Orange County Editors Discuss Business Trends and Online Tools

August 18, 2009

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On August 12, Business Wire Newport Beach hosted a media breakfast on business trends and online tools enhancing local news publications and their websites. Business Wire Senior Vice President of Marketing Tom Becktold kicked off the discussion with a presentation on the new PR toolbox: how social media and other emerging strategies are affecting how brands communicate with their audiences.

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An in-depth look at three of Orange County’s major media outlets followed, presented by a panel of editors, including (left to right):

Among the tips and key points brought up by the panel:

  • Ms. Allen says that the Register is very much focused on the web first. Its reporters post breaking news and updates on stories as it happens online, then the print team pulls from those stories at the end of the day to craft the story for the newspaper itself. Since it began this strategy, OCRegister.com has doubled its page views year over year.
  • Ms. Allen also pointed out that, because of the focus on online, the OC Register has become very multimedia-oriented. Its photo desk is much more open to accepting photos and video from the public than it has been in the past, because while the paper has its team of photographers, they don’t produce enough photos for online use.
  • Ms. Borgatta presented some do’s and don’ts for pitching editors. Her don’ts included:
    • Don’t cold call an editor and launch directly into a pitch.
    • Don’t pitch an editor a story that has no relevance to the publication. Spin the story with an angle that may work with the publication.
    • Don’t, whatever you do, call an editor or publication by the wrong name.
  • Her do’s included:
    • Do start off a phone pitch by asking if the editor is on deadline.
    • Do be direct & to-the-point, whether it’s an email or phone pitch.
    • Do be a hero to the editor. If an editor needs to fill a hole, become someone they can count on to give them everything they need to supply a last minute story.
  • Mr. Lyster says that the OC Business Journal think of themselves like the Wall Street Journal of the Orange County area. They run similarly, with the largest companies based in the area receiving most of the coverage in the front pages.
  • Mr. Lyster notes that the OC Business Journal has found that, interestingly, the reason why local executives and CEOs is because they look at the Business Journal sort of like a community newspaper. While they can get their industry news from the national papers, trade publications and market research, they like to keep up with their fellow local company executives that live and work where they are. It almost feels like a high school newspaper, where the students are the CEOs and other executives.

Here are some audio clips from the event:

Rebecca Allen: “The OC Register is very web-focused.”

Michael Lyster: “Local executives look at the Business Journal like a community newspaper.”

Click here to download a complete audio recording of Tom Becktold’s talk on the new PR toolbox and here for a recording of the panel discussion.

Local Business Wire offices host several events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


Adding Multimedia to Your Press Release: Press Release Tips from the All Things Press Release Podcast

August 14, 2009

The All Things Press Release podcast continues with press release tips suggested and presented by Business Wire’s highly trained newsroom editors.

Business Wire employs more than 200 editors worldwide.  Each editor receives an average three months’  training before “flying solo” in prepping and processing the 1000+ press releases that flood our news queue each work day.

From Paris and Frankfurt to New York, Phoenix and L.A., our newsroom crew is on the front lines of the press release process–so who better to ask for press release tips?

Cindy Cantu, an editor in our San Antonio office, offers today’s Press Release Tip:  Adding Multimedia to Your Press Release.

Like what you hear?  Subscribe via RSS or iTunes.

Have ideas for a future podcast?  Please let us know.  Email blog_group@businesswire.com or connect with us on Twitter at http://twitter.com/businesswire


Miami-Area Expert Panel to Discuss Hispanic PR Strategies and Marketing Trends

August 11, 2009

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Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out this upcoming local Business Wire event:

Hispanic PR Strategy and Marketing Trends

Hosted by Business Wire Miami

Despite recession, companies are targeting Latino market. With the buying power of over $713 billion it is more important than ever to reach this powerful and growing community of consumers and influential decision makers. This Thursday, Business Wire Miami is hosting “Hispanic PR Strategies and Marketing Trends,” a free media breakfast that will explore how to target communications efforts to the US Hispanic Market.

Gina Amaro Rudan of Genuine Insights will moderate the panel, which will also feature:

This event is FREE for all attendees.

