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/


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.

bizwiremultimedia

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/


Brand Journalism and the Evolution of Online Newsrooms

August 6, 2014

In the August 2014 issue of PRSA Tactics, Business Wire’s VP of Web Communications Ibrey Woodall reflects on how the online newsroom has matured from a basic press release archive to a central communications headquarters complete with brand articles. Although a very few journalists (only 7 percent) still believe that company-written articles do not belong in the news center, results from the 2014 Business Wire Media Survey illustrate that more than 60 percent of reporters are receptive to brand journalism.

Brand Article Types of Interest to ReportersRead the article “Online Newsrooms and Brand Journalism: Survey Shows Media Acceptance of Corporate Storytelling in Press Centers” to learn more about how organizations can create special content sections within their online newsroom. Content that helps relay a company’s history and industry focus, enhancing both brand loyalty and search engine optimization.


PRWeek asks: What is the Impact of Panda 4.0 on Today’s Press Release?

July 2, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Earlier today, PRWeek tackled a topic on the minds of communication professionals around the globe – the impact of Google’s Panda updates on the press release.

logoSmallIn this piece, they ask experts from newswires and agencies alike whether this change will kill or enhance the press release.  Every respondent agreed – the press release is not dead.  In fact, thanks to this change, which effectively removed low quality content from mingling with high-level content, PR professionals have a terrific opportunity to reach and activate key audiences.  Today’s PR pros are in fact seeing greater success and visibility within key audiences with highly targeted, well-written, multimedia enhanced news.

Read more about Panda 4.0: Good news for content, bad news for link-stuffing at PR Week.  Curious on the best ways to craft a release in 2014?  Check out our free guide.


Which Publications Inform Today’s Leading Communicators?

March 18, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Earlier this year we asked blog readers to share their top daily reads.  We wanted to see which publications are considered must-reads among today’s communications experts.  Do communicators rely on mainstream media to keep them up to date through mainstream media, like The New York Times?  Industry trade magazines such as Mashable?  Or social networks including Twitter and LinkedIN?

The results were somewhat surprising.  With 152 respondents to date, our survey shows:

  • Just 20% of respondents said they read mainstream media such as The New York Times, Wall Street Journal and USA Today on a daily basis, yet these publications continue to be the top-desired coverage targets for small and big B2B and B2C companies alike.
  • Only 9% of those who replied use LinkedIn as a news source, yet LinkedIn continues as a top conversion platform for many businesses.
  • 17% noted Twitter as their primary news source, the highest of any social network, with one communicator smartly pointing out that Twitter’s speed makes  tools such as Google Alerts less valuable.
  • 14% relied on PR industry trades suggesting that these outlets, while valuable, may not produce content frequently enough to warrant a daily read.
  • A mere 2-11% read highly targeted social, digital or SEO-oriented blogs and articles. While this may be because these topics are heavily covered  in other industry publications, we were still surprised by such a low number.

What do you think?  Which publications are you reading every day?  Take two minutes to fill out this survey yourself, and we will continue to share updates as the data change.

Business Wire Reader Survey

Business Wire Reader Survey

You can find the survey here:  http://blog.businesswire.com/2014/02/27/what-publications-to-top-marketers-read-business-wire/


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