PR Updates and Changes for the Week of March 16 and 23

April 1, 2015

By Denise Grayes, Business Wire Nashville

Welcome to the March 31 edition of recent account wins and job changes within the public relations industry.  Do you have news you would like us to include, just let us know!

Atlanta
Marketing Inspirations was recently recognized for five campaigns during two of the most prestigious marketing and advertising celebrations for the southeastern region – the 2015 Atlanta Marketer of the Year (AMY) Awards and the American Advertising Awards (ADDY) for Atlanta chapter members. Article

Boston
Greenough is now the agency of record for Inovalon. Article

PreparedEx has introduced a scalable version of its crisis simulation application called LaunchPad, which enables small-to-medium-size organizations to cost-effectively conduct realistic crisis exercises. Article

HB Agency took home top honors for Best Animation video at the 2015 In2 Sabre Awards. Article

Charlotte
The McDonald’s Triad Co-op that is made up of 26 individual owners and operators of the North Carolina Triad-area McDonald’s 92 restaurants has contracted with full-service marketing agency Bouvier Kelly to provide ongoing public relations. Article

S&A Cherokee has expanded its offerings and rebranded itself as S&A Communications. Article

Complete Public Relations was named the Greenville, S.C. Chamber of Commerce’s Small Business of the Month, Greenville Business Magazine reports. Article

French/West/Vaughan has been selected to partner with two top outdoor and sporting goods retail brands – Cabela’s and Fleet Feet Sports. Article

Chicago
Brooke Anderson has landed a new gig at Uber as communications lead/Midwest. Article

Two new employees join Henson Consulting as the boutique Chicago public relations firm expands both its office space and staff in 2015. Michelle Mekky has joined HC as a Senior Strategist and Director of New Business Development. Kendra Smith also recently joined HC as an Account Manager to help lead the agency’s growing roster of Kraft Foods coffee business. Article

Dean Potratz has launched PeAk Strategic Communications. Article

Cleveland
Falls Communications has hired Mark Koznarekas senior capital markets strategist. Article

Dallas
Moroch Partners has hired Cody Bailey as director of digital and social strategy. Article

DC
Edelman has concluded a lengthy search to identify the new head of its global corporate practice, hiring former Hilton Worldwide communications head Kathryn Beiser to the key global role. Article

MWW Public Relations has announced that Bob Knott has joined the firm as senior managing director for market leadership and issues management. Article

Resilience Action Partners, a joint venture between Ogilvy Public Relations and emergency mitigation planning firm Michael Baker International, has been awarded a $130 million contract to provide risk communication and mitigation planning services to the US Federal Emergency Management Agency over the next five years. Article

CTIA-The Wireless Association has added Stephanie Mathews O’Keefe as senior vice president and chief communications officer. Article

Chris Hassall has joined APCO Worldwide as a member of the firm’s international advisory council. Article

The American Anthropological Association (AAA) has appointed Jeff Martin as the Association’s new director, communications and public affairs. Article

NACS Public Relations has published a new Public Relations Toolkit to help retailers launch their own publicity efforts in their communities-from how to write a press release and craft talking points to how to pitch an interview and elicit great media coverage. Article

Warschawski announced the addition of Lauren Scheib to the agency’s growing team. Article

Finn Partners has announced the appointment of Chris Lawrence as the agency’s Director of Research. Article

Denver
Quest Diagnostics‘ Midwest region has hired Wilson Lass Brandon for marcomms assistance for the company’s rebranding efforts. Article

Pulse8 PR has launched with Wendie Larkin and Paul Lonnergren as founders. Article

Detroit
Lambert, Edwards & Associates announced that it will be providing investor relations counsel and services to support Peak Resorts, Inc. Article

The Downtown Detroit Partnership has named Lambert, Edwards & Associates its PR and social media AOR. Article

Shaun Wilson is the new senior vice president at Detroit-area communications firm Truscott Rossman. Article

