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How to Write News Release Headlines Reporters Love

By Raschanda Hall, Director of Global Media Relations, and Serena Ehrlich, Director of Social and Evolving Media, Business Wire

Every year, the teams at Business Wire look at changes in the industry that impact news release distribution and usage. We review the technical changes and the behavioral changes that directly affect the visibility and consumption of information. Once we gather this information, we make tactical suggestions that PR professionals can use to increase the success of their work. Still the most frequently asked question we receive is:  What makes a good news release headline and how long should it be? 

The key to writing a good news release headline is to be both compelling and informative. Do not just say what the project is, explain the importance to your end audience. Don’t just tell reporters you’re opening an office in a new city, highlight the effects of the move on the neighborhood, your overall business, and the industry. This is what piques their interest, the implications of their news on their readership.

While headline writing isn’t an exact science, a common formula includes the use of a number or trigger word + adjective + keyword + promise.  Trigger words can be question words like what, how or why?  They can also be persuasion words like imagine, if, and new. 

Whether you choose to use this formula or not, you want to make sure the most compelling word, or phrase, in your news release is also in the headline.  This is why, when it comes to news releases, you write your headline after you write your news release. This will ensure that you include important keywords or data in your headline because they are relevant to your news.

The Key to Selecting Keywords

Keywords are the words and phrases frequently used by your colleagues, industry peers, customers and reporters to describe specific products or services. Once you write your news release, go through and underline the words and phrases you included that are popular right now in your industry.  Pick the keywords that help explain the real impact of your news to your readers. Don’t focus on keywords that are irrelevant to your overall story goal. 

Confirming Your Keywords Have Impact

Once you have selected the keywords or key phrases from your news release that showcase why this is news, you may want to use a keyword tester to see how popular that word is with your audience. Google Trends is a free service that Google offers to show writers, content creators, marketers and PR pros what information people are looking for within Google search. By going to Google.com/Trends, you can type in and search the words and phrases in your news release to see which term or terms may be most useful to reach and activate your audiences.

How to use Google Trends:

  1. Go to Google.com/trends
  2. Set the location to match your country
  3. Set the timeline to match the last 7 days (for blog posts, try 30 days)
  4. Identify the keywords in your news release that ladder up to your headline goals
  5. Type in each of your keywords or phrases
  6. Write down which keywords or phrases have the highest search terms
  7. Add the most popular words to your headline
  8. Review your headline to ensure maximum readability
  9. Distribute your news release
  10. Monitor results and make modifications as needed for your next release

Once you have identified your most searched keywords or phrases, craft several different headlines and use a headline tester to confirm your new headline is both interesting and relevant. Here are three free, online headline testers for your files:

How long should your headline be?

While shorter headlines are preferred, it is important that your headline provide key information to your reader. Depending on keywords, your headline may be short, or it may be longer than usual.  The URL string of the Business Wire version of your news release will showcase the first 5-8 words of your announcement so make sure your most impactful words are included here.

Keep in mind, ideal headline character counts can vary by platform and news partner.

  • Many editorial systems show the first 55 characters of your news release headline.
  • Search engines showcase the first 70 characters of your headline.
  • Social channels tend to pull in the entire headline (along with your Business Wire news release summary)
  • Don’t forget about mobile devices. Keeping your headline to 40 characters may be tough, but some think that is the ideal headline length for mobile readers. 

This means you have between 8-15 words in your headline to entice your readers into opening your release. 

Tip! Let Your Coverage Be Your Guide!

One way to see if your news release headlines are working is to see how reporters revise them in their coverage pieces or how consumers translate your news in their social updates. Did they use your language or your angle? What did they change? Why? Taking the time to review your past coverage pieces is a fantastic way to guide you to crafting a better release next time.

Once you have your news release headline, don’t forget to include the other required news release elements!  Include hyperlinks to provide reporters with instant access to back up materials, add a photo, infographic or video that visually tells your story to activate visual learners and include social prompts in your news release to allow fans to advocate on your behalf.

And once your release has crossed Business Wire, monitor your NewsTrak report (clicking on the Compare to Recent button) to see how your revised headline compares to past releases.  You will also want to monitor social media channels via your NUVI report to see if your newly revised headline message resonates with individuals.

Have questions about using keyword research for crafting news release headlines? Let us know! We would love to set up a time to review your news releases and show you the small changes you can make to drive larger results. Email us at serena.ehrlich@businesswire.com to get started.

