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How New Journalistic Practices Are Influencing The News Release

By Agnes Deleuse, Senior Marketing & Communications Manager

Recent studies published coincidentally by The New York Times, Reuters Institute and Business Wire Media Survey are highlighting how journalism is changing in order to survive. New technology brought in new challenges and revolutionized our relationship to media consumption.  

The smartphone is our connection to the world. 51% of consumers are getting their news from their mobile device and the trend is going upwards. We hop from one site to an app, and from one social media platform to the next. Our eyes scan thousands of pieces of information and we only stop when an image is appealing or when the news is pertinent.

Tech innovation goes so fast that Facebook Live and Google News Lab have dedicated training centers for journalists, bloggers, and influencers.

What does it say? First, that journalists must today master editorial and technology techniques, social media specifics and creativity. Secondly, that they must constantly train to acquire new competences matching the pace of digital evolution. 

For PR professionals the takeaway is this: if journalistic practices are changing, it is obvious that the news release has to change as well.

Mobile = Visual

Multimedia is not an option anymore. It is the entry door to visibility and engagement. With Business Wire, images and other multimedia included with a release are sent to photography press agencies and are posted on many news sites and social media platforms. They are available for journalists and other news consumers to download in a hi-res format. If you look at a news feed (AFP, AP…) on a mobile app, news with multimedia is news that gets the most attention.

PR professionals must accept these transformations if they want their information to perform. We now live in a digital era and crafting a news release requires new adjustments. Forget the old habits! Here are a few tips that may help:

1/ Anticipation is key - Include the press release in your communications strategy. Think about your message, your target, what you are expecting from the release….
Don’t choose your multimedia at the last minute. If you need a headshot of your CEO or a picture of your new product, anticipate to get the best shot. If you are exhibiting at a tradeshow, take pictures of your booth so that they are available for later use. Create a photo library where you can dig in at any time.

2/ Forget the text only release – A NYT report says that 800 words articles don’t do great on the web. And 63% of the world are visual learners, so why are your news releases text-only? Add multimedia because the old adage that an image is worth 1,000 words rings truer than ever in the digital age. And don’t forget to include a detailed caption of your multimedia asset. News release multimedia captions can be 100-words long so take the time to describe what your multimedia asset is trying to convey.

3/ Be creative - Innovate when preparing your news release. Utilize the latest storytelling tools, such as interactive photos and videos. There are numerous shareable multimedia options that will engage journalists and consumers.

4/ Think like a journalist - Present your message in a journalistic format. The media covers stories they deem newsworthy so offer them a story that mirrors their usual content. Give them what they are looking for: visuals and quality content.

5/ Think social media - Write pertinent and quality content; it will drive sharing and engagement. Engagement is a major goal when issuing a news release because it shows that audiences are interested in your message. The question to ask yourself is how to maximize engagement. Choose the community you want to reach and craft messages adapted to its members.

Like journalists, you should master the popular social media platforms and know exactly which one is the most appropriate for the type of message you want to deliver.

6/ Searchability - Journalists love Google when researching data and info to write an article. To make sure your press release comes on top of searches, it needs to be written for optimization. The first 5-7 words of your news release headline becomes your URL string. These words must be carefully chosen. Click here to learn how to write a headline Google will love. And don’t forget to include multimedia and captions. The distribution process by your news service provider (Business Wire for example) will post your news release on multiple sites on the web and facilitates its archive on the Internet. News release optimization and distribution by an experienced partner will ensure your news release is easily found across the web.

7/ Headlines and Sub-Headlines – Your headline can be as long or as short as you would like, but they should include all the information a reporter needs to see to open your news story. Most editorial systems showcase the first 55 characters of your headline while search engines will show up to 70 characters. This means you have between 8-15 words in your headline to entice your readers into opening your release.  Since sub-headlines are not seen until the news release is open, be sure to include the impact of your news on your desired audience in your headline.

The National Press Club Presents: Multimedia Press Releases and Other Visual News Trends

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

 

Earlier this month, National Press Club Broadcast committee member Adam Konowe and I sat down to discuss the steps PR professionals must take to generate significant ROI in a cluttered news environment.

 

Click here to listen to the discussion via podcast:  http://www.press.org/news-multimedia/audio/multimedia-press-releases-and-other-visual-news-trends

 

  • When did Business Wire begin distributing press releases and what did the early days of news distribution look like?

Business Wire was founded in 1961. In those days, corporate news releases and newswires were primarily for the purposes of disclosure with couriers distributing releases to the financial news wires. Business Wire's founder Lorry Lokey replaced this process by utilizing simultaneous satellite delivery share news to press releases directly into editorial systems. 

  • At what point did visuals, initially photos, become common?

Multimedia has been a staple in the news industry for well over 100 years, but they started becoming the norm in news releases in the early 90s. That is when Business Wire launched the Smart News Release, which was the first time a newswire service was able to transmit multimedia embedded into a news release over the Internet. 

When it comes to newswires, we continually must consider not only how news consumption has changed for news readers, but the technical capabilities of each of news media outlet we reach around the globe.

  • Fast forward to today and we’re in a multimedia world. You say the future of news is visual. What does that mean?

This is a great question. There are so many things driving the need for companies to include visuals in their news releases.  First you have human preference. Did you know that 63 percent of all humans prefer to learn through kinesthetic learning – meaning they prefer to learn via interactions and imagery?  How does this learning preference impact public relations? It is very difficult to activate these audiences with a text-only news release, today’s organizations must include multimedia to ensure visual and textual learners can consume the news equally.

Then you have a change in technologies which have also impacted the need for companies to include multimedia.  Thanks to the amazing leap forward in camera technologies included in today's mobile phones, consumers are also multimedia creators.  If you want to get someone's attention in 2016 - whether it is a reporter, consumer or employee, you have to mix visuals with relevant, interesting text. You can no longer distribute news releases in a text-only format and expect actions or adoption. It is time for PR professionals to adapt to this change.

  • How are PR practitioners at companies and other organizations leveraging this emerging trend?

The good news is many PR practitioners now understand that message adoption is deepened and message actions are increased when you include multimedia. They are creating news imagery, or repurposing marketing content to ensure their stories are told not only textually but visually as well. Very modern PR pros are even moving PAST standard multimedia and utilizing interactive content, which average approximately 4-10 minutes of engagement which is unheard of in modern news consumption.

 

  • What visuals do editors and reporters really want to receive? Aren’t they drowning already?

Oddly enough, no. The amount of time it takes for reporters to create or find and vet news assets is extremely high, especially in the age of rapid news creation. By providing reporters with relevant, useful multimedia content, public relations officers not only increase the opportunity of coverage, they reduce the amount of time it takes for a story to be created. We frequently hear from media outlets that the elements they look for when considering covering a news release include a strong, relevant headline, interesting multimedia asset and a good quote.

  • After photos, videos and infographics, what’s next in terms of visual news content?

Interactive content such as hyperspotted images and traveling microsites are the wave of the future.  Not only do they gamify the news, increasing message adoption and content interaction, they provide media outlets with assets that are keeping readers on their news site longer. 

These interactive story capsules are being used for everything, from healthcare product launches to CSR efforts with startling results.  When was the last time someone engaged with your organization’s branded news content for 4-10 minutes? That is an outrageous amount of time for someone to learn, and adopt your message.

  • How does the increasing focus on search engine optimization impact press release writing and distribution?

This is a tricky question. Google knows that editorial coverage moves people through the sales and marketing funnel faster than any other content, so they place this content very high in mobile and desktop search results.  Now they are including the news release in this 

same section to provide search users access to the "source news".  To increase your news’ opportunity to appear more frequently in 

search, the most optimized sections of the news release is the headline, subhead multimedia asset. 

