to send a pitch to a journalist especially when it comes to special events. Woolbright and Remillard suggested sending the pitch two weeks prior to when they would run the story. Also, it’s crucial to pitch stories that go along with current events, holidays, seasons, etc.

We encourage you to use these takeaways to help your pitches break through the clutter. Remember to do research on your targeted journalists, work to build relationships, be aware of their deadlines, and keep your pitches short and sweet.

Happy pitching! 

Multimedia & Visualization: Key insights from an expert session

By Seval Dogan, Business Wire & Christian Salow, altii GmbH

This article touches upon the issue of visualization on the internet. It provides some key insights drawn from an expert session, which was jointly organized by Business Wire Germany (www.businesswire.com) and altii (www.altii.de). The session was held at the Communication Congress 2016, one of the most popular events for the PR industry in the German-speaking countries.

Radical technological developments such as the internet and social media enable us to create and distribute visual content in a much easier way than ever before. Pictures, videos and interactive visualization have become increasingly important. In fact, the internet without visual content is hard to imagine today. Undoubtedly, the rise of social media platforms had an impact on visualization. Instagram, Pinterest, Facebook, YouTube and many other sites have become platforms where multimedia posts dominate over text. Compelling visual assets and creative illustrations stimulate the interest of the audience and make a story much more engaging. As a response to the significance of visualization, online platforms such as ThingLink, Glogster, PictoChart, Flixel, HSTRY and others emerged, enabling users to create interactive content and bring visuals to life.

This has triggered a new phase of competition where visual content is used as a stimulus for brand awareness and as a means to generate potential customers - it is through social media and modern communication platforms that companies often reach their target groups in the digital age. But with the appearance of new tools, new rules of communication apply. As a result of this, marketers are increasingly paying attention to the needs of the users by looking at what is being said on social media platforms and what the trending topics on the internet are, before they distribute their visual content. On the other hand, internet users are increasingly becoming picky, especially when it comes to what to read, to listen, or to watch, and where to do so. This implies that if you want your visual content to make an impact, it has to be implemented within the right context. Therefore, a clear understanding of target groups is very important in order to find the right channel and to be properly perceived by the audience. Just as important is making the link between image and message perfectly congruent. The same applies to videos - good videos need to be well-prepared. All these inevitably raise the question: How can the attention of consumers be obtained and maintained in the digital age?

In our expert session, we analyzed how the interest of users can be triggered and what role attractiveness plays when it comes to videos. One of the key ideas discussed was that, overall, using the ‘right’ image generates more clicks, and this is especially the case with images that evoke emotions. Shock, anger, fear, disgust etc. can be as powerful of emotions as joy, happiness, hope, and so on, on the internet. However, this does not mean that emotionally-triggering visual content is the only way to go viral. For instance, some visual content (e.g. videos) regarded as ‘unattractive’ can be more long-lasting in popular internet rankings than more ‘attractive’ ones.

This prompted our session to discuss the significance of virtual (VR) and augmented reality (AR). The new media devices are likely to change not only the meaning of visualization but also the use of interactive media on the web. VR and AR tools create a whole new customer experience and interactive multimedia might be soon challenged by these communication tools. With these new tools, content can be displayed in new visual ways which can be very impressive for the consumer. They do not only trigger the senses, they can literally absorb them. The user is fully immersed in the new reality created by those technologies, giving the feeling to the user of being physically present in another environment. The three-dimensional environment depicted by the VR and AR tools provide a highly interactive and life-like experience where the user can move around. An employee of Google once said: "In a room with people, some of which carry Google Glass and some not, in no time there are two separate groups apart where there is no physical distance. The no-Glass in the one corner and the Glass people in the other!” (Perhaps this could be a reason why Google did not let the Glass project grow from the development stage). Microsoft is also working on a similar project, the HoloLense project. Such technological developments keep us excited about the future applications and acceptance of virtual media, as well as about their impact on the meaning of visualization in the age of digitization.

Are you interested in this topic? Take a look at the following presentation slides, or share your thoughts with us.

To learn more about best practices for using visuals in your own communications content, download and read our guidance report, Let’s Get Visual: Multimedia and the Press Release.

BizWireTV Celebrates First Anniversary

It has officially been one year since BizWireTV first started reaching audiences with news spotlighting stories on disruptive startups and technologies, entrepreneurs and funding announcements, hot business trends and companies to watch.

 

The show, hosted by Erin Ade and executive produced by Amy Feller, was born when Business Wire CEO Cathy Baron Tamraz first crossed paths with television icon Al Roker during the 2015 SXSW interactive festival in Austin, Texas. Tamraz and Roker identified the possibilities of combining forces to create video content focused on disruptive companies and the startup community by utilizing social media and digital analytics to highlight trending topics. 

During the course of the last year BizWireTV has crossed many milestones including:

  • Over 100 episodes
  • Over 1000 clients’ stories amplified
  • Over 5M views
  • Launched on Apple TV, iPhone and Android devices

Now BizWireTV is seeing another big first with the launch of the Sponsored Headlines segment, a new opportunity for Business Wire clients to amplify their news. The Sponsored Headline segment will help clients reach a digitally savvy, socially active audience of influencers with their news through a growing digital video news channel.

BizWireTV Sponsored Headlines include:

  • An on-air read of a client’s headline within the show by host, Erin Ade
  • Listing on-screen via a text crawl and release screen grab
  • Inclusion in the episode’s National news release
  • Promotion across Business Wire social channels (Facebook, LinkedIn, Twitter and Instagram)

Learn more about BizWireTV Sponsored Headlines and other partnership opportunities

Business Wire and Al Roker Entertainment are proud of how far BizWireTV has come and are looking forward to how it will innovate the branded-news industry in the future. Thank you for tuning in and thank you to our wonderful clients who let us make their news. 

