How to Engage Hungarian Bloggers: An Interview with Zsuzsi Panyi

July 29, 2015

kai5

By Kai Prager – Senior Media Relations Specialist, Frankfurt

After a pleasant and informative visit to The Hive in Copenhagen last year, I was looking forward to visiting the conference again in Berlin, the city where it was originally founded. The first thing I noticed was that the event for European bloggers had  far outgrown  its original borders, with attendees from places such as Hawaii and Canada coming to improve their blogging and social media skills, learn how to create a business model for a blog, and to successfully work with brands.

The Hive

I also saw a lot of bloggers that I had originally met in Copenhagen and noticed that the conference had become something like a family reunion. One of the people I met for the second time was Zsuzsi Panyi, a Hungarian blogger and glass designer, who launched her blog in September 2014. To reach an international audience, she later initiated bold.color.glass – an international version in the English language – as well as an Instagram account where she posts some of her best photographs on a regular basis.

As a lot of bloggers like to write in their native language, it can be hard to find out more about the blogger scene in some countries (due to the language barrier). As I don’t speak Hungarian, I was curious to learn more about Hungarian bloggers and therefore asked Zsuzsi some questions about blogging in her native country:

Zsusi

1. How important are blogs in comparison to other media?

Blogs are definitely rising at the moment. I’m not saying bloggers rule the media, but they certainly have more and more influence as candid, independent alternatives to traditional media. People read them and trust them.

2. Do you think that there are any special subjects Hungarian bloggers mostly write/blog about?

There is no question about it: Hungary is a country of food bloggers! And for good reason – we have an amazing gastronomical culture and we are happy and proud to show it. Food blogs (we call them gastro blogs) are flourishing here, but they face difficulties monetizing their blogs.

The main reason for that is the language barrier. Most blogs and bloggers speak and write in Hungarian, a language spoken by approximately 15M people in the world. This is a rather limited audience, and most big companies will not pay for such a reach. Therefore, food bloggers look for alternative ways to make money: publishing books, running a food business, like a bistro or a buffet, or making and selling specialty food products (jam, chutney etc.). These are great sources of income, but do require a bigger investment at the start.

The other interesting niche that the local food blogger community moves in is charity projects. For example, a group of food bloggers got together and established Segitsüti (literally translated as “HelpCake”, but sounds fun like “LemonAid” or “ChariTea”). Their goal was to make their voices heard while helping the community. They hold online auctions twice a year and the proceeds go to an organization they’ve chosen to support. It is a well-working system here. They can raise quite a lot of money while also making their voices heard.

The other popular topic is DIY/remodeling/interior and craft. There are many craft businesses in Hungary, but most are part-time businesses. There are many professional and self-taught artisans, artists and other hobby or professional crafters. Most of them are selling, or trying to sell, online. These people are either trying to earn some extra income or start their own business while being home with kids.

There is a cultural background for this: The local maternity leave is 3 years. During these years the state gives some financial help to families that is quite low (ca. €100 to €300/month) and insurance. Despite this rate, many mothers decide to stay at home with the kids for this period of time. As far as I know, this is the longest maternity leave in the EU. Three years is a long time and because of this there is hardly any way back to the workplace. Part-time positions and home offices are not common here. So after having kids it is very hard to get back to work. Some women, like me, start their own business that can be adjusted to the kid’s schedule and make money. I wouldn’t say that it’s easy, but it’s certainly flexible and good for the family.

Many mothers start down this route, but only the best go professional. Makers sell through little design shops, craft fairs and online. The major platform for that is Meska, which is basically a cheap Etsy copy from its early days. The ones who can drive traffic to their Meska-shop will get more successful, but few get to the point where they make their own website with a web shop. These women do not go back to their companies after the maternity leave. They keep improving their businesses and make a living on it.

It is useful to know that Hungary has, on average, really low wages. An average person makes €600/month. That is very low compared with the EU average. (For example, a primary school teacher makes somewhere between €300-400/ month!) These are the net wages. The reason for this is the high tax rate (gross wages are basically double the net salary) which is galvanized by widespread corruption and tax evasion (many people work on the black market and the few legal companies have to pay all the tax the country needs). People do not think about going to a restaurant or getting their apartment painted, they cook for themselves and make EVERYTHING they need around the house. On the positive side, this explains why Hungarians are so much into food and DIY blogs – it’s basically an extension of everyday life.

3. How can bloggers be reached?

That is pretty easy. Some brands write to blogs they like, and build some kind of cooperation.