Art Van Furniture has promoted Diane Charles to vice president of corporate communications. Article

Houston
Saxum has hired Kristi DesJarlais to serve as senior vice president and general manager of the agency’s Houston office. Article

Los Angeles
Envivio has selected Bob Gold & Associates to lead its global communications program. Article

Tony Cervone, SVP of global communications at General Motors, has joined the board of the Lagrant Foundation. Article

The University of Southern California’s Viterbi School of Engineering has selected Los Angeles technology public relations firm PMBC Group as its agency of record. Article

Chatterbox Public Relations, Ink announced the addition of Business Productivity Coaching to its core line of services. Article

PMBC Group has hired Chantal LeBoulch and Maura White as senior account managers.  Article

MPRM Communications announced the addition of two new account supervisors as well as four promotions. Courtney Dolliver joins the Home Entertainment practice while Melissa Mills becomes part of the Digital Media and Technology team. Leif Helland becomes executive director, Caitlin McGee and Guido Gotz are both promoted to director and is now an account supervisor. Article

Miami
Kip Hunter Marketing is pleased to announce that it has doubled its office space at 888 East Las Olas Boulevard in Downtown Fort Lauderdale. The firm has also expanded its public relations department by hiring Michelle Rodrigues Hawthorn as Director of Public Relations and Melissa Sweredoski as Public Relations Manager.  Article

Diamond Public Relations has started 2015 off strong with the addition of four new clients to its award-winning roster: Circa 39 and The Palms Hotel & Spa Miami in Miami Beach, FL; Ecoventura Galapagos Network in the Galapagos Islands; Grand Cayman Marriott Beach Resort; and Marriott Port-au-Prince Hotel in Haiti, a pro bono project for the agency. Article

Uproar PR has added two new clients in the health and wellness industry: Hyperice, creators of dynamic fitness tools, and myHealthSphere, an innovator in workplace wellness. Article

AboveWater Public Relations & Marketing has been retained by the American Association for Nude Recreation. Article

Minneapolis
Elisa Bernick has joined Brandpoint as Managing Editor. Article

Swanson Russell announced the addition of Dave Maas to the public relations department of its Lincoln office. Article

Nashville
FedEx is reviewing global PR duties, with longtime agency partner Ketchum among the several agencies vying for the sizable business. Article

The Tennessee Public Relations Alliance has added a new member: Q Strategies of Chattanooga. Article

Natasha Pierre-Louis has joined the staff of Tupelo-based marketing consulting, advertising, marketing and public relations agency Robinson and Associates as an account executive. Article

FleishmanHillard has launched a global practice on privacy and cyber risk, which will provide clients with a complete range of services to help them cope with data security and privacy challenges. Article

Newport Beach
Mojo PR Group recently launched with a full and diverse client roster, and new offices in the heart of downtown San Clemente.  Founded by Joanne Forster, Mojo PR Group is a rebrand and re-launch of Forster’s public relations firm, The Forster Group PR, which was based in Los Angeles and Orange County. Article

New York
GE veteran Gary Sheffer plans to step down from his position as chief communications officer at the end of the year as senior director of external communications Deidre Latour takes over. Article

Golin has hired Ashley Hurst and Jon Silver as digital directors based in the New York office. Article

The North Shore-LIJ Health System has appointed Ramon Soto as SVP and chief marketing and communications officer. Article

M Group Strategic Communications has released a proprietary integrated issues-management platform, which will help it track developing issues, target industry influencers, and affect grassroots change, the firm said in a statement. Article

Bill Blass Group has appointed Exposure America and Wondersauce as its PR and digital creative agencies, respectively. Article

Servcorp is accelerating its New York City expansion, tapping The Marino Organization (TMO) to drive its New York City public relations efforts. Article

Blythedale Children’s Hospital announced it has selected Golin to develop its integrated public relations strategy. Article

Chris Hassall joined APCO Worldwide as a member of the firm’s International Advisory Council (IAC). Article