BizWireTV Offers Clients New Opportunity with Sponsored Headlines Segment

 

 

 

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

BizWireTV Sponsored Headlines include:

  • An on-air read of a client’s headline within the show by host, 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)

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

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

To learn more contact your local Business Wire representative

The New Season of BizWireTV is Coming Featuring a New Host and Innovative Tech

By Scott Fedonchik, SVP Marketing, Business Wire

Get ready for the new season of BizWireTV, featuring a fresh new look and a new host, Jordyn Rolling. The video news program, featuring stories on disruptive startups and technologies, premiers on Thursday, February 2nd and can be seen on BizWireTV.com as well as Apple TV, Roku, iPhone and Android devices via a downloadable app.

Rolling is no stranger to news media, joining BizWireTV with a journalistic background including digital reporting and producing for People, MONEY, and Fortune. Her ability to cover a wide scope of newsworthy subject matter makes her a perfect match for BizWireTV as the news featured on the show is sourced by announcements crossing Business Wire’s distribution network. These stories disrupt across all industries from Wall Street to Silicon Valley, Hollywood to Washington D.C., and beyond.   

 

Production Changes

The show’s graphics, set and soundtrack have been redesigned to be quicker, slicker and include even more trending news content. The look and feel of the show are being refreshed specifically for today’s mobile and social channels.

BizWireTV will also be adding “interactive video” technology that will provide viewers with innovative video engagement features for navigating within the show, hot spots, and hyperlinks directly in the video player.

 

Integrated Sponsorships

BizWireTV recently launched the “Sponsored Headlines” feature, allowing clients to integrate their latest news release directly into the show. The segment appears during a prime slot within each episode and offers added amplification for Business Wire client’s news. The idea for the segment stemmed from the wide reach garnered by BizWireTV, as the show has received 7 million views in its first year and covered over 1,000 client stories. 

 

BizWireTV shines a light on innovative technology and disruptive brands and the new season will reflect the evolving media landscape. The core component of the show will continue to be the news-related data analysis powered by Business Wire’s NewsTrak reports, which offer detailed release metrics and audience engagement information, and NUVI social media tracking. NUVI’s real-time analytics platform will provide insights into influencer conversations across numerous sources including Facebook, Twitter, Instagram, Google+, YouTube, Delicious, Reddit and more than 20 million RSS feeds. 

Watch full episodes of BizWireTV and check in on Thursday for the season premiere

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

By Gregg Castano, President, Business Wire

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.

About the Author

Gregg Castano was named President in December 2009. In this role, Castano remains responsible for the company’s global growth strategy into new international and vertical markets, and expands his involvement in the company’s marketing and communications efforts on the operational level. He serves on the company’s executive committee and works closely with CEO and Chairman Cathy Baron Tamraz on strategic planning and global branding.

Castano has played a key role in the company’s U.S. and international expansion. During the past decade, Castano lead Business Wire’s efforts as it opened offices in London, Brussels, Frankfurt, Paris, Tokyo, Sydney and Toronto, while establishing a network of reciprocal sales offices throughout Latin America, the Middle East and Africa.

International Perspectives on Making News with Edda Schlager

By Kai Prager, Senior Media Relations Specialist

Business Wire is an international newswire, catering to the needs of organizations, companies, journalists, reporters and other media professionals around the world. The needs of our clients and partners varies from region to region making it important to keep our finger on the pulse of changing trends. There is no better method for identifying the needs of a journalist than by listening to what they have to say. Edda Schlager works as a journalist and photographer based in Kazakhstan’s former capital Almaty. As she writes for audiences in Europe and the US, she has to find a special touch to introduce new themes with a relevance to the market she’s writing for. 

To find out how she manages to discover the right stories for the right audiences, we asked her some questions about her work as a journalist and foreign correspondent:

You mainly work in Central Asia, which is an area that is not very present in European and US media. How do you select stories that are interesting for such an audience?

I always have to find a twist, which makes a story relevant for readers in Europe or the U.S. – such as a Kazakh German who was born in Kazakhstan, left it in the 90-ies for Germany and returned for business. I also use international politics or anniversaries to deliver background stories from Central Asia.

How do you find engaging stories?

I am in close contact with local colleagues, analysts, authorities or companies; I read local media and I am active on social media networks like Facebook, Twitter and Instagram which are very popular in Central Asia. When travelling, I talk to people getting a sense for their daily problems or concerns. I use international news alerts like Google alerts or special interest services. Business Wire offers PressPass for journalists. So these international services give me the opportunity to monitor the broader setting of a current news mainstream and the demand for certain topics where I can place my local or regional stories in, which is quite important for me.

Which topics are the most popular from Central Asia?

In this year, of course, the Expo 2017 in Astana, the capital of Kazakhstan, will be one of the main news items from Central Asia. Central Asia is always good for exotic stuff of all kinds – rising fashion labels from Kyrgyzstan, the astonishing wildlife of the High Pamirs in Tajikistan, superlatives like the new luxury airport of Turkmenistan’s capital Ashgabat which can hold 17 million passengers a year.

