How to Write an Earnings Release For All Audiences

October 7, 2015

By Natasha Artavia, Business Wire

With another earnings season to soon commence, there’s no better time to review a few editorial practices that will provide your investors, the media, and your company with a successful, interactive earnings release.

Let’s start with the basics. Your headline is an essential element of your earnings release, as on databases, RSS feeds and social channels it’s often the first, or only content visible to analysts and investors. Keep your headline short and to the point. Journalists and the investor community will be actively searching for your announcement, and a succinct, search-optimized headline is crucial to their locating your release.

Revolution Lighting Technologies Earnings subhead


Your sub-headlines should emphasize your company’s most important financial figures and business position from the previous quarter or fiscal year. These could include: dividend announcements, sales growth, share increases, financial results from a major product launch, YOY and/or quarterly growth. Using bullet points to format your sub-headlines can make your layout more visually appealing, but don’t go overboard. Treat your sub-headlines as premium real estate that provides your audience with the important highlights of the quarter. Compelling sub-headlines will encourage your audience to continue reading below the fold.

While there is a plethora of financial information that must be disclosed to your investors and the media, this data shouldn’t overwhelm the reader with blocks of text. Here are a few ways you can provide your audiences with a more reader-friendly earnings announcement.

  • Use bullet points to break up the numbers

The use of bullet points in a financial news release will draw the readers’ attention to the significant facts and figures. Plus, bullet points provide clean divisions between separate sections within your text, while also doubling as quick “numbers at a glance” references for the media.

  • Tables can help illustrate your news by providing readers with a visual breakdown of the information you have included in the release

Just because you have provided full financial tables in your earnings announcement, this doesn’t mean you can’t insert imagery within the body of your news release. These tables should be smaller and can provide comparisons to prior years or quarters, or highlight certain aspects of financial growth. Think of these tables as additional resources the media can use to develop their story.

  • Earnings InfographicIncrease message adoption with multimedia

Providing a visual element with your earnings release will not only increase media pickup, but will augment a predominantly text announcement. Consider adding an infographic that shows readers the growth your company experienced this past quarter or fiscal year.

  • Don’t forget your hyperlinks

It’s extremely important to add hyperlinks or URLs for the media and investor community. If you are directing your audience to the Investor Relations section of your website or the earnings webcast, don’t tell them where to go…show them. Provide them with the registration link that will take them directly to the event. If you have a report or are providing your company’s earnings as a download, include the URL that forwards readers to these resources. Hyperlinks are an excellent tool to increase engagement with your audience. Links add additional texture and depth to your release, giving the reader a better experience.

Best_Practices_for_Enhancing_Earnings_Release_WP_1However you decide to format your earnings release, we hope you find these suggestions to be useful. You can also download Business Wire’s Best Practices for Enhancing Earnings Releases whitepaper here.

And remember, at Business Wire, our editors, client services representatives and account executives understand how stressful the earnings period can be. From submitting your order to confirming distribution timing and formatting, we’re here to help make this process as smooth and efficient as possible. Feel free to reach out to your local newsroom before submitting your next earnings release. We can work with you on the best way to submit your release and the best time to disseminate the announcement.

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Just in: Hard Data Supports the Effectiveness of Interactive Media vs. Passive Content

August 31, 2015

Nothing ends an argument like data, and the data on interactive media is in.

Image source: Demand Gen Report’s 2014 Content Preferences Survey

Image source: Demand Gen Report’s 2014 Content Preferences Survey

Demand Gen’s 2015 Content Preferences Survey offers a startling look at just how effective interactive media is when compared to passive content such as text-only articles when it comes to consuming information. People are spending more time using multimedia that they can click on and explore. These interactive, gamified assets, such as news and picture capsules, are quickly becoming engagement magnets for the industry, attracting and retaining the interest of potential clients and customers.

How do the numbers stack up?


When asked, 88% of respondents stated that interactive content is effective in creating differentiation between brands, while only 55% believed that passive content is effective in creating differentiation.

To read the full highlights of the study and statistics between interactive and passive content, click here.

How can this survey help communicators? By knowing what form of assets  have the greatest impact on modern audiences, communications pros are able to take advantage, create more impactful content and more effectively reach and convert their target market. This data takes the guesswork out of trying to figure out what works best and what approach to take in managing dialogue between brand and public.

Understanding the importance of multimedia as a prime tool for communicators, Business Wire recently launched a white paper designed to help communicators take advantage of these highly successful content pieces. The paper details the science and other aspects behind the influence such an asset can have on the success of your news release. Click here to read this piece and click here to share this information with your Twitter followers:

The Experts Speak: How to Brand Your Startup

August 21, 2015

By Serena Ehrlich, Director of Social and Evolving Media

This past year’s SXSW festival offered audiences enough movies, music and tech to keep busy until – you guessed it – next year’s SXSW. For those in the know, however, that wasn’t the end of the fun. From July 19th to the 22nd there was an additional SXSW event, the SXSW v2v in Las Vegas. This boutique event, aimed to help startups grow, brought together great minds and offered future business moguls an opportunity to learn from and connect with industry leaders.