Thursday, August 13 at 8:30am ET
Florida International University
School of Journalism & Mass Communication
Biscayne Bay Campus, ACII 115, 3000 N.E. 151st. St., North Miami, FL 33181

To register: Please RSVP to Claudia Perez-Bonilla at claudia.perez@businesswire.com or call 954-474-8833.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Press Releases are More than Just News; They are Valuable Content Across the Web

August 11, 2009

marketwatchIt’s no secret that Business Wire pushes out news to a broad community of journalists through many means, just as we have been doing for nearly 50 years.  And we’ve been posting press releases to the Web as long as it’s been possible to do so.  But the media landscape has changed over the past few years.

Newspapers’ websites have become much more important not only to readers but to the newpapers themselves.   Business Wire benefits from this shift because papers want our releases on their sites as additional, Web-only content and we can customize news feeds to their specifications (e.g., public companies only, Florida news, high tech news, etc).   Our clients benefit from the extra exposure.  And clients get direct feedback on this exposure in the form of a NewsTrak Posting report, which is a selective list of sites to which their releases are posted.

The great news is that the list of newspapers appearing on reports for public companies has just been enhanced with sites hosted by Marketwatch.  It’s significant to note that all of these major papers have received Business Wire news for many years; but now readers have access to unfiltered news releases on each site.

The sites are:
New York Times
Washington Post
Newsday (NY)
Los Angeles Times
Chicago Tribune
Baltimore Sun
Hartford Courant
Morning Call (Allentown)
Investor’s Business Daily

AND, public company Posting Reports now also show links to postings on the Wall Street Journal site.

-Sandy Malloy, Senior Information Specialist, Business Wire


Upcoming Business Wire Events – August 4 Edition

August 4, 2009

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Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

Business Wire Media Breakfast

Hosted by Business Wire Newport Beach

Join Business Wire Senior Vice President of Marketing Tom Becktold for a discussion on social media and the new PR toolbox, followed by a media panel discussion. Tina Borgatta, Editor at Churm Media, Michael Lyster, Editor for the Orange County Business Journal and Rebecca Allen, Features Editor for the Orange County Register will talk about business trends and online tools they are using to enhance their sites and news publications. This event is free to Business Wire members, $25 for all other guests with advanced RSVP and $35 at the door.

Wednesday, August 12 at 8am PST
The Island Hotel
690 Newport Center Drive, Newport Beach, CA 92660
To register:  RSVP By: Noon, Friday, August 7 to Kathy Tomasino at 949-757-1021 or email NPRSVP@BusinessWire.com.

Hispanic PR Strategies and Marketing Trends

Hosted by Business Wire Florida

Today there are 46.9 million Latinos in the US, which means 1 out of every 6 US residents is Hispanic. With the buying power of over $713 billion it is more important than ever to reach this powerful and growing community of business professionals. Join Business Wire Florida for breakfast and panel discussions to learn more about the ever growing Hispanic consumer market and how to target your communications efforts to this influential segment of the US population. Gina Amaro Rudan of Genuine Insights will moderate the panel, which will also feature Manny Garcia, Executive Editor/Director, El Nuevo Herald; Mark Fauntleroy, Brand Manager, Experian Consumer Research; Arturo Duran, CEO, ImpreMedia Digital LLC; Jorge Mercado, Director of Marketing, Terra Networks USA; and Susan Solano, Sr. Vice President, Marketing, Telemundo Network Group LLC. This event is free for all attendees.

Thursday, August 13 at 8:30am ET
Florida International University
School of Journalism & Mass Communication
Biscayne Bay Campus, ACII 115, 3000 N.E. 151st. St., North Miami, FL 33181
To register: Please RSVP by Tuesday, August 11 to Claudia Perez-Bonilla at claudia.perez@businesswire.com or call 954-474-8833.

