The Perfect Recipe for the PR Professional: Data, Multimedia & Engagement

October 21, 2014

By Jennifer Dunn, Senior Account Executive, Business Wire

In today’s world of marketing and PR, one of the topics constantly being discussed is “big data and measurement.” For some, this is an exciting topic; for others it may seem overwhelming because there is so much information to digest. I fall somewhere in between as I believe it’s all in how the information is conveyed to me in regards to whether or not I will find the information stale or enlightening. One could compare this to – what makes news or a press release more engaging – think straight text releases vs. ones with photos or video.

perfect recipe for pr professional

I attended a number of sessions at PRSA International in Washington, D.C., October 12-14th, but have to say, by far, the one that really stuck with me was “Big Data and Analytics for Communications Pros: Why the Math Matters” with Mike Buckley, VP of global business communications at Facebook as the featured speaker. Not only did he provide great insight on how data can be utilized to measure results, but was engaging and honest.

Interesting Points from Buckley’s session:

  • “There is more data created in one day than grains of sand on every beach in the world.”
  • “Use data to understand what is going on. Embrace it.”
  • “You can’t manage what you don’t measure.”
  • “Understand the cycle, shorten the cycle, get ahead of the cycle using data.” Math grounded some of Facebook’s major business decisions such as the purchase of Instagram. They received lots of negative press, but they just rode it out and now FCBK and Instagram are two of the fastest-growing mobile apps.
  • “Look at social chatter as part of your analytics.”
  • “Your Facebook algorithm is governed by your actions. Choices have to be made and great content is key.”
  • “Data is not everything. It can be complex. Data will never replace human judgment and interaction.” This was probably the most powerful statement Buckley made during his presentation. He followed it by showing the video of John Berlin, a father whose son passed away January 28, 2012. Berlin had made a plea to Facebook trying to access his son’s “Look Back Video.” The entire crowd was just silent after seeing the video. Buckley said the video went viral and Facebook did reach out to John Berlin providing him access to his late son’s video.

What really made this session such a success, was the combination of Buckley’s presentation style and the use of engaging visuals/audio. Not once did I find myself disengaged from the discussion. I, along with the rest of the audience, was captivated throughout the entire session. Buckley successfully took a topic that can at times be dry and not exciting to some, and simplified it by relating to his audience, showing how they can make “big data” part of your everyday communications cycle.

This session really proved the importance of embracing data and including social analytics as part of that data and measurement. Further, it showed the impact multimedia can have on increasing overall engagement and word-of-mouth marketing.


Case Study: Press Releases Increase Awareness, Sales of Lakemaid Beer

October 16, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Earlier this month, Business Wire launched the first in a series of case studies showcasing how clients are utilizing press releases to increase awareness, message permeation and, ultimately, sales.

In this CommPro piece, we speak with Pocket Hercules to find out how one press release, video and image resulted in hundreds of thousands of dollars in media coverage, views and ultimately, sales for Lakemaid Beer.  This program is one that many PR professionals can duplicate to support a wide range of products, services and more.

Click here to read the entire article and then ask yourself, how are you utilizing traditional PR tools to support your organization?


11 Things Marketers Should Know from the Mid-Atlantic Marketing Summit

October 8, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Last month hundreds of marketers, communicators and social media experts met in Baltimore for the Mid-Atlantic Marketing Summit to discuss the latest trends in all aspects of marketing and best practices for increasing engagement, sales and ROI.

In this piece, we will look at the top 11 marketing predictions for 2015, including the rise of the social CMO, a movement away from real-time marketing to right time marketing and the increased importance of the online newsroom.

