How Sensory Preferences Impact the ROI of The Press Release

April 23, 2014

April 23, 2014

This week, Business Wire Marketing Specialist Fred Godlash has an article featured in CommPro.biz on How Sensory Preferences Impact the ROI of The Press Release.

 

To understand the impact of multimedia within your marketing, advertising or public relations programs, you first must recognize how your audience absorbs and retains information. Did you know that recollection is more difficult when hearing things rather than seeing or doing them and that a whopping 65% of the population are visual learners. This means that the standard textual press release does not resonate as thoroughly with more than half of the world!

To be a very good communicator in a ROI-oriented environment, you now must consider how today’s humans learn and consume information.
Read the full story at http://www.commpro.biz/public-relations/science-sensory-preferences-impact-roi-press-release/

Tweet this post: https://twitter.com/fredgodo/status/458987428607320064


BW Miami: PR in 2014: How Social, WOM and More Fit Into Your PR Program

April 21, 2014

By Julia Sotelo, Business Wire Client Services Representative for Florida and Latin America

What was the recurring theme for this event? CHANGE! Human behavior, search, social media, media and coverage have all changed.  As communicators, to stay relevant in the business world we must adapt to these changes. These adaptations were the focus of a luncheon discussion on Thursday, April 10, 2014 in Coral Gables, FL, at the University of Miami’s Newman Alumni Center, hosted by Business Wire. Here, over 85 PR professionals gathered to listen to our very own Director of Social and Evolving Media, Serena Ehrlich (@Serena shared her expert opinion and tips on how to implement these changes head-on in today’s communications landscape.

UM Sebastian with Business Wire Miami Team & Serena Ehrlich#BWChat is also the official hashtag (and heavily promoted) for BW events.  We were very happy to see the clever tweets and pictures shared throughout the event. Make sure to check out our published Storify with all the tweets.

Now for the moment you were waiting for, here are the key facts and tips Serena provided  Miami/South Florida’s leading communicators: Search Has Changed (The Google Zoo: Panda, Penguin and Hummingbird)

  • Effective as of October, only 1-2 copies of your release will show up in search results
  • Google changed search because they were losing market share due to searchers not getting what they wanted
  • NO newswire is immune to this change
  • The only way to increase SEO of news releases now is to include a photo
  • Rejoice! SEO is now off your back.

Social Media Has Changed

  • Every single major social network is showcasing news articles, reputable content and multimedia, perfect for PR
  • Tweets that include a photo or video receive 3 to 4x higher engagement
  • Tweets including multimedia uploaded via Twitter receive 150% more RTs
  • Facebook photos receive 53% more Likes, 104% more comments and 84% more CTRs on links
  • Facebook shares your updates based on the assets your audiences likes best. Meaning if you are not a video person (FYI, 63% of the world are video watchers) then FB will not populate many, if any, videos on your News Feed.
  •  Tip: Post a video, then post a link, and, finally, just post a photo and see which posting gets more engagement
  • LinkedIn is top B2B platform
  • 33% of YouTube searches are news related
  • Pinterest boasts a high CTR

 Media Has Changed

  • The Role of the Press Release
  •  Releases can increase: Awareness, Discovery, Brand Reputation, Message Adoption, Conversations, Inbound Traffic, Intent and Conversions
  • Releases do not: Act as a stand-alone sales tool , replace customer service, be text only, go viral, work in a vacuum and work without support
  • Journalists are held to three core metrics:  inbound traffic, social shares, time on site
  • Tip: Socially share out any coverage you receive to help reach these metrics
  • Tip:  Video is the perfect access to increase time on site
  • Many adults are now getting their news from social media networks

 Multimedia is the #1 way to increase press release ROI

  • Releases with images or videos get 3x more engagement and impressions than plain text news
  • Humans process visuals 60,000x faster than text.
  • 1 minutes of video = 1.8 million words
  • Photographs do not need to be translated

Press release tips!