Greg Jarboe from SEO-PR recently released the results of a SEO test he did with news releases.  He found that news releases that include relevant industry keywords, such as "the Internet of Things" increased coverage, open rates and product sales than a non-optimized news release.  We highly recommend our clients utilize tools like Google Trends, Google AdWords and Spyfu to identify relevant industry keywords to include in their release. HOWEVER keep in mind, these keywords must be relevant or else the release will not result in higher activity.

  • Do you think the evolution of the press release with additional content helps overcome journalistic skepticism about the medium in the first place?

Actually, it's funny. In our media surveys, journalists tell us they use newswires every day. Media outlets use newswires, but they are more likely to pick up and cover a story if it includes an optimized headline and multimedia asset. PR professionals must adopt this visual trend if they want to continue to receive news coverage.

  • The evolution to an increasingly digital news landscape changes the way we measure PR success. What metrics do customers expect these days?

The PR industry has a ways to go when it comes to tracking. The most frequently tracked result is coverage or shares, but we recommend moving past that to track inbound traffic, time on site, additional content consumed and even sales.  News releases kick off sales and marketing supported projects, it only makes sense to track their impact in reducing the sales journey.

  • All of this content requires things like a communications strategy and a budget. How do PR practitioners get organizational buy-in to get started in the first place?

This is my favorite question! The easiest way to get buy in on multimedia is to do a few things: 

  1. Reframe success metrics to showcase the true impact of news releases, not simply coverage count
  2. Perform an asset audit to determine what multimedia assets you already has available for news use. This will help determine what new pieces need to be created or how to refresh existing pieces. 
  3. Work more closely with marketing and web analytics teams to ensure the correct assets are being created, used and tracked.

Public Relations in 2016 is more exciting than ever before. You have media outlets publishing more content, faster than ever. You have search and social surfacing coverage, increasing news visibility higher than ever before.  You have consumers reading more than ever.  And you also have news technologies evolving into more engaging and impactful content, and then finally a wide range of free and paid measurement services that really track true impact of news on company goals. Nothing drives consumer trust more than the work PR teams generate.  If you're in PR today, you deserve a raise!

 

Click here to listen to the discussion via podcast:  http://www.press.org/news-multimedia/audio/multimedia-press-releases-and-other-visual-news-trends

 

Click here to share this data with your Twitter followers:  http://ctt.ec/fi8tR

 

To learn more about visual marketing, check out our recent SlideShare presentation – Everything You Need to Know about Visual Marketing – the Ultimate Guide at http://www.slideshare.net/businesswire/everything-you-need-to-know-about-visual-marketing-the-ultimate-guide

“No business has ever failed with happy customers”

By Vilan Trub, Marketing

When asked about competitive edge, Warren Buffett was quick on the trigger at the 2016 Business Wire International Sales Meeting. “No business has ever failed with happy customers,” he said to a room full of attentive eyes and ears, each set keen on absorbing every tidbit of insight. What Mr. Buffett was describing was the magical key to success and longevity, keeping customers happy. Business Wire, started over 50 years ago, is a company with many happy customers around the globe. How do we, as the industry’s leading news distribution service, keep all those customers happy? What is the secret we follow that can be perennially put into action to maintain this trend?

To determine why Business Wire is so successful when it comes to customer service we have to look at two things. The first is understanding Business Wire’s commitment to customer service. The second is to talk to the clients that gave us our reputation.

When Lorry I. Lokey founded the company in 1961, he established a mantra of “put the customer first.” This is why more than 50 years later we are the only commercial newswires with more than 30 offices around the globe. We put the customer first.

When Berkshire Hathaway chose to purchase Business Wire – the people behind Business Wire were part of the package. Why? Because our team lives and breathes our initial mantra – put the customer first.  From product development, to customer education, every single day, from editorial to sales to operations, we look at our product and services from your perspective.

Do our clients notice the difference?

At the PRSA 2015 International Conference our clients described their experience using Business Wire and why they’ll continue using us as a news distribution tool in the future:

This testimonial and others can be found here.

Much has been said about the solutions that Business Wire offers to today’s professionals – whether they work for an emerging startup or a Fortune 100 company. From partnerships with the top five global newswires, to the Smart News Release and the newly launched BizWireTV, these products provide the public relations and investor relations spheres with tools to not only reach but exceed their news visibility goals. These are the tools that smart communicators leverage to transform an announcement into an engaging story for audiences to read locally, regionally or globally.

In the end though, what value do our local offices provide? What about our suite of news amplification tools?  None of these provide value to you if they don’t serve your needs as promised. Business Wire was founded on the philosophy of creating a relationship based on trust with those that choose our patented news distribution network. Success spanning five decades is as much the result of products offered as it is the public’s appreciation and value in those products. There is a circle that is created: the media, financial industry and public’s trust in the effectiveness of Business Wire’s toolkit, and rewarding clients’ trust with efficient and accurate service. This circle is the foundation for creating happy customers.

In Why Newswires? The Past, Present & Future of Trusted News, Business Wire President Gregg Castano outlines the importance of establishing a relationship rooted in trust, and how Business Wire builds that relationship every day.

If the key to maintaining a competitive advantage is happy clients, then every employee of every company must make it their mission to identify not only the customer’s needs, but the most efficient way to meet those needs. At Business Wire we do just that. What makes a person a potential client is the presence of an obstacle. For today’s communicators that obstacle is the need to amplify their news stories to reach their identified audiences – in a world where news consumption rates are higher than ever. Business Wire continues to innovate and create new solutions for how to overcome this obstacle. That is why Business Wire has happy customers, very happy customers, and there is no scheduled change in the company’s course of action.

To learn more about the tools and solutions that keep journalists and other media professionals happy, visit our services page and our news page.

Business Wire Releases New White Paper: Is Your IR Site a Security Liability?

The modern IRO has many areas of responsibilities. At the top of that list should be the creation and maintenance of an investor relations site, a beneficial communications tool that makes it easy for analysts, shareholders and the media to find essential financial documents and material news.

A platform offering important financial news, requiring stringent security measures, might seem like cause for stress, but the good news for IR professionals is that Business Wire just released a new white paper outlining the best practices for internal workflow, technical compatibility, and security awareness and diligence. Is Your IR Site a Security Liability?, written by Ibrey Woodall, Business Wire’s senior vice president of web communications services,  offers guidance and tactical tips for ensuring that your branded IR site is safeguarded against situations that may compromise your efforts, such as the premature disclosure of earnings data.

Download Is Your IR Site a Security Liability? now and find out how to better protect yourself against unwanted investor relations disruptions.   

One of the most important elements of an IR site is the internal workflow that makes it function, identifying how an investor relations team can efficiently prepare, publish, and protect required content.

Workflow topics covered within the white paper include:

  • Assignment of site administrators
  • Password management
  • Recommended content for publication
  • How to best streamline workflow process

With this white paper, Ibrey aims to educate the reader and bring about a stronger understanding of the technical compatibility between all of the systems used to both announce and host your company’s financial information.

Finally, learn how to protect yourself against the very real threat of cyber security incidents. Ibrey points out what questions to ask your IR site vendor and how to look for a strong information security program supported by industry standard certifications.


About the author

As SVP Web Communications Services, Ibrey is responsible for Business Wire’s InvestorHQ IR site and NewsHQ online newsroom solutions. She holds a B.A. in Mass Communications and a Webmaster certification. Ibrey has been involved in strategy and launch of websites for 3M, Bank of America, Gannett, Office Depot, Procter & Gamble, ServiceMaster, Williams-Sonoma and many other publicly traded and private companies.

Detroit TV Execs Share the Ins and Outs of What Catches Their Eye to Garner Coverage

By Cindy Hopman, Corporate Communications Manager, Valassis

Business Wire, in collaboration with PRSA-Detroit and IABC-Detroit, hosted a panel discussion with executives from the city’s three major networks to provide PR professionals insight into their world and how it has changed. We learned more about what catches their eye for not only the 6 o’clock news but news that starts as early as 4:30 a.m. for some morning shows all the way to the traditional 11 o’clock telecast.