Dave Buchko is assuming a new role as communications manager, West, at BMW of North AmericaArticle

Emotional Escapes has retained Conundrum as its public relations agency of record. Article

CRC has been named the agency of record for Dr. Rosemarie Ingleton, a New York City board-certified dermatologist who specializes in cosmetic and general dermatology. Article

The Reputation Institute has named Stephen Hahn-Griffiths as vice president of US strategy consulting and Scott Upham as vice president of US measurement consulting. Article

Samsung is seeking PR agency support for a seven-figure US corporate brief, amid the technology giant’s ongoing smart TV spying controversy. Article

Tsu has hired Diffusion as its PR agency of record. Article

5W Public Relations announced the re-launch of its website, http://www.5wpr.com, showcasing a refreshed look and feel as well as a new user-friendly layout. Article

Golin has appointed Dawn Langeland to the newly-created role of deputy managing director of New York and will lead the office’s consumer practice and Catalyst and Creator communities. Article

Rubenstein Public Relations has announced that Lauren Sachs has joined the agency as a Media Relations Manager. Article

The Marino Organization announced it has promoted two members of its team to vice president. Article

Burson-Marsteller has hired Jon Wentzel as executive vice president, US chief client officer. Article

Dina Cappiello has joined Edelman‘s global energy sector as vice president based in Washington, DC. Article

Evins Communications has appointed Drew Tybus vice president and director of the agency’s food, wine and spirits division. Article

Magrino has re-hired Phil DiIanni as senior vice president. Article

Lou Hammond & Associates has added four new clients for public relations, digital marketing and positioning:  The Beach Company, known for real estate development in the Southeast;  Halls Hospitality, which operates restaurants in South Carolina; High Country Rugs, which designs and manufactures custom oriental rugs; and Domestic Estate Management Association, a worldwide educational association for the private service community. Article

Philadelphia
Bravo Group has hired Jeffrey Logan as environmental and regulatory practice lead. Article

D4 Creative has appointed accomplished marketing veteran Michael Snyder as chief strategy officer and SVP of account services. Article

Buchanan Public Relations is pleased to announce three internal promotions. Article

Flackable has expanded its team by adding PRSSA Illinois State standout Hailey Lanier as an account coordinator. Article

Sarah Larson, Vice President of Public Relations for integrated marketing and public relations agency Furia Rubel Communications, will serve as a panelist for Bucks County Community College’s 2015 Media Day. Article

Avanti Markets has selected Schubert b2b to provide strategic marketing communications consultation, services and creative work. Article

Dan Soulas has formed a new market intelligence and communications insights consultancy, Market Intel Group. Article

Phoenix
Vista Outdoor has named Michael Pici as VP of investor relations. Article

Adduco Media announced its purchase of Trafficado. Article

San Francisco
Horn Group announced that Debra Raine has been promoted to partner. Article

Full Court Press Communications announced that Sarah Hersh will now hold the title of Vice President. Article

Allison & Partners has made Jonathan Heit its first president of Americas overseeing the firm’s expansion into South America. Article

Karbo Communications announced that it has achieved record growth over the last year with the addition of clients in both the enterprise and consumer technology markets. Article

Seattle
Weber Shandwick’s former global tech lead Tim Fry has resurfaced with his own consultancy – 468 Communications. Article

The head of Waggener Edstrom‘s Microsoft business Dawn Beauparlant is taking on a broader role overseeing the firm’s technology practice. Article

Atlanta, Chicago & San Francisco
Blink has opened its doors, focusing on “crisis management services affecting every aspect of the food chain from turf to table,” said principal and co-founder Laurel Kennedy. Article

Chicago & San Francisco
Olson Engage has promoted Tricia Ewald to executive vice president, director of account management, from senior vice president.  The agency also elevated vice presidents Brian Flad, Matt Hargarten and Russin Royal to SVP roles, and tapped vice president Charlie Witkowski as the new general manager of the agency’s San Francisco office. Article

