A picture’s worth a thousand words – but how much for the caption?

April 24, 2015

By Hannah Kelly, Business Wire Paris

Here at Business Wire, we know that over half of journalists and media professionals are more likely to review a press release that includes multimedia, and that images/photographs are one of the top content types for the online newsroom, but in order to truly launch effective multimedia, we must remember one very important detail – the caption.

When looking for the first time at a news release, readers’ attention immediately goes to the caption, and then the added image. This creates the ideal opportunity for you.  With up to twice as many people reading captions than body copy, captions provide an excellent opportunity to attract the reader’s attention. This short but sweet accompanying paragraph is your key to unlocking the image – it is the who, what, where, when, why and how, all rolled into one short sentence.

Small Town Big Fish Caption

Immediately after reading the caption, the reader will flick back to the image, and view it, usually, from a different perspective. This is more commonly known as the loop, and is essential to engaging the reader. The photo and the caption complement each other, building suspense and satisfying curiosity.

But it is not only that captions define images, captions put images into context. In many instances, the caption and image can result in coverage when an article is not possible. Business Wire captions can be up to 100 words each, more than enough space to create a connection between image and story.

ServiceNow Caption Example

Given the importance of captions, and their role in not only increasing coverage but building connections between your product and your customer, what are the best practices for writing one?

  • Use prepositional phrases, interesting adjectives and action verbs
    The caption should focus on action, and help the article to progress, while providing as much information as possible as to the relevancy of the multimedia to the news you are sharing
  • Use phrases that have been cut out of the main narrative
    This is the ideal time to retrieve phrases that were cut out for length reasons, but that are still pertinent to the text and work well with the release
  • Do not repeat body copy
    For the simple reason that nobody likes déjà vu, whatever they’re reading!
  • Provide information that’s not available by simply looking at the photo
    A reader will look at the caption to learn more, not for reinforcement of already formed ideas. Captions allow you, the brand, to define the image and those captured in it, properly.
  • And, finally, do not use the phrases “above” or “pictured here”.
    These phrases are of little use to reporters who may choose to use your image and caption instead of the entire press release.

Tony Romo Caption

Multimedia is more important than ever within the news creation and sharing process. The caption serves as a reference, increases the impact of the image and adds to the credibility of the piece.  Don’t overlook it, instead take advantage of this space and use it to not only increase coverage of your news, but conversions as well.

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Top 5 Things Journalists Look for in a News Release

April 6, 2015

By Vilan Trub, Business Wire

Journalists and media professionals get bombarded daily with emails and news releases. Those same journalists and media professionals also don’t have a lot of time. Make sure that you’re doing everything you can to grab their attention by giving them exactly what they’re looking for. What are they looking for?

Who are you?

Before you write your news release, you have to answer one big question.  What is the name of a great The Who song, the theme song to a CSI spin-off, and the question that every news release must answer?

Who are you?

yay-15034446-digital

News is an industry of trust, so always ask yourself, why should journalists trust me? Treat a press release like a self-endorsement when trying to arrange a blind date. What are your best features and why would you (or your news release) be a perfect match for someone? It’s also good to have a trusted mutual friend, such as a newswire service, to make the introduction to your desired media outlet. Remember, you must woo a journalist with your release.

A key tip is to include a well-written boilerplate  at the bottom of your release. A boilerplate is a mini-bio of your company that lets the reader know exactly what you do.

A Headline Comes First
Before a journalist reads your release, they first see the headline. The headline is like a trailer to a movie, one that is well made will garner the interest of the audience. A bad headline, however, is the last thing that gets read before a journalist moves on to their next email.

A good tip for putting together a strong headline is to remember what the reader is looking for: information. Avoid using click-bait tactics because media pros have developed a keen sense of what to look out for. There are good reads online about the difference between click-bait and a well-made news releases, so make sure to be on the lookout.

CoSchedule Headline Analyzer

There is even an online headline analyzer by CoSchedule to help you craft the perfect headline that hooks the reader in and doesn’t let go.

