5 Tips from Arizona’s Top Journalists on Gaining Local Media Coverage

December 6, 2014

Earlier this year, Business Wire Phoenix hosted an event regarding media relations and local media – how to get the most out of your pitches and how to best strategize your PR efforts to reach out to newspapers, magazines, and other media publications located in your region.

Dawn Gilberton, Patrick O’Grady, and Kiva Couchon, on a panel moderated by Amy La Sala, provided five important tips to getting the most out of your media outreach efforts:

  • Know your local media
  • Use the 24-7 news cycle to your advantage
  • Press releases are still valuable as long as the release includes the right information
  • “Digital is driving everything”
  • Now is a great time to be in PR if you’re utilizing different media platforms

Read this piece by Victoria Green (MRT, Los Angeles) and Billy Russell (CSR, Phoenix) fully detailing tips on how to gain coverage from your local media: http://www.commpro.biz/public-relations/media-relations/5-tips-arizonas-top-journalists-gaining-media-coverage/


The future of PR: Adding Interactive Assets to Press Releases

December 5, 2014

Last month, Serena Ehrlich, Business Wire’s director of social and evolving media, authored a piece outlining the importance of increasing user engagement for increasing the effectiveness of press releases, and how to accomplish that. As more and more content continues to flood the internet, marketers who take a different approach to employing assets are seeing a much higher overall return on investment when it comes to interest in their press releases.

In 2015, look for PR professionals and reporters alike to begin using interactive assets to round out coverage. With more than 65% of the world professing to be kinetic learners, text only press releases and flat images no longer keep the reader’s attention.

To learn more about the rising increase of interactive assets in press releases, how to do it and why, click here:  http://www.commpro.biz/public-relations/time-get-serious-creating-effective-press-releases/

 


With press release editing, catch erors befor they hapen

December 1, 2014

By Luke O’Neill, Editor, Business Wire Boston

We’ve heard it many times here at Business Wire: We catch a typo in a press release, let the client know, then the voice on the other end of the phone stalls, then sighs, “You don’t know how many people have looked at this thing, and that wasn’t caught.”

yay-6559046-digital

That exasperation can be and should be avoided – especially before the release hits the wire and Web. Mistakes, alas, are inevitable, but it’s important to guard against them before they happen. After sending out a press release, the focus should be on promoting your news, not fixing it.

The editing process of any document can be cluttered at times with too many cooks in the kitchen, too many rewrites, and tracked changes simply can be confounding. Plus, don’t edit just for the sake of editing. Sometimes the writer has it right.

At newspapers or websites, editors generally read stories three times and three different ways – have you tried these yet?

  1. Breeze through it initially to get a sense of the story – it’s helpful to literally sit on your hands during this process so you’re not tempted to edit.
  2. The heavy lifting: Rewrite, rework and restructure the story as necessary.
  3. Fine-tune: Polish the prose and clean up typos.

The step between 1 and 2 can be tricky – you need to know how the story needs to be reworked, but that usually comes with practice and experience. This blog, however, is more focused on step 3 – finding those minute mistakes before they become major mistakes.

Eradicating Errors

So how do you sidestep slip ups while editing press releases? Most editors anticipate problems before they occur, know where things could go wrong before they do, ask where things could go wrong and think of the consequences of their editing actions. Yet sometimes it just comes down to having an eagle eye.

yay-3433113-digitalAlso, be mindful that the absence of one lone letter or the transposition of a couple letters changes the meaning of a word, and spellcheck won’t necessarily pick it up.

For example, heath vs. health: A heath is one thing, and health is something different. United vs. untied – these two words clearly have very different meanings. Other common press release examples include: manager vs. manger, complimentary vs. complementary, premiere vs. premier, chief vs. chef and through vs. though.

And be sure to check your spellcheck carefully; don’t just breeze through it because the document may be teeming with tech or biotech words. Often, Spellcheck will flag a word it does not recognize, yet the word is spelled correctly. Then later in the document, Spellcheck will flag a similarly spelled word, but it’s off by one letter. If an editor is on Spellcheck “Ignore All” autopilot, then the misspelled word will fly under the radar.

These spelling discrepancies are especially problematic in business press releases with mismatching company and product names.

