How to Perfect Your Headlines

July 20, 2015

by Agnes Deleuse, Senior Marketing Specialist, Business Wire Paris

How to Perfect Your Headlines

Photo: startupstockphotos.com

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, CommPro.biz 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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A Behind-the-Scenes Look at the Journey of a News Release

July 7, 2015

We can tell you how a press release develops into breaking news, reaching everyone from industry reporters to regular folks enjoying morning coffee with their tablet. We can also show you the same information with a cool sharable video. What’s the difference? The difference is the same as reading a recipe for the perfect steak or watching Gordon Ramsey prepare one, step-by-step. Visuals relay information that is both unique and engaging and when executed correctly, highly effective.  These are the reasons why we won’t tell you how a news release works – we’ll just show you.

The release of How Your News is Made – An Inside Look at News Releases and News Distribution aims to showcase the steps that a company announcement takes before issuers can celebrate the full results of their communications outreach.

The new media playing field is changing. Taking full advantage of social and mobile platforms, as well as advances in smartMastercard Sample Release technology (even air conditioners seem to be smart these days) can make significant impact in maximizing news release visibility. How does that happen? First a news release needs to be written. Not all releases are written equal and certain actionable tips can go a long way such as crafting a compelling headline, ensuring the first sentence contains key information, inserting calls to action and leveraging well placed hyperlinks to drive inbound traffic.

The next step shows just how much influence the digital revolution has on how people communicate. Once you have crafted your interesting news release, it is time to add in supporting multimedia. The reach of a text-only news release is minor compared to the reach of a release that includes multimedia. An image, an infographic, a video—these assets push your news across the internet and keep audiences engaged while consuming your core messages.

3 times as muchThe reason for multimedia’s success is how easily it relays ideas. Humans process images 60,000 times faster than text. When reading text you try to paint an image of what you’re reading with your imagination. A video offers information in such a way that can’t be misinterpreted, both offering information and explaining it, simultaneously. Business Wire CEO Cathy Baron Tamraz does not hide her confidence in the role multimedia will play in the communications industry.

“My prediction is that multimedia will be a part of every single news release.” – Cathy Baron Tamraz during a conversation with Tim Bahr, CEO of Nextworks.

Once the release has been built and sent to Business Wire, our editorial team reviews the release, suggests edits and distributions to ensure the release meets your goals.  Once edited and approved, the final news release is disseminated across the wire and into the hands of your key constituents.

But you can’t celebrate just yet!  Once the release is out, media outreach performed and online discussions have begun, it is time to measure the results of your work.

Business Wire provides a wide range of measurement and monitoring tools to help you track the impact of your news rulerrelease. Business Wire NewsTrak and NUVI reporting shows not only how much activity your release received, it provides detailed information on social discussion and shares surrounding your news. For more specific data, the Market Impact Report tracks the impact of your release upon your (and your industry’s) stock price.

Your release has been crafted, assets added, received editorial review and feedback, crossed the wire, activated your key and secondary audiences and provided you with data to help craft the next one.

This is the path of a news release.

Interested in learning more about Business Wire’s news distribution service? Let us know! And just click here to share out this exclusive sneak peek on the distribution of a news release:  http://ctt.ec/CdaQm.


How Has Digital Changed Communication

June 25, 2015

The internet changed almost everything. Most facets of life are now either shaped or directly dictated by the internet, especially the way we communicate. How has the internet changed communication? Cathy Baron Tamraz, CEO of Business Wire, answers that question with one word: multimedia.

“My prediction is that multimedia will be a part of every single news release,” Cathy said to Tim Bahr, CEO of Nextworks, during a conversation on the future of business news communications. The conversation, taking place during this past SXSW, touched upon the Smart News Release (SNR), a news release enhancement first launched by Business Wire in 1995. The ability for a commercial newswire to embed graphics into a news release and transmit it to news media outlets via the SNR was the first marriage of multimedia with text. It wasn’t just a news release with an image or video, it was an entirely new and unique asset for media recipients. What are the benefits of this marriage?