Once upon a time, to announce big news, you either issued a press release or held a press conference.  Subsequent front page news and broadcast coverage meant PR success. Today, those are just two tools used to get the news out and by no means do they stand alone. There is pitching, tweeting and blogging to follow up a press release or press conference for coverage in print, online, TV, radio and across social networks with rich media to further enhance the story.

Despite all of these channels to get the news out as well as for coverage, there remains a strong desire to have your story told on the evening news. And today, broadcast coverage may also extend its reach online with video and via social channels. You see, broadcast, too has re-invented itself to remain relevant and capture the attention of its viewers wherever they are.

While Fox 2 Detroit averages 70 hours of news a week, there is much competition for those time slots.  The WDIV Channel 4 NBC affiliate executive indicated her email blows up each morning between 5:55 and 6:15 with an average of 25 pitches hoping to get first in line for potential broadcast coverage. So how do PR professionals get a step up?

Here are just some of the takeaways from the Detroit-area Business Wire-led panel discussion with:

  • Rhonda LaVelle: WXYZ Channel 7 News Director (ABC)
  • Kevin Roseborough: WJBK Channel 2 Vice President and News Director (FOX)
  • Kim Voet: WDIV Channel 4 News Director (NBC)
  • Tom O’Connell, Business Wire/Detroit 

Consider this:

  • Pitch to reporters and producers direct – but first, do your homework and find a reporter whose beat aligns with your news.
  • Pitch your news via email – do not reach out early in the morning or prior to the evening news; be concise yet engaging.
  • Put a human face on pitches
  • Once there is interest, follow up with a call.
  • Strengthen your pitch with visuals i.e. b-roll, infographics, demos, etc.
  • Target morning shows for non-breaking-type stories/features.
  • Search TV station websites for niche opportunities/features.
  • Make your press release impactful in the headline and lead to garner interest. With the multitude TV stations receive daily, they may not read beyond the headline so put your best foot forward as quickly as possible. All three network execs indicated they are looking at press releases for potential coverage.

Broadcasters realize PR professionals/companies may be pitching the same story to all three networks; whenever possible, deliver a slightly different pitch or offer up a different spokesperson. Keep in mind that the TV stations are also competing for viewers and a different angle or brand-messenger can make a difference in coverage on multiple networks. And if the story is engaging, it may be syndicated across network affiliates and shared via the station’s social channels or on their web page. What they share on their websites and across affiliate stations is selective. TV stations too are looking for ways to attract younger viewers and those on the go. Take a step back and look at the broader appeal of the story you are pitching. With this in mind, the reach of the story can extend exponentially across the country and channels.

When assessing the value of a story, consideration is given to those that are consumer-friendly and still maintain the integrity of the show – meaning, don’t be overly promotional. As PR professionals we do follow the Cheers mantra and want “everyone to know our name,” but it’s a fine line that will factor into whether or not the story is deemed newsworthy.

Happy pitching and see you on TV!

IR Professionals, Institutional Investors and their Opposite Views on Social Media

By Zach Wallens – Specialist, Global Disclosure & Financial Reporting Services

Investor relations professionals and institutional investors have long been in a catch-22 scenario regarding social media. Though each side was curious in using social channels to engage their counterpart, both exhibited hesitation, hoping the other party would kick off using it as a business medium. In NIRI’s 2016 Social Media for Investor Relations Survey, the majority of survey respondent Investor Relations (IR) professionals (72 percent) noted that they did not use social media for work functions, a two-percent decrease compared to NIRI’s 2013 study. When asked why they aren’t tweeting, blogging or posting on Facebook, IR professionals said it was primarily due to “lack of interest in the medium by the investment community.” And for those few IR teams that are using social media, very few were utilizing metrics to review the performance of their efforts.

So from an IR perspective, is social media dead? While the pulse is shallow, there are some signs of life.

There are certainly some IR teams that have become more comfortable using social media, for personal and professional functions. Social platforms allow them to interact with existing and prospective investors and analysts, control messaging, and increase traffic to companies’ corporate websites. It also serves as a tool for crisis communications, providing a real-time method for communicating with all their various audiences and stakeholders in the social media space.

According to BNY Mellon’s 2015 survey of global IR trends, 30 percent of public companies (54 percent of mega caps) use social media for IR purposes, up from just nine percent in 2010. Some forward-thinking companies are already engaging the investment community in the social realm.

Zillow Group Inc., an online real estate database business, is one example of a public enterprise using social media for IR purposes. In addition to distributing its earnings releases via the traditional medium – a wire service – the company uses live tweets and infographics to increase the overall awareness and reach of its news during earnings calls. Zillow has always been at the forefront of social media, so when the SEC announced new rules for disclosing material information via social means, the company took the leap. Zillow’s CEO, Spencer Rascoff, said in an email to The Street, "Zillow was an early adopter of social media, and for me personally, Twitter is a preferred method of communication. It made sense for us to expand our strategy to begin connecting even more with the investor community via Twitter, Facebook and our blog…”

Juniper Networks, with its multi-featured investor relations website and IR-focused Twitter account, is another example of a public company leveraging social media, in addition to traditional mediums, to publish material content. Juniper’s IR team regularly posts relevant messages on their Twitter feed, @Juniper_IR, including the announcement of their new IR website, links to webcast presentations and live updates of their earnings call.

The role of social media is slowly changing, institutional investors say.

In April 2015, Greenwich Associates released a report titled Institutional Investing in the Digital Age: How Social Media Informs and Shapes the Investing Process. The report questioned 256 corporate and public pension funds, insurance companies, endowments and foundations in the U.S., Europe and Asia (Portfolio size ranged from less than $250 million to more than $10 billion in assets).

The study revealed that contrary to popular opinion, institutional investors rely heavily on social media, alongside traditional media channels, when making investment decisions - nearly 80% of institutional investors use social media as part of their regular activities. Of respondents who leverage social channels for business, 30% reported that material gathered using social media had influenced their investment decisions. Additionally, 37% had informed their company’s decision-makers of information obtained on social media. This is huge news for IR teams who continue to adhere to the outdated idea that institutional investors have no interest or no usage of social for work purposes.

So which platforms are institutional investors using? At 52%, LinkedIn topped the list as the most used social platform with Facebook and Twitter closely behind. 

“These results show that social media is influencing decisions that can result in the allocations of billions of investment dollars around the world,” the study’s author Dan Connell, Head of Market Structure and Technology at Greenwich Associates, said 

in a statement.

“With approximately 40% of the institutions globally expecting to increase their use of social media in the coming year, we’re projecting a further, rapid increase of social media influence in institutional investment markets.”

The future of social media: Divergent views

It’s evident that investor relations professionals and institutional investors view social media from very different perspectives. IR teams see a medium that is generally not utilized by their constituents, with little overall value to their communication efforts. Alternatively, institutional investors are following online accounts and blogs of public companies at a growing rate, using social media to assist in shaping their investment decisions.

These opposing attitudes are the foremost impediment to widespread adoption, and to both sides achieving the quantifiable, bilateral benefits that social platforms can deliver. Gaining an advantage from social media, IR teams and investors should understand, is only attainable if both sides are committed to deriving value from these modern, online communication tools.

 

For IROs, this means abandoning their perception that institutional investment professionals have no interest in IR-specific social content. The Greenwich Associates study revealed that most institutional investors use these tools (infographic pictured left), yet IR teams, according to the NIRI survey, say sell and buy-side analysts rarely demonstrate interest in engaging via social media. These conflicting views confirm a disconnect in communication between the two, and fosters on both sides misconceptions regarding one another’s interest in social interaction.