One of the topics discussed during the four days in Vegas was how a new company can develop a brand with which audiences will identify. Melodie Tao, Marketing Consultant and Founder of Marketing Melodie, spoke on just that and left the crowd inspired.

Coverage and highlights of the session can be found here.

“How can you establish your brand?” was the first question Melodie posed, and what followed was a series of tips and insider tricks to connect with modern markets. Find out what she had to say and how it might apply to your business.


Business Wire CEO Cathy Baron Tamraz also spoke about startups prior to the Vegas event at the Austin SXSW. Her fireside chat was insightful and declared that “every business has an audience.” Coverage of the conversation can be found here.

How to Produce Professional Videos at Low Cost and with No Experience

August 17, 2015

By Vilan Trub, Business Wire Marketing

The videos you constantly see online, whether on a branded website, a social media platform, or a news73 percent of all adults outlet, can be replicated at low cost and by someone with no production experience. This revelation is important because if you aren’t currently tapping into the trend of video marketing, you will be soon once you realize how easy it is, and how significant the potential results can be.  How significant?  According to an Animoto Online and Mobile Video Study conducted using 1,000 U.S. consumers, “nearly three-quarters (73 percent) of respondents are more likely to purchase a product or service if they can watch a video explaining it beforehand.”

Camera phoneCamera

Option 1: Low cost:
Cell phones turned into computers overnight and the world has been watching them ever since. With the launch of the latest series of smartphones, camera technology has been exponentially improved giving everyone access to HD (1920 x 1080) quality recording devices.

What exactly is HD?
HD refers to the lines of resolution in an image. Video footage with a higher quantity of resolution lines is deemed high definition because of the greater appearance of detail in the image.

Take advantage of your access to HD recording devices and create beautiful videos – all with the device you have in your hand right now.

DSLR tripodTo maximize the effect of your smart phone camera stay zoomed out to the widest setting and capture your footage in a well-lit environment. Don’t be fooled, even Hollywood admits to the astounding quality of footage captured with  an iPhone.

What will make your footage stand out from other “smart phone” videos is the use of a tripod. Yes, they make tripods for cellphones, pointing to the quality footage that can be captured from the same device that you occasionally use to order dinner.

Option 2:  Medium budget:
Let’s say you plan on regularly producing video projects and you want some versatility in the tool used to create your visuals. A DSLR camera is an affordable way to create professional quality images with an easy to use technology while giving you more control over the depth of field of your images. And at a $400-$500 price point for an entry level camera, it is so affordable and easy to use that Hollywood often takes advantage.DSLR

What is depth of field?: The range of what is in focus in your image compared to what isn’t. When you see an object in the foreground in sharp focus, and everything else is blurry, you have a shallow depth of field. With a DSLR camera you have more options for how you want your image to look.

A DSLR camera will also give you much better color reproduction as a result of the larger sensors (what captures the image) so your images will be vibrant and pop.


Option 1:  Low cost:
Light bulbs make light. It’s what you choose to illuminate with that light that will make the difference clamp lightbetween clunky amateurish videos, and professional digital media. By utilizing higher wattage bulbs, such as 150w and 200w, and clamp lights that can be purchased at any local hardware store, you can create a studio right in your office.

How can these lights be used to create a professional image? The term to remember is three-point lighting. This lighting scheme uses two lights to illuminate both sides of the subject. The third light is what really makes the image look professional. The third light, cast over the back of the subject illuminating highlights such as hair and shoulder, creates separation between the subject and the background. This allows the viewer to perceive depth on a two-dimensional medium.

Option 2: Medium budget:
Basic lighting kits are affordable and extremely easy to use, assemble, and store. A light kit is superior to using clamp lights because the light stands are easy to assemble and move around. With clamp lights, creativity is required in identifying objects to which they can be clamped. With a light kit all the tools are available. The height of a light stand can also easily be manipulated, offering many variations of lighting schemes that can be tried out without too much time or effort.



Option 1:  Low cost:
For a production, sound is the most important aspect. If the audio is crisp and clear, clean of ambient noise and static, the audience will accept your media as professional grade regardless of what type of camera or camera phone you use. Eyes can fill in the blanks better than your ears, so it’s important for the audience to hear what they need to as if the speaker is in the room. This can be accomplished quite easily and with a low budget.