A recent study by Microsoft finds that human attention spans have dropped to 8 seconds. That means by the time you’re reading this sentence, you’re probably ready for some visual stimulation. Today’s constant stream of multimedia might be a cause for society’s diminishing focus, but it can also serve as the cure. A picture has long been touted as being worth a thousand words, making video exponentially more valuable. By including a video with a news release, you are intriguing the audience on multiple senses. According to Northern Michigan University’s Academic & Career Advisement Center, approximately 30% of people are auditory learners. By incorporating video with audio into your news release, you are reaching a larger audience than by just including images alone.

The importance of video to public relations is not a surprise. Tamraz elaborated on her comments about multimedia explaining that, “people think visually.” Videos provide the public with news in an easy to consume and engaging format.

It’s been twenty years since the launch of the Smart News Release. How have communications assets evolved in the age of Web 2.0?

PR pros are always looking for ways to amplify a news release – a tool that raises visibility of a company, and encourages engagement of the news within key audiences. And, as Tamraz says in the video, assets such as News Capsules provide that very boost to any news release. A News Capsule is a tool that allows a brand to tell a story using interactive multimedia. It’s the gamification of the news release and it boasts an average reader engagement time of 6:12 minutes. That number really jumps out at you when you compare it with the 20 to 30 seconds it takes to read a text-only news release.

Why are capsules so effective in increasing the impact of a news release? Tamraz describes this multimedia asset as the “crossover between news, corporate communications, and marketing.” Advances in internet connectivity continue to blur lines for every industry, whether it is multimedia, communication, or distribution. By offering information in a way that can be learned both visually and kinesthetically, the News Capsule is a tool that blurs the lines between varied forms of communication. This makes it an ideal asset for amplifying a company message on a multitude of platforms.

The future of public relations and audience activation is interactive content. For Meghan Gross, president of Gem Strategic Goulston StorrsCommunications, a picture capsule was the best way to tell a year’s worth of stories. She recommended using a picture capsule to a professional services client of hers as a way to reach their core audience. In this case, the client wanted to showcase the importance of climate change by bringing attention back to all the great content they created that year. The News Capsule allowed Gem to create one single asset that hosted all of the client’s created content, allowing them to present their entire story in one outreach. Of course, once a capsule goes out, as Cathy Baron Tamraz says, it “travels.” Capsules are sharable and embeddable allowing users to embed it in stories, social channels, websites and more.

The internet proved to not be a trend and neither will mobile platforms. The digital revolution succeeded and we now find ourselves in the digital age. And now, every aspect of life revolves in some way around the era we live in, just like during the Industrial Age that preceded it. How are you adapting your communication practices for the growing needs of today’s digital, visual society?

To learn more about digital influence on news distribution read the following articles:

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Snacking On News … Will It Fill Your Brain?

June 23, 2015

Simona Bio

By Simona Colletta, International Media Relations Specialist – Paris

The internet helps people understand new things like the best way to clean a bicycle chain, proper snooker techniques, and how to change a car’s head lamp. But, according to a recent Pew Research Center study, the internet is not helping people comprehend the news. The study found that only 42 percent of people were able to answer basic questions about the news.

How could this be? Why are people so uninformed about the news when they have so many options to get the news? Maybe it’s precisely because they have all of those options. People are no longer digging into news stories and completely digesting them; instead, they are merely snacking on the news. According to the study, 59 percent of the time people do not read past the headlines on internet stories. The snacking is light, it seems.

eating_paper

While the Pew Research Center Study doesn’t identify study participants by geographic location, I live in France and was recently alerted to an Odoxa survey done for Trooclick, a French start-up company that developed an opinion-driven search engine which uses a natural language processing technology to gather news and opinions online. The survey reveals some interesting data on how the French view today’s news landscape.

