How Reporters Use Social Media in 2014

September 19, 2014

In the piece, “The Role of Social Media in Today’s Newsroom” Business Wire senior editor Paul Bowman takes a closer look at how today’s reporters are utilizing social media in their day-to-day work. And the results are somewhat surprising.  While today’s reporters rely heavily on social media and company newsrooms for research and article promotion, they are not interested in receiving pitches on this channel.

role-of-social-media-in-newsrooms-1

So how can you influence reporters across social channels, without directly pitching them?  Read on to find out:  http://www.commpro.biz/social-media/social-media-pr-social-media/role-social-media-todays-newsroom/


Media Relations Tip: Increase Press Release Coverage Impact with Social Sharing

September 17, 2014

By Serena Ehrlich, Director of Social and Evolving Media

In this blog post, Business Wire looked at the metrics used to evaluate reporters based on their stories, and how communication pros can not only help them meet their metrics.

The core metric used to evaluate reporters on the stories is views – the more eyeballs on the story, the more successfully the content is seen.  In this article you will learn what you can do to help reporters meet this metric, ultimately building a stronger media relations program.

http://www.commpro.biz/public-relations/media-relations/latest-trend-media-relations-help-journalist-meet-success-metrics/


Survey says? Reporters want breaking company news and photos!

September 10, 2014

In this analysis of the 2014 Business Wire media survey, Ibrey Woodall, Business Wire’s VP of web services, takes a deeper look at the types of multimedia elements most preferred by today’s reporters.

bizwirepressreleaseprefs

Not only do we cover the 7 types of news reporters want to see in a press release, we discuss what supporting assets work the best. As we move into a more visual, interactive world, text-only press releases are becoming increasingly rare.  Reporters are using images to round out their story and if you are not providing one, your competitor may be.

bizwiremultimedia

Take a few minutes and read this CommPro.biz piece to learn which types of multimedia reporters need and why:  http://www.commpro.biz/public-relations/media-relations/media-favor-photographs-press-releases-2014-business-wire-survey-provides-journalist-feedback-todays-press-release/


Summary: 2014 Best Practices in Healthcare Media Relations

September 3, 2014

By Simon Ogus and Molly Pappas, Media Relations Specialists (Washington, DC and Boston)

Over the past few decades, healthcare has been one of the most hot-button topics in the United States, but not more so than since the signing of the Affordable Care Act into law in March of 2010. With the passing of this law, there has been a dramatic increase in discussions about a wide range of health-related topics.

As the public attempts to absorb the enormous volume of information available, from both a personal interest standpoint as well as an educational one, more and more organizations are turning to media outlets to tell their story.  Especially as media continue to be a top resource used by the general public to learn more and determine which side of the debates their beliefs fall.

As organizations and consumers heavily rely upon today’s news coverage, communications professionals face interesting challenges.

With more news than ever being created to share, it is more and more important for today’s PR professionals to learn how to write, and distribute news of interest to reporters and their readers.

With this in mind, BusinessWire Media Relations Specialists Molly Pappas and Simon Ogus presented the HealthWire Webinar featuring three reporters and communicators who talked about their daily lives as healthcare reporters and shared  top tips on how public relations professionals can build stronger, more beneficial relations with today’s media outlets.

On the panel were:

  • Tina Reed, HealthCare Reporter for the Washington Business Journal
  • Jacqueline Fellows, Editor Health Leaders Media
  • Kerting Baldwin, Director of Corporate Communications for Memorial Health Care System

During the hour-long webinar many topics were covered, including what makes a healthcare story interesting to cover, the best way to pitch and the best things to include in a pitch to reporters.  Additional topics included the current status of healthcare reporters in regards to the AHCA and the biggest challenges in grappling with these complex healthcare issues and communicating them to the public.

