PR Tip: How to Keep Track of the Universe of Tech Events

March 31, 2015

by Travis Van, Founder, ITDatabase and Vilan Trub, Business Wire

It’s getting hard to even think of tech as an “industry” anymore.

Tech is much bigger than any one vertical (like automotive or financial services). Tech’s more like a galaxy or universe. And keeping track of the tech industry’s tens of thousands of events is like trying to count stars in the sky.

As technology has become “horizontal” and deeply impacts every single industry, Business Wire’s Trade Show Group has seen an explosion of events. Mega-shows like CES, Mobile World Congress and a handful of others are hugely important – but today, most important tech companies are also event organizers, and every technology that has any sort of inertia has its own dedicated user groups and regional workshops.

TradeShow Calendar 2

For the modern marketing and PR pro, promoting technology requires knowing the most important events that matter to the audience(s) you’re targeting – and this task has truly become a nightmare. You have to discover events, you have to qualify their importance and relevance, and you have to stay on top of dates and deadlines.

Everyone knows about CES, but how do you discover the new wearables conferences that are being hosted by top tier vendors and investors? Everyone knows about OSCON, but how do you find all of the influential hackathons that attract open source developers at regional levels?  Each industry has its well-known behemoths, but then at the next-level the important (but smaller) and new (but hot) events are the needles in the haystack….

To address this obvious pain point for tech companies, Business Wire has co-created TechCalendar – a new directory of tech events that is much more comprehensive and easy to use than any other available method. We’ve isolated the hardest parts of discovering and tracking tech events and boiled it down into a much simpler workflow. With this tool, you can find all the tech events or awards relevant to you by simply searching keywords, topics, in the tech industry’s most comprehensive database (12,000 events and growing every day).

TechCalendar 2015 Example

In addition to keeping track of industry events, TechCalendar allows you to also follow organizers and topics that match your interests so that all opportunities are accessible with a single click. And you can integrate your TechCalendar with your calendar client (Outlook, Google Calendar, etc.) and share calendars with everyone on your team (or export to .CSV / Excel).

For tech companies, the pain of tracking tech events is universal. No one has time these days to try to track all of this manually, in spreadsheets. If you’ve found yourself struggling to find your way in the universe of tech events, give TechCalendar a look.

Click here to tell your colleagues about TechCalendar: http://ctt.ec/kUiCU

Learn everything you need to know about increasing visibility and impact while at trade shows by downloading our guide at: http://go.businesswire.com/Tradeshow-Publicity-Guide 


5 Tips for Building Brand Believers

March 20, 2015

By Vilan Trub, Business Wire

Bernadette Morris, CEO and President of Black PR Wire, and Raschanda Hall, Director of Global Media Relations at Business Wire, cohosted a conference spotlighting the best practices in multicultural marketing. Hall explained that it was important to understand how to tap into the Black market because “according to Target Market News, the Black American economy already represents the 20th largest market in the world.” The event was initially described as a webinar on how to best reach the Black market, however, what resulted was a fantastic discussion that applied to all developing campaigns, reflecting how connected society has become in a digital world.

  1. Multicultural Markets are more Connected than Ever Before

Communications professional Danyele L.C. Davis, Vice President of Flowers Communications Group, explained that multicultural markets are more connected than ever before.

“The one thing I really want to dispel is that total market is not general market.”

Flowers Communication Group has successfully implemented the Cultural Fusion Model: Assess, Embrace, and Customize. Targeting minority markets the way they were targeted in the past is outdated and destined to alienate your target audience. Millennials see themselves completely differently and the best way to reach them is to assess cultural nuances.

  1. Who Influences Your Target Market?

Courtney Cunningham, Esq., Co-Founder and Managing Director of Commonground/MGS, explained that minorities, like all people, are influenced by region, religion, and upbringing. He referenced a series of commercials in which a Black male is shown failing at many attempts to use household products to do some basic cleaning. This example showcases how a target market is not being effectively reached because the people behind the advertising campaign have a misconception that minority males do not know how to take care of a household. He compared his reaction when watching the commercials to that of a professional lawyer watching a highly dramatized courtroom drama. The result is that you know what you are watching is fake, a stereotype.

  1. Don’t Just Target Your Market, Go to Them!

Danyele L.C. Davis brings up the example of technology and faith. The accepted idea was that cell phones had no place in church. It was considered a big “no-no.” That notion has since changed and the only way to know that is to be immersed in the community. The result was a newfound knowledge that Bible apps and selfies are regularly being used as a mode to connect in church and are quickly becoming integral to the faith community. It was the authenticity behind her attempts to understand this community that led her to identify current trends and make an impact with the #inspiredmobility campaign.

