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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.


How to Increase YouTube Video Views in 3 Easy Steps

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

Earlier this month I attended a Digital Hollywood panel devoted to building audiences and awareness on YouTube.

This is a very common topic here in Los Angeles.  With filmmaking, celebrities and the history of Hollywood permeating every corner of the city, we were the first region to truly embrace YouTube for what the platform could be – a way to entertain, educate, delight and shock audiences with amazing visual content.

So if this is a common topic, something Hollywood content creators and the marketers they work with should know inherently, why is it still on the Digital Hollywood agenda?  Because no matter how great your content is, it means nothing if your content is not seen.

Almost the entire panel discussion, fueled by questions from the audience, focused on how to generate views of the variety of videos being uploaded every single day.  There are hundreds of thousands of beautifully shot, high quality videos on YouTube that no one has ever seen. Why is that?  Because the concept of if you place it here, the audience will come is antiquated and completely misleading, even for producers creating content featuring famous celebrities.  The simple truth still stands, there is no such thing as great content, only seen content.

So how do YouTube video stars get their visibility?  What makes one video go viral, while another video fails?  Just like every other marketing and communications program, video programs need to be supported with paid, earned, owned and shared marketing programming.

In this session, the three top ways to ensure views of your YouTube videos are:

Create relevant content – This may seem obvious but there are still a huge number of marketers creating aspirational content, or content meant to activate new fans, versus content meant to create actual audiences. In reality, content should be made for every touch point in the customer journey, but if you are on a limited budget or time, focus on creating content for the most active of your prospects and customers.  Create content that these existing brand fans will enjoy and share with their friends and reap not only views of evangelism.

Tag your content for search – When it comes to placing your content on YouTube, the description and keywords you use are just as important as the content itself. Utilize titles and descriptions to entice audiences to view your video.  Include relevant keywords and well as real-time keywords, and while you don’t want to use an incorrect headline, writing a compelling, interesting headline will increase views dramatically.

Pay to promote your video – If you spent money to create content, you have to use money to promote it.

Videos should be promoted via earned, paid, owned and through partnerships.

Smart brands are increasing impact of their content by increasing potential audiences.

Paid promotion: To promote your YouTube videos there are two successful kinds of paid promotion that you can do.  First, consider paid advertising across active social channels and via Google AdWords to help relevant audiences find you via search and social.  Secondly, issue a press release to alert media outlets, bloggers and more that your video or video channels exist.  Include a short summary of the types of content you include and, if possible, frequency of updates, to generate views

Earned outreach: Don’t forget to alert your PR contacts of your new content marketing program.  Media outlets are always looking for visual content to accompany industry pieces; let them know your channel may contain the content relevant to their readers.

Owned channels: You have to tell people about your video; how else will they know your program exists? Promote your new YouTube content on your website, social channels, email signatures and intranets to increase views and shares of your content.

Initiate partnerships: The single fastest way to increase the views of your YouTube videos is to ask likeminded, more famous YouTube personalities to share it for you. Yes, this may require an exchange of money but it works.

Leading marketers know that video is one of the top tools in today’s marketing arsenal. Not only are desktop and mobile video consumption rates through the roof, the medium is so impactful that within seconds it can build, and deepen the relationships between a brand and its customer. But first you have to distribute it.

What other ways are you finding success in promoting video content?  Please let us know in the comments below.

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