“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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Listen up! Everything PR and Social Media Pros Need To Know About Meerkat

March 9, 2015

By Serena Ehrlich, Director of Social & Evolving Media, Business Wire

Welcome to Meerkat!

Welcome to Meerkat!

As Business Wire’s director of social and evolving media, I get asked a lot about the future of social tech and which emerging apps are going to impact the social news distribution/consumption flow.  Right now, that tool is most definitely Meerkat.

Meerkat is a very easy to use, point and shoot iOS application that allows users to share live video from their mobile devices.  For today’s marketers, the opportunities provided by Meerkat for program amplification, and real-time news sharing are huge.  Expect to see marketers use it to livestream media and consumer focused events and interviews, showcase product use, create meet and greets with executives, interviews and even provide real-time behind the scene sneak peeks.

Using Meerkat is easy! First you download the app and log in using your Twitter account.  Meerkat will automatically find and link you with Twitter followers who are also using Meerkat, so right from the start you have fans and followers.  Meerkat videos are not available for replay, although you can choose to save your broadcasts for additional content marketing use.basketball meerkat

Meerkat offers two ways to livestream –in real-time or later, at a scheduled time.

To begin a livestream, aim your camera to feature whatever you want to show and start streaming.  The app will then send out a Tweet to your Twitter followers, as well as a mobile alert to Meerkat connections, that you are livestreaming, inviting them to view your video.  Meerkat users can then come and watch either via the Meerkat app or their web browser, with in-app notifications alerting you every time someone new joins in.

How to schedule on meerkatTo schedule a livestream, click the schedule button, type in the time and date of your upcoming livestream and Meerkat will help you promote it by sharing this information via a Tweet sent from your Twitter account.

During your livestreams, you can engage with viewers via comments that are also pushed out on Twitter as a way to increase the visibility and potential engagement of and with your Meerkat livestream

The results of Meerkat livestream announcements on Twitter remind me of the ALS Ice Bucket Challenge.  First, it coincides with Twitter’s recent move to allow users to embed Twitter-hosted videos on any website.  As Twitter focuses on video sharing, don’t be surprised if you see more videos within your Twitter stream. While we cannot confirm it at this time, it would make sense for Twitter to change their news feed algorithms slightly to highlight this new feature.

In addition to Twitter’s own emphasis on video, Meerkat also taps into innate human behavior in two ways.  First, when one sees an announcement of a livestream from a friend or connection, it creates a desire to click to see what is being shared. Secondly, with today’s consumers adopting visual communications, this is a perfect marriage between social media and video production, allowing them to watch the video live, as it is being made.  Meerkat itself built in a point system to reward users for watching other videos, showcasing top viewers via a leaderboard.  The gamified, viral nature of the tool, combined with the ease-of use, makes this a marketers dream – and just in time for SXSW.

With no costs associated with the service, and its ability to alert your followers of current and upcoming broadcasts, there is no reason marketing and communication pros should not be testing this tool to support a wide range of event, business, product and consumer-focused marketing program. Are using Meerkat yet?

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Selfies Are Here To Stay…

March 2, 2015

Guest Contributor: Marie Baker, Vice President,Social Media, Coyne PR

…So says the Coyne State of the Selfie report, which takes a deeper look into the ever-popular selfie (or not so popular depending on whom you’re asking).  The report revealed some seriously unbelievable selfie stats; did you know the first selfie was snapped in 1839 by American pioneer and photographer, Robert Cornelius?  We’re pretty sure if Instagram were around back then this selfie would have made it to the popular page.

Selfies-20150211084019681_1

Fast-forward to 2015 – there are now more than 93 million selfies taken worldwide each day. Are you guilty of a daily selfie?  It’s okay to admit it. Most people are posting their selfies to show off something new, like hair, makeup or clothing. Other reasons for snapping a selfie included sharing family time moments, visiting new places or just hitting the gym to show off your physique.

State of the Selfie shared some interesting information discovered by Harvard University. During a recent study they discovered that human arms have grown half an inch over that last two years. Eighty percent of participants polled said they took a selfie at least one time a day. Harvard is now predicting human arms will become 4 to 5 inches longer by the close of the century.  Keep stretching for that perfect angle people – we may be changing the human anatomy!state_of_selfie_infographic

Whether you’re a selfie lover or dread the thought of posing for the camera, State of the Selfie generated some major buzz within the industry. PRNewser, PRWeek snd others shared their love for State of the Selfie.

Our recommendation? Embrace the selfie!  Take selfies with your cat, your grandma and that awesome burrito bowl you had for lunch. Have no shame in your selfie game, and check out the State of the Selfie Report (if you haven’t already)! www.coynepr.com/selfie-report#


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

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The secrets behind press conferences, product reveals and trade show marketing

February 24, 2015

By Raschanda Hall, Director of Global Media Relations, Business Wire

Trade shows are all about product reveals, updates and, engaging media.  And by engagement I mean, “come ye media and tell the world of the things you have learned today.”  All meant to guide consumers into the conversion funnel, from awareness to action, faster and farther.  The Chicago Auto Show is no different.

