Case Study! Increase Sales by Using Press Release to Promote Branded Content

November 16, 2014

Many of our clients are using press releases to not only promote breaking company news, but also to promote breaking company content.  In this case study, we speak with Jerry Goldstein, VP of William Mills Agency, to discuss how they used one press release to promote a white paper with spectacular success.  Results include WSJ coverage, social sharing, inbound traffic, and downloads by the company’s top prospects.

Are you using press releases to promote your content?  If not, read this piece today.  It will change the way you think of content distribution.

http://www.prnewsonline.com/featured/2014/10/15/william-mills-agency-increases-awareness-and-b2b-sales-with-content-distribution/


6 Steps to Ensure Media Outlets See Your Holiday Press Release

November 7, 2014

Yes, it is early November, and yes, it is the holiday season for most PR professionals.  While it may be too late to secure coverage in long lead publications, there are still numerous coverage opportunities in newspapers, short lead publications, and of course, online media outlets.

In this piece, we look at the six steps to consider when issuing your holiday press release.  Did you know that November 9 is the big press release kick-off day for holiday news?  Or that if you use Business Wire to distribute your holiday news, we include it for free in our holiday Hot Topics packages for media?

Click here to learn everything you need to know about increasing the impact of your holiday news story:  http://www.mediapost.com/publications/article/236550/maximize-your-holiday-pr.html


Media Speed Dating in the City of Roses

November 3, 2014

By Matt Allinson, International Media Relations SupervisorMatt 1

The weather in and around Portland, OR, was anything but tranquil on Thursday, October 24. The dark sky chirped and clapped with wind, hail, thunder and rain. But, try as it might, it could not drown out the roaring chatter coming from inside the Bridgeport Brewery, where six of Portland’s finest journalists and over 50 of Portland’s finest PR professionals gathered to laugh, learn and get to know more about each other.

Matt 2

The luncheon was broken down into four 15-minute sessions. While the media members stayed seated, guests moved from table to table to talk with the four editors/reporters to whom they were most interested in speaking.  Representing the Portland media were: Nick Mokey (Managing Editor of Digital Trends); Sarah Rothenfluch (Executive Editor of News at Oregon Public Broadcasting); Erik Siemers (Managing Editor at the Portland Business Journal); Tim Steele (Digital Managing Editor at KOIN 6); Kristi Turnquist (Entertainment Reporter at The Oregonian); and Bruce Williams (Senior Assignment Manager at KGW). The event was expertly moderated by Becky Engel (Director of Client Services at Grady Britton).

The rules were minimal: no pitching. Everything else (within the law) was allowed. Great networking followed and a few tips from the media came forth:

  • Networking is key to getting reporters to cover a story … make the effort to meet us in person. We get hit with a lot of stories daily and we’re much more likely to run your story if we have a relationship with you (and the story is innovative/relevant). –Nick Mokey
  • It’s good to form relationships with reporters. They’re not going to take every pitch, but if you stay in contact and stay persistent, there will come a day when they’ll need to talk to you. –Tim Steele
  • Staying ahead of an emerging trend will get you to be considered an expert on the subject. –Sarah Rothenfluch
  • Visual content plays a role so be sure to include multimedia in your pitch. –Kristi Turnquist

Matt 3

  • I get between 800-900 emails per day, so make sure your pitch is targeted, has a unique subject line and includes photos/video. – Bruce Williams
  • If you’re making a pitch, you have to think of it in terms of what would interest you if you were to receive what you’re pitching. Why would we be interested in it if you’re not? –Tim Steele
  • We love exclusives … bring us something exclusive and there’s a much better chance that it’s going to get run. We’re greedy that way. –Erik Siemers

Matt 4

  • The news cycle is constant. Is your story a tweet? Some stories are. Or is your story a big, in-depth conversation that would take a month to plan? Or is it somewhere in between? If you can figure out where your story is on this spectrum before pitching, it’s extremely helpful. –Sarah Rothenfluch
  • If you have a good story, don’t be afraid to reach out … but know who you’re pitching and what they do. Email’s probably the best way to pitch … but please don’t send a blast. Target your pitches. And don’t be afraid to follow up. – Erik Siemers

The Rise of Predictive Scanning: PR Isn’t Dead, It’s Poised for a Comeback

October 30, 2014

By Neelima Yelamanchili, Business Wire DC

Cutting Through The ClutterHow people want to interact with a brand has changed. For brand and content communicators, timing the message delivery can play a crucial role in enhancing perceptions and encouraging favorable behavior change.

Citing data that audiences are bombarded with 5,000 messages a day, Adele Cehrs, CEO, Epic PR Group, explained that when they are faced with so much information, important details are likely to be missed or simply forgotten. The challenge for the communicator is to break through this information clutter and pinpoint and highlight for their audience what is most important.

– 62% say social media has no influence on buying
– 91% rely on word of mouth for brand recommendations
– Just 2.7% of people are willing to recommend a brand across their social media channels for fear of being negatively associated with a brand

To ensure their message reaches through this clutter, Cehrs recommended today’s communicators focus less on engagement metrics and focus more on timing – specifically when there’s a spike in the conversation around a particular topic or issue. SPIKE is defined as “a sudden, point of interest that kick-starts exposure good or bad.” To increase the impact of the news, Cehrs recommends communicators focus on outreach during the spike, “when the messages will be most important to the audience.”

How can you monitor for a SPIKE? Perhaps a particular topic is trending on social media that relates to your brand or industry. Consider that a spike. Perhaps there is new legislation or some issues-focused topic that is prevalent in the news that relates to your message. Again, use that SPIKE.

And while bad news might be a popular cause of SPIKES, don’t automatically assume that’s a bad thing. If handled tactfully, you can make positive waves for your brand in the wake of a competitor’s missteps.

Other ways to monitor for spikes include:
– Competitor wins
– Contrary opinions, from e.g. bloggers, pundits, etc.
– Previous industry/company issues
– Trends in the news cycle

Using social media
Trying to internally sell the importance of social media to your C-suite or executives who distrust social platforms or believe it can be done successfully for free? First, make them understand that there is no such thing as free social media. It’s unrealistic to dedicate around-the-clock staff to monitor social media. Having a team prepared to monitor for the SPIKE and take necessary real-time marketing actions is a more effective use of resources. This is especially true with social media responses being an immediate avenue to connect with audiences.

Be prepared to strike at the SPIKE— you’re likely to get better results, increase your ROI, and might just earn respect from the C-suite!


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!


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