The path to widespread adoption of social media among IR teams and institutional investors has been a long one, but it appears both have begun to grasp the truth: For public companies and investors to gain value from social platforms, each side must consider the necessities of the other.

Interested in learning more about how you can leverage social media to reach and activate your investor relations audiences? Read this free guide on the 12 Benefits and Risks of Social Media for Financial Disclosure.

 

Business Wire Receives Coveted PR Daily Video Award

Business Wire celebrates after receiving PR Daily’s Video Award for News Story Video. Although the announcement was first made earlier this year, it wasn’t until this week that the beautiful glass statue arrived at our offices honoring everything BizWireTV has accomplished. 

PR Daily is saying loud and clear that “video has become one of the fastest-growing, most engaging communication channels,” and these awards aim to bring spotlight onto video content that showcase the power of the medium.

BizWireTV launched in 2015 as a digital video-news show to bring attention to industry disrupting and trending stories crossing the wire. Hosted by Jordyn Rolling, the show airs weekly every Thursday at 6am ET on BizWireTV.com.   

News issuers looking to be featured on the award winning show now have multiple partnership opportunities including:

  • News Segment Sponsorship: Sponsor regular features such as Top of the Wire, Quick Biz Hits and VC Watch, with onscreen logo and verbal mention.
  • Branded News Spotlight: A custom news segment with creative guidance and video/image assets.
  • Branded News Feature: A custom, fully-owned 90-second episode.
  • Influencer Video Blog: A custom two minute episode featuring commentary and/or interviews with industry experts.
  • Brand Films: Custom long-form videos including extended interviews, location shoots, facility tours and more.

News issuers can also bring their news front and center with a Sponsored Headline:

  • An on-air read of a client’s headline within the show by host, Jordyn Rolling 
  • 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 Partnership Opportunities and Sponsored Headlines

 

Why Newswires? The Past, Present & Future of Trusted News

Newswires have a long tradition of fulfilling an industry need for the dissemination of market moving information to a wide range of news organizations and other stakeholders. Trends and technical advancements have influenced how news is both distributed and consumed.

The stability, credibility and widespread usage of newswire distribution networks are a primary reason why communications professionals view them as the backbone of the news dissemination process.

With over 50 years of industry leadership, Business Wire has established irrefutable trust from within the news market and has proven its thorough understanding of the needs of the digital age by creating a technologically sophisticated, patented distribution network. This trust and innovation have made Business Wire the launching pad for turning company news releases into credible breaking news.

TRUSTED SOURCE

The credibility and tradition of trust earned from journalists and other downstream consumers of Business Wire content enables companies of all sizes to confidently submit press releases for distribution across the wire. Within its 22 local newsrooms around the world, Business Wire employs experienced and knowledgeable editorial teams who review this content to confirm legitimacy and accuracy. This process of vetting news content is a key feature of Business Wire’s value proposition and results in the unquestioned reliance on our service by leading journalists and investors who act upon the breaking news we deliver.

Business Wire has spent over 50 years building symbiotic relationships with media, investors and consumers by regularly delivering factually reliable and timely corporate news content.

REACH

A comprehensive global distribution system and the hard-earned trust of media and investors results in Business Wire being able to provide broad reach and visibility to its members. In addition to direct distribution of releases to the news systems and mobile apps of publications large and small on a global scale, corporate announcements are disseminated across a platform in which all relevant potential audiences have access to the information. Pushed to media and investors, and SEO friendly on the web, virtually anyone can easily find Business Wire content and move on it, from reporter to consumer, from investor to blogger. Further, all information is distributed in full text, ensuring full disclosure of all the information an issuer wishes to convey. It is also simultaneously transmitted to all end users over a private, encrypted network that guarantees that it is visible and not trapped by spam filters.

Business Wire has partnerships with 60 national and international news agencies facilitating reach to more than 89,000 media outlets in 162 countries. Industry professionals recognize our benefits as exemplified by the 92,000+ journalists who subscribe to our PressPass service, offering convenient and customized news feeds. We also offer more than 1,676 delivery options in more than 50 local languages that reach specified geographic markets and offer a choice of nearly 200 industry trade categories at no additional charge.

VISIBILITY

Every day companies spend significant dollars creating a broad array of content designed to establish credibility among, and deliver key messaging to, their constituencies. In each case, the success of these programs is tied directly to their visibility.

The more promotion content receives, the more likely it is that the target audience will see and act upon it. Rather than simply promoting the content via owned channels or social advertising and platforms, which can limit visibility, utilizing a newswire can enhance visibility, coverage and engagement and drive the traffic needed to make the program achieve its objectives.

With Business Wire distribution, news is disseminated across major global platforms including AP, AFP, Bloomberg, ThomsonReuters and Yahoo! Finance, with dual-platform posting to BusinessWire.com and EnhancedOnlineNews.com. Your press release also includes interactive hyperlinks and social sharing links to help drive engagement and content sharing, improving performance in search. The goal is to create the kind of visibility that will lead to user activity and engagement.

INNOVATION with BizWireTV

Business Wire created video programming aimed at showcasing not only the importance and impact press releases still hold, but the growing need for their use as a legitimate form of messaging in the wild-west age of internet platforms. Each news release that crosses our wire triggers activity across the web, views, shares, social engagement, mentions and more specifically, sentiment. This data serves as the solution to how Business Wire will revolutionize the industry. The video programming that serves as the solution, BizWireTV, takes the traditional press release and evolves how the message held within reaches audiences around the world. 

In partnership with Al Roker Entertainment, Business Wire’s BizWireTV spotlights stories on disruptive startups and technologies, entrepreneurs and funding announcements, hot business trends and companies to watch. A core component of the video programming is news-related data analysis powered by Business Wire’s NewsTrak reports and NUVI social media tracking. Business Wire has access to a lot of information. We know how often each release is read, how images and videos perform and how the social media universe is reacting to, commenting on and sharing news stories. Using that information as our guide, we turn rich stories and deep data that we have access to into video news show tailored for digital platforms. This data and social engagement metrics help identify trending stories. Video footage is then incorporated to help share stories in an innovative way.  The goal is to deliver it all with a true news spirit that leaves the viewer feeling smarter, better informed about upcoming economic or industry developments and ready to share it with others interested in staying informed.

With over 5,600,000 video views on BusinessWire.com, 1,400,000 views on Facebook and Twitter, 1,000,000 views of news releases announcing new episodes, and 26,000 social media mentions reaching over 25MM followers, BizWireTV has gone far and above all expectations of popularity.

SECURITY

Business Wire’s patented, simultaneous NX worldwide network ensures that news is distributed to every outlet at the same time and in a highly secure manner. In fact, security is Business Wire’s number one priority. As such, Business Wire is currently the only newswire service to have received the Service Organization Control [SOC] 2 Type II attestation engagement report, providing independent validation that the company’s internal security controls are in accordance with the American Institute of Certified Public Accountants’ applicable Trust Services Principles and Criteria.

LONGEVITY

One sure way to maintain visibility is to also ensure longevity.

The online archiving of news releases by newswires ensure that news can easily be discovered by interested parties by searching company names, ticker symbols or key phrases. Such archiving of information guarantees that news is visible and available for reference long after its initial release. Business Wire’s distribution includes full-text posting to thousands of websites and financial databases, such as Factiva and Lexis-Nexis, which archive news over a long period of time, increasing the discoverability of issuers’ news to researchers.

DISCLOSURE

As a result of Regulation Fair Disclosure, it is key for today’s public companies to simultaneously disseminate their market moving news to as wide of an audience as possible. It is important to allow analysts, reporters and interested consumers to find company news, and act upon it, as quickly as possible, with no unfair advantage given to any one party.

