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Working with Global Media: CNBC International and The Associated Press Share Tips

by Ai Arakawa, Senior International Media Relations Specialist

Many of us in the PR/Communications business spend our days focusing on our work with local media. While we may dream of it, rarely do we imagine our news being picked up and shared by global media. But maybe it's OK to dream big in this constantly changing media landscape.

To find out, Business Wire Hong Kong invited two renowned journalists from the Associated Press and CNBC International to speak to a sold out and inquisitive audience at The Hub in Wan Chai. Kelvin Chan, a business reporter and correspondent for the Associated Press, and Ted Kemp, Managing Editor - Digital of CNBC International, spent the better part of two hours exploring a myriad of subjects from pitch preferences to virtual reality to fake news to what their media organizations have planned for the future.

Ted Kemp of CNBC International speaks to sold out Hong Kong media event crowd

Ted Kemp of CNBC International speaks to sold out Hong Kong media event crowd

Both journalists have been working for their respective media outlets for 11 years and have worked in the journalism industry almost their entire careers. After starting as a copy editor for the Globe and Mail in Canada, Kelvin Chan has been covering Asia for more than a decade working for Bloomberg, South China Morning Post, and the Associated Press. Ted Kemp just moved to Singapore to serve as managing editor, Digital of CNBC International. Prior to that, he served as CNBC's Editorial Manager in London and was the Senior Editor, Markets and Finance in the United States.

Kelvin Chan of the Associated Press

Kelvin Chan of the Associated Press

All of the topics discussed were immensely interesting for a host of reasons. Some of the highlights:


Kelvin Chan

  • The Associated Press has 10 regional editing hubs around the world and Bangkok is the hub for Asia. There are six reporters in the region that cover business and finance news and Kelvin is one of them.
  • Kelvin uses Twitter quite frequently as he finds it to be the most useful social tool due to its immediate and updating nature. He noted that the AP’s official Twitter account has lists of their journalists by the stories they cover. He thinks Twitter is especially useful for PR professionals to find appropriate journalists to pitch.
  • Photos and videos are a big part of their business and one new thing for them is 360-degree videos and VR. You can see their visual activities on their YouTube channel and Kelvin takes part in producing the content.


Ted Kemp

  • CNBC International is the number one business and financial news network worldwide, with content consumed by 282 million people with a global audience of almost 42 million unique users every month on CNBC’s digital platforms. In Asia, their TV channel reaches 15 million affluent consumers every month and the viewers tend to spend more time watching CNBC than any other international news channel. Their regional HQ in Asia is Singapore where Ted is based.
  • What Ted is drilling into his team in Europe and Asia for news decision-making is, “Do we have the whole story?” He thinks there’s very little media that is giving thought to this even though he sees, globally, that more people have the sense that their lives are been directly impacted by transnational issues and they want to understand the underlying dynamics of it.
  • What they are closely watching: Geopolitics (China from good/bad/uncertain perspectives, North Korea threat); cryptocurrencies (bitcoin, ethereum etc.); technology (big news such as AI, or big public company news); energy; and new content that they’ve launched, ‘Make IT’ content … which is content that attracts younger demographics (successful stories of entrepreneurs etc.).


Regarding the credibility of news as counterpart of today's buzz word "fake news. Ted mentioned they confirm with multiple resources and Kelvin introduced their AP FACT CHECK that they use to investigate dubious claims about (mainly) political subjects.


Both Ted and Kelvin also discussed their interactions with the Public Relations industry and spoke about ways PR people can have the global media to pay attention to the press releases ... and how things could be made better. Kelvin advised to avoid too much jargon in the headline and try to tell exactly what's going on with a story with an informative subject line (for email pitches). Ted's advice for PR professionals was that they get to know the individual reporters to whom they wish to pitch using social media like Twitter and LinkedIn. He also stressed that the news that is sent to the reporters be appropriate to the subjects they cover.