  • Write for your highly targeted audience
  • Post a blog answering all the questions your release will generate to ensure message adoption
  • Photos and videos are no longer optional when looking for coverage
  • Use Google Tools!
  • Search bar – helps determine key phrases used most by searchers
  • Use URL trackers to track actions taken by readers on your website
  • Drive social sharing with Click to Tweet
  • Hashtags should be specific (use hashtag.org to see volume)

Whether you’re a communications, marketing or PR novice or seasoned professional, keeping up with the latest news and trends is a must. Business Wire works hard to share relevant information and keep clients informed. To keep up to date on all the changes that affect your press release ROI, sign up to read our the Business Wire Newsroom and read the BusinessWired Blog. Like this post?  Click on this link to tweet it out: http://ctt.ec/Ib6Og


Twitter Reaffirms Commitment to Journalists and Why You Should Care

April 16, 2014

Last month, The National Newspaper Association kicked off their annual conference with a presentation from Twitter’s head of news services, Vivian Schiller. In her keynote, Vivian outlined several upcoming changes within Twitter news services, introduced Twitter’s new local news initiative and provided tips for journalists on how to leverage Twitter to build their audience and brand.

In this CommPro.biz article, Business Wire’s Director of Social & Evolving Media, Serena Ehrlich, takes a closer look at Twitter’s commitment to news sharing and why today’s PR professionals should care.

What do you think of this piece?  How do you plan on leveraging this new commitment to information sharing in your communication efforts?


Business Wire’s Commitment to Security: The Heartbleed Bug

April 15, 2014

As you may have heard, there is a new internet-wide security vulnerability called the Heartbleed bug which affects a cryptography framework used by many web sites and applications to securely transmit data between web browsers and servers. Since news of this bug has received a lot of attention, we wanted to make sure our clients and media customers are aware that the Heartbleed bug does not impact the products and services that you receive from Business Wire.

https://openclipart.org/detail/192604/heartbleed-patch-needed-by-rejon-192604

 

Heartbleed is a flaw in encryption software, specifically OpenSSL software, used by more than half of all websites globally.  This flaw provides unrestricted access to customer logins and passwords. To help consumers identify which accounts are vulnerable, McAfee launched http://tif.mcafee.com/heartbleedtest, a free tool that allows users to see if a site is safe, or not.

Any persons with accounts on these identified platforms must change their password, as soon as the site has added the required patch.  It is important to note that changing your password before the patch is updated will not help.

Business Wire does not operate the affected version of OpenSSL software that is vulnerable to this bug on any of our Internet-facing web servers or software applications that transmit, store, or process client data. Rest assured that your communications with us are secure and we work hard to protect your information. At Business Wire, we pride ourselves on our commitment to deliver reliability, performance, and security that you have come to expect from us, and the Heartbleed bug is no exception to that rule.

To learn more about how to change your password, here is a link to our recent blog on password etiquette.

If you have any concerns or questions, please contact us 


The Role of PR in Multicultural Outreach: Has Your Program Adapted?

April 9, 2014

This week, Business Wire Paris’ Hannah Kelly’s article on The Role of PR in Multicultural Outreach is featured in CommPro.biz.

With the globalization of the communications industry, and the ever-changing demographics of the United States, multicultural outreach has never been so important. Currently, the combined buying power of the Hispanic, Black, Asian and Native American communities combined is over $1.5 trillion, with Hispanics opening small businesses three times faster than the national averageAs these key audiences gain influence, organizations must customize and adapt their programs to meet the unique needs of each.

Read the full story at http://www.commpro.biz/public-relations/role-pr-multicultural-outreach/

Learn more about Business Wire’s multicultural PR services: https://www.businesswire.com/portal/site/home/demographic-targeting/

Tweet this post: http://ctt.ec/e64Ai


Business Wire Spotlight: Meet Canada’s Emily Khazak

April 4, 2014
Welcome to Business Wire’s latest series, a behind the scenes introduction to our offices, and our staff from around the world.   Meet Emily Khazak, Business Wire Canada
Emily's-Photo-lo-res

Toronto Customer Service Representative Emily Khazak

 

Where are you from?
Toronto

When did you start working for Business Wire?
August 2011

So what do you do for Business Wire? Please sum up your role and responsibilities at Business Wire.
I am the Client Services Representative for both the Toronto and Calgary offices. I assist existing and prospective clients with inquiries and registrations. I am also a direct assist to the Account Executive team, helping with new business development.

What do you enjoy about your job?
I enjoy getting to interact with clients on a daily bases, making sure their registrations and release disseminations run as smoothly as possible.

