How Sensory Preferences Impact the ROI of The Press Release

April 23, 2014

April 23, 2014

This week, Business Wire Marketing Specialist Fred Godlash has an article featured in CommPro.biz on How Sensory Preferences Impact the ROI of The Press Release.

 

To understand the impact of multimedia within your marketing, advertising or public relations programs, you first must recognize how your audience absorbs and retains information. Did you know that recollection is more difficult when hearing things rather than seeing or doing them and that a whopping 65% of the population are visual learners. This means that the standard textual press release does not resonate as thoroughly with more than half of the world!

To be a very good communicator in a ROI-oriented environment, you now must consider how today’s humans learn and consume information.
Read the full story at http://www.commpro.biz/public-relations/science-sensory-preferences-impact-roi-press-release/

Tweet this post: https://twitter.com/fredgodo/status/458987428607320064


Cutting Clickbait – How to Write a Compelling Headline

March 31, 2014
Matt Bio Pic By Matt Allinson, International Media Relations Supervisor

Greg Rasa has worked at the Seattle Times for 27 years. Suffice it to say, he’s seen a lot of headlines. He’s also written a lot of them … thousands of them. At a recent talk he was giving on writing clickable headlines, I asked the long time news editor if he could recall the very first headline he ever wrote. “I can’t,” he said, “but I bet no one clicked on it.”

The headline is … arguably … more important now than it has ever been in the news and PR industries. Ads, paywalls, enticing paying customers, and attracting attention to important issues depend heavily on lassoing some incredibly short attention spans. People may last only a few seconds on your page or your story or your press release before fluttering away, but it behooves you to at least get them there.

But how do you write a compelling, clickable headline without always depending on the age-old use of yellow journalism/clickbait? Mr. Rasa, The Times’ news editor, offered up numerous solutions during his hour plus seminar, but these were some of my favorites.
headlines(click to enlarge)

USE ACTION VERBS – Honk, Fizzle, Careen, Blast, Chew, etc. … Action verbs are known attention grabbers.

  •          Have some fun with the English language (or whatever language you use).

FRONT LOAD BEST STUFF – Google crawls content from the top down, first to last, and that includes headlines.

  •          Use Google Trends to locate relevant keywords based on specific criteria.
  •          If you’re writing a press release, always get your company name into the headline when applicable.

BE CONVERSATIONAL – Write headlines like the way people talk … use natural words and syntax. An example:

Bad Headline = Jobs Report Pressures Obama Re-election Outlook

Would you ever say, “Hey, you’re pressuring my outlook?”

Good Headline = Lingering Joblessness an Election Problem for Obama

BE SPECIFIC AND CLEAR – Don’t be too general and/or vague. It’s OK to tease the reader a bit, but try to be as straightforward as possible.

Vague Headline = NYC Looks to Stop Spreading Bedbug Infestations

Specific Headline = Bedbugs: 1 in 15 New Yorkers Had Them Last Year

BEFORE YOU SEND, LOOK AGAIN – Take a moment to put yourself in the readers shoes.

  •          Does the headline you wrote make sense to someone who has no idea what the story is about?

More tidbits and thoughts on Mr. Rasa’s presentation can be found here and here. And if you ever get the opportunity to see Mr. Rasa speak, I cannot recommend doing so enough. Headlines are important … go learn a thing or two about them.


PR Trends for 2014 Focus of Business Wire Houston Event

March 28, 2014
By Cindy Cantu, Senior CSR, Business Wire Houston

All things social

This is the year of the empowered customer, according to Business Wire’s Director of Social & Evolving Media Serena Ehrlich. “It is up to YOU to create your brand differential and up to US to guide you through how to do it,” she told the audience at Business Wire Houston’s event, “All Things Social – Maximize Your PR in 2014” on March 26th.

Attendees from various industries including energy, biotechnology and pharmaceutical, as well as numerous media and marketing professionals, heard all about how social media is having a major impact on today’s press release. The old method of packing in keywords and hyperlinks in your press release to boost your Google ranking was made obsolete after Google launched its Hummingbird and Penguin updates, Ehrlich said.

Now, the focus is on a well-written, quality press release that can be shared via social media by you and other readers, plus will attract coverage from journalists and bloggers. One tip to consider is to add helpful links to your owned media (website, Twitter handle or blog, etc.)  at the end of every press release. Adding a ClickToTweet link, embedded with a Google URL Builder is also a good idea. If you do receive additional coverage from other media, it’s important to share those articles through your own social media channels too, she added.

