Are Your News Releases Making Business Editors Happy?

November 19, 2014

Business Wire recently held a very popular webinar with our largest global news partner, The Associated Press, the 165-year-old non-profit cooperative newsgathering and reporting organization.

During this webinar, attended by more than 400 communication professionals across the country, Philana Patterson, AP’s Small Business and Breaking News Editor, told listeners “How to Make a Business Editor Happy” – a series of tips that will help ensure better coverage of your news releases by the AP, its subscribers and other media.

  • Reduce industry jargon and use clear, crisp writing. Make sure your releases don’t get counted in the annual SHIFT Communications Top 50 Most Overused Words in Press Releases Stick to the basics and make sure your release could be easily understood by any reader.
  • Use subheads throughout your releases to organize news. Breaking up your release into easily-digestible chunks, clearly labeled with explanatory subheads, makes it easy for editors to locate the topics most relevant to their beats or areas of interest.
  • Consider using bullets to highlight key items. Much like subheads, bullets make it easy to see at a glance what the key takeaways from your news are.
  • Don’t try to bury the news in the release – they will find it anyway! Reporters and editors are paid to find news, and if it looks like you’re trying to hide something in your release, it’s probably the first thing they’ll report on.
  • Include a phone number on your release. If it’s important enough to send out, it’s important enough to get asked about. Make sure interested media can get in touch with you. Business Wire makes sure your contact info is available to all of our receiving media points.
  • Make sure the contact person is working all day the day your news moves. If your usual contact person isn’t going to be in the office, make sure there’s an alternate contact available. Nothing’s more frustrating for editors than trying to do follow-up only to be told the contact isn’t in that day.

Patterson also offered one very important tip for making sure your news gets noticed in the first place:  Include a photo.  According to Patterson, many of their subscribers tell the AP that they mostly use stories that carry photos.  Visual elements are particularly important for mobile and online users who gravitate towards visual-based reporting.

Visual content on the AP Mobile app for iPad

Visual content on the AP Mobile app for iPad

Photos not only get your story noticed at the news desk, they get it noticed if the AP provides further coverage. And always make sure your photos are high-resolution – at least 2,000 pixels on the longest side, and at least 1MB in size.  All photos that run over Business Wire will meet the AP’s sizing standards.

We’ve made Patterson’s full list of tips available as a PDF – click here to download your copy  to save and share with your colleagues!

If you attended the webinar, we hope you enjoyed it and found its content useful. You can find additional webinars, local meetings and other Business Wire events at our Events page. Bookmark it today!


Media Speed Dating in the City of Roses

November 3, 2014

By Matt Allinson, International Media Relations SupervisorMatt 1

The weather in and around Portland, OR, was anything but tranquil on Thursday, October 24. The dark sky chirped and clapped with wind, hail, thunder and rain. But, try as it might, it could not drown out the roaring chatter coming from inside the Bridgeport Brewery, where six of Portland’s finest journalists and over 50 of Portland’s finest PR professionals gathered to laugh, learn and get to know more about each other.

Matt 2

The luncheon was broken down into four 15-minute sessions. While the media members stayed seated, guests moved from table to table to talk with the four editors/reporters to whom they were most interested in speaking.  Representing the Portland media were: Nick Mokey (Managing Editor of Digital Trends); Sarah Rothenfluch (Executive Editor of News at Oregon Public Broadcasting); Erik Siemers (Managing Editor at the Portland Business Journal); Tim Steele (Digital Managing Editor at KOIN 6); Kristi Turnquist (Entertainment Reporter at The Oregonian); and Bruce Williams (Senior Assignment Manager at KGW). The event was expertly moderated by Becky Engel (Director of Client Services at Grady Britton).

The rules were minimal: no pitching. Everything else (within the law) was allowed. Great networking followed and a few tips from the media came forth:

  • Networking is key to getting reporters to cover a story … make the effort to meet us in person. We get hit with a lot of stories daily and we’re much more likely to run your story if we have a relationship with you (and the story is innovative/relevant). –Nick Mokey
  • It’s good to form relationships with reporters. They’re not going to take every pitch, but if you stay in contact and stay persistent, there will come a day when they’ll need to talk to you. –Tim Steele
  • Staying ahead of an emerging trend will get you to be considered an expert on the subject. –Sarah Rothenfluch
  • Visual content plays a role so be sure to include multimedia in your pitch. –Kristi Turnquist

Matt 3

  • I get between 800-900 emails per day, so make sure your pitch is targeted, has a unique subject line and includes photos/video. – Bruce Williams
  • If you’re making a pitch, you have to think of it in terms of what would interest you if you were to receive what you’re pitching. Why would we be interested in it if you’re not? –Tim Steele
  • We love exclusives … bring us something exclusive and there’s a much better chance that it’s going to get run. We’re greedy that way. –Erik Siemers