Business Wire Goes to Capitol Hill – a Visit to the Senate Press Gallery

Danny Selnick, Business Wire’s SVP, Strategic Markets, and Ana Pinilla, Business Wire’s Media Relations Representative for the Washington, DC region, visited the U.S. Capitol on Oct. 26 for a tour of the Senate Press Gallery.  Danny is co-chair of the National Press Club’s Marketing and Communications Committee, which arranged the tour for a group of communicator members. 

Shawna Blair, deputy director of the Senate Press Gallery, met the group and brought them to her office where she explained that she and her colleagues function as an intermediary between the Senate and the media – from taking care of accreditations for media organizations, to granting media access for extraordinary events like the President’s annual State of the Union Address or the inauguration of a new President.  They also facilitate media requests to use the Senate’s Radio/TV Studio.  The Senate media staff also enforce the rules set up for journalists who cover the Congressional body.

The Senate boasts some 3,000 reporters as credentialed media members -- 1,500 working at daily newspapers, 1,200 at periodicals, and 300 photojournalists.  It’s interesting to note (and maybe a very good thing because space is so limited in the galleries) that most of these journalists don’t come to the Hill to all cover news at one time.  There are only about 100 “regulars” who cover the Senate hearings, news conferences held at the Senate Radio/TV studio, and news conferences on the steps of the Capitol or in front of the “Senate Swamp” which is now covered over with pavers.  (Because much of Washington, DC was originally built on swampland, this part of the Capitol was literally a wet mushy area.)  About 100 “irregular” journalists come the Senate to cover special interest hearings or votes.  For example, agriculture journalists will show up when the Farm Bill comes up for vote.

The Press area, inside the Senate Chamber itself and with some 20 seats and desks, overlooks the floor, but few journalists actually cover debates and votes “live.”  Perhaps because of some strange tradition or something else, no electronic device can be taken inside the Senate. This means no cell phones or laptops on which reporters can write their stories.  Instead, they watch the proceedings via television in the Senate press offices (dailies, periodicals, radio/broadcast, press photographers’ gallery) where they can more easily accomplish their jobs.

News conferences held at the Senate Radio/TV studio (which is also used by print journalists) are organized by the journalists themselves.  Senators can only hold news conferences on the steps of the Capitol, in front of the “Senate Swamp” or in certain meeting rooms.  They can, however, ASK a journalist (and it only takes one) to hold a news conference in the Senate Radio/TV studio for them, but it’s also first-come, first-served (there’s a sign-up sheet, of course).  Space in the Senate Radio/TV studio is fairly tight, so I couldn’t help but ask if a fight ever broke out among journalists.  The answer:  usually not beyond someone complaining that someone might be blocking the view of a camera.  But there was one reported story back in 2004 where not-so-nice pushing and shoving occurred between a CBS videographer and a reporter from the New York Post – all caught on tape.

Of course, professional communicators want to get their story in front of reporters who are covering issues near and dear to them and their organizations (especially if the head of their organization is testifying).  While they can’t simply go to any of the Senate press rooms, they can get in front of reporters covering Senate hearings and talk to them directly.  They can also use Business Wire’s Public Policy Circuits to reach not only reporters (and trade press) covering their issues, but also a broader audience including decision-makers, key influentials, and the public that consumes news online.

NB:  As an aside, the group also visited the House chamber press gallery that sits above and behind where the President would stand when giving the State of the Union Address.  From that angle it’s all but impossible to see the speech given without leaning way over the side, almost to the point of falling over.  So why do journalists like to be in the House chamber?  They can see and report the “color of the moment” as the president talks -- who stands, who sits; who claps, who doesn’t; who’s making off-handed comments and more.  

Business Wire Webinar Recap: How to Amplify Your News Content with Reddit

 

On October 20th, the Business Wire team sat down with Noam Cadouri at Reddit to discuss how today’s communicators – from PR pros to reporters – could leverage the power of Reddit to increase visibility and engagement within highly targeted discussion channels called subreddits.

 

What is Reddit?

Reddit is a website that hosts highly active discussion groups broken out by topic or theme called subreddits. Reddit currently has 45,000 communities and 240 million monthly active users around the globe. While the community is global, conversations occur mostly in English.

 

Community topics range from very broad, like /r/news, to very niche such as /r/tuckedinpuppies.  Community members, Reddit users, are quite passionate and protective of their subreddit communities. Reddit is not a place to simply drop a news link and go. Smart communicators take the time to get to know Reddit, its communities and it’s users before sharing content into the service.

 

Why does Reddit matter?  Amplification and Market Research

There are many reasons why PR professionals and reporters may want to use Reddit to amplify their news, programming or information.  It is a highly engaged community, we at Business Wire have seen news releases receive tens of thousands of views simply because it was placed in an appropriate subreddit and received a high number of upvotes.  But inbound traffic is not a guarantee. Inbound traffic is simply a side effect of the relevance and resonance of your content. The more upvotes the submission receives, the more likely it is to receive strong inbound traffic.

 

But it is also smart to think of subreddits as potential focus groups – allowing brands to see arguments for and against their organization, products, service or industry at large. This type of data is perfect for product development and communication change alike.

 

How do you use Reddit?

First, you need to create an account and select a user name.

 

Reddit actively encourages organizations and media outlets to join Reddit utilizing their own names. If you plan on using this account for work, pick a user name that represents who are you and what you hope to achieve on the site. The Reddit community values authenticity so be transparent with who you are, your agenda, what you hope to achieve.