Another sure-fire way to increase your readership and overall PR success is to add multimedia to your releases. Research shows releases with images or video receive three times more engagement and impressions than plain-text news on Facebook, Twitter, Google+ and Pinterest, making multimedia no longer optional for today’s releases. Ehrlich said.

All-things-social-pic-2-lo-res

Serena Ehrlich explains “the year of the empowered customer” using social and multimedia.

One recent example of multimedia having a huge impact happened at this year’s Consumer Electronics Show (CES) in Las Vegas. Surrounded by all of the giants in the technology industry, a relatively small company named mophie sparked major interest in their “space pack” product by simply adding a photo to their press release. They had one of the most popular releases among all CES exhibitors, Ehrlich said. Both release views and multimedia downloads surpassed 20K shortly after the release was issued.

Navigating through the current changes in the PR world can be daunting. Business Wire works hard to stay on top of the latest news and trends so it can share the information with its clients. Visit the Business Wire Newsroom and read the BusinessWired blog to be informed.

 

Like this blog post?  Tweet it out by clicking here: http://ctt.ec/m74wd

 


Sending News to the Middle East? Q&A with News Services Group’s Tony AbiHanna

February 6, 2014

Matt Allinson, International Media Relations Supervisor

by Matt Allinson, International Media Relations Supervisor

I recently had the good pleasure of speaking with Tony AbiHanna, a Managing Director at News Services Group (NSG) in Dubai. NSG is a leading news service provider in the Middle East and North Africa and a distribution partner of Business Wire.  With more and more client news going to the Middle East, I was curious to know if he had any tips for conducting business in the region. During a short question and answer session, Mr. AbiHanna touched on the proper timing of a press release, what social media are popular in the region and whether sandstorms whipped up by shamal (wind) ever impact business.

Q: What is the single biggest thing to keep in mind when trying to successfully distribute news in the Middle East? Is it timing? Is it the headline? Is it the tone?

A: Normally media outlets across the Middle East tend to publish news related to the region.  So it would be best if clients can highlight a relation (if any) to the Middle East, a country in the region, or the name of a company based here in the headline of a press release. Otherwise, the news release most probably will end up in the international news page (if there is still space for it).

And timing plays a big role if the client is targeting print media.  Any release distributed after 3:00pm or 4:00pm (at the latest) has less of a chance of being picked up by the print media.

Q: What is the best day of the week and the best time of  day to send out a press release in the UAE (or the region – if there’s an agreed-upon standard)?

A: We advise avoiding distribution on Sundays (the first day of the week here) and Mondays.  Otherwise, all other days are fine.  Keep in mind, however, that Saturday is an off day and therefore an easy day news-wise.

Q: Are there any meeting customs/traditions unique to the Middle East that outsiders coming to conduct business should be aware of? For instance, in Japan, they have the “kamiza” seat and the exchanging of business cards. Does anything like this exist where you are?

A: There is a tradition of drinking Arabic coffee (which is the white coffee), and it can be considered an offense if the visitor doesn’t drink it as it is part of Arab hospitality. Plus, the professional classic and conservative outfits (especially for females) are advisable.

Q: From your point of view, what social media sites are most popular in the UAE and Middle East? What sites would be best utilized to complement the distribution of a news release?

Twitter is very influential and on top of the list and then Facebook and Instagram, respectively.

Q: Do sandstorms/shamal ever severely affect business in Dubai or elsewhere in the region?

Sand Storm

A: The UAE, Abu Dhabi and Dubai roads and business centers are highly equipped with the latest infrastructure, so sand storms don’t affect business here. However, if the visitor is traveling by car between Abu Dhabi and Dubai or any other Emirate for example, he needs to allow more time as traffic slows down on highways during such storms.


The Press Release Then and Now: How We Arrived At Where We Are Today

January 27, 2014

By: Hannah Kelly, Business Wire, Paris

This year marks the 100th anniversary of one of the most important milestones in the history of public relations – Ivy Lee’s management of the 1913-1914 Colorado Coal Strike aftermath.

The term ‘Public Relations’ first appeared in the 1897 Year Book of Railway Literature, and the original press release, which we can credit to Ivy Lee, was published in 1906 – following the tragic loss of 50 lives in the Pennsylvanian Railroad Crash.