Matt 4

  • The news cycle is constant. Is your story a tweet? Some stories are. Or is your story a big, in-depth conversation that would take a month to plan? Or is it somewhere in between? If you can figure out where your story is on this spectrum before pitching, it’s extremely helpful. –Sarah Rothenfluch
  • If you have a good story, don’t be afraid to reach out … but know who you’re pitching and what they do. Email’s probably the best way to pitch … but please don’t send a blast. Target your pitches. And don’t be afraid to follow up. – Erik Siemers

Communications Week Recap: The Role of Paid, Earned and Owned in Public Relations

October 24, 2014

By Joe Curro, Media Relations Specialist, Business Wire

This past Monday, Business Wire’s New York team was proud to partner with Communications Week 2014 for our State of the Union: Living in Times of Media Disruption breakfast panel.  Attendees joined us at Thomson Reuters’ beautiful conference space overlooking Times Square to hear from an elite panel of communications professionals: Chanel Cathey (Director of Corporate Communications, Viacom), Ben Trounson (Director of North American Communications, Tata Consultancy Services), Jordan Fischler (SVP Technology and Digital Media, Allison+Partners), Nelson Freitas (Chief Strategy Officer, Wunderman), and our moderator, Steve Rubel (Chief Content Strategist, Edelman).

Panelist 1

(Panelists left to right: Chanel Cathey, Nelson Freitas, Jordan Fischler, Steve Rubel, Ben Trounson)

Built as an active and lively conversation between the participants, the event provided insight into a wide range of topics from the balance between owned, earned, and paid media, to navigating the opportunities and pitfalls of real-time communications, to the questions on the horizon that we’ll all be talking about in the coming months.

Here are a few of the insights that were shared:

Rethinking measurement?
The volume of available measurement data is overwhelming.  How do communications teams make good decisions based on the available data?  How do you decide what data is relevant?  The goal of your data collection should not be the quantity of information gathered, and decisions should not be made on numbers in a vacuum.  The data you collect may be the response to a question, but it’s not the end of the conversation.  Talk about your findings, use the data to inform how you interact with your influencers, and keep them engaged and giving their feedback.

Risks of paid content?
There is an eternal danger to relying on paid content – of damaging the trust you’ve established with your consumers – so how do brands make the most of this amplification option?  By always staying active in the communities that are discussing the brand.  Paid content, for all its dangers, allows for a greater degree of control.  The more control you have over your message, the more responsive you can be to anything unexpected.

Managing the flood of content?
Consumers are bombarded by a constant flow of content.  We have access to immeasurably more content than we’ll ever be able to consume.  So how do brands compete for valuable attention?  By being a curator of its own content, a brand can keep conversations on topic.  Engage with your audiences, and commit to creating original content of your own.

Real-time responses?
Perhaps one of the most terrifying prospects to communicators is the real-time fumble.  With great risk comes great reward, right?  But while the successes are some of the industry’s holy grails (Oreo in the dark, Arby’s and the hat, etc.), the failures can make anyone shy away from the very idea.  So what’s the answer?  Trust and an honest voice.  Traditional publications are competing with individual creators for the public’s attention, but your brand can empower its own creators with solid and responsible training, multiple voices participating, and open lines of communication between all parts of the team.

Panelist 2(Panelists left to right: Nelson Freitas, Jordan Fischler, Ben Trounson, Chanel Cathey, Steve Rubel)

As you can see from the above, the answers to the questions on communicators’ minds are increasingly interrelated – useful data leads to relevant content leads to managing your voice leads to learning from an engaged audience.  With the goal of activating and influencing audience behavior, this feedback loop supports an increasing trend towards more innovation and more connection between creators and consumers.

Ease of content creation, enhancements and new tools for targeted distribution are on the rise.  Available reaction times are falling, and smaller teams are being tasked with greater and greater responsibilities.  Each of our amazing panelists touched on solutions for the future.  The ultimate answer, as our Moderator Steve Rubel said, is making “constellations – not just putting stars in the sky, but connecting them.”  When all parts of the communications team are working together toward a clear goal, the combined whole is greater than the sum of its parts.

Panelist 3(Moderator, Steve Rubel, Chief Content Strategist, Edelman)

Photo credits: Ingrid Ramos/Triangle Below Canal


Increase Journalist Interest in Your Healthcare Press Releases – Free Webinar!