D.C, New York, Hong Kong, London & Paris
Brunswick Group announced that the firm has promoted 14 Directors to its partnership. Based in six offices across Europe, Asia and the United States, the new partners further strengthen the firm’s cross-border capabilities. Article

Los Angeles & New York
Allison+Partners announced the promotion of two senior executives who will help guide the agency’s continued global expansion. Jonathan Heit has been elevated to president, Americas. Matthew Della Croce has been elevated to president, Europe and Global Corporate. Article

Seattle & Sydney
Global digital/direct marketing agency HackerAgency announced that it has entered into a strategic partnership with FCB New Zealand. Article

Hong Kong
Golin has hired Burson-Marsteller’s Calvin Wong for a newly-created role overseeing research and analytics in Asia. Article

Ogilvy & Mather Asia Pacific will be the host of this year’s prestigious ADC Portfolio Night 13 in Greater China, with Bates CHI&Partners staging the event in Singapore – all on the same day – Wednesday 20 May. Article

Cohn & Wolfe has named Angelina Ong as president of its Asia-Pacific operations. Article

Ogilvy Indonesia has appointed Anton Reyniers as Group Strategy Director, further strengthening the management lineup. Article

Brunswick Group has promoted several directors to its partnership, including Ginny Wilmerding, who advises on financial and corporate communications, transactions, crisis, strategic positioning and stakeholder engagement; Patrick Eastwood of the creative communications unit MerchantCantosl and Will Carnwath, who focuses on corporate reputation, investor relations and crisis in the firm’s Singapore office. Article

Piaggio Asia Pacific has engaged The Hoffman Agency to be its agency of record for public relations covering the Asia-Pacific region. Article

Bell Pottinger has appointed Adeline Goh as partner. Article

The Hoffman Agency has won a three-way competitive PR pitch to serve Alexander Mann Solutions. Article

London
Nelson Bostock chairman Martin Bostock is to retire from the business he founded with Roger Nelson in 1987.   Article

Cake has secured consumer PR duties for Virgin Atlantic, extending a relationship that saw the firm handle a six-month project for the airline last year. Article

Mischief CEO Frankie Cory has bolstered her management team with two associate director hires, including Tesco consumer PR head Jess Buttress. Article

W has strengthened its senior leadership team, promoting director Richard Tompkins to managing director and bringing Holly Maguire on board as a director from ad agency Anomaly. Article

Golin has been appointed by management consultancy Baringa Partners to deliver corporate communications services. Article

M&C Saatchi PR has appointed Gary Wheeldon-Doyle to the newly created role of global managing director. Article

Hassle.com has appointed Threepipe to run its digital marketing campaigns, starting with paid search campaigns across key UK cities and in Paris and Dublin. Article

CubanEight has been appointed to manage the regional PR campaign for housing developer Dorchester Living following a competitive pitch. Article

Berkeley PR has been appointed lead agency by Epicor Software Solutions  its UK and EMEA coordination following a four-way competitive pitch. Article

Former M&C Saatchi director Hew Leith has launched a new agency, 10x. Article

Jonathan Fraser has joined Exposure Digital as chief strategy officer, and will act as strategic lead for the entire agency’s digital and social media business. Article

Edelman UK corporate and financial MD Jamie Lundie is departing the firm after a decade for a senior in-house comms role with Barclays. Article

Richard Kanareck has joined fast-growing UK energy company OVO Energy as its first chief communications officer. Article

LogicNow has selected independent PR agency network GlobalCom to handle its PR duties across a range of countries. Article

Chipmaker AMD has consolidated global PR duties with Edelman after shifting its key EMEA comms assignments to the firm. Article

SurveyMonkey has hired Bite as its first UK communications agency, as the survey platform steps up global expansion plans. Article

Gemalto has appointed Brands2Life as its corporate and lead social media agency of record following a three-way pitch process. Article

Mischief has been appointed as the retained UK consumer PR agency for premium dessert brand . Article