Equally, Lee’s Declaration of Principles, also released in 1906, was a turning point for public relations, as it communicated the responsibility of those working in PR, not only to the client but also to the public. This declaration ensured that Lee’s work was subsequently accepted not in the form of advertising, but as news, as accurate information, as matter “of value and interest to the public”. This was, and still is, the founding principle of wire services such as Business Wire, Associated Press, AFP and more.

So with all of these important events taking place before 1914, what exactly was it about the Colorado Coal Strike that is now so crucial to the history of public relations?

Image Source: Wikipedia

Image Source: Wikipedia

Firstly, the strike needed publicity management due to its hotly controversial nature – on-strike miners and their families were killed by state militia, and the mining union blamed the Rockefeller family and their coal mining business for the deaths.

Lee used, to his advantage, the establishment and acceptance of his Declaration of Principles as the basis for the management of the Colorado Coal Strike aftermath.  He drafted and mailed an array of bulletins to media outlets and workers alike, addressing the issue with candor (as well as successfully keeping the Rockefeller name free from reputational damage). This has become known as one of the most successful and influential PR campaigns – an experience that demonstrated, for the first time, the importance of publicity and public relations to the American nation.

It should be noted that doubts do exist regarding the authenticity of this campaign, whether certain facts were distorted, and if this was the case, as to whether this was intentional or not. However, despite any uncertainties, we must concede that this campaign achieved its goals : to promote the facts of the event and to share news with the public, whilst recognising its responsibility to both the public and the client, the Rockefeller’s.

Many years later, the standard of PR established in Lee’s Declaration of Principles has evolved significantly. It is now so well integrated into modern society that we no longer even question it. PR is an essential part of business life – and it would be unthinkable to run a company nowadays without openness and honesty to the public. It is for this reason that Business Wire works so hard to ensure the authenticity of all press releases, and adheres to such stringent security regulations. We agree with Lee’s rules: “Accuracy, Authenticity, and Interest”.


Understanding the Role of the Press Release and the Modern Marketing Mix

January 15, 2014
by Serena Ehrlich, Director of Social + Evolving Media, Business Wire

For many years, communication programs did not utilize input from every department in the company before launching. Thankfully, this has changed.

Today’s most successful communication programs run across many different divisions to maximize even the smallest program’s potential success.  In addition to increasing the potential for success, cross-department programs provide deeper insights necessary for future programs.  Below, we breakdown how marketing and PR support the impact of the press release.

When it comes to increasing the impact of a marketing program, for more than 50 years, one method continues to be most effective way to distribute your news – a commercial newswire service.

Press releases containing photos and/or videos and easy to find social sharing buttons, issued over a commercial wire service continue to be the most cost-effective way to reach journalists, bloggers, analysts, online and offline media, social networks, customers, and prospects.  Press releases are measured by quality of coverage, its impact on the company’s reputation and brand goals, action taken by readers and the amount of sharing across social networks.

The new tactics you must employ now to support your press releases and measure their impact include:

  1. Sharing social media messaging with brand fans and influencers, including a link back to your website, each tailored to the news’ target audience. Social actions taken related to your news are measured by overall shares, shares by influencers, link clicks and, most importantly, the quality of inbound traffic.
  2. Posting and directing journalists to blog posts that directly answer the questions you know journalists will ask you.  This increases the likelihood of company message adoption and decrease real or perceived anxiety by journalists and consumers about your message, brand or organization.
  3. Advertising on key industry media, highlighting the benefits of your product or brand is a terrific way to decrease the amount of time it takes a user to make a decision. Advertising success is measured by desired action taken, clicks, impressions, downloads etc.
  4. Utilizing online media syndication services like dlvr.it and Outbrain which can help increase visibility of valuable coverage and is best measured by impressions, views and quality of inbound traffic
  5. Creating social channel messages for colleagues, customers and partners to share across their own social channels.  Use a unique URL to more easily track shares, inbound traffic and the quality of that traffic
  6. Implement paid and non-paid influencer program to decrease sales consideration time.  This can have an impact on an increase in discussion, message adoption, social reach, quality of inbound traffic leads and amount of time before desired action taken.

These six steps increase the impact of your press release, as well as provide you with the valuable insights needed to revise messaging for future programs.  Which message resonated best with your various audiences? What asset or platform provided the best ROI?