Chicago Auto ShowMany exhibiting auto manufacturers will host exciting and sometimes theatrical and humorous press conferences geared toward glamming up the reveals and editorial coverage.

A successful press conference and product reveal is virtually a Hollywood production, and with sticker prices nearing $500,000, what you’ll hear from the communicators responsible for pulling off these events is that you have to nail the basics.

Birthing an automobile:
Preparation and planning are fundamental tenets of public relations. As the dust settles on one show, exhibitors are looking ahead at ideas for next year. According to Curt McAllister, Midwest public relations manager for Toyota Motor Sales, USA, “This is a little bit of Hollywood. Typically a press conference reveal [the birth of an automobile as he called it] may last all of 20-25 minutes and will probably range between half a million to a million dollars to produce. It’s the closest thing we get to Hollywood here in the auto industry. A lot of preparation is involved.  There is constant communication with our media to let them know we are going to do something big in that city so that they can save a spot on their schedules, and we can ensure a really good attendance.”

Authentic messages and messengers:
“Focus on what’s changed, what’s new, and why you did it,” says Andy Love, the head of car product marketing for Chrysler Group.  “Explain things in an easy-to-understand way.  If you have a new safety feature, help the audience relate with a story.  Explain how things matter and fulfill a need.  If it’s a high-end technology show, how it is easy to use and how it applies to their lives.”

Wendy Orthman is the Manager of the Midwest Region for Chrysler Group Communications.  She works with Chrysler

2015 Dodge Viper GTC

2015 Dodge Viper GTC

executives to get them ready to present on the big stage by first having them present at smaller shows.  “We want our executives at these shows. You want to make sure the speakers you choose have a high enough title that they attract the media. Their quotes bring authenticity and have significance and weight.  The sweet spot is when you have someone with title that can speak with knowledge and be impactful to the media.”

James Zahn, the pop culture and lifestyle blogger better known as The Rock Father, has seen his fair share of press conferences. “Excitement and Enthusiasm. It’s all about the two E’s. Don’t make us [journalists and bloggers] feel like you’re giving us the company line.  If a speaker sounds passionate about the business or product, that makes it more fun for us.”

Show up differently:

SpongeBob Inspired Toyotal Sienna

SpongeBob Inspired Toyotal Sienna

There is a lot of competition for news at these tradeshows and many of your competitors are also holding press conferences. You want to think of how you can show up differently.  Nissan of North America flipped the order of their press conference reveals. “A lot of other guys, they would do a slow build up and reveal the vehicle at the end. We do the opposite,” says Joe Gallant, Manager of Shows & Exhibits at Nissan.  “We keep the speeches short and we reveal the vehicle almost right away.”

The showbiz side of your product reveal means nothing if it doesn’t further your message. “There are very extravagant and flamboyant ways to pull a drape off a car. But don’t get over your budget, and be realistic. Make sure the message and the product is at the heart of it.  If you get so caught up in the smoke and mirrors you’re going to lose your audience,” warns McAllister.

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The PR Secret Every Communicator Must Know: A good image amplifies your voice

February 3, 2015

By Agnes Deleuse, Sr. Marketing Specialist, Business Wire – Paris

Fact:  In today’s digital world, a news release should absolutely integrate multimedia.  Be it photo, video or infographic, the world is now hungry for visual communication.

Why?  Study after study shows that articles containing images get more views than articles without visual assets.  In fact, in 2012 Jeff Bullas noted that articles can receive up to 94% more views!  Imagery helps to communicate your message.  It 3xconveys the essence of your news, giving viewers an opportunity to bond emotionally with your brand. Adding a photo to your news release will increase your visibility.  And if the visual is good, you can even expect a greater impact for your brand.  Why? If the image is so interesting that people click and share it on social media, it increases the audience and impact of your news.  In fact, Business Wire’s own internal data shows that news releases that include photos, videos and other multimedia elements get three times the number of the views as news releases without it.  So what role will images play in your communication program in 2015?

Over the years, our appreciation of photography has changed. New tools and platforms, including blogs, smartphones and social networks, have played a key role in this development.  Photos are everywhere and are quickly becoming the new way for consumers to communicate.  Instagram and Pinterest are amongst the top social media outlets, bringing imagery to a new level.  Showing huge usage figures across the globe, Snapchat allows users to share their feelings with images, instead of straight text. Today’s top communicators understand the power of high-quality and visually appealing photos to make their news even more attractive to reporters, analysts and consumer audiences.

Photos should be inspirational and appealing to readers, i.e., potential customers.  Aren’t you bored of seeing head shots of CEOs as depicted fifty years ago?  Times have changed! Forget the dull background with your CEO standing straight in front of the camera.  Frontal head shots are over.  Today, your CEO can be outside, sitting in his/her office or standing in an industry unit, relaxed, surrounded by a colorful background, in semi-profile bringing true dynamism to the image.  Picture format can be horizontal (wide format being very trendy).  Choose unexpected perspectives and control the lighting to ensure the focus is in the right place.  The photo should capture the person behind the portrait.  The photo should trigger an emotional connection with the viewer, directly shaping their view of the CEO and the organization they lead.