July 14, 2014

In the last 5 years, new communication tools have made it both easier, and more complicated to launch and manage successful Healthcare PR programs.  Media relations has changed across the board, especially as it relates to writing about healthcare.

To help our clients increase the visibility of their organization and their news, Business Wire is hosting a one-hour webinar in which we will be asking leading reporters how they identify topics, what assets they need to write about a company and even how they like to be pitched.

Our panelists include Tina Reed from the Washington Business Journal and Jacqueline Fellows, senior editor of HealthLeaders Media.

Join us on Thursday, July 17th from 12:00-1:00 PM EDT and in just one hour, learn everything you need to know about working with healthcare reporters in 2014.

Learn more about this one hour webinar, at http://bit.ly/HealthMediaWebinar

Speakers include:

Tina ReedTina Reed, Washington Business Journal, Healthcare reporter
Reed has been the HealthCare Reporter at the Washington Business Journal since January 2014. She previously was the online content editor and healthcare reporter with The Capital in Annapolis, MD. In her current role she covers the pertinent health issues that affect the Washington, DC metro area.

 

Jacqueline Fellows

Jacqueline Fellows, HealthLeaders Media, Senior Editor
Fellows has been with HealthLeaders Media since 2012. Her coverage is focused on the business of healthcare.  Prior to joining HealthLeaders she spent more than 10 years in broadcast journalism where she won numerous awards including the 2010 Best Radio Newscaster Award from the Tennessee AP Broadcasters and Media Editors.

 
Kerting Baldwin, Director of Corporate Communications, Memorial Healthcare SystemKerting Baldwin, Ed.D., is the director of corporate communications at Memorial Healthcare System.
She oversees all aspects of media communication including strategy, social media, corporate communications and crisis communications for the six-hospital healthcare system in south Broward County. Kerting started her career as a journalist, and has worked for The Miami Herald, Sun-Sentinel and The Tampa Tribune. She also has worked in the broadcast industry for Telemundo as a video editor.  Kerting holds a Bachelor’s in Communication from Florida International University, a Master’s Degree in Liberal Studies from University of Miami and a Doctorate in Education from St. Thomas University. Her doctoral thesis focused on the use of social media in healthcare.
 
The event will be moderated by Molly Pappas and Simon Ogus, Business Wire Health and Public Policy Media Specialists. Molly and Simon work closely as liaisons between healthcare and public policy reporters and our clients, ensuring media outlets receive the news they are most interested in, quickly and easily.

Register for the Event now:  http://bit.ly/HealthMediaWebinar


Footballing nations battling it out in the IR Magazine Awards!

June 11, 2014

By: Chen-Lee Tsui, Manager, European Marketing/London

With only a few weeks to go, the IR Magazine Europe 2014 awards are due to take place on Tuesday 24th June. For the football/soccer fans among us, this is the same evening as England’s first World Cup game against Costa Rica!annual IR Magazine Awards ‒ Europe

Now in its 24th year in London, this event celebrates the best Investor Relations achievements across various industry sectors and acknowledges the contributions made by individuals as well as by teams. For both winners and runners-up an IR Magazine Award means that those selected have demonstrated they have created results that deliver real business benefits.

The short list for the awards came out recently. If you’d like a flutter the odds are in favour of Germany – a great footballing nation, with 27 nominations across 17 main award categories. Another world class football team, England (read: UK), picks up 18 nominations (five more than last year!). The Scandinavian countries (sorry, not qualified for the World Cup) share nine nominations, followed by Italy (six), Spain & Portugal (five) and last but not least the orange footballing giant, the Netherlands, with two.

booth

Business Wire has been supporting this industry leading awards program for more than 11 years. This year without fail, we will be present. Back by popular demand, a branded photo booth will be there to capture your evening with friends and colleagues! Attendees will have the opportunity to get their pictures taken for free at the photo booth, providing a great “take-away” lasting memory of the event.

We hope to see many of you there “strike a pose”. Email us with questions, or if you would like to meet up during the program.  See you in London on the 24th June!


Business Wire Memorabilia Pennants Still Available

May 6, 2014

 

Business Wire Team with warren Buffett at the 2014 Berkshire Hathaway Shareholders Meeting. Photo credit Matthew Allinson

Business Wire Team with Warren Buffett at the 2014 Berkshire Hathaway Shareholders Meeting.
Photo credit Matthew Allinson

If you weren’t able to attend the baseball-themed 2014 Berkshire Hathaway Shareholders meeting, you can still catch a cool piece of memorabilia, with all proceeds going to charity.
We have a limited supply of Berkshire Hathaway Sluggers baseball pennants available online for just $3 each or $5 for two.