  1. Employees Must Be Brand Ambassadors

Alicia R. Alston, Vice President of Global Communications at Prudential Financial, Inc., stressed the importance of authenticity when attempting to build a connection with a market. She expressed that creating a legitimate and lasting connection with a market can only occur when the people responsible for implementing a campaign have a clear understanding of both the target market and their respective community. Alston makes the point that “employees be brand ambassadors for us” in regards to how employees should represent their respective companies.

  1. There’s More Than One Type of Marketing

Amber Bullock, Executive VP, Community & Youth Engagement for American Legacy Foundation, has been engaged in what is called counter marketing. American Legacy Foundation has been behind the easily recognized Truth anti-tobacco campaign, aimed at educating and influencing the public by exposing the dangers of using tobacco products. Bullock believes that to be successful in today’s world of communication, the emphasis must be placed on people and not the product.

The hour-long conference was followed by half an hour of question and answer. There was a clear consent amongst the group that the communication landscape is changing and it is important to understand what those changes are in order to connect with any target market. The millennial generation is not only forcing the industry to rethink the concept of multicultural marketing, but marketing in a much broader sense. Ultimately, all marketing is target marketing because the idea of a general market is one that is at best misconceived.

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Google Update Emphasizes Editorial Coverage in Mobile Search Results

March 4, 2015

Last week Google started rolling out a change to mobile search results that includes a stronger emphasis on fresh news articles featuring the company, or term searched.  In this update, Google now puts the information that persuades customers the fastest right into the top half of search results.

Blog 1

The role of Mobile in the Conversion Funnel
A 2014 study from Chief Marketing Officer (CMO) Council and NetLine Corporation found that 62% of B2B buyers use mobile devices to seek out content to stay abreast of industry changes and 60% use them to find solutions to existing problems.  The IDG Global Mobile Survey 2014 shows that 86% of decision makers and executives use tablets for business-related research while 72% used mobile phones.

Given the increased reliance on mobile devices in the purchase cycle, communication and marketing professionals must be aware of how their company and content appear in search results. The better placement this material receives, the better chance for sales and marketing conversions.

The Role of Coverage in the Conversion Funnel
In 2014, Nielsen and InPowered studied how editorial coverage stacked up against other types of corporate marketing content such as branded content and user reviews. In each instance, editorial coverage showed to be more effective at increasing awareness, increasing brand affinity and purchase intent.

blog 2

Previously, Google search results looked like this image on the left. As you can see, Google included, when possible, a knowledge graph within the search results to provide a wider range of context to the search term.

Google now utilizes a carousel to present recent articles, videos and more on a particular topic. This format allows the search user to receive a wider array of more useful recent information, while the results appear in a clear, concise manner and fit within the size limitations of the device on hand.

We are excited to see additional emphasis on editorial coverage, without pushing other important search results farther down the page.  Of course, just like all Google updates, it’s key to remember that this change is still rolling out and will most likely evolve based on user search behavior, but we’ll continue to monitor and update you on changes as occur.


Studies Show Reporters Rely on Press Releases — Are You Providing Them With What They Need?

February 21, 2015

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

In this day and age, there really should be no question on how to garner media coverage. Yet, day after day, organizations distribute news releases that lack the information needed for the reporter to initiate coverage.  In this PR Week article, Jahana Hayes, from Business Wire Atlanta, shares six ways to make sure your press releases hit, and activate, your target audience.

Read the entire piece at PR Week:  http://www.prweek.com/article/1332549/six-straightforward-ways-sure-press-releases-hitting-target

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Applying 8 Modern Day Dating “Rules” to Public Relations

February 14, 2015

By Serena Ehrlich, Director, Social + Evolving Media, Business Wire

https://openclipart.org/detail/192604/heartbleed-patch-needed-by-rejon-192604As Valentine’s Day approaches, we turned our thoughts to how news distribution actually resembles dating. In this piece from today’s PR Daily, Hannah Kelly from Business Wire Paris looks at eight modern dating “rules” and how they apply to news releases.

Click here to read Hannah’s 8 rules of dating and how they apply to PR in 2015:  http://www.prdaily.com/Main/Articles/Applying_8_modern_dating_rules_to_PR_18105.aspx


Three Reasons Why PR Professionals Rely On Newswires

February 9, 2015

By Billy Russell, Business Wire Phoenix

Corporate communications have never been more important.  In an internet era where a wealth of knowledge is available at anyone’s fingertips, consumers now have an unprecedented ability to see an entire corporate history unfold before them.  Whether a company is publicly traded or private, it is crucial to a company’s current and longterm success that they communicate initiatives, product rollouts and personnel announcements to the public.  A press release is the tried-and-true surefire method of encapsulating an important, newsworthy event with a cohesive narrative. Once it is written, what happens next?