 

You can create a name such as CNNTeam and then each member of your team can use that same account to show the depth and reach of the team participating in conversations.

 

Once you create your Reddit account, keep in mind that all submissions and commenting you make as that user are public to everyone within Reddit. All they have to do is click your user name to see your Reddit usage history.

 

One suggestion – if you find you are participating in two equally strong but completely unrelated communities such as technology for work, but food for fun, consider creating two Reddit accounts so you can become an expert in each channel.

 

Tip! Join Reddit’s Media Partners Page!

The best way to ensure our clients and media partners get off to a smooth start with Reddit is to join Reddit’s private Media Partners page. This page is available to organizations and media outlets alike. 

 

To join this page, you need to send an email to media@reddit.com. Provide your Reddit account name so they can add you to Media Partners page. This page will provide guidance on how to best serve your content into Reddit or how to participate within certain subreddits in a more detailed manner.

 

But that’s not all the media page can do for you.  See someone on Reddit with your company’s name as their user name? Let the moderators of the media partner page know so they can help you secure your name. When it comes to organization names, Reddit has rules in place to ensure users cannot masquerade as your organization or media outlet.

 

Next? Search the site to find relevant content.

Reddit has a terrific search engine that will help you find the subreddits that are best for you to participate in.  Simply type in the terms you are interested in and you can find both content and subreddits relevant to you.

 

To join a subreddit, open that subreddit and click on the subscribe link.  If there are several subreddits on a particular topic or theme you want to follow, you can create a multireddit which is simply one landing page that hosts all the posts for the subreddits you selected.

 

Want to see if any of your content is already in Reddit? There is a tool for that!  Simply type https://www.reddit.com/domain/WHATEVERYOURDOMAINNAMEIS so for us at Business Wire, our content can be found at https://www.reddit.com/domain/businesswire.com/.  This is a great way to see what content you are currently creating that others find interesting enough to share, and the discussions each submission generated.

 

How to participate in a subreddit

There are two easy ways to participate in Reddit. One is to vote (up or down) submitted content, the other is to join the conversation via commenting on submissions.

 

Selecting and submitting your content

Submitting content is easy! Once you identify the relevant community, you can submit a link or write a text post that will appear on the community page.
 

The submitted content can be from anywhere. Your website, USA Today, a niche blog, even a tweet. As long as the content aligns with the subreddit, it come from anywhere.

 

If you do want to actively promote more than one piece of content into one particular community, the simplest way to find out if the community will allow it is to ask the moderators.  On the right side of every subreddit, there is a list of subreddit moderators. Click the message button and let the moderators know what you are trying to do and why and they will work with you on the best way to achieve your goal.

 

Remember a good headline is key to content engagement in Reddit. Be interesting without being misleading.

 

Using Reddit content in your published works

You can now embed Reddit comments into blogs and other published works. You can find step-by-step embedding instructions here.

 

Tip! Avoid these content submission blunders

When people think of Reddit, they frequently think of being attacked by Redditors.  The truth is, Reddit users are pretty good at sniffing out one’s agenda for submitting news to the site or joining into conversations. 

 

Try these two tips:

 

  1. Redditors want authentic discussions. Some Reddit users are on the site all day long, others just a few hours a week.  Do not submit content into subreddits you have never looked at or participated in. Community members are very protective of their group and “drive by submissions” are frequently irrelevant and off topic.  Instead, research the groups out in advance and spend some time in the group, commenting on posts, participating and building up your own reputation within the group.

 

  1. Do not submit content without reading the rules first. Each subreddit has their own set of rules. You can find these on the right side of the community page above the list of moderators.  For example, while posting a How to Use Reddit blog into /r/socialmedia may seem like a no brainer. The rules on the page specifically note no blog promotion. In this case, it would be better to submit a text post outlining the top theories discussed in the blog post, and the rationales of why you’re sharing it, with a link at the end in case others are interested in reading more.

Handling negative reviews:  Protect your Rep

One of the most asked questions Reddit receives is how companies can overcome negative reviews or negative sentiment within Reddit.  The truth is, this is not something you can necessarily control. Reddit users are individuals who come to Reddit to have an authentic discussion about a topic – to share what they love, and what they hate.  Organizations must be mindful of the context of that subreddit. These individuals are not interested in being converted but they are interested in being heard and respected.

 

However, some groups are specifically negative groups.  Do not attempt to convert these groups to you way of thinking via content submission.  Do not go into the group /r/antiFacebook and promote your Facebook tool. It would not fit into the context of the group. Instead, consider joining /r/socialmedia to find more likeminded individuals.

 

Hosting an AMA:  Build your Rep

One of Reddit’s most powerful promotional tools is called Ask My Anything (AMAs). These are heavily promoted discussions in which the featured individual answers questions submitted by Reddit users.  AMA participants range from people you’ve never heard of to Bill Gates and Donald Trump.  It is a terrific way to showcase your company experts!

 

There is an AMA calendar and to schedule your AMA, email your speaker and topic to ama@reddit.com and they will tell you when is a good time, good day, any requirements and ensure you’re up and running when you’re kicking off the process. Consider supporting your AMA with paid ads in relevant subreddits to ensure a vibrant discussion. Click here to see previous AMAs.

 

Drive Impact with Ads

One of the most interesting parts about Reddit is the ability for users to advertise within a subreddit.  

 

You can craft a text add and pay just to promote it in a particular subreddit or category, you can promote your own post or you can promote someone else’s post. Each of these options ensure your content is seen exactly where your audience is.  And the pricing on advertising is not that expensive! Advertising on Reddit is a terrific way to expand a product launch or industry changing news, by ensuring your news will be seen by some of the most vocal and passionate members of your community.