The Ws
Journalists aren’t looking to read Moby Dick when opening your news release. Today’s reporters are looking for two key 5 Wselements.  They want to know the facts, and they want to know the story behind the facts – the one that tells why the product was made, who it impacts, what that impact was and why it would impact the publication’s core audience.  This is when you turn to your “W”s!

Who, what, where, when, and why is an exercise taught in elementary schools so that students can get a grasp of how to break down a story to its most basic and relevant elements. Use this same exercise when drafting your release because journalists don’t want to go looking for key story elements. By reducing the amount of work needed for a third party to tell your story you will find a much higher likelihood of coverage and engagement with your news.

Social Sharing

Social Media is Honey – Use It
Every news release is designed to attract readers. In the digital age, social media has become a swap meet where information is traded free of charge. Including social media links to your news release gives people the opportunity to easily distribute your news, the very same news you want covered by journalists. The name of the game is reach so make it easier for people to distribute and redistribute your release.

Multimedia
Cavemen didn’t write paragraphs about the beauty of horses. They made drawings on cave walls that are easy to understand even today! Believe it or not, that was the earliest form of multimedia.

Thanks to technical and mobile device advancements and penetration, humans are creating and consuming multimedia at unheard of rates. When thinking about crafting your press release, you must understand that multimedia supplements are no longer optional. Reporters and consumers use multimedia to create emotional connections and to showcase the real “why” behind your news.

In a 2014 Business Wire study of more than 300 journalists and media professionals, more than half (54%) are more likely to review a press release that includes multimedia than one that does not. The preferred media are photographs, by a staggering 73% of those participating in the survey.

bizwiremultimedia

But even multimedia is changing. With more than 63% of the world being visual and interactive learners, static multimedia is being replaced with interactive assets such as the Business Wire News and Picture Capsules that create engagement opportunities for newsreaders. These capsules are so engaging that the average viewer is now spending between 4-10 minutes per Capsule, just consuming the related content they host. Check out the one Six Flags used to announce one of their famous roller coasters would be running backwards for a limited time.

Batman

Hundreds of news releases are sent out each day, make sure that your next one stands out. Follow these steps to grab the reader and make sure that they’re getting, and sharing your message.


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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“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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The Role of Consistency in News Releases, and Gym Workouts

February 28, 2015

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

StetchingEarlier this month, CommPro.biz published a piece by Business Wire Newport’s Kathy Tomasino outlining the seven reasons why sending out a news release is a lot like going to the gym and sharing her top tips for creating a communications fitness plan.

Click here to read this piece. Have a comment or a tip of your own?  We would love to hear your thoughts!  Just leave a message in the comment section below.


7 Leading CEOs Discuss the Future of Company Communications [Free Webinar]

February 26, 2015

The strategic communication landscape is evolving at an ever-increasing pace.  We’ve seen the move from plain text releases to an era of activation through rich, multimedia storytelling.  Now, more than ever, growing your skill set is critical to keep up with the changing demands of clients and the media. It’s a “learn or get left behind” world.

On March 3 at 1:00 PM Eastern Time, seven of the nation’s leading communication CEOs will come together to discuss the changes and innovations changing the way organizations communicate with media, analysts and consumers.

CommPro CEO Leadership Discussion

On March 3, join 7 of the nation’s leading CEOs for an discussion on the future of communications.

Hosted by Cathy Baron Tamraz, Chairwoman and CEO of Business Wire, this conversation will provide attendees of all levels with best practices that will directly impact communications programming for 2015 and beyond.  Discussion topics will include:

  • Where the PR/Communication industry is headed
  • Instilling and showcasing a spirit of innovation in the workplace
  • The role of collaboration in the creative environment
  • How to create a sense of purpose in your organization
  • The value of mentorship and training
  • Mastering the work-life balance

Participants include…

Register for this free webinar now:  https://www.webcaster4.com/Webcast/Page/10/7387

Click the following link to share this invitation with colleagues and industry experts via Twitter: http://ctt.ec/1b7fd


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