The press release & the modern marketing mix – 6 #prtips by @serena http://ow.ly/sC4NY


Critical Content for an IR Site: Press Releases Most Viewed Within Investor Centers

January 13, 2014
Ibrey Woodall, VP, Web Communication Services

Ibrey Woodall, VP, Web Communication Services

By Ibrey Woodall, VP, Web Communications Services

We’ve heard from naysayers for years now that the press release is dead, especially within the financial industry. The statistical truth, however, is that the press release is, by far, the most accessed type of content within an investor relations center, or IR site.

At Business Wire, we work with thousands of publicly traded companies to disseminate press releases containing important financial data. Many of those organizations have also partnered with Business Wire to host their IR site. As we monitored these sites, we noted that the most popular content ranked as follows for 2013:

  1. Press Releases
  2. Events and presentations
  3. Executive biographies
  4. Annual reports and other financial documents
  5. Analyst coverage

With hundreds of thousands of views, the press release reigns supreme as it is viewed almost seven times more than events and presentations, the second most preferred content type. Views for all content types increased from 2012 to 2013. Interestingly enough, executive biographies grew over 300 percent, passing annual reports by a level.

I’ve always championed the frequently asked questions or FAQ section, particularly for the IR site, and it is next in line after the top five content types above. Financial communications can be complex at times, and investors, analysts and financial reporters have a lot of questions they need answered quickly. It makes it straightforward for all parties if the most common questions are provided with the most current answers.

Due to the demand for press releases, it is vital that they post simultaneously and directly to the IR site as they are distributed via the newswire. Categorizing releases not only by date, but also by subject matter, will make them easier to review and manage.


Password Etiquette: Everything You Need to Know for a Safe Secure 2014

December 26, 2013
by Fred Godlash, Marketing Specialist, Business Wire

Many large businesses, including Business Wire, mandate password changes on a regular basis to ensure corporate security, a practice that has yet to catch on with the average internet user. In fact, not only do most people NOT change their passwords on a regular basis, they use the same password for all of their online portals, leaving them and their accounts in a vulnerable position.  So what can you do to protect your password and what do you do once your account has been compromised? What is the proper password etiquette going into 2014?

silver-padlock-security-icon

The latest line of defense against hacking used by sites like Apple, Google and Twitter include password authentication systems too sophisticated for hackers to infiltrate using encryption software. While Twitter and Google send passwords directly to the users’ cell phone via text, Apple is introducing two additional ways to utilize passwords.  The first protection is a password generating system that creates a sophisticated password stored in the cloud that auto fills when the user is prompted for a password. The second protection layer Apple introduced was fingerprint technology for mobile phones. Other systems are using USB password devices that unlock the authentication process by using a key.  Each of these processes were designed to increase security without increasing work on the customer’s end.

Of course, all of the new technologies have some issues. One of the problems with Apple’s icloud system is that you cannot access your passwords unless you are connected to the cloud network and the passwords the system creates are too complex for memorization. USB keys can be stolen and there have been reports of iPhone users not being able to set up the fingerprint reader properly on their phone. So what are some simple tricks that you can use to create a complex password without purchasing a new technology?

Ideally you want to have a variety of complex passwords that can’t be hacked. Many people have weak passwords that contain readable words that can be figured out once the hacker deciphers the first few letters. Instead design a system that is easy to remember yet creates very complex passwords. One method that is very useful for creating passwords is to use acronyms from a simple phrase. For example, if the simple phrase is “I drive a red Toyota at work” the password becomes IdarT@w. Another idea is to use symbols and numbers to add to the complexity of your password. Some people will create passwords in another language to add yet another layer of protection. Taking preventative measures like changing your password often will pay you back in the future.

What if you lose your password?  Every company has a way of recovery if you have been compromised. This is where Gmail and Twitter’s two factor authentication becomes important. Update your security profile with a phone number or secure email address on file so that the provider can contact you in case of emergency before you are compromised. If email is not a safe option, have a text sent to you on your phone. Second, once you are aware of suspicious activity or if your account has been compromised, know how to quickly recover from a problem.

Here are some guidelines for some of the more often hacked social platforms:
Twitter

  • If you believe your Twitter account has been compromised change your password in the password tab in settings. Use the guidelines above for selecting a strong password. If you are unable to reset your password use Twitter’s Password Reset Form. If you feel your email has been compromised contact Twitter using Support Request and choose the option “hacked account.”  Make sure to revoke all connections to third-party applications; to do this, after you have created a new password and logged in, visit “Apps” in your settings and revoke access.  If you keep trusted third-party apps connected, don’t forget to update your password settings on each platform. Once you have regained full control of your account make sure to go back and delete any unwanted Tweets.  