 

The future of PR is changing. It is no longer about one story for millions of readers. Today’s consumers want highly customized, frank discussions about the organizations they are interested in and these discussions are happening in a big way on Reddit.  With millions of passionate users discussing everything from your company news, to their favorite non-profit, to the impact of global warming on kittens, if you are looking to increase connections with your audiences, this platform is for you.

 

Interested in learning more about Reddit? Click here to access the 90 minute replay of this webinar or contact us at serena.ehrlich@businesswire.com

 

 

The Media Blueprint is Out: Results from the Business Wire 2016 Media Survey

This week, Business Wire released the Media Blueprint, a collection of key findings from Business Wire’s annual media survey. The results of the survey shed light on how leading journalists and reporters view today’s communications, creating a blueprint for the journey news takes from source to audience.

Communicators have a vested interested in the current trends of how journalists seek out, identify, and publish news. This survey offers an in depth look at the branded news industry from the very perspective that Comm Pros need. It details everything from how journalists and reporters look for stories to how they prefer to be reached, from the best day of week and time to method (email, phone, etc).

The data was released to coincide with the start of the PRSA International Conference, where thousands of attendees will connect with more than 150 industry experts from all career levels, sectors, work environments and industries for three days of practical insight and networking.

A glimpse at the findings

In an interesting reversal from last year’s survey, this year 50% of respondents, the majority, perceive The New York Times “traditional” style of media as being the future of news media, while the BuzzFeed “interactive” model came in second. When analyzing the data further it was revealed that the BuzzFeed model does lead among the Generation X demographic, however, the emerging journalists in the Millennial age bracket lean towards Reddit.    

Respondents were asked questions on a wide range of topics including:

  • Integrating more interactive multimedia online
  • Press release elements most beneficial to reporters
  • The role of long form and short form news produced by platforms such as BuzzFeed and The New York Times
  • Reporters’ increased usage of video

Key questions were asked regarding journalist’s use of newswires. Journalists that use a newswire do so daily (54%) with nearly a quarter using one several times a day (24%).

Online Newsrooms

While pitching the media and issuing a news release constitutes outbound media relations, it is just as important to have an inbound resource, an online newsroom and investor site. Our questions to the media regarding their engagement with online newsrooms will help companies and organizations determine if their website is properly organized and fully utilized to meet the needs of journalists and reporters. Our findings relay the blueprint for constructing a newsroom that the media wants and expects.

One expectation is that over 50% of media surveyed want between a minimum of 1-5 years of historical press releases available within the online newsroom, while almost 30% want the organization's entire archive.

As technology continues to evolve and push the digital age further, the question of how journalists seek out the news they present for public consumption has never been more important. The industry’s redeveloping identity, traditional models of news delivery and encroaching new platforms create a wide variety of communications’ tools and outlets for brands to consider when issuing a news release.

Download the free 2016 Business Wire Media Survey

The report and analysis are from a Business Wire survey of more than 600 members of the media from more than 40 countries - our largest study yet.

 

 

 

 

Business Wire and BizWireTV Kick Off #CommsWeek in NYC

Erin Ade (pictured left), host of Business Wire’s digital news show BizWireTV, kicked off Communications Week yesterday by welcoming guests and offering a few words of wisdom on how a brand’s ability to evolve correlates to company longevity.

While Business Wire started as a traditional newswire service, and continues as a leading newswire today, Erin explained how the launch of BizWireTV dramatically launched the entire industry into a new frontier of possibilities. Brands that evolve and innovate were discussed frequently throughout the day, including Netflix and Domino’s, a brand that both reinvented their product and how they reach and communicate with their customers. BizWireTV acts as an engaging new platform, offering companies and organizations a new outlet to amplify their news and to better reach their audiences. There couldn’t have been a better way to kick off a series of discussions on reinventing brands.     

BizWireTV is also available for iOS and Android devices

The opening session featured Angela Tucciarone, senior manager, PepsiCo Brand Communications, discussing current industry topics with Frank Washkuch of PRWeek. The session was live streamed on YouTube and the Communications Week event website. The conversation followed the tone set by Erin and Angela described the various product launches undertaken by PepsiCo as well as their involvement in the music scene, all tied into innovating new ways for better reaching the market. She specifically explained the decision to partner with The Walking Dead creator Robert Kirkman in bringing a new campaign to life for the launch of STUBBORN SODA. The target market for the soda was determined to be similar to that of the viewers of the famous AMC show about zombies. Robert Kirkman carries a strong reputation for successfully reaching that market and they felt he could duplicate that success with the new line of soda.   

Communications Week concludes tomorrow with more great sessions including a panel on leveraging video for immersive storytelling and how to incorporate VR and 360 video into your content strategy.

Learn more about BizWireTV and how you can be a part of the weekly news show

Industry Takes Notice as BizWireTV a Finalist for Two PR News Awards

Big news for Business Wire!

Business Wire’s BizWireTV has been named a finalist for two prestigious awards from PR News, the go-to source for industry trends and the latest tools innovating communications.

The two awards BizWireTV has been named a finalist for are:

PR News’ Digital PR Awards and Platinum PR Awards celebrate the most outstanding communications initiatives and organizations in the highly competitive and dynamic PR arena. For BizWireTV to be named as a finalist for both awards is an immense honor and vindication that Business Wire is paving the future of communications with an innovative new amplification tool.  