Exterion Media has appointed Bite as its UK and group PR agency to boost its profile and brand. Article

Shopa has appointed Shine Communications to launch the brand and deliver an annual programme to target bloggers, key influencers and top tier media. Article

Encompass Corporation has engaged The Whiteoaks Consultancy to deliver a PR launch programme to catapult it into the UK market. Article

Edmiston has appointed W to handle its corporate and consumers communications on a retained basis. Article

RM Results has selected The CommsCo to drive a new content marketing and social media program that will increase thought leadership-based content across its digital channels.  Article

Invenio Business Solutions has appointed Octopus Group to support growth in its application managed services offerings. Article

University of Westminster has appointed Publicasity to handle PR and social media for the launch of Regent Street Cinema, following a competitive pitch. Article

Paris
The Qatar Foundation is reviewing its multimillion-dollar global PR mandate, amid continued concerns over the country’s global reputation. Article

Grayling has launched a new office in Muscat, Oman, following the creation of a partnership between its parent company, Huntsworth, and local Omani company Al Reem Creative. Article

Instinctif Partners has won the global communications brief for the Oman Tank Terminal Company (OTTCO). Article

GE Oil & Gas has hired H+K Strategies to handle public relations duties in EMEA, following a competitive review. Article

Hill+Knowlton Strategies has launched an operation in Nigeria to keep pace with burgeoning client demand in the country.  Article

Sydney
Perfect Relations has hired former Shell India corporate affairs chief Deepak Mukarji as a group advisor for its oil and gas practice. Article

Text 100 has launched a new agency brand in India following its merger with Next 15 sibling Bite last year. Article

Cheil India has appointed Vaarunya Bhalla as senior brand manager. Article

Tokyo
Rakuten has hired new PR support as it attempts to build a stronger global brand. Article

Toronto
Pure Energy Minerals has retained Brisco Capital Partners to provide investor relations services. Article

OpenTable has engaged StrategicAmpersand as its agency of record for Canada. Article


PR Tip: How to Keep Track of the Universe of Tech Events

March 31, 2015

by Travis Van, Founder, ITDatabase and Vilan Trub, Business Wire

It’s getting hard to even think of tech as an “industry” anymore.

Tech is much bigger than any one vertical (like automotive or financial services). Tech’s more like a galaxy or universe. And keeping track of the tech industry’s tens of thousands of events is like trying to count stars in the sky.

As technology has become “horizontal” and deeply impacts every single industry, Business Wire’s Trade Show Group has seen an explosion of events. Mega-shows like CES, Mobile World Congress and a handful of others are hugely important – but today, most important tech companies are also event organizers, and every technology that has any sort of inertia has its own dedicated user groups and regional workshops.

TradeShow Calendar 2

For the modern marketing and PR pro, promoting technology requires knowing the most important events that matter to the audience(s) you’re targeting – and this task has truly become a nightmare. You have to discover events, you have to qualify their importance and relevance, and you have to stay on top of dates and deadlines.

Everyone knows about CES, but how do you discover the new wearables conferences that are being hosted by top tier vendors and investors? Everyone knows about OSCON, but how do you find all of the influential hackathons that attract open source developers at regional levels?  Each industry has its well-known behemoths, but then at the next-level the important (but smaller) and new (but hot) events are the needles in the haystack….

To address this obvious pain point for tech companies, Business Wire has co-created TechCalendar – a new directory of tech events that is much more comprehensive and easy to use than any other available method. We’ve isolated the hardest parts of discovering and tracking tech events and boiled it down into a much simpler workflow. With this tool, you can find all the tech events or awards relevant to you by simply searching keywords, topics, in the tech industry’s most comprehensive database (12,000 events and growing every day).

TechCalendar 2015 Example

In addition to keeping track of industry events, TechCalendar allows you to also follow organizers and topics that match your interests so that all opportunities are accessible with a single click. And you can integrate your TechCalendar with your calendar client (Outlook, Google Calendar, etc.) and share calendars with everyone on your team (or export to .CSV / Excel).