On the communications side, Ms. Baldwin also provided examples of what Memorial Health Care System is doing to engage reporters on current health care events, such as utilizing “viral” events like LeBron James experiencing thigh cramps in the NBA Finals to promote their health campaigns in engaging and unique ways. The initiative was to try and prevent cramping and other preventable injuries among the youth in the Miami region, which normally isn’t the most exciting topic to read about it. But Ms. Baldwin’s successful attempt to angle a topic with a popular NBA superstar like LeBron James in a real-life application gave the initiative life that had to be quickly capitalized on after James’ injury in the NBA Finals. It was a strong example of pouncing when mainstream news event happens around a topic you are looking to pitch.

The discussion began with what makes a healthcare story interesting to cover. The answers were wide ranging, but the overt message was to give reporters a story that can not only captivate an audience, but that is useful to both core, and secondary audiences. The reporters discussed how they often times receive stories that are just not that interesting, and sometimes some pitches are interesting but the angle doesn’t show how the story would be relevant to a big enough audience to warrant moving forward with a story.

One good rule of  thumb provided was to read the release as if you were the reader of this story. Does it interest you? Does it make you stop and read the story in the publication you are perusing? If the answer is not a resounding yes, then it puts the reporter in a tough position to justify putting in the time and effort into completing a story that could not be well received by an audience.

The talk then diverted into a discussion on the Affordable Care Act and how reporters view reporting on the topic and if it is still relevant in the minds of the public even though it has been reported on extensively over the past months and years. The reporters said that the topic is still relevant, but must be approached from a fresh viewpoint or include a real-life application so that the readers can instantly see how it affects them in their day-to-day lives. The general consensus was that even after all the coverage the topic has received, there is always space for a story pitched in a creative way with a real-life application.

Next the panelists discussed the challenges of often times receiving slanted or outright purposeful misinformation from a PR professional, and the panel admitted it is just part of healthcare reporting. There are many varying viewpoints out there, so it is important for communicators and PR professionals  evaluate all data thoroughly to ensure that misleading information isn’t disseminated to the public that could be harmful to their health or personal lives. The panelists agreed that sending supporting documents is helpful in supporting healthcare claims.

As we wrapped up, we asked the panelists where they discovered new story ideas.  Every panelist still saw strong value in the newswire as well as on social media. While social media is a bit more challenging due to the day-to-day clutter and “noise,” all three panelists said they are active on social media and use it to communicate with industry professionals.

The interactive webinar included a wide variety of questions on the minds of healthcare public relations professionals.  While the central focus of the webinar was on healthcare issues, many of the techniques and advice that the reporters shared can also be utilized in other realms of the public relations world.

The full audio can be found at this link:

https://www1.gotomeeting.com/register/128704633

Do you have a Webinar topic that would benefit you? Feel free to reach out to Simon Ogus (simon.ogus@businesswire) and/or Molly Pappas (molly.pappas@businesswire.com) and we would be happy to incorporate it in a future Business Wire webinar.


The 5 Definitive Rules to Media Relations in 2014

August 13, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Earlier this year, Business Wire released their 2014 Media Survey in which we asked 300 reporters, journalists, editors, bloggers and freelancers a wide range of questions related to how they cover company news.  Their answers provide a very clear road map to media relations best practices in 2014.  In this post, we look at the top five questions that make up the new rules for media relations in 2014.

1. Reporters have to meet metrics too With 44 percent of media survey respondents now writing for online publications, the metrics in which the success of an article is based upon have changed. Thanks to unprecedented speed and reach of news enjoyed by the world today, story views have replaced print sales, social shares replacing water cooler discussions.

Media Moving Online

Tweet this statistic now!

As we have discussed many times, one of the easiest ways to increase the visibility of coverage of your organization is to share it out. Utilize social media to increase the chance of likeminded individuals and influencers finding out about your news, while assisting journalists in meeting the overall story’s own success metrics.

Reporter Metrics

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2. What types of news interest reporters? With so much news occurring every day, what is the best way to capture a reporter’s attention?  What types of news do reporters want to see in a press release?

bizwirepressreleaseprefs

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The next press release you write should not only focus on the breaking news you are sharing, but include facts, angles, quotes and other assets to increase usefulness to reporters.  