‘Confident paranoia’

Many press releases simply could use a healthy dose of preventative medicine – an ounce of prevention is worth a pound of cure.

yay-1578342-digitalIn my local newsroom, we track the time spent on each correction issued by our clients. In my office, we average about 12 client corrections a month. During high-volume times, that correction total can spike. The corrections can be costly to our clients and counterproductive for everyone.

Some press release corrections are more significant and easily avoidable than others. Some common culprits include: incorrect event dates in releases; incorrect media contact information, especially phone numbers; incorrect titles for people; incorrect press release submitted; and not getting the proper approvals from all the companies involved in the release. But perhaps the most frequent offender is a broken or incorrect embedded hyperlink.

At Business Wire Boston, we preach the idea of “confident paranoia.” Be confident in your editing abilities, but, like a good carpenter, measure twice and cut once.

Luke O’Neill, formerly a newspaper reporter and copy editor, is a senior editor at Business Wire Boston. He has nearly 15 years of communications experience and a master’s degree in journalism.


How PR Pros Create News Content That Generates Action

November 28, 2014

“Think like a movie producer”

Every day, PR professionals utilize storytelling to engage key audiences. In this piece, Phil Dennison, senior marketing specialist at Business Wire, discusses the ways PR professionals can strengthen their storytelling prowess by thinking like a movie producer.

These tips include:

  • Build suspense and create anxiety
  • Foster aspirations
  • Drive empathy
  • Harness emotion

Learn more about implementing creative thinking by reading the entire piece here: https://www.linkedin.com/pulse/article/20140924163737-475352-think-like-a-movie-producer-create-content-that-spurs-inspiration?trk=prof-post


How PR Pros Reach the White House and Other Political Groups

November 24, 2014

This year’s PRSA Annual conference included an excellent discussion on the various tools organizations use to engage with The Hill.  In this piece, Danny Selnick, SVP of Public Policy and LatinoWire, outlines that discussion as well as the latest research on the communication habits of congressional offices and their staffers.  Click here to learn more about how these target audiences get news, who they rely on, the role of social media, and how Business Wire’s Public Policy circuits reach and impact this group every day.

 


How to Craft an Editorial Calendar

November 20, 2014

Several times a year, Business Wire’s Serena Ehrlich presents at TechMUNCH, the nation’s leading food blogger conference, on the topic of how to craft a successful editorial calendar.  If you haven’t had a chance to read this piece, check it out here: https://www.linkedin.com/pulse/article/20140926200156-1308357-blogger-pr-tip-of-the-day-why-you-need-an-editorial-calendar

In this article, Serena outlines why you should create and use an editorial calendar, various elements that affect the calendar, and how you can use events such as movie premieres, elections, breaking news, and more, to deepen the affinity between your blog and your readers.


Business Wire 2014 Media Survey Wins Top MarCom Award

November 17, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Last week, the winners of the 2014 International MarCom Awards were announced on http://marcomawards.com. Business Wire is pleased to announce receipt of the Platinum-level selection in the Writing/White Paper category for the 2014 Business Wire Media Survey Results.

The MarCom Awards are a creative competition for marketing and communication professionals, organized by the Association of Marketing and Communication Professionals (AMCP), http://amcpros.com. Entries are gathered from corporations, advertising agencies, public relations firms, design agencies and individual freelancers.

Business Wire 2014 Media Survey

The 21-page document, written by Business Wire’s VP of Web Communications Services, Ibrey Woodall, outlines best practices in media relations, press release distribution and online newsroom management for leading communicators. The contents of the white paper are based on results from Business Wire’s media survey of over 300 North American editors, reporters, and bloggers, and how they engage with corporate news and websites.

“This recognition emphasizes the importance of this paper to all levels of communications professionals, as well as evidence of Business Wire’s close connection to the media,” said Woodall.
The award-winning paper, selected from over 6,500 global entries, reflects on how today’s reporters continue to rely on press releases distributed by newswires, as well as company online newsrooms for supporting information and press materials.

Click here to download a copy of the 2014 Business Wire Media Survey Results white paper: http://go.businesswire.com/business-wire-media-survey-results

Click here to read more about how to implement best practices in media relations and online newsroom development:


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