BizWireTV is accomplishing big things and the industry is taking notice, but what about the news show makes it stand out and garner so much acclaim? Before all the honors, there was a simple idea and a chance meeting. Business Wire CEO Cathy Baron Tamraz first crossed paths with television icon Al Roker during the 2015 SXSW interactive festival in Austin, Texas. Tamraz and Roker identified the possibilities of combining forces to create video content focused on disruptive companies and the startup community by utilizing social media and digital analytics to highlight trending topics. By bringing together a newswire that has delivered news announcements for over 50 years, and the media experience of Al Roker Entertainment, Tamraz and Roker believe that they can produce groundbreaking content that has yet to be seen on digital platforms. This stream of thinking follows the Business Wire pattern of looking to the future of the industry, today.

In 1978, Business Wire established the industry's first satellite-to-computer delivery of news via the AP DataFeature circuit at 1200 words per minute, leading the industry by some 18 months. Business Wire also launched the first wire service industry website in 1995. As the new millennium dawned, Business Wire revolutionized the flow of news by leading the industry in ending the 15-minute lead time media were provided with press releases, thus giving the public and investors simultaneous access to news. Now, Business Wire is pushing the newswire industry forward by blazing trails in the digital era and setting the bar for how brands can better get their news to the public.     

The success of the weekly news show starts with the quality content that BizWireTV presents audiences with, all sourced from news crossing Business Wire’s patented distribution network, and ends with all the hard work in putting the programming together and getting it ready for public consumption.  

The show is executive produced by Amy Feller, former executive producer for “The Suze Orman Show” on CNBC. Prior to that, she served as senior broadcast producer on MSNBC. Her accolades include four Regional Emmy Awards and two AP Best Newscast Awards. The show is hosted by Erin Ade, who made a name for herself on “Boom Bust” for RT America. She is a talented on-air personality with a striking presence and carries experience in reporting on disruptive companies and their impact on the markets.

Catch new episodes of BizWireTV every Monday and Friday on BizWireTV.com

Learn more about how your story can be a part of the show with great partnership opportunities

 

 

[EXCLUSIVE WEBINAR] The Year of News Visibility: Introducing Reddit

By Serena Ehrlich, Director of Social and Evolving Media, Business Wire

When it comes to moving people in to and through your organization’s marketing funnel, one of the biggest tools in your toolkit is the news content you create. Why? News is always hot. News has impact. News drives engagement. Everybody loves news.

News within Search and Social

Google places news coverage at the top of search and news is the top content-type shared on social media channels every day. Pew Internet continues to release studies showcasing how many U.S. adults are using social channels as news sources and Nielsen studies confirm that that editorial coverage, when shared across social media, can increase consumer trust in your news by as much as 83%.

Your news has impact when it is seen. So when the Business Wire team had the chance to meet with Mark Luckie, Reddit’s head of media and journalism at the recent Online News Association (ONA 16) conference, we jumped!  And we have seen Reddit shares drive millions of viewers into individual news releases triggering deep engagement within highly targeted subreddits (topic-specific discussion-based groups). And after a few minutes with Mark, it became obvious you need to meet him as well. 

What is Reddit?

Reddit is a massive, global website built to drive discussions within topic-based communities such as news, public relations, knitting, pasta, and of course cats. Organizations that properly engage in highly relevant Reddit communities see an increase in the visibility of their information, are able to identify and build brand fans and receive immediate feedback on their news and programming.  But engagement is not as easy as submitting a link. You have to find a community, join it and build your presence. 

In our October 20th webinar, Mark will speak exclusively to our clients to teach them how to identify relevant Reddit communities, engage with key audiences, conduct Ask Me Anythings and how to identify and submit the content their communities wants to see.

Date:     Thursday, October 20, 2016

Time:     12 PM ET/ 9 AM PT

Register here:   http://go.businesswire.com/increase-message-impact-with-reddit

Studies continue to show that there is no better time to promote your news content so why not learn how today’s pros are using Reddit? Register today to determine just how integral this site can be in your news visibility program.

How BizWireTV’s New Microzine Innovates Content Marketing

Business Wire recently launched the BizWireTV Microzine in partnership with Zumobi. BizWireTV is a weekly news show spotlighting tech launches, innovative startups, and other trending stories crossing Business Wire’s patented distribution network, hosted by Erin Ade.

The BizWireTV Microzine, an innovative in-app content marketing campaign, creates an engaging experience that gives access to the show’s news programming. The microzine features the latest episode of BizWireTV with options to search and view the back catalogue of episodes in an easy to navigate platform, all without having to exit the in-use app. This app-within-an-app experience pushes how audiences can engage with their mobile devices into a new era of digital news consumption.

 In addition to accessing BizWireTV news content, viewers will be able to access and download the BizWireTV app specifically designed for the device being used. The BizWireTV app is available for iPhone and Android devices via the app store on iTunes and Google Play, respectively:

https://itunes.apple.com/us/app/business-wire-pr-news/id1104136311?mt=8

https://play.google.com/store/apps/details?id=com.frankly.channel.BIZWIRE&hl=en

By downloading the BizWireTV app, users will have access to the news programming whenever they want.

The BizWireTV Microzine will appear on targeted mobile sites such as Bloomberg BusinessWeek, Business Insider, CBS Moneywatch, CNN Money, CNBC, Fast Company, Forbes and the Wall Street Journal, and offers viewers access to news programming that fits along the content they are already actively accessing.

BizWireTV news programing is also available as an app on the Apple TV over-the-top device for a home-streaming experience.  