For tech companies, the pain of tracking tech events is universal. No one has time these days to try to track all of this manually, in spreadsheets. If you’ve found yourself struggling to find your way in the universe of tech events, give TechCalendar a look.

Click here to tell your colleagues about TechCalendar: http://ctt.ec/kUiCU

Learn everything you need to know about increasing visibility and impact while at trade shows by downloading our guide at: http://go.businesswire.com/Tradeshow-Publicity-Guide 


How Business Wire Works: The Digital Journey of News Release Distribution

March 26, 2015

By Kourtney Hannaway, Editor, Business Wire

The life of a press release begins with a piece of newsworthy, specific content. It contains tight, efficient text focused around industry keywords and clear formatting. Multimedia assets, like photos and video will give it a boost, and links to social media sites spread its reach and encourage clicks.

Intel Example of a Business Wire Picture Capsule

After initial development, the release is submitted into the Business Wire Connect platform. Through this process, distribution possibilities become available, including regional and industry-focused options, translations, and specialty circuits like LatinoWire and HealthWire. The submission system includes an option to see a proof of the release before distribution, and a section for special instructions to pass along any questions or specific issues so they can be quickly resolved.

Business Wire NX Distribution Technology

When the submission process is complete, the press release pops into the Business Wire Newsroom. From there, editors carefully look over the release and its chosen distribution, making suggestions to both when appropriate. Editors add keywords based on the release content, making sure the release gets directed toward relevant media and boosting the release’s ultimate reach. They also connect relevant releases to the Business Wire tradeshow archives, when relevant, for free.

A release that has been fully prepared then gets scheduled for the time requested. When it crosses the wire simultaneously and securely through the NX network, Business Wire editors monitor the release to confirm third party sites like Yahoo! and AP are posting it correctly and on time. The release will appear on many platforms, including mobile apps and promoted stories sites like Dlvr.it.

Following distribution, the press release’s effectiveness can be measured through the included NewsTrak report, which gives information on traffic and search data. And the NUVI social media monitoring report displays social media conversation information, relevant influencers, virality, and more. These reports provide valuable info that can be used to create more press releases in the future.

NUVI Social Monitoring Tool Dashboard

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Want to learn more about crafting and distributing a press release that delivers higher results?  Read A guide to writing optimal press releases in 2015.

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Seek and Ye Shall Find: The News Release

March 25, 2015

By Neil Hershberg, Senior Vice President, Global Media

The primacy of the news release in the editorial ecosystem has once again been reaffirmed.Google adjusted its algorithms last September to include news releases among the authorized news sources used in gathering its “in the news” search results. Google’s decision had escaped notice until Reuters recently spotlighted the silent shift in search strategy: http://www.reuters.com/article/2015/03/11/us-google-news-idUSKBN0M729A20150311

Simply put, news releases may catapult other sources to earn top ranking in searches focusing on specific companies. The impact on corporate issuers, news consumers, and media organizations promises to be profound in many ways.

Sonic Earnings in Google News

Corporate issuers stand to be the major beneficiaries; companies are now able to convey their message in their own words, unfiltered and without interpretation by others. Their official statements will play a larger role in shaping subsequent conversations, based on heightened visibility.

The biggest challenge for the PR industry is to not abuse the privilege. Following rampant efforts to game the system and artificially elevate search standings, Google introduced various initiatives, i.e. “Hummingbird,” to clamp down on the outsized presence of news releases in its search results.

Google’s release rehabilitation decision provides PR and IR professionals with the opportunity for redemption.

News consumers also stand to benefit on multiple levels. Company statements are an authoritative source of information; they remain extremely popular with many audiences, including investors, product enthusiasts, and peer group professionals.

The renewed prominence of the news release provides users with a direct and simple pathway to this invaluable information resource.

