The Impact of Press Releases on the Sales Funnel

May 14, 2014

By Billy Russell, Customer Service Representative, Business Wire Phoenix

In 2014, as demographics in the workforce shift, so does the marketing and sales cycle. What used to take a handful of “touches” to sell, now takes much more time and effort by both the company and the purchaser.

So why is this change so relevant to PR and why is PR so important to today’s sales and marketing funnel? PR is the most efficient and time-trusted way to generate the enormous number of interactions required to sell your organization, your products or philosophy. After all, you can create and launch a wide range of marketing materials, product videos and social programs on your own platforms, but to get the level of visibility and adoption needed to drive true impact, you need PR to promote them.

Learn more about how PR can impact and assist in moving customers in and through today’s elongated sales funnel at CommPro.biz: http://www.commpro.biz/public-relations/support-pr-driving-sales/


PR Pros Bridging Industry’s Divide with Social Media

April 25, 2014

In case you missed it, Business Wire’s editor Luke O’Neill  wrote an article in PR Daily that discusses the gap between social and PR . In the story Luke discusses how social media is part of the requirements for a PR professional including how traditional media consolidation and the rise of social media as a channel for news and commentary were the main forces merging the two sides.

Some of the key focus points include:

  • The best communication programs use both traditional PR and social messaging to ensure maximum reach and return on investment.
  • PR people should embrace the idea that different people from their organization are communicating interactively online.
  • Organizations have embraced social by inserting social sharing prompts within their news releases to initiate sharing from the release end.

    business-pros-bridgePlease give us your thoughts on the story. Does this change your view on the role of a public relations practitioner?

 

 

Read the full story http://www.prdaily.com/Main/Articles/16291.aspx#
Retweet the story https://twitter.com/BusinessWire/status/459048767010775040


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.

Purple BrainTo 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/BusinessWire/status/459000420031934464


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”.


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