Do you think there also is an audience for news and stories from Europe and the US in Central Asia?

Absolutely! The internet and especially social media are the main source for information in most Central Asian countries. People are looking for alternative sources. More and more people in Central Asia are studying abroad, after returning home they like to stay in touch with the world. As only few people know foreign languages most international news is consumed in Russian – made by Russian media. So, other point of views, are highly welcomed, even if it’s not simple to enter the Central Asian news markets.  

To find out more about Edda Schlager and her work as a journalist and photographer, please visit her website, or follow her on Twitter, Instagram or Facebook.

Learn about Business Wire’s global distribution circuits reaching more than 100 countries in 19 languages

 

Is Your News “Public Policy” News?

Right now is a time of transition and a lot of the news developing around the world, and consumed by vast audiences, is “issues-focused” news. These stories are about more than just elections and laws, they’re about the policies that affect the public on a daily basis.

Who makes public policy announcements?

In addition to government bodies and agencies, Business Wire’s public policy wire is used by associations, advocacy groups, non-profits, unions, embassies and even corporations. Any organization issuing news that potentially affects the public, from news announcing a development project in a community to the launch of charitable program, is issuing public policy news that deserves the correct amplification. If an organization or company is impacted by public policy, any newsworthy ramifications are public policy news as well because they are related as a result of chain of circumstances.     

Business Wire has reached out to thousands of newsrooms across the country and the consensus is a desire for news stories of national, state or local interest for their readers.

Who Does the Public Policy Circuit Reach?

Business Wire’s Public Policy circuit can send your news nationally, to a particular state, or just to the Washington press corps via the DC Capital Circuit. News issued over this unique circuit reaches particular news desks and reporters using the same routing systems as the Associated Press. Public Policy news releases are part of the larger news feeds to the White House, Congress and other government agencies, whose staff flag stories of interest by keyword. Not all issues-focused stories are national, in fact, many are local stories effecting specific communities. On a state level, news releases are sent to governors’ offices and legislative leadership.         

The Public Policy circuit also allows the issuer to send a position paper or invitation only to members of Congress or to particular committees.

Is Your News “Public Policy” News?

If the news you’re issuing can potentially impact a community, local, regional or national, you’re issuing public policy news. If your news is the result of public policy influence on your organization, company or brand, the announcement you are issuing is also an issues-based release. These stories are unique to all other news and deserve distribution to outlets that are most interested in your announcement.

Learn more about Business Wire’s Public Policy services and how to better amplify your news       

Start Off the New Year with the Top Trends in PR, Search & Social Media

The MediaLeaders Team didn’t wait too long before putting together a trends report for the New Year. With 2017 being projected as the year of news content visibility, the goal for any communicator will be generating the most impact through the use of PR tools and solutions. MediaLeaders compiled the information found within the article based on a breakout session at the Digital Marketing Conference in Los Angeles hosted by Serena Ehrlich, Business Wire’s director of social and evolving media.

Read the full article on MediaLeaders

What do the trends look like? The infographic below offers a visual roadmap of how to amplify your news and achieve your goals in the New Year. 

Business Wire’s Top Ten Tips from the 2016 Media Blueprint Survey

Business Wire’s 2016 Media Blueprint Survey puts a magnifying glass to the work habits and preferences of today’s leading journalists and reporters. Knowing how to best reach and engage the media is a vital tool in a communicator’s arsenal, and Business Wire’s media survey offers the data needed to amplify branded news.

The following are the top ten tips found within the Media Blueprint Survey and if you’re looking for editorial coverage, there’s no better place to look.  

  1. 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.

  1. 53% of surveyed media use newswire services daily; 39% use it weekly or monthly.

Reporters rely on newswires because the news is vetted before distribution. Wire services are also a great resource for reporters as it provides usable content, copy can be pulled straight from the release.

  1. 91% of surveyed media prefer to receive news via an email alert linked to the press release.  65% of reporters look for supporting facts in a press release.

Include hyperlinks to all related information in a news release and one-click access to content features.

  1. 63% of surveyed media state that early in the week (Monday or Tuesday) is the best day to receive pitches.

Issuing news when the media is most likely to engage with it is a best practice for achieving editorial coverage.

  1. 61% of surveyed media prefer to receive pitches in the morning.

Like most consumers, reporters prefer to have as much news at their fingertips first thing in the morning.

  1. 33% of surveyed media rank photographs as most important supplement to a press release.

Photographs were the #1 release supplement and it tells us that multimedia is no longer an optional asset, it’s expected.

  1. 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.