The Role of Pinterest in Your News Release

(Image above from left to right: Sean O’Neal President of Adaptly, Michael Akkerman the Head of Marketing Developer partnerships at Pinterest, and Brian Magida, Director of Digital Marketing at Warby Parker)

By Hannah Herreid, Media Relations Specialist at Business Wire


Using social media platforms to tell your story is one of today’s best and most crucial tools for communications professionals in order to be part of a 24/7 global conversation. Now more than ever it is imperative to take advantage of the social features that are at your disposal. Every Business Wire press release that is distributed is ready for sharing on the top social platforms, including Facebook, Twitter, and even Pinterest. When an article, multimedia, or release is pinned on Pinterest, it lands on a platform that is quickly becoming known as a “conversion machine.” 

Pinterest has more than 100 million users who have contributed over 50 billion images, or “pins,” so it comes as no surprise that Pinterest has become one of the highest sources of conversions and traffic for e-commerce businesses.

The platform allows users to curate virtual boards that show the world who they want to be and how they want to be perceived, but also helps assist pinners in planning for the future. Pinterest’s Michael Akkerman, Head of Marketing Developer Partnerships, states it best, “Pinterest is a future planning mechanism and a catalogue of ideas. Users curate what their nirvana is and retailers have the opportunity to play and win in that story.”

Last month, Social Media Week-NY hosted a panel discussion, “Pinterest: From Inspiration to Conversion,” which offered tips, strategies and previewed the future of the platform. The panel, moderated by Adaptly President, Sean O'Neal, featured Akkerman and Warby Parker's Digital Marketing Director, Brian Magida. Here are the key takeaways for brands:



There are more mobile conversions through Pinterest than any other channel. Why? It's the purpose and reason users are there. Unlike Facebook and Instagram—where users are on the platform to view and interact with their friends and family—Pinterest is primarily used to engage with brands directly.

A typical pinner’s path is to “discover, save, and do.” When a user signs onto the site to plan for the future, consumers are in what Akkerman refers to as the “consideration phase.” Whether pinners are planning a wedding, baby shower, DIY project, or simply researching recipes for dinner that night, pinners are more open to trying new things, making it is easier for brands to drive action.

“The fact that users are searching and discovering more content is indicative of the platform,” said Michael Akkerman. During this “consideration phase,” Akkerman also noted that 72% of pinners say they find new brands on Pinterest that they wouldn't have found otherwise in their online searches. This provides ample opportunity for smaller companies and brands seeking to increase online visibility and engagement.



The key to connecting with consumers is to focus on serving relevant content and to understand the planning cycle. Pinterest is largely a mobile-first app with a staggering 89% of pinners interacting with the site on a mobile device, as expressed by Akkerman. The good news is that Pinners are ready for action. According to Akkerman, 9/10 users that click on a pin and visit the brand’s website, convert that day. Consumers use Pinterest to find items to purchase, it’s what they are there for.

SEO marketing is certainly not a thing of the past as it still adds up to around 60% of search results, however, a large portion of pinners have replaced search engines.

Adaptly President Sean O’Neal argues that the old way of marketing was to look at platforms as solely social media channels. Instead, brands need to see the bigger picture and understand that similar to search engines, these platforms can help brands achieve many, if not all marketing goals. 



Earned media plays a huge role on Pinterest because organic and paid content offer the same value to pinners. 75% of the 50 billion pins currently on the platform come from brands directly. This includes brands posting on Pinterest or users pinning from the brand’s website. Each pin lives on the website forever regardless of whether they are organic or paid.

Pinterest is a great tool for marketers to curate content directly to users. Not only does it provide awareness and easy discovery, but it delivers immediate action.  When it comes to press releases on Business Wire, having multimedia in your release encourages users to pin your images and engage directly with your brand. In addition, posting your multimedia to Pinterest with an embeddable URL to your release provides an easy way for users to click directly to your press release and learn more about your product. 

To increase engagement and visibility for your news, check out Business Wire’s Global-Mobile-Social-Measureable features, providing global data, social sharing tools and more.  