Business Wire’s simultaneous disclosure network, included in every US geographic wire circuit distribution, simultaneously reaches all key disclosure media including the Associated Press, Bloomberg, Dow Jones, Reuters, Investor’s Business Daily, Moody’s Investors Service, Standard & Poor’s, The New York Times, The Wall Street Journal, as well as full-text posting to financial databases, such as Factiva and Lexis-Nexis.

A newswire is a trusted method to meet Regulation Fair Disclosure, which ensures all interested parties have access to your news and financial data at the same time. While the SEC has amended its guidance on disclosure to include social channels under certain circumstances, in reality, social channels were not designed or positioned to be disclosure vehicles. Twitter, Facebook and other services modify the visibility of all content to maximize their own advertising revenues. As such, the vast majority of public issuers utilize newswires to ensure broad and simultaneous reach to the investing public.

PUBLIC DEMAND

News consumption is at an all-time high and recent studies show that potential purchasers are spending more time online researching products and services before ever contacting the company directly. Using a newswire helps ensure that news is easily found in the research phase of the buying cycle. The existing interest from potential purchasers coupled with the high visibility provided by a newswire distribution, positions information to both be seen and acted upon in a timely and efficient manner. The news is available in full text as the issuer intended, providing an additional layer of certainty that the consumer has access to full, unfiltered information.

According to a media survey conducted by Business Wire in 2016, 53% of the responding journalists use a newswire service daily. Newswires are a vital utility in the news industry and as a result of Business Wire’s veracity and innovative practices, media professionals routinely rely upon our service.

Business Wire has spent over 5 decades deeply rooted in the news industry and recognizes that a new age has arrived. It is with optimism and enthusiasm that we embrace this new digital age and we look forward to building on our foundation of innovation in order to continue to provide the media, the investment community and the public with a comprehensive, transparent and irreplaceable mechanism for distributing vital corporate news.

 

What Business Wire and Agility PR Solutions Partnering Means for Comm Pros

With the announcement that industry giants Business Wire and Agility PR Solutions are partnering comes the question of what benefits will clients and partners see regarding the amplification of their news. Business Wire clients have specific needs that are wide ranging. Currently, they have access to a wide set of communications tools, and now that toolset expands even more. This new partnership offers clients a seamless and cost-effective solution to integrate media outreach and multi-outlet monitoring into their communications campaigns.

With the strategic partnership of Agility PR Solutions and Business Wire, customers can:

  • Identify Influencers: Search the AgilityTM media database of almost 800,000 verified contacts in over 200 countries and create and save custom lists. Additional information, including how journalists like to be pitched and what they cover, will help Business Wire clients strategically target the press and follow up on news stories crossing the wire.
  • Amplify Messages: Augment Business Wire’s services with personalized outreach to key influencers, with Agility’s integrated email sending and engagement tracking tools. Quickly identify contacts for follow up by seeing who opened or clicked on emails.
  • Monitor Coverage: Business Wire’s new relationship with Agility PR Solutions provides a breadth of self-service and full service media monitoring capabilities. Track trending topics, customer sentiment, share of voice, competitors and social media activity.
  • Measure Impact: Clients can evaluate the success of communications efforts with integrated reporting capabilities and gain actionable insights into the effectiveness of their communication efforts with pre-made or custom reports.

The reasons behind the new partnership, and its goals, are simple: to provide communications professionals with enhanced distribution, monitoring and media analytics capabilities. Additionally, a critical component of this new relationship is both Business Wire’s and Agility PR Solutions’ commitment to providing exceptional customer support and service. Communications tools are most effective when used to their maximum potential. Both Business Wire and Agility PR Solutions make it a priority to assist clients and partners in understanding each tool and how these tools can best be implemented into a communications campaign.

The new strategic relationship between Business Wire and Agility PR Solutions is effective immediately and is designed to help customers as they build and create their communications strategies in 2017 and beyond. 

How to Write a Professional Press Release

This article details exactly what content should populate a press release and where it should be found within the release. Use the following as a template and make sure to amplify its message through the use of a commercial newswire such as Business Wire.

It's important to remember that while subheadlines are terrific for outlining your news release’s key points, they are not seen by the reader until the news release is clicked on. Make sure your news release headline showcases the full impact of your news to increase the open rates and usage of your release.

 

Create an Intriguing Headline That Lets the Reader Know What the Release is About

Subheadlines are not seen by readers until the news release is opened so include all pertinent information in the headline

 

 

 

 

 

 

 

 

 

CITY, STATE (or CITY, COUNTRY) – Start the release by stating the brand making the announcement and the news being announced. Make sure to include hyperlinks to all official websites. Journalists rake through countless emails every day so it’s important to fill them in on the newsworthy content of your announcement right away to let them know if this release fits in with their beat.

Explain the industry effected by the announcement and what the targeted audience can expect from this news. 

“Include a quote that highlights the benefits of this announcement for the brand’s targeted audience and what the brand hopes to accomplish,” attribute this quote to a decision maker at the organization who had influence in the news being announced and state their role.

Offer background details about the brand behind the announcement, some recent accomplishments and brief details sourced from the company’s mission statement.

“Include a second quote that goes into more detail about the announcement and what led to it, expected results,” attribute this quote to someone with the brand who intimately knows the details surrounding the announcement.   

 OR, if the announcement is regarding a partnership:

“Include a quote describing the benefits of this partnership both for the two organizations as well as clients and customers,” attribute this quote to someone from the other brand.

Conclude the release by including final details such as websites, social platforms such as Facebook, Twitter and other accounts.

 

ABOUT THE BRAND

Include a company boilerplate describing the company history and highlights.

 

CONTACT INFORMATION

Include contact information of someone who will be responsible for handling media inquiries.

 

This is what a press release should look like and standard lengths range from 500-1000 words. It’s important to also include multimedia such as images and video and a logo that links to the company page. Digital technology has transformed the way people consume news making multimedia an expected asset. Providing a high quality image or video will help amplify your message and impact reach. A press release is news and journalists need to be engaged in order to cover your story so focus on the newsworthy aspects of your announcement. With the right targeting and distribution you’ll be reaching interested parties covering your beat so give them what they’re looking for.  

Also make sure to utilize Business Wire's included social media tools as well as selecting applicable hashtags and cash tags. 

How the Canadian Newspaper Industry Can Adapt to Changes

By Jean-Adrien Delicano, Media Relations Specialist, Business Wire

Another month, another round of layoffs and “restructuring” in the Canadian media world. In March 2017, Postmedia Network, Canada’s largest newspaper company, announced 54 layoffs at the Vancouver Sun and Vancouver Province newsrooms.

The struggles faced by Canadian news media professionals are well-documented. Declining advertising dollars, low subscription numbers, and the emergence and disruption of digital have all contributed to the financial hardships affecting many Canadian news publications.

Perhaps none have been affected more than print newspapers. Across Canada, newspapers ranging from local dailies to national media are dealing with organizational restructuring, as they layoff long-tenured journalists and make changes to employee contracts and benefits.

The Challenge

John Hinds of News Media Canada (formerly Newspapers Canada) is well aware of the issues and concerns of newspaper professionals. As CEO of an organization that represents newspapers across Canada and provides a wide range of services to their media members, Hinds knows firsthand the main challenge that the newspaper industry is facing.

“Like any news business, they’re challenged and the big challenge we all face, the real frustration, is the idea that people aren’t reading newspapers anymore and I think that’s really wrong,” Hinds says. “All the data shows that people are reading newspapers more than ever… it’s just that newspaper companies are having a hard time monetizing those readers and monetizing their content.”

“It’s a business challenge, not a reader challenge.”

Hinds likes to reiterate the message that people are reading newspapers and that media professionals should not buy into the idea that journalism doesn’t matter.

“They’re reading it and they’re reading it across platforms,” he says. “They’re just not reading it the way it used to be read and the unfortunate problem is the creators and owners of that content aren’t able to monetize it the way they used to.”

