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?


LatinoWire Expert Series Webinar: Meet Leading Hispanic Journalists and Bloggers on Oct. 15

October 6, 2014

By Pilar Portela, Media Relations Supervisor & LatinoWire Media Relations Representative, Business Wire Miami

Join Business Wire’s LatinoWire webinar on Wednesday, October 15 at 1 p.m. ET / 12 p.m. CT / 10 a.m. PT, featuring prominent Latino journalists and bloggers from around the country. In this webinar, our speakers will take a look at the latest trends and issues being covered. They’ll also look past Hispanic Heritage Month and provide best practices and guidelines for PR in 2014 and 2015.

Speakers:

Rafael Cores, News Director, impreMedia

Twitter: @eldiariony & @rafacores

Lorraine C. Ladish, Founder and Editor-in-Chief of VivaFifty.com
Twitter: @lorrainecladish & @vivafifty

Marissa Rodriguez, Editor, Vista Magazine

Twitter: @MarissaRodz & @VistaMag

Johanna Torres, Editor, Founding Editor-In Chief of MamásLatina.com, Chief Content Editor MiBlogazine.com and Multi-Media Lifestyle Expert and Brand Ambassador
Twitter: @MamasLatinasUSA & @MiBlogazine

Monica Vila, Founder and Managing Director, Online Mom Media
Twitter: @TheOnlineMom

Moderators:

Danny Selnick, Senior Vice President, Strategic Markets, LatinoWire & Public Policy Services, Business Wire DC
Pilar Portela, Media Relations Supervisor & LatinoWire Media Relations Representative, Business Wire Miami

 

This webinar is a free event for all attendees. For more information and to register go to: http://bit.ly/HispanicMediaEvent

LatinoWire reaches influential Hispanic bloggers, decision-makers and more than 1,200 US-Hispanic newsrooms in both Spanish and English. Click here for more information on LatinoWire and media reach.


New FREE Service, Expert Latinos, Helps Connect Hispanic Reporters with Sources

September 23, 2014

In an age where Hispanic media outlets are understaffed and reporters are on tight deadlines—in comes a new free service called Expert Latinos. Expert Latinos was created to help Hispanic reporters find sources and experts for their stories, saving them time and energy.

The way it works is very simple. Basically the reporter fills out a quick form directly on the website (ExpertLatinos.com) detailing what they are looking for. The request is then sent via a daily email to the list of subscribers, which consists of experts, entrepreneurs, public relation professionals and much more.  As a subscriber, if you see a story in which you can contribute to, you then simply reply directly to the reporter via email.

ExpertLatinos

Launched in April 2014, Expert Latinos has quickly become the go-to-source for Hispanic media outlets looking to quickly identify experts and sources. Among the media outlets already using Expert Latinos includes reporters and writers for: Univision, Telemundo, La Opinion, EFE America, Yahoo! Mujer, Vista Magazine, El Diario/La Prensa…the list goes on and on.

Reporters are submitting queries for just about anything from “I’m working on a story on the future of Spanish in the U.S. and need an expert in linguistics” to “I’m currently working on an article and need to interview entrepreneurs to talk about the best tools to grow their business.” Best of all, it’s completely free for reporters and sources alike.

So if you’re a source or expert and are looking to promote your business and get free exposure you can sign up here. Stay on top of the daily email alerts because you never know when something might come up where you might be the perfect fit. Simply reply back to the reporter via the email they provided.

If you’re a journalist and are looking for an expert or source for an upcoming story you can start submitting your request here. Reporters can also chose to send their queries anonymously, in which case their outlet and email will not be disclosed.  Expert Latinos will then receive the responses and forward them to the reporter.

So what are you waiting for?  Sign up today!


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/


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/


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.


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