The Best Kept Secrets on How to Reach the Media



By Vilan Trub, Marketing

On the morning of Friday, April 8th, Business Wire brought together some of the media’s leading journalists and reporters to shed some light on how they find story ideas and leads. A lot was revealed during the conversation and the credit for putting the event together goes to Hannah Herreid, a media relations specialist at Business Wire.

The panel included:

Michael Herzenberg @MHerzenberg

Michael is the General Assignment Reporter for NY1. He joined NY1 as a full-time general assignment reporter in July 2011. Prior to NY1, Herzenberg worked as a national correspondent for CBS News' affiliate feed service. He also spent two years behind the anchor desk and four years as a Legislative and Special Assignment Reporter in Albuquerque, NM, where he covered everything from military tribunals at Guantanamo Bay to forest fires. Michael is an Emmy Award winner and began his TV career behind the camera as a production assistant in New Orleans and as a producer in Baton Rouge. 



Alyssa Vingan @Alyssavingan

Alyssa is the Editorial Director at Fashionista. She spent her college years in New Orleans before moving to New York where she took her first big-time internship at Fashionista. Since starting out at the site, she's written for Paper, StyleCaster, Marie Claire and Elle.com. Though her first love is fashion, you'll often find her going on about music, models, fitness, and pop culture. 



Andrew Zimmer @Addzim

Andrew is Time Out New York’s Deputy Editor. He oversees the production and promotion of the magazine and all digital content. Before Time Out, Zimmer was the New York Editor at Thrillist Media Group. He's an experienced eater, researcher, reporter, photographer, editor, and writer. Zimmer puts together food and travel related stories that include things like: where to find the best dumplings at an underground mall in Queens, reporting on New York City's secret supper club scene, and basically exploring and eating everything he can. 




The Secrets

It’s a digital world: mailing in media/press kits is no longer the best way to reach a journalist or reporter. It’s a digital world and the best way to communicate is via digital avenues. If the goal result is media coverage, the recommended method for reaching out is with a USB, digital copy, or email. Hard or print copies might be great for building a relationship but aren’t very useful for building a story.

Know when to send: journalists have set schedules that they like to follow (when they decide on a story, when they write a story) so knowing when to send could be the difference between getting lost in a sea of emails or successfully engaging a member of the media. Try to know your contact’s schedule, but a general guideline of when to make your move is between 8am and noon, the earlier the better.

One journalist, one email: make your pitch relatable and personalized. When you copy and paste your release and send out a mass email blast, the perception is that your message is spam. Take the time to know who you’re pitching to, understand the stories they cover and the audiences they reach. Why would your story work for them?

"Do your research and write a subject that is akin to a title I would write." - Alyssa Vingan, Editorial Director at Fashionista




Exclusivity is key: journalists and reporters want to feel like they’re getting the first look at your pitch. They don’t necessarily need to have total exclusivity on the story, they just need to have it before it’s been stuffed into everyone else’s inbox. It’s not news if everyone has access to the same information, and it makes it difficult for a journalist to approach their boss with a “hot new story” if they see the same email in their own inbox.    

Flexibility: Journalists and reporters are responsible for presenting their audiences with what they consider to be an interesting story. They don’t want to work with agencies who want to completely control the whole story because that ignores their role in the process of news making. They want to be able to add their own flair to the piece. Remember to work with the media for best results.  

Use professional avenues: when contacting a journalist or reporter, try to find their email or LinkedIn profile. These are the preferred communication methods and lead to the best results. Each journalist is different so do your research. For instance, some state that reaching out via a Facebook message should be avoided at all costs, while others are more open. If you’re not sure, stick with email or LinkedIn.  




These secrets are no longer secret and should be utilized, especially with your next release. When a release crosses Business Wire’s patented distribution network, it reaches the media points you select through specific targeting, from regional to global, in a number of industries. Now you know what to include and how to reach out to the media. Give them what they want!  

Include multimedia, make the release sharable on social platforms by utilizing all available social features, and remember to reach out to journalists and reporters, letting them know your story with a link to your release.

To learn more about how Business Wire can amplify your message read here and let us make your news.

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