   

Top 10 Reasons to Reach the US Hispanic Market

By Pilar Portela, US Media Relations Manager

Every year during Hispanic Heritage Month (September 15-October 15) we recognize the contributions made and the presence of Hispanics in the U.S. However, your PR and marketing efforts should not be focused around this one month celebration but instead should continue year round. Here are 10 reasons why:

  1. Fifty percent of the U.S. population growth from 2010 to 2015 came from Hispanics and now stands at 57 million, making it the nation’s second fastest growing group. The U.S. Census expects this key demographic to more than double within the next two generations.
  2. In 2015, Hispanics controlled $1.3 trillion in buying power and it’s expected to reach $1.7 trillion in 2020.
  3. Average household income was $42,396 in 2014 up from $40,946 in 2009.
  4. Increased voting power: a record 27.3 million Latinos are eligible to vote in 2016, up from 23.3 million in 2012.
  5. Latinos are powered by millennials; Hispanics are the youngest of the major racial and ethnic groups in the U.S. The median age for Hispanics is 28 years old.
  6. Millennials make up almost half (44%) of the Hispanic electorate in 2016.
  7. Latinos make up the largest group of immigrants in most states. Mexico is the biggest source of immigrants in 33 states.
  8. A majority of Hispanic adults (55%) say they are Catholic.
  9. Latinos who speak English proficiently is increasing. In 2013, 68% of Latinos ages 5 and up spoke English proficiently up from 59% in 2000.
  10. There is a Latina Power Shift.  Latinas are outpacing Latino males in education, career development, and are the primary household decision makers. Eighty-six percent of Latinas are the primary shoppers in their households and 74% of Latinas who graduated high school between the years 2012 and 2014 are now enrolled in college.

With their buying power expected to reach $1.7 trillion in 2020, how are you reaching U.S. Hispanics? One of the easiest ways to reach this influential group is by sharing your news via a service like LatinoWire. This news service translates and distributes your news in both English and Spanish to all relevant on- and off-line news and industry specific publications ensuring discovery and action by your key Latino audiences.

Click here to see the organizations—both large and small—who are already marketing successfully to this important audience.

Want to try LatinoWire for your next Hispanic audience release or have questions about LatinoWire distribution? Let us know; we would love to answer any questions you have.

To read and access the full Nielsen, Pew Research Center, and Advertising Age reports that were mentioned in this article go to:

BizWireTV Offers Clients New Opportunity with Sponsored Headlines Segment

 

 

 

BizWireTV is adding a new segment to its video news show giving clients another great tool to amplify their news. The Sponsored Headlines segment offers clients the opportunity to receive on-air integration of their most recent news release headline on BizWireTV, a digital news show that typically receives 50-100K views per week. Host Erin Ade will read the headline as the release itself is shown on screen, bringing added attention to your announcement and making it a prime part of BizWireTV. The Sponsored Headline segment will help clients reach a digitally savvy, socially active audience of influencers with their news through a growing digital video news channel.

BizWireTV Sponsored Headlines include:

  • An on-air read of a client’s headline within the show by host, Erin Ade
  • Listing on-screen via a text crawl and release screen grab
  • Inclusion in the episode’s National news release
  • Promotion across Business Wire social channels (Facebook, LinkedIn, Twitter and Instagram)

The product offering is available now and clients can select the new feature when placing a news release order on Business Wire Connect.

This new amplification tool comes on the heels of BizWireTV’s launch of dedicated video news apps for the iPhone, Android and Apple TV. With access to a wide array of mobile devices and the over-the-top streaming Apple TV, client’s news is now accessible everywhere, all the time and can be accessed based on news consumers preferences.   

To learn more contact your local Business Wire representative

Why Clean Communication is a “Must” in Press Releases

Guest article written by Alex Ivanovs, lead managing editor at Colorlib --

an evergreen resource for aspiring and growing developers and web designers.

You have just wrapped up launching your business, or perhaps you’re launching a new feature for an existing product, and it’s time for getting some exposure.

What’s your best option?

Press releases can be incredibly valuable assets for promoting your news, and with the help of a newswire service your press releases will help to expose your business to a wide audience of potential customers, and journalists who are eager to write about groundbreaking news.

That last bit offers a particular clue for how to better reach your target audience: “groundbreaking news.”

Good press releases are focused around news announcements that are intriguing, newsworthy, and don’t sound like the average sales letter. Journalists aren’t interested in yet another sales pitch. The theme of the press release is a vital component for getting maximum exposure, but another such component is the content itself. Press releases with an overly utilized sales jargon just don’t seem to generate the same results as PR that have been thoughtfully crafted to be informative and appealing.

The first fundamental thing to understand about good press releases is their format, so here’s a breakdown of what a professional, solid, press release would look like when built on step by step basis.

  • Headline -- What is the main point of your news? What is your announcement?
  • Intro -- Go all out. Answer as many questions as possible before stepping into the next parts of the release.
  • Sources -- What are your sources of information, if any? Don’t make others question your confidence.
  • Key Components -- What makes your announcement significant? What makes it different?
  • Quotes -- Make any important remarks, provide input or any further advice.
  • Ending -- Keep the ending short and sweet, reiterating the importance of the announcement to the reader.

Gina Gulberti from LaunchMetrics suggests that another way to improve the quality of press releases for the modern age is to implement the use of visual graphics, including visualized information to better describe the announcement that you’re making. Such visual graphics can be built using traditional infographic tools, or if you have an in-house designer you could assign them the task of building PR graphics.

Clear communication

If we understand PR as the stepping stone for seizing the attention of journalists and industry-specific bloggers, it’s helpful to understand how journalists function and why clear communication is a vital element for getting your press release picked up as a story for media publication.