Wired lavalier microphone: A microphone that clips to the subject’s lapel can be purchased in the $50 dollar range. This microphone is great for capturing the speaker’s voice because it is located so close to the source. This particular microphone is designed to work with mobile devices, however, if you already have a microphone or are purchasing a microphone not designed to work with a mobile device there are solutions. With the addition of an adapter, in the $20 to $30 range, you can easily connect your microphone to a smartphone to use as an audio recording device (use the voice memo app if filming with an iPhone).

Remember that sound and video need to sync. For every time you roll your camera or recording device, film a piece of paper labeled with what take you are recording, then clap your hands together. That clap provides a distinct sound that you can use later to sync your audio and video during the editing process.

Option 2: Medium budget:
If you have any budget at all, it’s always recommended that sound be your first investment. If you can afford it, invest in a wireless lavMic microphone system. Why wireless over a wired microphone? A wireless mic system allows you to record your audio directly into the camera or recording device. There is no need to sync audio and picture when editing and you can immediately view back your footage to test quality of both image and sound. Of course, you should still mark each take with a verbal label (saying take one, take two) so you have an easy way to reference the footage during the editing phase.


Option 1: Low cost:
Editing video is not as hard as most people think. You choose the footage that you want and discard the rest. The digital revolution has ensured that everyone can be an editor and with great ease. Youtube offers editing capabilities, as well as other free online options. If your video and audio was recorded separately remember to locate the exact second the clap (previously discussed) occurred, as well as the sound of that clap; match the two and you have just synced sound and picture.

editingOption 2: Medium budget:
For basic digital media there is no need for excessive editing software. This is not because of the price but rather the learning curve required to maximize your purchased editing software. If you are willing to put in a little time to master such techniques as color correction and more intricate editing, look into tools like Sony Vegas Movie Studio, or the higher end Final Cut Pro and Adobe Premiere Pro. A list of other recommended software can be found here.

We know video is one of the fastest growing content tools, and consumption rates are at an all-time high. We also know that video builds relationships between organizations and their customers.  Now you know just how easy it is to make your own!  Have any additional tips related to video creation?  Let us know.

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For more information about the role of video in the news process, we suggest the following articles

How to Perfect Your Headlines

July 20, 2015

by Agnes Deleuse, Senior Marketing Specialist, Business Wire Paris

How to Perfect Your Headlines


Headlines are made to draw in readers.  They are bait to capture their attention.  On newspapers, magazines, blogs, social media, and, of course, press releases, this is what you see first. According to a recent survey by Copyblogger, 80% of readers don’t read beyond the headline. Thus, your headline better be a catchy one if you want your audience to remember you.

Here are a few tips from Business Wire to help you craft the perfect headline.

1/ Provide real information
No jargon.  Your headline should imply an interesting and relevant question.  You can include figures/data.

2/ Opt for short phrasing
It is a necessity.  Today, titles must be short. Think social media. Write headlines like a tweet or a post. Also, remember that if your release is going to be translated into foreign languages, English is one third shorter than French, for instance!

3/ Write your release first and finish by crafting the headline
It will help you focus on the main message you want to highlight.  You want to target the brain of your reader.  Don’t focus on news release discovery at this stage. To do this, integrate the keywords your audiences use to find your company information in the sub-headline or the first paragraph.

4/ Write at least three headlines, adjusting the order of the words and see which one has more impact.
Work like a sculptor. Add words, remove them, change them, move them around.  You can test the headlines on your colleagues.

5/ Think like a journalist!
If you want your news to catch a journalist’s attention, write a headline that is snappy, informative.  To think like a journalist is also a way to approach a subject the way a journalist would.  Journalists like it when they sometimes just have to copy and paste headlines and body texts directly from a press release!

Quality content, including well-written headlines, contributes to the entire process of delivering information to your right audience.

For additional information on how to craft an effective news release, click here:

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How Business Wire Works: From News Release to News Coverage

July 15, 2015

Every day, Business Wire distributes the news releases that become news headlines.  But how does it actually work? What is the role a commercial news distribution service like Business Wire has in the news creation process?

To answer the question of “how your news is made” take this guided tour of the company that transforms your news into everyone’s news.  Welcome to Business Wire.

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Want to learn more about news distribution services and how to use them to increase awareness, coverage and engagement of your company’s releases?  We suggest reading:

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[DOWNLOAD NOW] Business Wire Launches Let’s Get Visual: Multimedia and the News Release

July 9, 2015

Earlier today, published a piece outlining the new Business Wire multimedia report Let’s Get Visual: Multimedia and the News Release. This guide offers comm pros best practices for releasing company news that will connect with modern audiences in the digital and mobile age. While the importance of a news release is timeless, the communication landscape is changing and PR and IR teams need to take advantage. Find out how.

2015 WP_Cover Graphic_Lets Get Visual

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