Berkshire Hathaway Sluggers baseball pennants

Berkshire Hathaway Sluggers baseball pennants

Business Wire’s team was in force at the show, with more than a dozen of us representing a wide range of departments and bureaus, engaging with shareholders and raising money for an amazing organization that supports at-risk youth,
CASA (Court Appointed Special Advocates) for Douglas County, Nebraska.

 

Once again, Business Wire covers the cost to produce the keepsakes, donates all money raised to CASA and matches funds raised, ensuring at least $5,000 heads to CASA.
CASA for Douglas County, Nebraska is a voice for abused and neglected children via trained citizen volunteers. When juveniles appear in front of a judge, it is the CASA volunteer that becomes the advocate for children within the court system.

To purchase a pennant online, visit: http://bit.ly/BRKPennant

Read the Business Wire-CASA press release

Read the Business Wire Blog about the event


BW Miami: PR in 2014: How Social, WOM and More Fit Into Your PR Program

April 21, 2014

By Julia Sotelo, Business Wire Client Services Representative for Florida and Latin America

What was the recurring theme for this event? CHANGE! Human behavior, search, social media, media and coverage have all changed.  As communicators, to stay relevant in the business world we must adapt to these changes. These adaptations were the focus of a luncheon discussion on Thursday, April 10, 2014 in Coral Gables, FL, at the University of Miami’s Newman Alumni Center, hosted by Business Wire. Here, over 85 PR professionals gathered to listen to our very own Director of Social and Evolving Media, Serena Ehrlich (@Serena shared her expert opinion and tips on how to implement these changes head-on in today’s communications landscape.

UM Sebastian with Business Wire Miami Team & Serena Ehrlich#BWChat is also the official hashtag (and heavily promoted) for BW events.  We were very happy to see the clever tweets and pictures shared throughout the event. Make sure to check out our published Storify with all the tweets.

Now for the moment you were waiting for, here are the key facts and tips Serena provided  Miami/South Florida’s leading communicators: Search Has Changed (The Google Zoo: Panda, Penguin and Hummingbird)

  • Effective as of October, only 1-2 copies of your release will show up in search results
  • Google changed search because they were losing market share due to searchers not getting what they wanted
  • NO newswire is immune to this change
  • The only way to increase SEO of news releases now is to include a photo
  • Rejoice! SEO is now off your back.

Social Media Has Changed

  • Every single major social network is showcasing news articles, reputable content and multimedia, perfect for PR
  • Tweets that include a photo or video receive 3 to 4x higher engagement
  • Tweets including multimedia uploaded via Twitter receive 150% more RTs
  • Facebook photos receive 53% more Likes, 104% more comments and 84% more CTRs on links
  • Facebook shares your updates based on the assets your audiences likes best. Meaning if you are not a video person (FYI, 63% of the world are video watchers) then FB will not populate many, if any, videos on your News Feed.
  •  Tip: Post a video, then post a link, and, finally, just post a photo and see which posting gets more engagement
  • LinkedIn is top B2B platform
  • 33% of YouTube searches are news related
  • Pinterest boasts a high CTR

 Media Has Changed

  • The Role of the Press Release
  •  Releases can increase: Awareness, Discovery, Brand Reputation, Message Adoption, Conversations, Inbound Traffic, Intent and Conversions
  • Releases do not: Act as a stand-alone sales tool , replace customer service, be text only, go viral, work in a vacuum and work without support
  • Journalists are held to three core metrics:  inbound traffic, social shares, time on site
  • Tip: Socially share out any coverage you receive to help reach these metrics
  • Tip:  Video is the perfect access to increase time on site
  • Many adults are now getting their news from social media networks

 Multimedia is the #1 way to increase press release ROI

  • Releases with images or videos get 3x more engagement and impressions than plain text news
  • Humans process visuals 60,000x faster than text.
  • 1 minutes of video = 1.8 million words
  • Photographs do not need to be translated

Press release tips!

  • Write for your highly targeted audience
  • Post a blog answering all the questions your release will generate to ensure message adoption
  • Photos and videos are no longer optional when looking for coverage
  • Use Google Tools!
  • Search bar – helps determine key phrases used most by searchers
  • Use URL trackers to track actions taken by readers on your website
  • Drive social sharing with Click to Tweet
  • Hashtags should be specific (use hashtag.org to see volume)

Whether you’re a communications, marketing or PR novice or seasoned professional, keeping up with the latest news and trends is a must. Business Wire works hard to share relevant information and keep clients informed. To keep up to date on all the changes that affect your press release ROI, sign up to read our the Business Wire Newsroom and read the BusinessWired Blog. Like this post?  Click on this link to tweet it out: http://ctt.ec/Ib6Og


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