As the reach of one blog is not that big, due to the mentioned language problem, sometimes PR companies collect blogs in one file, like food, and they sell their ad spaces together. This way they serve brands better.

4. If one would like to reach bloggers in Hungary, is it important to pitch them in Hungarian, or would other languages work as well?

Major bloggers do speak English. I guess if there are language problems, there is no point in proposing a partnership, because it simply will not work.

If a brand would like to make a long-term agreement with a big reach I would definitely recommend searching for PR companies, who will find you the perfect blogs!

5. There are reports about the harassment of Hungarian media that is not under government control. Do you see this as a problem for bloggers as well?

There are many things that are written about us, Hungarians and our government. As a small nation with a very special language on the more Eastern side of things, Europe looks at us a bit suspiciously. We always had the Turks, the Austrians or the Russians here. After centuries of foreign occupation in one form or the other, we are finally independent, and trying to define ourselves, but that takes a lot of work. We are, at the most immediate level, undoing decades of communist thinking and mentality, and we are only halfway into the second generation of post-Soviet society. You find media in each country that is liberal or conservative. It works the same way here; we have complete freedom to write what we want to!

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Business Wire Presents: PR Industry Updates for July 24

July 24, 2015

By Denise Grayes, Business Wire Nashville

This week we feature several changes in the PR industry, including:

PR Industry Updates

Atlanta
Phase 3 Marketing & Communications has unified the creative department of recent acquisition Brand Fever and its PR practice with The Reynolds Group, both of which are divisions of the company. Article

Charlotte
French/West/Vaughan has been selected by Paralyzed Veterans of America to provide marketing support for its new charity endurance racing program, Racing to Empower Veterans (REVolution). Article

The Brandon Agency has added Beth Kann to its social media and public relations team to serve the company’s expanding roster of clients. Article

Chicago
After 15 years working with Golin as its public relations agency of record, the National Peanut Board (NPB) announced the agency will expand its role to include advertising and marketing. Article

Cleveland
Hennes Communications has hired Thomas Fladung as vice president. Article

DC
Lisa Osborne Ross is joining APCO Worldwide as the managing director of its Washington, DC, office. Article

Alex Slater has launched Clyde Group, a new communications and public affairs firm. Article

Levick has added Stephen Aaron as vice president. Article

Whiteboard Advisors announced the addition of Ted Eismeier as an Associate Vice President in its growing communications practice. Article

The Human Rights Campaign (HRC) named Olivia Alair Dalton as the organization’s new Senior Vice President for Communications and Marketing. Article

Gadi Dechter joined APCO Worldwide as head of its Public Affairs Practice. Article

Warschawski announced that it has been hired by Pompeian. Article

Reputation Institute is retaining the Pinkston Group of Alexandria, Virginia, to develop and implement comprehensive media strategies to increase Reputation Institute’s national and global prominence. Article

GolfBoard has selected Buffalo Brand Invigoration Group to turnkey a brand communications and public relations program. Article

Denver
5W Public Relations has opened a Denver office to support its growing client base in the Southwestern US. Article

Detroit
Lambert, Edwards & Associates has expanded its Grand Rapids team with the addition of Alaina Korreck as an associate and Abby Timmer as a digital specialist. Article

Identity announced that it launched a new website that represents the firm’s evolution as an agency. Article

Los Angeles
JMPR Public Relations, Inc. announced that it has been named agency of record for AMA Pro Flat Track. Article

CannaGrow Holdings announced the appointment of Cheryl Shuman as Senior Business Development, Public Relations, Marketing & Media Strategist. Article

Miami
JoTo PR has added Clearwater-based company, Handymen for All, owned and operated by US Air Force Captain (Ret.) Julie Daniels. Article

Nashville
Shelton Group announced that it has added CertainTeed Insulation to its client roster. Article

Newport Beach
Terry Blount has been named NHRA vice president of public relations and communications. Article

American Gem Society (AGS) and AGS Laboratories appointed the Luxury Brand Group to serve its public relations and brand development needs. Article

New York
Ogilvy Public Relations has launched The Boutique@Ogilvy, a specialty division that provides communications strategy for retail, fashion and e-commerce clients and helps brands forge strategic collaborations in the fashion space. Article

Edelman subsidiary United Entertainment Group has promoted Mary Scott to president, sports and brand experiences, and Robby Wells to chief strategy officer. Article

Nancy J. Friedman Public Relations announced a new account addition and two tourism renewals to its diverse roster of hospitality and destination clients: London & Partners, Visit St. Pete/Clearwater, FL and Visit Savannah. Article