Causes for Optimism

With advancements in technology and new found ways to do things, the future of media can be bright. Hinds is optimistic that the newspaper industry can take advantage.

“We don’t have a reader problem, or a viewer problem, or an audience problem, that’s the thing,” Hinds says. “We just have to look at ways of monetizing content and there are some really interesting things happening out there.

(John Hinds, CEO of News Media Canada pictured right) 

“When you look at La Presse, with them going fully tablet, that is world-leading…there is no other major daily newspaper in the world that has done what they’ve done,” he continues. “There’s also the Winnipeg Free Press, which has a fantastic micropayment thing set up.”

Even with all of that, the fact remains that the backbone of the industry are the journalists themselves. Hinds commends them on their abilities to quickly and efficiently bring the news to readers every day.

“I admire journalists today,” he says. “It used to be that you had a 24-hour news cycle and now you have a 24-second news cycle.”

“And they’re trying to do that on 4 or 5 platforms,” he continues. “So they’re doing audio, they’re doing video, print, and I just admire the skill that is required now to do credible journalism and to do it fast.”

Dealing with Fake News

Another challenge that the news media has had to face recently is the rise of fake news. But Hinds sees this as another way for newspapers to stake their claim as the bringers of true and accurate information.

“In a funny way, fake news has been a boon to newspapers and their sites,” Hinds says. “People will see something on social media, they’ll want to fact check it and their source for fact checking is a credible news site, which is a newspaper.”

“I think that’s a real strength of the medium… to continue to deliver credible news.”

End of Mass Media?

Ultimately, Hinds believes that the future of newspaper media lies with their ability to connect with their readers and provide them with useful content that is relevant to their interests.

“Newspaper companies are being challenged to do things differently and now, community papers are much more vertically integrated…they’re doing magazines, tradeshows, and events,” Hinds says.

“It’s a much broader thing, but it’s all building on that community of interest or geographic community,” he continues. “I kind of think that the days of the mass media are over and it’s about much more niche media, identifying your audience, and having them pay for that content in some way.”

“I’m not one who says the industry is dead…It’s going through challenges, but the demand is there for the content.”

Marketers to Increase PR Spending Over Next 5 Years – New Study Says

The Association of National Advertisers (ANA) and the USC Center for Public Relations at the Annenberg School for Communication and Journalism have released a new report that offers a candid look at how marketers plan to tackle public relations in the upcoming years.

The most eye-opening data found in the report is that 75% of respondents answered that they plan on increasing PR budgets over the course of the next five years. When it comes to internal PR staffing, 79% said that their numbers would stay the same in the next year with 13% saying they would moderately increase. When the same question was asked but in the timeline of the next five years, 54% said it would moderately increase.

Learn more about the report on Adweek

This study exposes just how public relations is evolving and its growing importance within the marketing landscape. A lot of this can be attributed to the digital technological revolution and the speed with which communication now takes place between businesses, clients and the public. The result is a convergence between PR and marketing and a shared use of specific tools aimed at building a bridge with potential clients and customers.

 

Needless to say, the future of PR looks very bright. 

“Digital has put PR front and center, as it allows immediate outbound communication and inbound feedback,” said ANA group executive vice president Bill Duggan.

When asked how PR programs can best demonstrate their value, there was a strong consensus with 89% saying they can achieve measurable business objectives. Industry lines are being blurred and industry leaders are well aware of this phenomenon. The only question now is how far will marketing and PR grow together.   

Find out how to best track inbound traffic from a press release. 

What Are the Real Consequences of Fake Financial News?

The American Institute of Certified Public Accountants, or AICPA, released the results of a new survey revealing the startling impact that fake financial news is having on Americans' ability to make retirement, investment and healthcare decisions. Fake news is no longer a simple distraction or nuisance, it is a dangerous tool subverting investing habits and people are concerned. 

Learn more about the AICPA survey from the release issued on Business Wire.

There is a proven antibiotic to treat exposure to fake news, unfortunately it’s time consuming and involves vetting and verifying information. To the casual news consumer this solution treats the fake news epidemic successfully, turning it into nothing more than an inconvenience and at most temporary embarrassment in the form of a social media post. To the investing community that relies on quick transactions based on constantly changing trends, however, fake news is becoming a serious problem. 

While more than 63% of Americans say that the spread of fake news has made it more difficult to make critical financial decisions, the real red flag is that only 14% expect the fake financial news epidemic to subside and become less prevalent in the next few years. This pessimistic outlook is a reflection of today’s media landscape. However, tools do exist to ensure consumption of quality, factual news.

One consistent bright spot is the trusted news content provided by commercial newswires, which publish news directly from thoroughly vetted sources - brands, corporations and organizations whose announcements move the markets.

To further narrow the field, a long-tenured commercial newswire such as Business Wire has earned the hard-won trust of journalists and other downstream news consumers – credibility that took decades to establish and almost a foreign concept in today’s pop-up digital media environment. This proud tradition enables companies of all sizes to confidently submit press releases for distribution across the wire and allows those reporting on and consuming the end product to be equally confident in the veracity of the material being disseminated. 

A commercial newswire is a widely relied upon method used to meet Regulation FD, which ensures all interested parties have access to corporate news and financial data at the same time. While the SEC has amended its guidance on disclosure to include social channels under certain circumstances, in reality, social channels were not designed or positioned to be disclosure vehicles. Twitter, Facebook and other services modify the visibility of all content to maximize their own advertising revenues. Social media platforms are also plagued by fake news, making it more difficult to discern fact from fiction.  As such, the vast majority of public issuers utilize commercial newswires to ensure broad and simultaneous reach to the investing public.

While fake news is believed to be here for a while, the platforms that have spent decades developing trust from both newsmakers and news consumers continue to service the public with valid information. It’s easier to focus on where to look for real financial news when you know where it’s coming from. 

 

What Do Journalists Want? Agility PR Solutions and Business Wire Find Out

Business Wire and Agility PR Solutions want communications pros to find their perfect media match. After surveying over 600 journalists in more than 40 countries, the results were analyzed and compiled into the Media Matchmaker, a blueprint for how and when to best reach members of the media.

Creating and distributing news is only part of the equation when it comes to amplifying a branded message. It’s the media that delivers your communication to their audiences, audiences that tune in expecting trustworthy content. Media relations is as vital as the news being issued in the first place and for this reason, understanding the habits of journalists and reporters goes a long way in getting your news to its intended target audience. So what kind of information did Business Wire and Agility PR Solutions set out to uncover?  

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

What kind of key findings can communicators find in the blueprint?

79% of surveyed media expect a PR practitioner to know their beat. 

No journalist wants to be just another contact on a long media list. The first step to better media outreach is to only contact journalists and reporters whose beat matches the news being forwarded. This would usually involve strenuous research, however, with Agility PR Solutions, filtered lists are compiled based on input criteria. Just let the platform know what kind of journalists you need and in return, expect an accurate media list.

75% of surveyed media use an organization’s online newsroom for research.

The online newsroom, along with Google and an organization’s main website, are the top 3 destinations for research by media. It is vital that content within the online newsroom is updated frequently. Not only does this provide fresh material for reporters, but also helps with search engine optimization. Business Wire’s NewsHQ and InvestorHQ offer direct posting of material news and coupled with Business Wire’s distribution network, provide a secure, safe and efficient way to disseminate regulatory disclosure information.

Download Media Matchmaker for full survey results on how to best reach the media

Best Bets to Get Featured on BizWireTV

By Vilan Trub, Marketing

BizWireTV is a sleek digital news show that reaches audiences around the globe. For a brand looking to amplify their latest announcement, there is no doubt that being featured on the program creates greater access to wider audiences, making a strong visual impression on potential clients and customers.