Facebook

  • Very similar to Twitter, start with the basics; change the compromised password to a strong password. If you are unable to change your password or feel your email has been compromised use the Secure It Here Link. Take steps to revoke third-party applications until you feel the situation is secure. Delete any questionable photos or use the hide from timeline option for photos not posted by you.

All Google Accounts including email

  • Google has a network of sites that all tie in to the same password from email, analytics to social media and as a precaution Google lets you set an option in how you want to be contacted in case your account has been compromised. Make sure to keep this accurate and up to date. Google also provides a link to help you recover from a hack called Google Account Recover. Another resource is to go to the Google Apps Documentation and Support for recovering and resetting passwords.

When hackers compromise your email or social media their objective is almost always to gain bank account details. Sometimes accounts have been compromised and yet no action is taken for many months later due to the “lying in wait” attitude criminals have when stealing information. Here are some guidelines for bank and credit cards.

Bank Accounts and Credit Cards

  • All the same recovery rules apply for your bank accounts and credit cards with one major exception; if your money was compromised there is a good chance your full identity has been as well. If you want to know how to steal from your account do this simple test; call the bank and ask them what they need to access your account so you can check your account balance. In most cases they need your name, address, date of birth, email address and the account number. These items are usually found with little effort on the internet. Many times the account number from debit cards can be compromised by knowing all of your personal information and contacting 3rd party vendors like restaurants, hotels, rent a car vendors, etc. for information. This is why protecting a simple thing like a social media site is so important. The more information a thief has about you the easier it is to steal from your bank account. If your bank account has been compromised it may become a police matter and is a federal offense.

Of course, before changing passwords, scan your computer for viruses and malware and update all the latest security patches for your computer. A proactive stance in password security is always a good thing but make sure to have a plan in case your password is compromised.

Have questions about Business Wire’s commitment to security or how you can create a secure password? Let us know in the comments below.


Using the Holidays as Inspiration for a Press Release / Social Media Campaign

December 20, 2013
by Carl Dispoto, Senior Editor

The final days leading up to Christmas can be overwhelming for brands and marketers. The options of what to promote, when to promote and how to promote are seemingly endless. But inspiration can be drawn from some common holiday traditions to help structure a campaign built around press releases and social media.

GiftCounting down is part of the holiday season. Around the world, people count down the days until Christmas using an Advent calendar, which reveals a different featured item each day. Even more well-known is the popular carol “The Twelve Days of Christmas,” which highlights a series of gifts given on each of the 12 days, with a new present being revealed in each verse.

It’s pretty clear that the gradual reveal of new surprises is an integral part of the holidays, so why not follow that pattern to highlight what products and features are the most important for potential customers?

This strategy can be effectively employed through a succession of Business Wire press releases and corresponding social media distribution.

Imagine struggling to find a way to feature the dozen or so products that you want to be on the tip of everyone’s tongue? How can you possibly maximize exposure and focus the attention of potential customers on multiple ideas?

The initial task is to choose the subject matter of your campaign, which can be either a series of products and services or varying features of the same product or service. Once the focus is decided, you can reveal a different product or feature each day leading up to Christmas.

As each new product or feature is revealed, you provide links to the previous products and features that have been unveiled. Pair each release with associated actions on Twitter, Facebook and Google+, and you are building an integrated network of links to boost the visibility of each post.

Using this method, each product or feature is getting promoted multiple times across various networks, continually funneling readers – and potential customers – throughout your chosen list of topics.

And while the countdown to Christmas is most common, this plan of action can be successful for the buildup to any holiday or event, especially those that have a specified number of days such as Hanukah, Lent, Mardi Gras, Oktoberfest, the Olympics and the World Cup!


Tips, tricks and advice for today’s PR, IR and Marketing Professionals

October 19, 2013

By Serena Ehrlich, Director of Social & Evolving Media

What a week!  There were so many great news pieces, platform changes, tips and more that we had to commit an entire blog to sharing them with you.

Below please find this week’s top stories for public relations, corporate communications, investor relations and marketing communication professionals.

Social Platform + Search Engine Updates

Media + Research

Tips, Tricks and Best Practices

Did you find this list useful?  Did we miss anything?  If so, please share below, we are always looking for compelling information we can share with our audience!


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