“The goal of search is to get users the right answer at any one time as quickly as possible — that may mean returning an article from an established publisher or from a smaller niche publisher or indeed it might be the press release,” a Google spokeswoman told Reuters.

An unintended consequence of Google’s action is the potential diversion of traffic away from sites operated by news organizations. Industry analysts have noted that Google’s “in the news” modules are a major driver of traffic to news sites, which may see some user slippage.

The reality, however, is that most readers are anxious to get a kaleidoscope of opinions and perspectives; they will likely seek out editorial coverage from trusted third-party sources to supplement the core release.

Bottom line: the news release is more vital than ever, at the very center of the discovery process.

Business Wire NX Distribution Technology

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5 Tips for Building Brand Believers

March 20, 2015

By Vilan Trub, Business Wire

Bernadette Morris, CEO and President of Black PR Wire, and Raschanda Hall, Director of Global Media Relations at Business Wire, cohosted a conference spotlighting the best practices in multicultural marketing. Hall explained that it was important to understand how to tap into the Black market because “according to Target Market News, the Black American economy already represents the 20th largest market in the world.” The event was initially described as a webinar on how to best reach the Black market, however, what resulted was a fantastic discussion that applied to all developing campaigns, reflecting how connected society has become in a digital world.

  1. Multicultural Markets are more Connected than Ever Before

Communications professional Danyele L.C. Davis, Vice President of Flowers Communications Group, explained that multicultural markets are more connected than ever before.

“The one thing I really want to dispel is that total market is not general market.”

Flowers Communication Group has successfully implemented the Cultural Fusion Model: Assess, Embrace, and Customize. Targeting minority markets the way they were targeted in the past is outdated and destined to alienate your target audience. Millennials see themselves completely differently and the best way to reach them is to assess cultural nuances.

  1. Who Influences Your Target Market?

Courtney Cunningham, Esq., Co-Founder and Managing Director of Commonground/MGS, explained that minorities, like all people, are influenced by region, religion, and upbringing. He referenced a series of commercials in which a Black male is shown failing at many attempts to use household products to do some basic cleaning. This example showcases how a target market is not being effectively reached because the people behind the advertising campaign have a misconception that minority males do not know how to take care of a household. He compared his reaction when watching the commercials to that of a professional lawyer watching a highly dramatized courtroom drama. The result is that you know what you are watching is fake, a stereotype.

  1. Don’t Just Target Your Market, Go to Them!

Danyele L.C. Davis brings up the example of technology and faith. The accepted idea was that cell phones had no place in church. It was considered a big “no-no.” That notion has since changed and the only way to know that is to be immersed in the community. The result was a newfound knowledge that Bible apps and selfies are regularly being used as a mode to connect in church and are quickly becoming integral to the faith community. It was the authenticity behind her attempts to understand this community that led her to identify current trends and make an impact with the #inspiredmobility campaign.

  1. Employees Must Be Brand Ambassadors

Alicia R. Alston, Vice President of Global Communications at Prudential Financial, Inc., stressed the importance of authenticity when attempting to build a connection with a market. She expressed that creating a legitimate and lasting connection with a market can only occur when the people responsible for implementing a campaign have a clear understanding of both the target market and their respective community. Alston makes the point that “employees be brand ambassadors for us” in regards to how employees should represent their respective companies.

  1. There’s More Than One Type of Marketing

Amber Bullock, Executive VP, Community & Youth Engagement for American Legacy Foundation, has been engaged in what is called counter marketing. American Legacy Foundation has been behind the easily recognized Truth anti-tobacco campaign, aimed at educating and influencing the public by exposing the dangers of using tobacco products. Bullock believes that to be successful in today’s world of communication, the emphasis must be placed on people and not the product.

The hour-long conference was followed by half an hour of question and answer. There was a clear consent amongst the group that the communication landscape is changing and it is important to understand what those changes are in order to connect with any target market. The millennial generation is not only forcing the industry to rethink the concept of multicultural marketing, but marketing in a much broader sense. Ultimately, all marketing is target marketing because the idea of a general market is one that is at best misconceived.