What do you like about Business Wire?
The best part about working at Business Wire is the people! I love coming in to work each day knowing I’m part of an expert team, who are all passionate about what they do. I also love working for a company that excels in the newswire industry! The products and services we offer, as well as the attention given to each client, make me proud to be part of the Business Wire team.

Please give a brief summary of what you hope to accomplish for your department and Business Wire.
By assisting the Sales teams in both the Toronto and Calgary offices, I contribute to new business development and client retention. I hope to contribute to the growing offices by making sure all clients are well taken care of.

Tell us about yourself. (Your background, education, interests, hobbies, music, books, pets, family, etc)
I’ve always had an interest in media. I started writing at a young age and was sure I wanted to do something in the communications field, which lead me to a post secondary education in Journalism. I love reading and will always be found with a book, magazine, article – anything written!

What drives you to do what you do every day at Business Wire?
The best motivator is knowing that I’m part of a team that’s passionate about what they do and work hard to make sure every client that calls in gets the best service possible!

What is your favorite thing about living in Canada?
The weather!

Please give us some comments about the Canadian market and what Business Wire does that makes us a great fit in that market.
Business Wire has an exclusive partnership with the Postmedia Network and excellent Canada-wide distribution options. Our Canadian disclosure capabilities and specified circuits, including SEDAR filings, make us ideal for public companies. With offices in both Western and Eastern Canada, we have an expert team on hand no matter what part of the country a company is located.

What are some top reasons why you would recommend Business Wire to Canadian companies?
Business Wire’s Canada-wide and bilingual distribution options, including numerous trade publications, are ideal for getting any company’s news to the right outlets. With Business Wire’s NX technology and multimedia capabilities, turn around time for releases will be fast, accurate and visually appealing.


Cutting Clickbait – How to Write a Compelling Headline

March 31, 2014
Matt Bio Pic By Matt Allinson, International Media Relations Supervisor

Greg Rasa has worked at the Seattle Times for 27 years. Suffice it to say, he’s seen a lot of headlines. He’s also written a lot of them … thousands of them. At a recent talk he was giving on writing clickable headlines, I asked the long time news editor if he could recall the very first headline he ever wrote. “I can’t,” he said, “but I bet no one clicked on it.”

The headline is … arguably … more important now than it has ever been in the news and PR industries. Ads, paywalls, enticing paying customers, and attracting attention to important issues depend heavily on lassoing some incredibly short attention spans. People may last only a few seconds on your page or your story or your press release before fluttering away, but it behooves you to at least get them there.

But how do you write a compelling, clickable headline without always depending on the age-old use of yellow journalism/clickbait? Mr. Rasa, The Times’ news editor, offered up numerous solutions during his hour plus seminar, but these were some of my favorites.
headlines(click to enlarge)

USE ACTION VERBS – Honk, Fizzle, Careen, Blast, Chew, etc. … Action verbs are known attention grabbers.

  •          Have some fun with the English language (or whatever language you use).

FRONT LOAD BEST STUFF – Google crawls content from the top down, first to last, and that includes headlines.

  •          Use Google Trends to locate relevant keywords based on specific criteria.
  •          If you’re writing a press release, always get your company name into the headline when applicable.

BE CONVERSATIONAL – Write headlines like the way people talk … use natural words and syntax. An example:

Bad Headline = Jobs Report Pressures Obama Re-election Outlook

Would you ever say, “Hey, you’re pressuring my outlook?”

Good Headline = Lingering Joblessness an Election Problem for Obama

BE SPECIFIC AND CLEAR – Don’t be too general and/or vague. It’s OK to tease the reader a bit, but try to be as straightforward as possible.

Vague Headline = NYC Looks to Stop Spreading Bedbug Infestations

Specific Headline = Bedbugs: 1 in 15 New Yorkers Had Them Last Year

BEFORE YOU SEND, LOOK AGAIN – Take a moment to put yourself in the readers shoes.

  •          Does the headline you wrote make sense to someone who has no idea what the story is about?

More tidbits and thoughts on Mr. Rasa’s presentation can be found here and here. And if you ever get the opportunity to see Mr. Rasa speak, I cannot recommend doing so enough. Headlines are important … go learn a thing or two about them.


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