Solidworks

The same applies for products and commercial imagery.  Inanimate objects can be eye-catching too depending on the angle and the arrangement. Presenting a new product does not need to be formal and in a safe tone.  Elevate your product by re-picturing it.  Trends in 2015 are focusing on creating big, dynamic images on small screens.  Use these images to showcase your organization’s big vision.  Remember that the look and feel of your images conveys meaning in and around your brand messages.

We know today that 40% of people will respond better to visual information than plain text2.  Getting the right image can be the key to conveying your message in a few seconds. Engaging, effective and meaningful visual communications help consolidate your customers’ perceptions of your business, while simultaneously helping to reinforce your brand’s identity.

So, the next time you send a news release, add imagery that people will remember and want to share.

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Read on for additional information on the role and impact of multimedia in today’s news release process:

1/ Source: jeffbullas.com/2012/05/28/6-powerful-reasons-whyyou-should-include-images-in-your-marketing-infographic
2/ Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx

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The No. 1 PR Resolution for 2015: Measuring Your Results

January 2, 2015

By Meghann Johnson, Regional Manager, Business Wire Chicago

As 2014 winds down, the question on top of everyone’s mind is “what can I do differently in 2015?” From tackling new projects to finishing the old, New Year’s resolutions allow us to refocus, reset and rethink our approach, hopefully inspiring some positive change along the way.

rulerSo, as PR professionals, what should be our biggest resolution in 2015? Very simply: make measurement the No. 1 priority! Below Business Wire outlines six measurement resolutions that EVERY communicator should adopt, and stick to, throughout the new year.

Set objectives…and be OK with missing them: The idea of setting specific, measurable objectives can strike fear in the hearts of even the most seasoned PR professionals. As communicators, our programs can often be difficult to track, especially when considering the dramatic impact that WOM (word of mouth), social media and digital has had on our industry. But without setting benchmarks and working toward them, PR practitioners can be left with only a handful of data points, or worse yet, find themselves scrambling at year-end to account for their progress. Even by falling short of your intended objectives, continuously measuring throughout the year will provide chances to adjust your programs and offer insightful ways to improve in the following year.

Break down the silos: Savvy PR professionals tie their communication program metrics to their company’s own key performance indicators (KPIs). This approach is important as it aligns PR with developing direct, benchmarked results for the company. For example, if your organization is running a corporate initiative that’s intended to: 1) drive sales 2) raise brand awareness 3) position corporate spokespeople, it’s best to understand what your organization’s objectives are first and then showcase how PR drives towards them. One way to align with corporate KPIs is to compile the anticipated takeaways from a PR announcement and then rate each article/placement on a scale (1, 2, 3) of how well the piece reflected these three key takeaways. Note: This type of system works best when initiated across all PR efforts for consistency.

under-the-influence-consumer-trust-in-advertisingThink beyond the “pickup”: There’s no denying that editorial coverage is a highly sought after component of every PR program. But, with 84% of audiences making decisions based on WOM, building brand awareness and activating the right audiences can be just as beneficial as landing that coveted Wall Street Journal placement. Additionally, audiences are seeking content in new places, whether that be a company’s own social channels or website; therefore, it’s important to connect with your web teams or online community managers before, during and after an announcement or campaign launch in order to measure how traffic and views have been influenced by your efforts.

Be the journalists’ publicist: When thinking about your PR efforts, remember, media measure too! Journalists are rated on the number of views to their article and time on site, so if your organization gets covered, be sure to promote the news…and then promote it again. Ultimately, the more traffic your team can generate by sharing the piece, the more likely a journalist is to write on you again. Think of it as recycling content and reusing it to your benefit.

Reporter Metrics

 

Let data be your guide: At the recent PR News Measurement Conference in November, David Rockland, Managing Director of Global Research at Ketchum, said about PR, “We are a data rich industry, but analytics poor.”

While there are countless ways to measure PR functions, the hardest part is to contextualize the metrics to make them make sense. One question we often receive at Business Wire pertains to our own NewsTrak reports. For example, what is the significance of press release views or link clicks? Truly, this metric can vary in significance depending on the goal of your program. Did you issue a release to garner media coverage? If so, how many journalists covered it? Or, were you trying to gain visibility and followers to your twitter feed by adding a hyperlink in your release? If yes, check how many people clicked on that link (provided within Business Wire’s report) to see if there is a correlation to the release and an uptick in followers. These seemingly arbitrary numbers can offer far greater insight if there are clear objectives established beforehand or if the PR team is gathering information across various channels.

Use the right tools: There are countless free and paid tools available to help with any measurement program so be sure to use them! Google Analytics is a great place to start. More and more companies use this platform the measure their efforts across Paid, Earned, Shared and Owned (PESO) channels. One simple way to effectively measure press release impact is to add a Google URL tracker to any hyperlinks within the text, which will subsequently track every time someone clicks on the link. Similarly, your team can monitor which information/link generated the most click-thrus and then promote that same info across other channels.

What’s your number one PR resolution in 2015? Share it via the BusinessWired blog or tweet us directly @BusinessWire. And as always, you can contact us directly to learn more about any of these topics.

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