Jump Start Your PR – POSTing Your Social Media and External Communications Strategy

Hosted by Business Wire Phoenix & the Arizona Technology Council

Join Phoenix Business Journal, Business Wire, and the Arizona Technology Council for the second annual Jump Start Your PR Council Connect, featuring an expert panel of local media and communications professionals discussing how a simple acronym – POST – can be used to establish your social media and external communications plan. Malcolm Atherton, Account Executive for Business Wire Phoenix, will moderate a panel, including Dan Wool, Corporate Communications Specialist, APS; Sheila Kloefkorn, President, KEO Marketing; C. Edward Brice, SVP of Worldwide Marketing, Lumension; and Adam Kress, Multimedia Reporter, Phoenix Business Journal. This event is $20 for Arizona Technology Council Members and $35 for Non-Members (includes the cost of breakfast).

Thursday, August 13 at 7:30am PST
ASU SkySong
1475 N. Scottsdale Road, Global Room #301, Scottsdale, AZ 85257
To register: Click here.

Effective Use of Blogging and Email Marketing to Drive Website Traffic

Hosted by Business Wire Phoenix and BannerView.com

Join Business Wire Phoenix and BannerView.com for lunch and a discussion on the effective use of blogging and email marketing to drive website traffic. Business Wire Regional Manager Grant Armendariz will moderate the discussion with Mark Cenicola and Jeff Helvin of BannerView.com. They will discuss effective use and deployment of content within a company’s blog, how to target the right customers through well-optimized press releases and how to generate a loyal customer base through email marketing. This event is free for all attendees.

Thursday, August 13 at 11:30 am PT
ASU SkySong
1475 N. Scottsdale Rd, Room 249, Scottsdale, AZ 85257
To register: Please RSVP to Billy Russell at billy.russell@businesswire.com.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


SmartBrief reviews EON: Enhanced Online News

August 4, 2009

SmartBrief, the media company most well known for their vast network of excellent industry newsletters (disclosure: we have a partnership with SmartBrief), recently reviewed EON: Enhanced Online News after conducting an experiment with word-of-mouth and other promotions for their free viral marketing webinar.smartbrief_logo

Here’s an excerpt we’re particularly fond of:

We liked that EON does a lot of the painful stuff for you: Distributing the press release via RSS feeds for news hounds, consumers, and journalists. When you create the release, the Enhanced Online News service prompts you to tag it by industry, subject, geography and keywords so it can target your announcement to the most relevant readers possible.

You can read the entire review at SmartBlog.com or take a look at SmartBrief’s press release for more details.


PR Peeps Poll: Advertising Equivalencies? Say what? 32% Don’t Know What it Means

August 3, 2009

The July Business Wire PR Peeps poll is in and results reflect an apparent generation gap.  Regarding advertising equivalencies, the controversial method of justifying public relations efforts by equating publicity scored with what that attention would have cost were it paid for as advertising, almost 32% of 411 polled were not even familiar with the concept.

An almost equal number, 33%, professed that, yes, indeed they had used advertising equivalencies in the past.   Almost 24% said they had never used them and 11.4% claimed they “used to, but don’t anymore.”

Advertising equivalencies continue to dog PR pros vexed by bosses and clients insisting, understandably, that PR efforts be justified.  In his blog post, “Advertising Equivalencies Hangin’ Around Like a Bad Smell,” Alan Chumley, Director of Communications Research, Leger Marketing, does a great job capturing the issues associated with advertising equivalencies, such as their tendency to trivialize public relations and the fact that they are not endorsed by a single professional public relations organization.  He also offers four suggestions for what to do INSTEAD of advertising equivalencies.  Check it out.  

Meanwhile, here’s the details from our 411 respondents, culled from Twitter and our webinar polls.

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Business Wire PR Peeps Poll for July 2009          

Have you ever used advertising equivalencies to justify PR efforts?

  • 136  said YES-33%
  • 98    said  NO-23.8%
  • 47    said USED TO, BUT DON’T ANYMORE-11.4%
  • 130 said DON’T KNOW WHAT AD EQUIVALENCIES ARE-31.6%

To those who participated, thanks for taking the poll.   And, how about helping with the August Business Wire PR Peeps Poll?  When mistakes happen in a press release, do you care who’s at fault? Please let us know.

411 respondents via Twitter and Business Wire webinar polls.  Poll conducted  July 1 – 31, 2009.


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