Magrino was selected following a competitive search to represent Italian restaurant brand, Obicà, for national public relations. Article

Phil & Co. has formed a strategic alliance with GoDiversity to launch “cause diversity,” offering clients in the cause space the opportunity to better reach and engage with the Hispanic market. Article

Golin has made Dawn Langeland managing director of its New York operation. Article

MSLGroup has launched its fifth-annual grant program, Generation Activation Be:Cause. The firm will award one local nonprofit with up to $100,000 in strategic communications counsel. Article

The CHR Group has acquired marketing agency Colour. Article

BBC Worldwide North America announced the appointment of Dawn Williamson to Senior Vice President, Advertising Sales and Tim Wastney to Vice President, Advertising Sales to bolster the ad sales division based in the U.S. and Canada. Article

Sharp Communications announced two new staff members. Article

Richard Rubenstein, President of Rubenstein Public Relations, announced that the firm has been named the agency of record for New York City’s 42nd Annual Village Halloween Parade. Article

Eastwick announced a new partnership with Grand Central Tech (GCT). Article

Sharp Communications announced three new major account wins to its portfolio of architecture and design brands. Article

48 Communications has expanded to the east coast with a new Public Relations division and New York office, offering new and current clients an expanded scope of services in the largest media market in the nation. Article

Lorraine Gregory Communications (LGC) has been selected by the Boy Scouts of America (Suffolk County Council) to create a fundraising campaign for the Baiting Hollow Scout Camp it owns and operates in Calverton, NY. Article

Philadelphia
Marking its 20th anniversary in business this July, Kimball Communications announced it is opening a new office at 794 Penllyn Pike, Suite 214 in Blue Bell, Pa. Article

San Diego
After three years of intensive development with data scientists and psychologists, Zenzi announces the launch of its proprietary values marketing method to help brands fuel growth, loyalty, and engagement through stronger connections with consumers. Article

San Francisco
Twitter‘s head of communications Gabriel Stricker announced, via Twitter, that he’s leaving the company. Article

Blanc & Otus CEO Joshua Reynolds is stepping down to join a Silicon Valley startup, meanwhile Annemiek Hamelinck is taking over as general manager. Article

Ruder Finn announced the hire of Scott Beaver as Vice President, Ruder Finn West – the agency’s San Francisco office. Article

Runa Capital announced that partner Andre Bliznyuk will move to the US to open an office in San Francisco, California. Additionally, in a move to extend its operations expertise into new areas, it has hired startup veteran Marcos Sanchez to run global communications for the firm. Article

DC & San Francisco
Fenton is expanding its environment, energy and sustainability expertise with the additions of Ryan Cunningham and Eric Raymond have joined as senior vice presidents in Washington, DC, and San Francisco respectively. Article

Hong Kong
The Hoffman Agency has hired Esther Kuang Mei to spearhead its Shanghai operations as general manager. Article

Frankfurt
Uwe Kattwinkel has been named senior vice president, communications, at airberlin. Article

London
Following his promotion to group managing director of TVC Group in March, James Myers has created a new board structure to lead the business and made two new hires: Simon Murphy joins TVC from The Narrative in Australia as director of client services and will oversee our UK clients including Tesco, Easyjet, Royal Voluntary Service, Eurostar and Sky; Simon Amster joins as creative content director, having held positions at NBC Universal, Addiction Worldwide/Bray Leino, and FleishmanHillard. Article

Bite has been selected by Trainline. Article

Al Berry has joined Weber Shandwick as head of content in EMEA from Bacardi Global Brands where he developed content campaigns across its portfolio of brands – among other new hires in EMEA. Article

Paris
Infiniti Middle East has appointed Four Communications as its new PR agency for the region following the recent appointment of Craig D’Silva to lead the automobile manufacturer’s PR and corporate communications activities across the Middle East and Africa. Article

Italy

Cesare Valli has joined leading Italian independent SEC Relazioni Pubbliche e Istituzionali as managing director and partner via the acquisition of a minority stake in the company. Article

Sydney
Avian Media has added new roles – chief strategy officer and regional heads – as it braces for growth from existing and new clients. Article

Toronto
National Public Relations has acquired the business of Equicom from TMX Group. Article

Shine PR has partnered with DelilahK. Article

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Business Wire Gives Back With Contribution to Journalism Scholarship for University of Washington’s LaVendrick Smith

July 21, 2015

Matt Allinson Bio Pic

By Matt Allinson, Media Relations Manager, Int’l Markets

Business Wire is pleased to contribute to a journalism scholarship awarded to University of Washington journalism student LaVendrick Smith during the Society of Professional Journalists (Region 10) awards gala on Saturday, June 13. Mr. Smith, an Everett, WA native and a senior at the University of Washington, was one of four students who were collectively awarded over $10,000 in scholarship funds.