3. Your Multimedia Asset or Theirs? 73 percent of reporters in this survey said photographs were their most favored supplemental asset communicators could provide them. Almost every online and print article today includes multimedia.  When you provide interesting, usable photos, graphics, infographics, video and more, not only are you helping the media outlet, you are also telling your own story, in your own voice.

bizwiremultimedia

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4. Your website is their top research tool When it comes to doing research for a story, journalists overwhelmingly turn to company websites and company online newsrooms for background information.

bizwireresearch

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When was the last time you took a critical look at the information on your website or within your company online newsroom from the perspective of a reporter on a deadline?  Is your information easy to find?  Can reporters download or embed assets instantly? Is your site impeding your coverage? Did you know that 88 percent of reporters asked said press releases were their most desired type of content in an online newsroom? Do an audit of your website and, specifically your online newsroom. Refresh this important asset to increase usability.

5. Which newswire do today’s reporters prefer? When provided with an array of choices, 71 percent of journalists and media outlets responding to this survey selected Business Wire as their top choice for news releases.

bizwirewires

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With more than 50 years of leadership experience in the news distribution industry, while we are proud of this statistic, we are not surprised.  Every day we are a conduit between media outlets, reporters, bloggers, analysts, brand fans, organizations, corporations, start ups, Fortune 500 companies and more to ensure timely distribution and receipt of the world’s leading corporate and organizational news.

Learn additional tips and tricks on how to work with today’s media outlets by downloading the complete 2014 Business Wire Media Survey Guidance Report now. Get a copy of the infographic containing the images in this blog post here, or use the below code to embed the infographic into your website:

21st Century Journalism & Public Relations

 

Copy and paste the following to embed this infographic within your site:
<a href=”http://blog.businesswire.com/2014/08/13/the-5-definitive-rules-to-media-relations-in-2014/”><img title=”The 2014 Business Wire Media Survey Infographic” class=”aligncenter” alt=”21st Century Journalism &amp; Public Relations” src=”http://storage.pardot.com/19392/87712/BW_media_survey_infographic.jpg&#8221;
width=”800″></a>

To learn more about crafting and distributing content that activate your media targets, drop us a line.  We’d love to talk.To learn more about Business Wire’s media services click here.


Updating Your Earnings Release: How to Maximise the Readability of Earnings Press Releases

August 12, 2014

By Hannah Kelly, Editor, Business Wire Paris

With the earnings period once again upon us, investor and public relations professionals are coming together to publish what is often considered the most important release of the quarter: the earnings release.

Quarterly earnings releases are a reflection of the financial health of an organization and are most frequently read by the financial community, shareholders, customers and employees.

Earnings releases, which must succinctly showcase this extremely important information, are often a cause of stress and anxiety, particularly in terms of readability.  Today the average news consumer reads only around 20% of provided text, leaving today’s communicators asking how they can optimize the impact of their press releases.

  1. Write your company name in the headline
    Including your company name in your press release headline is the quickest and easiest way to associate your company with its earnings release, and yet it is overlooked time and time again. Furthermore, the inclusion of the company name often leads to a higher SEO ranking – ideal for your annual results!earnings
  2. Ensure the most important information is at the top of your release
    Readers spend 80% of their time reading information found above the fold[1] , so this is where your most important information should be. An operating highlights summary in the form of a bulleted list, positioned just after the first sentence of the release, can greatly improve adoption and understanding of your news.
  3. Include financial tables in your release

    The importance of including complete financial tables within your press release cannot be stressed enough. Financial tables serve as a visual, simplifying wordy paragraphs and allowing quick and relatable comprehension of a company’s situation. In addition, many analysts utilize models to predict company health. Financial tables provide all the detail needed to update these models. And of course, don’t forget to include the reporting currency.