The following guidelines can be applied to the process of writing your press release so that it is easier to understand and digest for journalists:

  • Write for busy people -- journalists are by no means sitting at their desks without stories to write, or pitches to consider. Make your pitches short, concise, and straight to the point. Sometimes it helps to add a comment such as, “Please ask for more information if interested.” at the end of your pitch, so in the event of a journalist being intrigued by your story, they’ll happily reach back out to you with more questions.
  • Explain your use of jargon -- the journalist at hand might be an expert at your business category, but who says that their readers are. Assume complete lack of knowledge about your field, and use language that reflects ease of understanding.
  • Write for the reader -- a journalist isn’t interested in purchasing your product, they’re merely trying to find a good story to publish, with that in mind; compose your press releases for the readers / viewers, people who could eventually become your new customers.

It goes without saying that applying these small and concise tips is going to make life easier for yourself and the journalists who’re reading your pitches, so much so that it might be the breaking point for getting your voice heard. In a saturated market, it helps to stand out by portraying understanding and expertise over clear communication and how it helps to create a smooth communication experience.

 

The Multi-Channel Approach Every Marketer Needs to Know

By Shirley Leung, Brand Marketing Specialist at Business Wire

Over the past few decades, the media landscape has been a rollercoaster of changes, evolution and revolution. Advances in technology, growth of the internet and adaption to new digital practices have changed how we communicate and how we collect information and gather news. So here are three musts for every marketer to master the multi-channel approach:

1. Mobile-Friendly

We’re in the digital era, not implementing a fully responsive website is just technology faux pas. Media consumers are increasingly ditching stagnant desktops and laptops in favor of mobile, so not only is this where your audience wants to see your content but also expects you to provide that content in an adaptable format. A mobile-friendly website has many major advantages: clear navigation, easy-to-read text, faster download speeds, improved user experience and can recognize what kind of device is being used. If you’re not optimized for mobile, you’re missing an opportunity to reach potential customers and clients.

A recent comScore report states there was an overall 57% increase of mobile users while the news sector saw an audience growth of 66% on mobile. With these numbers to keep in mind, mobile is a force to be reckoned with.

Even Google has made changes to its search algorithm that favors mobile-responsive web designs so don’t penalize yourself or your business! Not only will Google be less likely to display your site in the search results, but having a responsive site also helps with mobile SEO, search traffic and organic reach.

Not sure if your website is mobile-friendly? Test your site URL using Google’s Mobile Friendly Test.

Learn how Business Wire can amplify your news with GMSM features.

2. Social Media

Regardless of whether your brand is taking on the “digital-first” approach, social media is one of the biggest weapons in in any marketer’s arsenal. Many marketers struggle to seamlessly blend social and traditional marketing practices because they see one or the other as a sole strategy and not both as a tactic. By using this integrated approach, your brand is maximizing impact and putting every single marketing dollar to use which ultimately increases ROI.

This naturally leads to a multi-channel approach where social is most commonly used to extend the message from direct mail, television commercials, print and other forms of traditional marketing to be continued online. While traditional marketing reaches the masses, social will allow you to actively target (and retarget) your audience in real-time and also at a lower cost than traditional! By using both of these methods simultaneously, your brand is bound to reach more prospects and achieve higher conversion rates.

Learn more about integrated marketing as covered on Tempo, Business Wire’s home for white papers, trend reports, videos, articles, tips and tools.

3. Apps

The development of a branded mobile app usually comes later within a marketing strategy. This includes advertising or branded content delivered to smartphones, tablets and other devices. So where does it exactly fit?

A mobile app isn’t a “one size fits all” strategy but should work alongside your current strategy. Find your niche and run with it! By defining your target audience, you will be able craft content for your app and hold on to the app market space with other big name brands but not necessarily compete with them. Know who your ideal clients are and deliver content that’s unique and useful to their needs.

Recognizing the growing audience in digital and mobile news, Business Wire’s digital news series, BizWireTV, brings the best of both worlds. Designed to showcase the hottest news stories published over Business Wire’s distribution network, episodes can be watched on-demand, any time, while on-the-go.

Learn more about the new BizWireTV app.

Make your move!

Implementing a multi-channel approach is a game-changer. Today’s consumer uses several different channels and devices to communicate. By using a multi-channel approach with consistent messaging, a single user is able to pick up several touch points in between channels and devices from reading a news release to seeing your presence on social media. Now give your customers the multi-channel experience they won’t be able to resist!

 

Top 5 Things Journalists Look for in a News Release

By Vilan Trub, Marketing

Journalists and media professionals get bombarded daily with emails and news releases. Those same journalists and media professionals also don’t have a lot of time. Make sure that you’re doing everything you can to grab their attention by giving them exactly what they’re looking for. What are they looking for?

Who are you?

Before you write your news release, you have to answer one big question: Who are you?

News is an industry of trust, so always ask yourself, why should journalists trust me? Treat a press release like a self-endorsement when trying to arrange a blind date. What are your best features and why would you (or your news release) be a perfect match for someone? It’s also good to have a trusted mutual friend, such as a newswire service, to make the introduction to your desired media outlet. Remember, you must woo a journalist with your release.

A key tip is to include a well-written boilerplate at the bottom of your release. A boilerplate is a mini-bio of your company that lets the reader know exactly what you do.

A Headline Comes First

Before a journalist reads your release, they first see the headline. The headline is like a trailer to a movie, one that is well made will garner the interest of the audience. A bad headline, however, is the last thing that gets read before a journalist moves on to their next email.

A good tip for putting together a strong headline is to remember what the reader is looking for: information. Avoid using click-bait tactics because media pros have developed a keen sense of what to look out for. There are good reads online about the difference between click-bait and a well-made news releases, so make sure to be on the lookout.