With so many options available, the task of actually releasing the press release can be daunting.  There are many methods for press release distribution including email blasts and direct pitching to established or discovered contacts at media publications, but for the broadest audience reach possible for your company’s content and breaking news, a commercial newswire like Business Wire is the most effective tool at your disposal.

Why PR Professional Rely on Newswires:

1.  Newswires Increase Visibility – The problem with promoting your news via email is that yay-9159998-digitalultimately it limits the potential impact of your news to only those you already know. A newswire, on the other hand, distributes news to thousands of contacts at one time, via the method they choose to receive news – electronically.  These outlets include major news services like the Associated Press, Dow Jones, Bloomberg, Reuters, international news points like JiJi Press and Agence France Press, online services like Yahoo! and key financial communities like J.P. Morgan H&Q.

Outside of the newswire’s proprietary list of media and journalists, many news aggregators utilize newswire feeds to provide relevant content for its desired reading audience.  This means company news can now be discovered and acted upon by thousands of investors and consumers—instantly and on demand.

2.  Newswires Provide Legitimacy – A news release distributed electronically by a newswire will be posted on multiple sites and media sources as opposed to just one company website’s news section, or social channel.   Every media outlet receiving a newswire feed understands that this content has already yay-8022260-digitalpassed through strict publishing guidelines to ensure accuracy and legitimacy.  The efficacy of using a newswire to distribute company news announcements is to live on the web as an official piece of breaking news, to not simply be a single-source announcement.

Distributing your news through a newswire allows you to reach out to the media as a whole (newspapers, magazines, TV and radio), thus inaugurating a company’s name as an official, recognized brand that has a placement in news around the country and in the web.

3.  Trusted Name Recognition – There is nothing more trusted than a familiar name.  Some names become synonymous with products—heck, some corporate names become verbs.  A trusted source is one with a name that is familiar, a name that has become familiar due to reputation and a history of legitimacy.

The media relies on newswires for reputable, vetted company news content.  With an established database of contacts and a unique delivery platform, a newswire can easily deliver a company press release to a media outlet. With thousands of news releases being shared every day, newswires ensure yay-15034446-digitalthat journalists and editors are provided with the content that they need in order to do their jobs.  To make their lives even easier, journalists can use keywords to make sure they receive only the news they are most interested in, by subject and region.

Company news releases are no longer considered to be just a media pitch requesting coverage.  Today’s news releases are viewed as the key source of originating data with more and more media outlets linking to the release to provide readers access to the raw data provided within the press release.

There is an entire world of options to consider when it comes to amplifying your company’s news.  Amplifying your content with newswire distributions ensures you have left no stone unturned in your quest to increase coverage, engagement and sales.

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Business Wire Shares 5 Ways to Work with Reporters to Tell Your Story

January 27, 2015

By Whitney Cowit, Business Wire Chicago

1.  Invite the media into your “inner circle”

Reporters want broader access to both the C-Suite and employees on-the-ground. Invite the media to your facilities and yay-13478388-digitalintroduce them to employees at various levels of your organization. Additionally, connect them with your customers so they can hear another part of your story.

2.  Promote your experts

Conduct regular check-ins with reporters who cover your industry to see the stories and trends they are reporting on and to offer your unique viewpoint. Timeliness is key for most reporters and being proactive can help your team generate traction. This also establishes ongoing relationships that can benefit future coverage of your news.

3.  Build an ongoing corporate narrative with positive news stories

Journalists generally view PR pitches with a critical eye, so gaining interest in positive stories is a tough sell. Your objective should be to build an ongoing cadence of positive news to generate momentum and spike the interest of reporters. For example, sharing unconnected stories about your business will not have the same impact as correlating your CSR efforts to your corporate culture and vision for growth.

4.  Be ahead of the trendsyay-14998652-digital

Journalists are drawn to trend pieces and want to know how organizations provide solutions that address the issues facing their industry. Demonstrating how your products are being used in innovative ways could increase the potential of being part of the story.

5.  Explore new outlets

Create a new audience by with journalists who have never covered your news. Are they writing about your competitors? Can you offer an alternative view on a recently published article? Part of doing your homework on these editors should include commenting on and sharing their work in advance of your pitch. Showing interest in their work may create relationships that can lead to future opportunities.

Business Wire’s dedicated media relations and sales staff are always happy to help with best practices and tips for reaching media.  Got questions? Send them our way! Or click below to read more tips from Business Wire’s editorial team:

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