85 percent of French people believe that they have more information available

Between ongoing chains of information, online news sites, search engines, and social networks, the French feel more informed than they did ten years ago. A whopping 85 percent of them believe they have more information on the news. This finding is shared widely across the population, regardless of age, social class, or income level.

Graph 1

The French do not feel more informed

If the French have won in terms of quantity of information available to them on the internet, they certainly don’t feel they have won in terms of quality. Although 77 percent consider the available information on current events is becoming more varied, only a minority believes that information is becoming more useful.

It must be noted that the internet offers so much in terms of information, but that information is often scattered, poorly organized and frequently redundant. The result? Of every 10 articles read, less than half are read in full (4.5 exactly). A tiny minority of French (8 percent) read every article in full.

Graph 2

Nearly 7 out of 10 French are interested in a free online service that would deliver them a summary of every point of view on a news event

The logical conclusion to the results of the survey (and encouraging for Business Wire and Trooclick) is that 66 percent of French people would be interested in a free online service that would deliver to them a summary of all current events. The youngest were the most interested: 8 out of 10 would be keen on this kind of online service.

Snacking on the news is not bad in and of itself, but we should be attentive, as we are in our kitchen, to the quality and reliability of what we snack upon. In this massive jungle of media and information, a reader can now count on interactive tools that help him/her to select the best “product” and follow his/her fields of interest.

Have a bite!

Try Business Wire’s Press Pass or click here to visit trooclick.com

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Introducing the Market Impact Report – Revealing the Effect of News Releases on Stock Activity

June 15, 2015

By Vilan Trub, Business Wire

Earlier today, Business Wire and News Quantified launched the Market Impact Report.  This groundbreaking new measurement tool allows communication professionals to track the impact their news releases have on publically traded companies’ stocks.

Although there are a lot of options for measuring communications efforts, there is a gap when it comes to attributing financial ROI to company issued news. Business Wire identified this gap and in News Quantified saw an opportunity. News Quantified, in partnership with Business Wire, developed a measurement system that will tie news release data with market trading behavior. Now, PR and IR pros will be able to track exactly how the market reacted to the issuer’s stock immediately following the release of company news. They will also be able to compare this trading behavior to that of other company stocks.

What’s the big deal about keeping track of changes to market behavior following the issuance of a news release? With the Market Impact Report you can achieve a deeper understanding of how and why your company stock moves when you issue a news release. You have a deeper view of what kind of investors your news is attracting and how your news is influencing their trading. The report includes 27 key variables ranging from volume and variability to ticks and block trading.

By understanding who your news is reaching, you can tailor your communication in the direction that best benefits the value of your company’s market presence.

Oliver Schmalholz, co-founder and CEO of News Quantified, has spent the last 15 years analyzing market behavior. It was during his time running a private trading firm that he recognized the benefits of an out-of-the-box product that could analyze news impact on stock trading behavior. “News and market data have historically been kept separate – our alliance with Business Wire will help to tear down that wall,” says Schmalholz.  “We are thrilled to partner with a company that has the reputation and expertise of Business Wire.

Business Wire is excited about the partnership and looks forward to the possibilities that lie in providing clients with the first ever financial impact tool. “Business Wire’s collaboration with News Quantified provides listed companies with a better understanding — and appreciation — of the relationship between news and share price.  To see how news is directly influencing market behavior is revolutionary,” said Gregg Castano, Business Wire President. “The Market Impact Report consolidates information from disparate sources into a convenient, user-friendly report that distills complex data into key findings. It is another example of Business Wire’s differentiating value proposition.”

Click here to learn more about the Market Impact Report:  http://bit.ly/1QrNSV8 or email us today to schedule a time to discuss this in greater detail.

Are you attending NIRI 2015 this week?  If so, Business Wire is offering sample reports for investor relations professionals that stop by our booth. The Market Impact Report is the first product in the industry that provides communications professionals with comprehensive stock impact data.

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