There is even an online headline analyzer by CoSchedule to help you craft the perfect headline that hooks the reader in and doesn’t let go.

The Ws
Journalists aren’t looking to read Moby Dick when opening your news release. Today’s reporters are looking for two key elements.  They want to know the facts, and they want to know the story behind the facts – the one that tells why the product was made, who it impacts, what that impact was and why it would impact the publication’s core audience.  This is when you turn to your “W”s!

Who, what, where, when, and why is an exercise taught in elementary schools so that students can get a grasp of how to break down a story to its most basic and relevant elements. Use this same exercise when drafting your release because journalists don’t want to go looking for key story elements. By reducing the amount of work needed for a third party to tell your story you will find a much higher likelihood of coverage and engagement with your news.

Social Media is Honey – Use It

Every news release is designed to attract readers. In the digital age, social media has become a swap meet where information is traded free of charge. Including social media links to your news release gives people the opportunity to easily distribute your news, the very same news you want covered by journalists. The name of the game is reach so make it easier for people to distribute and redistribute your release.

Multimedia

Cavemen didn’t write paragraphs about the beauty of horses. They made drawings on cave walls that are easy to understand even today! Believe it or not, that was the earliest form of multimedia.

Thanks to technical and mobile device advancements and penetration, humans are creating and consuming multimedia at unheard of rates. When thinking about crafting your press release, you must understand that multimedia supplements are no longer optional. Reporters and consumers use multimedia to create emotional connections and to showcase the real “why” behind your news.

But even multimedia is changing. With more than 63% of the world being visual and interactive learners, static multimedia is being replaced with interactive assets that create engagement opportunities for newsreaders.

Hundreds of news releases are sent out each day, make sure that your next one stands out. Follow these steps to grab the reader and make sure that they’re getting, and sharing your message.

 

Word of Mouth in the Social Media Age: EDEKA

By Seval Dogan, Marketing Specialist, Business Wire

From word of mouth to electronic word of mouth 

Traditionally, word of mouth (henceforth, WOM) was primarily based on face-to-face, interpersonal interaction between a receiver and a communicator.

According to the Cambridge dictionary, WOM is the process of telling people about a particular product or service, usually because it is good and you want to encourage them to try it. This makes WOM one of the most credible and effective forms of advertising, simply because every time a person recommends to his/her peers, friends or colleagues a product or service, he/she puts his/her own credibility and reputation at stake.

Positive WOM, therefore, is one of the most important influences on organizational performance as every happy customer can be turned into one of the most committed brand fans. When activated properly, positive WOM can have a substantial impact on a company's fortune by generating more brand awareness and by helping to successfully grow the customer database.

However, in today's digitized world, companies face a new significant challenge. There is a real impact of speed and connectivity on word-of-mouth discussions. Today’s web-based consumer platforms have shaped a new way of sharing personal opinions: the electronic word of mouth (eWOM). Social media revolutionized not only the way individuals interact on a daily basis, but also the way companies create and grow brand awareness and loyalty via WOM. Social networks are a central place for dialogue and exchange, replacing traditional face-to-face discussions. As a result, opinions travel much faster than before, and the public image of a company has become more fragile and sensitive than ever before.

One way of generating positive eWOM is through viral marketing. The remainder of this article deals with a success story of a viral marketing campaign produced for EDEKA, one of the largest supermarket chains in Germany, by the German advertising agency Jung von Matt. While there are several key important elements to the EDEKA case (most of which are discussed below), one of the strongest elements however is that social media has been strategically used to stimulate positive eWOM.

How EDEKA leveraged eWOM for Success:  The Case of EDEKA: 'Supergeil' and 'Kassensymphonie'

Founded in 1898, EDEKA is one of the largest and most recognizable food retailers in Germany. Aimed at expanding its audience to reach younger buyers by changing the corporate image from a conservative retailer to a more modern one, EDEKA joined forces with Hamburg-based advertising agency Jung von Matt. In 2014 they set up a campaign which deviated greatly from the conventional advertising and marketing standards followed by most German retailers. EDEKA and Jung von Matt produced two successful YouTube-based campaigns that became worldwide hits, receiving national and international media coverage. EDEKA gained more than 2,000 new YouTube subscribers, over 4,500 additional Facebook Fans, more than 1,700 Twitter mentions and increased engagement on their social media channels (source: Fanpage Karma). The success of their brand campaign even secured the supermarket company its own reality-cooking show (‘Das Erfolgsrezept’) from RTL, a leading national TV channel.

The first spot, labeled with the rather obscene word 'Supergeil' (meaning ‘super cool’), launched in 2014 and reached over 14 million YouTube views within a short period of time.

Did it work?

The EDEKA campaigns relied on visually rich content and unique storytelling elements to recreate and reposition their brand to appeal to younger demographics. They cleverly turned products and services into relatable stories, and the entertaining nature of the videos engaged users both on an emotional and intellectual level.

Generating Positive eWOM: Key Success factors

Broadly speaking, it is difficult to predict what content will trigger positive eWOM and if it will go viral on social media. Nevertheless, there are certain elements that increase the probability. As Jennifer Aaker, Professor of Marketing at Stanford Graduate School of Business, noted, people remember information when it is weaved into narratives “up to 22 times more than facts alone.”

As the Internet is becoming increasingly image rich, content that includes visuals attract more attention than content without. Videos are especially on the rise as they are highly engaging and allow a multi-sensory experience. Movement, facial expressions and human voices are more believable, more authentic. These factors help to quickly establish a connection to the viewer and generate more awareness.

Learn about Business Wire's multimedia services and the impact images and videos have on amplifying your news. 

 

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