  1. 81% of surveyed media expect to access press releases in an organization’s online newsroom.

Press releases continue to be the most desired content type within an online newsroom year over year. Verified news is more important than ever to today’s media, with HTML being the preferred format over PDF for press releases.

  1. 54% of surveyed media expect a minimum of 1-5 years of historical press releases in an organization’s online newsroom.

Although the average amount of press releases that surveyed media expect to see is 1-5 years of releases, more than 30% of surveyed media still want to be able to access the entire historical archive of press releases. Make sure that all “milestone” releases are available within the online newsroom. Milestone releases recorded major happenings within the company or organization such as mergers, acquisitions, a new CEO, a new product, and more.

  1. 60% of surveyed media expect to search news by type and/or date in an organization’s online newsroom.  

Reporters are on deadline. They need to search, filter and access desired information quickly. Make it possible for reporters to get as detailed as possible in their search queries.

Bonus tip!

58% of reporters create more than 6 articles a week. This tells us that reporters are busy! Give them complete news releases – ones with facts, multimedia, and one-click access – so they can cover your story fast and accurately.  

Download the survey!

Received Editorial Coverage? Here’s How to Amplify It

Your news received editorial attention and coverage giving you reason to celebrate. Although you should celebrate the identifiable ROI, the amplification of your news, generating interest amongst potential clients and customers… remember not to cheer for victory too soon. This is the digital age and there is still more work to be done if you want to maximize the impact of your PR campaign. The real impact of editorial coverage is directly related to its visibility, and what you want to do is increase the visibility even more. That is true amplification of your news.

 

In the newly released Social Media Amplification Guide, Business Wire outlines the role of editorial coverage in the customer-consideration and purchase journey, and presents a series of strategies and tactics designed to increase the visibility of news stories across social channels.

 

Why is editorial coverage important?

 

Nielsen’s 2015 Trust in Advertising study revealed that consumers trust editorial coverage (66%) and this trust was increased greatly when this same content was shared by a friend or family member (83%).

 

Combine this data with the results of the 2016 Business Wire Media Survey in which reporters noted that inbound traffic was a key success metric for their editors (a metric communicators can help meet by broadly sharing their secured coverage across their owned networks) and it becomes easy for today’s public relations practitioners to understand why editorial coverage is so important and why they must create a social media news amplification program to promote this content.

 

Business Wire’s free social amplification guide outlines:

 

  • Best practices in crafting updates that meet each platform’s user aspirations.
  • Best time to share and encouraging coworkers to participate in the share process. 
  • Features valuable insights into Twitter, LinkedIn, Facebook and Reddit.

 

Download your copy of Business Wire’s free Social Sharing guide

 

Know a fellow communicator who would benefit from this guide? Click here to share it with your Twitter followers now.

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. 

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

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

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

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

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

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

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

Listen to the full podcast now: Episode 9

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

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

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

Some key points include:

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

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

Other tips include:

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

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

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

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

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

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

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

How it works:

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

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

A tool for whenever necessary:

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

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

By Gregg Castano, President, Business Wire

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

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

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

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

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

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

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

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

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

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

Business Wire: Takeaways of WWPR Media Roundtable

By Ana Pinilla and Liz Ballantine

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

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

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

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

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

Keep Your Pitch Mobile Friendly

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

Building Relationships Through Social Media

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

Tailoring the Message

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

Timing of the Press Release

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

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

Happy pitching! 

Multimedia & Visualization: Key insights from an expert session

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

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

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

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

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

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

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

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

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

 

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

 

What is Reddit?

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

 

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

 

Why does Reddit matter?  Amplification and Market Research

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

 

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

 

How do you use Reddit?

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

 

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

 

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

 

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

 

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

 

Tip! Join Reddit’s Media Partners Page!

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

 

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

 

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

 

Next? Search the site to find relevant content.

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

 

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

 

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

 

How to participate in a subreddit

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

 

Selecting and submitting your content

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

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

 

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

 

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

 

Using Reddit content in your published works

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

 

Tip! Avoid these content submission blunders

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

 

Try these two tips:

 

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

 

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

Handling negative reviews:  Protect your Rep

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

 

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

 

Hosting an AMA:  Build your Rep

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

 

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

 

Drive Impact with Ads

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

 

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

 

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

 

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

 

 

BizWireTV Celebrates First Anniversary

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

 

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

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

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

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

BizWireTV Sponsored Headlines include:

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

Learn more about BizWireTV Sponsored Headlines and other partnership opportunities

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

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

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

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

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

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

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

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

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

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

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

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

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

A glimpse at the findings

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

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

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

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

Online Newsrooms

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

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

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

Download the free 2016 Business Wire Media Survey

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

 

 

 

 

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