Here are some great tips from Executive Producer Amy Feller that will increase the chances of your news release being featured on BizWireTV:

Write a compelling headline

Headlines don’t just attract readers, they entice viewers as well. A succinct and intriguing headline is the perfect lead-in to a digital news story, sucking in viewers’ attentions. It’s not by accident that local televised news broadcasts offer a taste of the stories coming after a commercial break, what can be considered a form of a headline. A great headline should offer enough details to allow the viewer to know that the story is relevant to them, but at the same time create mystery and offer the opportunity of enlightenment. A great headline that garners interest from readers will also garner the interest of BizWireTV’s staff and enhance the chance of the story being featured in the show.    

Include HD video files that help tell your story

We live in the multimedia age and today’s news releases have the capability to take full advantage. Sending out a smart news release, featuring a video, makes it easier for the featured news to travel around today’s most popular platforms, all quickly transforming into multimedia platforms. Scroll down a Facebook page, or Twitter and see how much content is visual. Today’s tech is designed to be smart, so a news release should be as well. Visual news highly increases a brands chances of landing on a visual news show.   

Include large hi-rez images

For the same reasons that videos are an important asset to the news release, hi-resolution images are as well. It’s not enough to just tell audiences your story, you need to show them who the story is coming from. When audiences see the people behind the stories or see the products being described, they have a stronger connection and interest to the brand issuing the news. These are vital aspects to a news broadcast and BizWireTV looks for these assets in the news sourcing each episode. 

Share your news socially

A core component of BizWireTV is news-related data analysis powered by Business Wire’s NewsTrak reports and NUVI social media tracking. Sharing your story on social platforms increases its chances of landing on the top 5 trending stories of the week.   

Include your official logo 

There is no more important branding than a logo. It’s how the public recognizes a brand and that’s why BizWireTV looks for news releases that include official logos. Logos are just as important for startups and other new companies as they are for more established corporations because the logo will become how audiences will come to recognize the brand.    

What kind of stories does BizWireTV look for?

  • Launch news of new product and services 
  • "firsts" in whatever industry you're in
  • Startups, Kickstarter/Indiegogo campaigns/young companies with fresh VC funding
  • Entertainment stories

Sponsored Headlines

BizWireTV features a Sponsored Headlines segment allowing clients the opportunity to have their story featured in the show.

BizWireTV Sponsored Headlines include:

  • An on-air read of a client’s headline within the show by host, Jordyn Rolling 
  • 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’s Sponsored Headlines

Al Roker Visits Business Wire for BizWireTV Event

By Vilan Trub, Marketing

BizWireTV was born when Business Wire partnered with Al Roker Entertainment to create a video news show with stories sourced from announcements crossing the newswire’s patented distribution network. Two years later and the show is a huge success with millions of views. To celebrate, Business Wire put together an event giving some of today’s leading communicators the chance to meet and learn from Al Roker as BizWireTV host Jordyn Rolling led a livestreamed fireside chat.  

You can view a replay of the livestream here

Al Roker touched upon many subjects, starting by explaining that he initially had no intention of a career in television. It was during college while taking a class on television performance, Roker joked, that he was told by a professor that he has a face for radio. A class he shared with fellow icon, Jerry Seinfeld. He did, however, land his first job as a weatherman at the time in Syracuse after submitting a tape.

Jordyn Rolling, host of BizWireTVAl then touched upon an event that entered him into the record books, Rokerthon. After hearing about a Norwegian woman who set the world record for longest continues weather cast, the unimpressed Roker joked that he could top the tally with ease. Following the taping of the live episode, his crew inquired as to when the record breaking event would take place. Al, forgetting his braggadocios claim, had gotten himself into a corner and took the challenge head on. The result was a 36 hour live marathon, a precursor, he points out himself, to the live streaming culture prevalent today. In usual Al Roker fashion, he joked that when a microphone was accidently left on during a restroom break, the world got to hear him actually “live streaming.”

 

While most attendees admitted to starting their days at 6 or 7 in the morning, Al admitted that his duties force him to rise at 4am. He’s hard working and ambitious and with Al Roker Entertainment and Al Roker Lab he’s creating content seen around the world. His goals, however, are inspiring in their humbleness. “I don’t want to change the world,” Al said wholeheartedly, “I just don’t want people to feel like they’ve wasted their time.”     

Partnering with Business Wire gives Al Roker a unique opportunity to create factual, news driven content. The conversation turned to the current trend of fake news, but Roker wasn’t distraught, instead having faith that majority of people can identify the veracity of the news they’re consuming. He then explained what it was about the newswire that piqued his interest, “When people see news from Business Wire, they know they can trust it.”

New episodes of BizWireTV are available Thursday’s on BizWireTV.com with apps available for iOS and Android devices.

Learn more about BizWireTV and Sponsored Headline opportunities. 

Journalists Want (and Need) Your Images

Benefit: Business Wire Provides Them Rights and Royalty Free

By Sandy Malloy, Manager, Licensing & Content Development

We frequently tell our clients that including a photo or other multimedia increases release views.  Here are a few findings that reinforce the power of images to reach an audience:

  • BuzzSumo found, in a study of over 100 million Facebook updates, that updates with images had 2.3 times more engagement than those without.
  • A different study by a consulting firm found that using images on Twitter increased the rate of retweets by 150%
  • Our own research has shown three times more activity on releases with multimedia than on text-only releases

What you might not know is that by using Business Wire to transmit your photos and videos, you are making it much easier for the media to take advantage of them. Images on BusinessWire.com are available for journalists to download in a variety of formats, already rights-cleared and free of royalties (though they do frequently ask the Licensing Department for permission.) This ease of use encourages the media to enhance their stories with visuals – your visuals.

Amazingly enough, Licensing has been asked for permission to use images that are months or even years old if the image suits the purpose. For instance, a good head shot accompanying a personnel announcement can be extremely useful for at least a couple of years.

When you use images on your site or in news releases, marketing materials and the like, it’s best to use the ones your company or client has created. You might not have to start from scratch, as companies often have content commissioned for another purpose (e.g., an annual report) available to re-use in other ways. Or, you might be able to buy an image from a stock photo company, as long as you have the budget and are able to comply with the license terms that will apply.

If you try to find images online, be aware of the usage rights. Google image search has guidelines that are very helpful.

Be creative, think outside the text box, and make your releases memorable with the right multimedia elements.

Tempo Presents: The Future of PR with Sandra Fathi, President of Affect

Business Wire recently had #CommPro Sandra Fathi, president of Affect, stop by and offer some insight into the current and future trends in public relations. An ardent entrepreneur, Sandra has spent the last 20 years helping technology, healthcare and professional services companies achieve their goals.

Communicating in the digital age requires an understanding of today’s rapidly evolving popular platforms. From issuing and amplifying content to tracking the impact of that content, Sandra covers the tools currently in use and how they might change in the years to come. She offers her thoughts on platforms such as Twitter and the recently discontinued Vine, as well as predictions on how users might be engaging with social media in the future.

Fathi covers some of the toughest questions facing today's PR and marketing professionals:

  • What are some of the tech trends you're seeing that will have the biggest impact?
  • How do you think social media is going to evolve over the next 5-10 years?
  • What role do traditional tools of communication such as newswires have today and what role do you feel they will have in the future?
  • The digital age has dramatically changed content and content marketing - how does that impact communicators?
  • What will PR look like in 10 years?

Watch the full video and see what Sandra (pictured left) has to say and learn more about Affect.

 

If You Wouldn’t Click On It, We Won’t Either… Seattle Media Shares Tips for Getting the Attention of the Press

By Matt Allinson, International Media Relations Manager

Earlier this month, six journalists from a variety of Seattle media outlets joined Business Wire for a media speed-dating session. The session allowed attendees the opportunity to engage in small group discussions with journalists and learn more about how the media works; current challenges facing the industry; how journalists like to be pitched; and other useful information about interacting with the press.