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Business Wire: Trust Is The Air We Breathe

March 19, 2015

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

Scott-FedonchikEarlier this week, Scott Fedonchik, VP of Marketing for Business Wire, crafted a must-read piece for PRSA outlining the role of trust within the communications space.  Scott notes, that while the communications industry constantly seeks new tactics and techniques to differentiate pitches and media engagement strategies, when it comes down to it, reporters are more likely to rely on sources they can trust for information. In news and financial communities, trust is a powerful and precious asset that is earned over time, requires mutual consent and is a disciplined pursuit. A great Buffett quote that is worth repeating is: “It takes 20 years to build a reputation and five minutes to ruin it.”

With so much on the line when critical, market-moving information or company news needs to be shared with the world, the question is why would any company bring risk into the equation by employing anything other than a reputable, industry-compliant and trusted news distribution platform?

Learn more about the role of trust in the communications program, from the perspective of both the practitioner and the media outlet here: http://bit.ly/1xvHiil

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“Every Business Has an Audience” is a Key Takeaway from SXW2O

March 17, 2015

By Vilan Trub, Business Wire

The venue was large and had already been entertained by the great Al Roker by the time Jim Weiss (CEO, W2O Group) and Cathy Baron Tamraz (CEO, Business Wire) stepped on stage. They had their hands full with a standing room-only audience and only saying something fundamentally mind blowing would turn it around. Fortunately for the crowd, that’s exactly what happened.

Cathy and Jim at SXW2O event

During the session, Cathy was asked how a newswire service could support a startup or organization that journalists weren’t actively looking for information on. “If you have a business, you have an audience,” she told the crowd. “Safe is not going to win the game.”

More news is being created and consumed now than ever in the history of modern man, she continued, adding that there are trade papers, journalists, online publications and consumers looking for relevant company news every day. You don’t have to be a big name brand to get noticed; you just have to have a good product or piece of news. In a world so cluttered with content, it was refreshing to hear someone say what every successful large and small organization knows to be true. You don’t have to be big to get noticed — you just have to appeal to your core audience.

Apple WatchTo reiterate the point that smaller companies can greatly benefit with a newswire service, Cathy cited her own company’s history. When Business Wire first launched over 50 years ago, they were distributing news for companies like Hewlett-Packard, companies that were being run out of garages. This hasn’t changed much. From startup launches to the introduction of the Apple watch, Business Wire continues to distribute market moving news across a wide range of industries.

Jim Weiss chimed in, adding that startups need to get into the practice of issuing releases. It is important to start building and archiving a digital trail for your company during its earliest stages. The digital revolution also created a wide variety of options for the format of your distributed information.

Both Jim and Cathy agreed that multimedia was not just beneficial to a news release, but a requirement in modern news consumption programming. Modern communicators like Hasbro, Intel, Cigna and more are leveraging multimedia assets like News and Picture Capsules that allow users to play a game while learning about the brand and product. IntelBy incorporating interactive multimedia within the news story, audiences spend far more time on the news announcement than they would had it just been a simple text release.  Text-only news releases engage readers for seconds, while interactive-based releases are showing engagement results between 4-10 minutes – rates that are unheard of in the current communications and content marketing space.

The next topic covered was the importance of measurement in the communication space.  Measurability is the single greatest tool in identifying how a release is impacting the market and the company goals alike. Advents, such as NUVI, create an ability to not only see where your news release is being picked up but who is engaging with it and how – reading, sharing or advocating. Being able to distinguish the public reaction of your release gives you the opportunity to take control over your campaign like never before.

nuvi report

The lineup at this year’s SXW2O was fantastic, and the reason why is because the speakers were inspiring. There is a great feeling to knowing that you can make an impact especially when the message is coming from people who make an impact every day, like Jim Weiss and Cathy Baron Tamraz. The question now is who are you trying to activate with your news, and how can Business Wire help you distribute it?

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