LaVendrick Smith

LaVendrick Smith

Mr. Smith spent last term covering the Washington state legislature as an intern for the News Tribune and The Olympian. During his time on staff, he wrote about a wide array of bills, one of which would have required young drivers to place “New Driver” decals on the back windows of their vehicles. He also wrote about House Bill 1021, one that would require the Washington State Patrol to create and implement a system similar to Amber Alerts (called Silver Alerts) for lost senior citizens. He also works on The Daily at the University of Washington and wrote for the Seattle Times in autumn of 2014.

I had a chance to sit down with Mr. Smith after he received his scholarship and ask him a few things about the journalism profession, his life, and what he would do if he were the first person with verifiable proof that Bigfoot exists.

1) Who or what inspired you to study journalism and pursue it as a career?

I’ve always been interested in writing ever since I was a kid, but in high school, a security guard I knew at my school read my work and really encouraged me to pursue journalism because he said I could be really talented at it.

2) How can you and your generation of journalists help to change the negative impression most people have of the industry?

I think the best way to change negative impressions people have of the industry is to make sure people are doing their jobs the right way. Many people have a mistrust of the media, when the role of the media is to foster and maintain trust. If journalists uphold the values and ethics that are central to journalism, I believe people will have a better understanding of the industry. 

3) Where would you like to be in eight years?

I would love to be working at a major daily newspaper covering a major U.S. city. 

Me & LaVendrick

4) What are you doing this summer?

This summer, I’m spending my vacation in Boston, and resting up for my senior year of college.

5) If you were somehow able to capture the first verified photo/video of a Sasquatch, where would you publish it first?

I’d want it to be in TIME magazine because I always like their covers, but anywhere where I can always have credit of being the first person to ever capture the Sasquatch.

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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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PR Updates From Around the World for the Week of July 13

July 16, 2015

By Denise Grayes, Business Wire Nashville

Each week, Business Wire brings you the latest changes and updates in the PR industry.  To learn more about each news item, simply click the hyperlink.  Have your own update to include?  Let us know!

Chicago
Robert Bosch Tool Corporation has selected Tech Image as its public relations agency of record. Article

Resolute Consulting announced that Amy Gooden joins the team as Vice President. Article

DC
The Glover Park Group has hired Nedra Pickler as a managing director in the strategic communications practice. Article

Maroon PR announced the recent addition of two clients to its roster. Article

McBee Strategic has hired Kim Olson as MD. Article

Sports Turf Managers Association (STMA) has renewed its partnership with Buffalo Brand Invigoration Group. Article

Los Angeles
DreamWorks Animation has appointed Dan Berger as the company’s head of corporate communications. Article

Terry Blount has been named vice president of public relations and communications at the National Hot Rod Association. Article

Christy Salcido has rejoined Ketchum as SVP and director of the Ketchum West brand marketing practice. Article

Miami
Uproar PR has added Monticello Vineyards to its client base. Article

Fish Consulting announced it has added four new clients to its growing roster including BIP Capital, Coverall North America, AAMCO Transmissions and Captain D’s Seafood. Article

New York
Lynn Antipas Tyson has joined Atento as vice president of investor relations. Article

Greentarget Global Group LLC today announced that Kevin Iredell has joined the firm as Director of Research. Article

Vested announced the appointment of Ishviene Arora as Chief Operating Officer (COO). Article

Kohler Co. has selected Ketchum as its public relations agency of record. Article

Caesars Entertainment has hired MWWPR for public relations services to support the launch of the new Waterfront Conference Center at Harrah’s Atlantic City. Article

Spring O’Brien has won the Wales Government contract to provide PR and media services to promote Wales as a tourism destination during 2015/2016 working with UK partner Four Cymru. Article

Magrino announced representation of a new residential real estate client in the Riviera Maya, Mayakoba Residences. Article

Bloomberg Media has hired Linda Douglass as global head of communications. Article

Thomas Public Relations announced that it has been chosen by Onalytica social media analyst group as “PR 2015: Top 100 Influencers and Brands” for the Thomas PR Twitter account @thomaspr. Article