Dispensing knowledge from the journalist side was Taylor Soper (Reporter at Geekwire.com), Emily Parkhurst (Editor in Chief of The Puget Sound Business Journal), Rachel Lerman (Reporter for The Seattle Times), Michelle Li (Reporter for KING5), Lauren Foster (Managing Editor of 425 Magazine, 425 Business, and South Sound Magazine), and Anika Anand (Co-Founder of new media venture, The Evergrey). The event was moderated by Bryan Cohen, Owner/Partner of Colehour+Cohen.

From L to R ... Rachel Lerman, Emily Parkhurst, Lauren Foster, Anika Anand, Michelle Li, Bryan Cohen, Taylor Soper, Matt Allinson

Over 70 attendees gathered for the event and all took away many useful tips from these journalists over the course of an hour. Here are some that stand out:

  • Make sure the news/information you are sending to the press is compelling or interesting. “If you wouldn’t click on it, we won’t either,” said Emily Parkhurst.
  • Keep it Simple … When it comes to press releases, all Rachel Lerman wants is the 5 Ws (who, what, when, where, and why). Keep it straightforward and full of useful information.
  • Details matter … Taylor Soper looks at the area codes in email signatures. If you’re pitching local, it helps to have a local area code.
  • If you’re sending a reporter an email, give them a subject line that lets the reporter know you’re a human being and load the first sentence or two with as much pertinent information as possible. Emily Parkhurst has 20,000 emails in her inbox. Yours better stand out.
  • Michelle Li says to never forget the morning news programs. Since local stations generally air four to five hours of news in the morning, “You get more bang for your buck since your story is likely to be repeated four or five times,” she said. She also noted that morning news is the only time segment where viewership grows as the broadcast proceeds.
  • Don’t make us find multimedia,” pleaded Lauren Foster. “Include headshots/photos and do your homework before you actually make a pitch.”
  • Look for potential partnerships with new media. Anika Anand says The Evergrey wants to drive subscriber growth and are currently partnering with Brooks Running as part of a referral incentive program. It’s tough out there for new media outlets, so creative partnerships are possible. 

Lauren Foster speaks to attendees at Busines Wire's March 1 media event

  • Don’t get frustrated if you don’t hear back from a journalist right away. All the journalists acknowledged that due to smaller staffs and greater demands, they are busier than ever. It’s always okay to follow up if you don’t hear back, but do so with the understanding that the journalist is probably being pulled in a thousand different directions.
  • Don’t forget your #hashtags … Michelle Li actively pays attention to hashtags on Twitter to find stories (#seattle #pacnw #washington). She also sources the majority of stories herself or via pitches.

 

 

[Webinar Recap] Here are the Top 2017 Social Media Trends to Watch by Black PR Wire and Business Wire Part II

By Vilan Trub, Business Wire

The following is Part II of Business Wire's article providing insight into the top social media trends for 2017. Access Part I to learn what insight Lashanda Henry, SistaSense and Dr. Erica Taylor Southerland, Ph.D. had to offer.    

Be Authentic. Alfred Edmond Jr., Senior VP/Executive Editor-at-Large of Black Enterprise

The key takeaway from Alfred’s presentation was “don’t play yourself.” We live in an era where there are more tools available than ever to build our own brand, but it’s important to be mindful that communicating with audiences is self-representation. Build a brand that represents you, the authentic you. Don’t waste your time creating an image online that does not reflect who you are offline and could possibly alienate your intended audience.   

Every status update is a window into how audiences will see you. Brands need to protect their credibility.  Every organization has issues and every social media manager needs to know these issues and public perceptions before creating their social program.  They should think and verify before tweeting/retweeting, posting, reacting or aligning with a hashtag. Every update should align with the organization’s voice and brand.

Edmond Jr. also discussed best practices of live-video streaming. Live-streaming events, providing exclusive behind the scene’s sneak peeks is one of the best ways to draw in an audience. Use live video to bring your viewers into places where they can’t access themselves. This discussion lead into the concept of “celebrity.” Each industry has their own “celebrities” or “influencer.” Consider exclusive interviews with these thought leaders as a way to co-opt their audiences to promote your message. This is another great use of live-streaming to connect with your audience.

Tip:  Don’t Forget Email Lists

As social media evolves and transitions into a more pay-for-play role, email lists will become more important. On social media platforms, the audience you accrue is owned by the platform and they will charge you to reach them. The only audience you own is the one you can reach on your own, such as an email list. The strongest marketing programs are ones that use all the resources available to a company – include email amplification in your programs to ensure you reach and activate your most loyal fans with your news and information.

Don’t Sleep on LinkedIn

When looking to drive sales via social channels, Edmond Jr. pleaded with viewers not to forget the power and reach of LinkedIn.  LinkedIn offers access to high income decision makers, those with access to budgets. While Facebook, Twitter and Instagram are great for reaching audiences, LinkedIn offers a far more unique, targeted reach. People expect to be pitched on LinkedIn, making them the perfect prospects. A great way to get acquainted with the content on LinkedIn is to check out their marketing pages blog.LinkedIn.com and LinkedIntoBusiness.com.

 

Drive Social Advocacy Stephanie Tavares-Rance, Director of Digital Marketing, PR and Social Media at Boston Market

Stephanie’s tips centered on three key goals: share, educate and motivate.

Content should tell a story, deliver information and solve a problem for the audience that’s being targeted. Don’t waste your time reiterating issues that potential clients might have without offering plausible solutions. This work doesn’t motivate them to act on your brand as a beneficial partner, a key component for increasing social advocacy.

Stephanie also offered some tips when crafting content for social platform distribution:

  • Know your platforms. Develop content and copy with a mobile-first point of view. Have a clear understanding of image dimensions required and maximum character count.
  • Vary your content. Content should change with each platform to best suit the platform’s capabilities. Image dimensions, character count, and understanding unique audiences to each platform will help tailor craft your messaging.
  • Use CTAs. Calls to action should move audiences to go beyond the view to action. Getting audiences to consume your content is the first step. Get them moving down the sales funnel by encouraging they take further, proactive steps in learning more about your brand or product.
  • No words needed. Video content should be able to tell a story without sound. Social platforms are often mobile platforms and engaged with on the go. Create video content that tells a story visually because you don’t know when audiences will or won’t be listening to audio, if they find themselves in public spaces.
  • Be interesting. Posts should engage the reader to share, comment and provide their own stories. Posts should be conversation starters, opening two-way dialogue.

 

Melissa Kimble, Founder of #blkcreatives and Senior Social Media Manager at Ebony

Melissa kicked off her portion of the webinar by posing several intriguing questions:

  1. Are you resting on utilizing social media as the “face” of your business or are you using it as a tool to leverage your business?  
  2. Are you utilizing social media to create noise or to create necessary relationships? How can you create a more well-rounded brand offline?

Strategy starts with intention and the goal is to utilize social media platforms to maximize the visibility and impact of brand communications. With all of the noise that social media creates, people are hungry for more substantial, real life experiences. They are authentic and tangible and they crave likeminded content. These experiences include in-person events, face-to-face meetings or even phone calls and allow social media to supplement what the brand is creating offline.   

Melissa explained that social media is a game that changes but brands need to keep doing what makes sense for their business and bottom line. The best way to approach social media, she suggested, was by staying focused on managing a few platforms well.

Creating a successful social media program starts with a deep understanding of your organization, your goals, your positive traits and your flaws.  Understanding who you are, and who you want to be is the first step in building an online branding program that connects with intended audiences and ultimately drives to your business goals.  Once you know what your organization stands for, you can select your platforms, create your brand voice and the content you need to translate your organization into a tangible brand online, and off.

Interested in learning more about using social media to amplify your news and content? Email us now!

This webinar is available for replay here:  http://bit.ly/2lAeZRQ and you can view the event Storify here: https://storify.com/serena/business-wire-and-black-pr-wire-2017-social-media-