  4. Quote a company executive
    Ideally, the quote accompanying your earnings release will be provided by the company’s CEO[2]. A comment, no matter how long or short, goes a long way toward the personalization of your company and presentation of your key message. This comment can provide a justification, explanation oract as a written pat on the back. Either way, a comment from an executive provides true context of the quarter’s financials – particularly useful given that a large majority of readers of this release will be your shareholders.
  5. Subtitle your sections
    Earnings releases are notoriously difficult to read and comprehend, making subheadings the perfect solution. Included just below the press release headline, sub heads should indicate the type of information to follow, allowing the reader to easily navigate the different categories of information.
  6. Group together similar information
    When possible, similar content should be written consecutively, or as close together in the release as possible. This keeps repetition to a limit, and again, allows the reader to navigate your release more easily.
  7. Be succinct
    There is an unavoidable need to include certain information, for regulatory reasons, but this doesn’t mean that your whole release should follow a lengthy, wordy pattern. Be as concise as you can be[3], but take care to include all the necessary information.
  8. Keep historical information towards the end of the release
    Readers look for the most current and important information first. This goes back to readers spending most of their time above the fold. Historical information, although useful, is not the most relevant in these types of releases. If it is essential – for example, year-on-year comparisons – this ideally should be included within the financial tables or near the end of the press release, below the fold.
  9. Enhance your earnings release with multimediaAce Hardware
    The fastest way to increase effectiveness of news consumption is to include additional visual content. An infographic of your financials, such as the one created and distributed by Ace Hardware, is an easy way to represent your quarterly results.  Or use  video from your CEO or division head, like ARC Resources’ Myron’s Minute, to explain, in plain language, the story behind the data.
  10. Use numbered footnotes – and group them together!
    There is nothing worse than having to match up symbols, and to guess where they are inside the release. A nice, neat, numbered footnote list, found at the very bottom of the release, makes everyone’s life easier. In addition, consider hyperlinking to footnoted information to provide easy access when needed.

The combination of these techniques will improve your earnings release’s readability and ensure that the most important information is found and read by the majority of desired readers. In addition to increased comprehension of your financials by your core audience, you may just get more coverage as your target reporters and shareholders find it easier to digest the news.

How to Write a Compelling Earnings Release

With regard to the information that should be included in terms of structure and content, companies will inevitably vary in the type of information provided, but should try to keep to consistent and complete information in plain English. Here are a few helpful guidelines[4]:

Structure:

  • The date of release and city and state of headquarters should be at the beginning of the release
  • The most important news should be summarised in the first paragraph
  • Subheadings should be used to further clarify and highlight important corporate developments
  • The last paragraph should include a business description, with the company’s complete name, ticker symbol and equity market
  • Media contact information and a website address should always appear at the end of the release

sample_snr_ENContent:

  • Changes in disclosure from quarter to quarter, or year to year, should be specified and explained (sales, revenues, net income, diluted earnings per share and percentage change for each section)
  • Observations should be made only between comparable periods – for example, it is better to compare a third quarter of year N to the third quarter of year N-1, rather than year N’s second quarter
  • Key value drivers and other important line items should be clearly noted
  • Charges/gains/losses should be included if they contribute to the results, and it is advisable to explain how and why they have had an effect (eg. extraordinary gains, losses, equity losses and accounting changes)
  • A consistent format should be used throughout the press release (this is particularly important when reconciling GAAP and non-GAAP financial measures)
  • It is prudent to mention key events and changes, such as government practices and changes to the Board of Directors, plus any steps being taken to address these changes
  • Information on gross profit and margin (plus percentage change), cash flow, share repurchase activity and other measures of performance (capital expenditures, R&D expense and nonfinancial measures) should be included where appropriate
  • Provide forward-looking insights when possible, for the next quarter and/or year, and how the previous forecast has measured up to the current results

Financial statements should always be labeled as audited or unaudited, and can include: complete income statement (with current and year-ago quarter numbers, current year-to-date and year-ago year-to-date comparable period numbers, outstanding shares – both fully diluted and basic), balance sheet (current quarter numbers and end of prior-year numbers), plus cash flow tables, current quarter numbers and year-to-date.

Interested in learning more about increasing the impact of your financial press releases?  Let us know! With more than 50 years of news distribution experience, we have quite a few tips and tricks to share.