  1. The rise of the CSMO (chief social media officer): Social media has evolved from short form messaging communication tool to a program that directly affects every part of a business.  As the real-time customer engagement platform, data generated can directly impact the future of one’s organization.  This role will be a hybrid between creative and analysis.  Those social media teams focusing only on outbound communications, ignoring the data available will not succeed.
  1. Multimedia is here to stay: More and more studies are showing that multimedia is now considered a mandatory element when looking to increase the response rate of any communications program. In addition, we will see a huge increase in mobile video investment as mobile device penetration continues to skyrocket
  1. Paying to engage with your social audiences: As Facebook, Twitter and other platforms mature, their business models are moving quickly into revenue generation and profit.  Look for these platforms to continue to roll out paid opportunities such as geographic and demographic targeting to increase the ability for a brand to reach their brand fans.
  1. A refocus from real-time marketing to right time marketing: Thanks to the meme that the Oreo Superbowl ad was created on the spot and thus is real-time marketing (completely false by the way, the ad was created months in advance), there became a push in 2014 for brands to jump into real time marketing.  Instead thinking about “real-time” organizations in 2015 will move towards “right-time” which involves the use of data to determine how and when to distribute each piece of created content – from social updates to press releases – to maximize the result.
  1. The rise online newsroom: As it becomes harder to get media’s attention, more and more organizations are building branded newsrooms – or including within their existing newsroom a section for brand-created content.  This content allows brands to tell their story, utilizing their own voice.  However it is important to remember that the only good branded content is seen branded content, many of these organizations are not only setting budgets aside to build these newsrooms and create this content, they are putting budget aside to distribute the content as well via press releases, coverage amplification services and more.
  1. A breakdown of internal siloes: As more and more data is becomes available through various marketing channels, it is imperative that marketing work with more and more internal teams to improve processes, define customer expectations, provide stronger customer service, increase sales, build corporate reputation and more.
  1. A better understanding of the ROI of a communications program: Marketers are moving away from “last click” attribution to multi-touch point attribution, allows brands to track customers through their entire journey ensuring that every touch point along the way is credited.
  1. A big shift from content creation to content distribution: As content marketing becomes a staple for most marketing programs, more and more marketers are turning to paid tools including press releases and amplification tools to ensure their created content is seen content. After all, there is no reason to pay for content to be created, if you aren’t paying for it to be distributed.
  1. The growing importance of social customer service as more than 50% of customer service interactions begin on the computer, well before the customer has engaged the brand.
  1. Look to smart devices and wearables to change news consumption from tweets to bursts. How can you increase the impact of your news as you decrease the amount of space needed to tell it!
  1. Sharing corporate sustainability responsibility news will continue to increase in 2015 as more and more consumers are choosing to align with brands and organizations that reflect their own beliefs. Organizations of all sizes from Nike to Honest Teas have connected with customers and build entire brands by focusing and staying true to their CSR message.

This year’s speakers shared so many wonderful thoughts but it was these 11 that resonated with me the most.  Which of these surprises you?  Which does not?


Global Relations Has Changed – The Shift from Information to Participation

September 22, 2014

This year’s Global Media Forum held in Bonn, Germany launched a new shift in thinking for today’s media outlets.

Historically, relationships between media and companies have been about information sharing.  Companies write press releases, media outlets write coverage based on that information.  But this has changed.  In 2014, news sharing is shifting from learning by reading, to learning via participation.

Read this piece by Business Wire Germany’s Senior International Media Relations Specialist Kai Prager to learn more about this shift, and what changed the way Europeans think about media, news and news sharing in 2014.

http://www.commpro.biz/public-relations/media-relations/global-media-trends-shifting-information-participation/


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.

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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/


The Future of Content Marketing – Interactive Content

September 8, 2014

Are you responsible for your organizations’s communications program? For explaining new company initiatives to media outlets, influencers and other key constituents? Are you looking for new ways to increase your coverage, to build better fans and to increase social conversations about your news?  Then why are you issuing plain text press releases?

Press releases jump start awareness, generate coverage, initiate conversations and more.  Whether your release is text only, or includes images and graphics, you are starting a conversation, the difference is how many impactful conversations you are generating.

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In a recent article for CommPro.biz, Serena Ehrlich, our director of social and evolving media breaks down the latest in content and news distribution, the embeddable asset widget called the Capsule.  This single asset, shared and embedded by media outlets via a single link, provides readers on-demand access to the videos, photos, PDF forms and more they want, all while reading your coverage.

Learn how easy it is to utilize this product today:  http://www.commpro.biz/public-relations/hyperspotted-content-embeddable-widgets-meet-future-content-distribution/


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

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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.


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