Affect was selected by CorporateRewards to spearhead its communications program. Article

The Set has appointed WEILL to oversee its public relations. Article

The BMF Media Group announced the debut of its new Digital Department focusing on digital media and influencer marketing services. Article

Porter Novelli announced the hire of Emilie Schaum as vice president, talent acquisition. Article

Philadelphia
Two video news reports by the State Broadcast News division of Cherry Hill-based The Lubetkin Media Companies have received honors from professional journalism organizations. Article

Phoenix
Marissa Livingston, an account executive at James Korenchen Public Relations, was crowned Miss New Mexico 2015 at the Miss New Mexico pageant on June 20. Article

Sacramento
Edelman has appointed Kish Rajan as senior vice president and senior advisor in its California public affairs practice. Article

San Francisco
McKesson Corporation has named Pete Slone senior vice president, corporate public affairs. Article

Joe Carberry has joined Charles Schwab as SVP of communications. Article

LinkedIn has reeled in the tech boutique, the Bulleit Group, for storytelling around its engineering group. Article

Waggener Edstrom recently brought on Miranda Duncan as senior vice president to join the rapidly growing Healthcare team. Article

Seattle
The Petrizzo Group announced the appointment of Jason Hunke to lead the consultancy’s national communications offering. Article

Silicon Valley
Doron Aronson has been named global communications director for security company Malwarebytes. Article

New York & Seattle
Waggener Edstrom and creative agency Grey New York took home two Cannes PR Lions for the “Greatest Interception Ever” Volvo campaign at the 2015 Cannes Lions Festival of Creativity. Article

New York  & London
Teneo Holdings has acquired UK-based communications firms Blue Rubicon and StockWell. All members of the Blue Rubicon and StockWell senior management team will continue as part of the Teneo leadership team. Article

Hong Kong
Edelman has named Raymond Siva as CEO of Edelman Indonesia, effective September 1. Article

Strategic Public Relations Group has celebrated its 20th anniversary with the launch Strategic CSR Network Limited, a not-for-profit organisation that brings together different parties including corporations, NGOs/charities and volunteers, to serve underprivileged communities in Hong Kong. Article

Benjamin Ou has rejoined APCO Worldwide as senior counselor in China. Article

Mike Cheong has joined CNBC as communications manager for CNBC Asia Pacific. Article

London
Lee Thompson has joined CNBC as communications manager for CNBC EMEA. Article

Hotwire has been appointed by Young Enterprise to handle its PR. Article

Curzon PR has been signed to support Indian design house Good Earth, with a strategic media relations campaign and event management around their sponsorship of the Victoria and Albert Museum’s The Fabric of India exhibition this October. Article

Global ad network TBWA has hired Weber Shandwick’s former creative lead Gabriela Lungu as its creative director in London after she worked on several projects for the firm. Article

After announcing its intent to acquire the ad optimization leader Maxifier in June, Cxense announced the successful acquisition completion. Article

Paris
Telecommunications provider Zain Group has promoted Mohammad Abdal to chief communications officer. Article

Interel has appointed Vinciane Patelou as a director in its EU team. Article

Sydney
20:20 MSL has won 24 new business pitches over the past two quarters, including Marico, for marquee brands Parachute (cooking oil, hair care portfolio, skin care portfolio), Nihar, Saffola (cooking oil, oats and muesli), Bio Oil, Medikar and Revive; Dimension Data, for an integrated social media, media relations and advocacy campaign; Swift Key, an expert in language prediction; and Saavn, for media advisory services and influencer engagement. Article

Weber Shandwick has appointed Rafi Qadar Khan as executive vice president, Weber Shandwick India. Article

Edelman has appointed Zarif Tapia as head of Cream Events. Article

Aim High Consulting has added QwikCilver, MobiKwik, Livspace and Goodservice to its roster of consumer internet clients, as well as wins in the renewable energy, education, health & wellness and enterprise technology categories, including Jungle Ventures, Azure Power, Edutor, TalentPad, Mobikon, Teamchat, AppLift, Schoolguru, Hippocampus Learning Centres, Jack Of All Threads, and Truweight. Article

Kesari Tours has appointed Pramod Dalvi as vice president, public relations. Article

Tokyo
Former Toyota CCO Julie Hamp will be released because of lack of evidence nearly one week after she resigned her position amid drug charges. Article

Toronto
energi PR has been selected as PR agency of record for HackerNest. Article

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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.

This slideshow requires JavaScript.

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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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.

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