[1] http://www.nngroup.com/articles/scrolling-and-attention/

[2] http://www.whitecase.com/files/Publication/60516433-ff3f-444c-8e7d-a5cdcdc84c82/Presentation/PublicationAttachment/be3b92fd-aa2d-45f2-8c4b-ae6486778b0b/article_Earnings_Releases_and_Earnings_Calls.pdf

[3] http://irwebreport.com/20020513/preparing-earnings-releases-for-the-web/

[4] Standards of Practice for Investor Relations, Earnings Release Content (NIRI, page 7)


Business Wire Spotlight: Meet Zara McAlister!

August 11, 2014

For today’s Friday spotlight, we once again head north to interview Zara McAlister,  our Canadian media relations specialist.

Meet Zara McAlisterZara, thank you for speaking with us!  Tell us about yourself, where are you from?
I was born and raised in Port Perry, Ontario, a small town north of Toronto. As a country girl, I’ve had to adjust to big city living in Toronto. It’s getting easier every day.  

When did you start working for Business Wire?
After completing my MA degree in Journalism from Western University in the spring of 2012, I took on the position of newsroom editor at Business Wire’s Toronto office the following November.    

You first started at Business Wire as an editor, tell us more about your roles within the company.
Although I enjoyed the editorial and client relations side at Business Wire when I worked in our Toronto newsroom, I was excited about pursuing new opportunities as a media relations specialist for our Canadian territory. This role enabled me to put on my journalistic thinking cap and collaborate with the thousands of journalists in the country. I’ve been working in this role for the past five months – and I love doing it!

Tell us more about your role as our Canadian media relations expert?
As a media relations specialist, I develop and maintain relationships with Canadian journalists, form partnerships with media points by exploring content license opportunities, co-manage our @BusinesswireCA Twitter account and I work on keeping our expansive database of media contacts up-to-date. Apart from my primary responsibilities, I also enjoy writing content for our blog and other public and investor relations publications.

What do you enjoy about your job?
The best part about my role in media relations is the opportunity to meet new journalists every day. Even though I’m not always interacting with journalists face-to-face (more often than not we connect via social media), I get to learn about our Canadian media landscape, what our journalists deem newsworthy and how Business Wire can facilitate their needs. I think working with our journalists is so important given how unstable their industry is at this time, so we want to be able to help our reporters and editors as they are taking on massive changes.

What do you like about Business Wire?
All of my colleagues, from Seattle to Tokyo, have always been friendly and encouraging. Our global team is ready to land a hand when needed, despite operating on different time zones. Our courtesy with each other definitely extends to our customers and our media partners, so they can always expect outstanding and punctual customer service.

What are some of your favorite contributions to Business Wire?
I was able to hone my copy editing skills when I worked in our Toronto newsroom, so I always felt a rush of adrenaline every time I was able to catch misplaced quotation marks, dangling modifiers, and misspelled names.  I prided myself on spotting those pesky little “It’s” vs. “Its” errors, which actually happens quite frequently.  

I’ve been able to employ my journalistic skills by writing content marketing pieces to help increase our brand awareness in Canada. I’m not afraid to try out new ways of marketing ourselves.

Tell us about yourself!
I’m a self-professed lover of chick lit and all things related to the Bachelor/Bachelorette reality TV show. For those two hour episodes every Monday evening, my eyes are glued to the TV watching impossibly romantic dates and heart wrenching breakups. When it’s not a Monday evening (and this show airs pretty much all of the time), you can find me enjoying Toronto’s summer patio scene or hitting around a birdie with my badminton racquet.

I’m also a globe trotter, having travelled across North and South America, and much of Europe.

What drives you to do what you do every day at Business Wire?

As soon as I step into my office, I’m ready to offer valuable content to our Canadian journalists so that they can share important news with their readers or investors. Newsrooms will never have to worry about a lack of content when they decide to work with Business Wire.

What is your favorite thing about living in Canada?
That we are generally well-liked by people around the world. Because the stereotype that Canadians are polite, friendly and outgoing people is actually accurate—look no further than our Toronto office team. Also, I think I look fairly stylish in a snowsuit.  

Why do you recommend Canadian companies work with Business Wire?
Business Wire has formed long-lasting and solid partnerships with many of the major media points around the world. That means that your news will always be viewed and shared by the editors, reporters and producers that make up global newsrooms.


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