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.


Business Wire Establishes New Standards for SEO with the 2014 Guide for Press Release Optimization

January 8, 2014

As we enter into 2014,  we are still receiving a lot of questions about how SEO should be used with a press release. One of the biggest misnomers we hear is that you cannot use any links in a release and that keyword research is not applicable anymore.  In an effort to clear up some of the confusion with SEO best practices for researching, writing and distributing a press release, Business Wire has put out a new guidance report titled “A Guide to Press Release Optimization.” The download is available for free and will answer all of the questions regarding press releases and SEO for 2014.

Business Wire PR and SEO in 2014The press release guidance report shows the major changes that have occurred with the press release including updates from Google that have redefined how the release is written. Additionally the report discusses best practices moving forward including future SEO and social trends in 2014. The guide is structured chronologically as a reference that will walk you through all of the steps of a press release from research and planning, through writing content, and into final distribution and measurement.

The idea is to have a standard that professionals in the communications industry can use as a guide when developing a press release for the New Year. All of the ten tips include examples and strategies including many free tools that are available to all professionals.

Tips include:

  • How to research and learn the behaviors of key constituents
  • Complete overview of the latest algorithms, and how to benefit from these updates
  • Recommended  press release layout improvements
  • How to properly use links
  • What you need to know about press release keywords and key phrases
  • The importance of high quality content
  • The role multimedia plays in increasing discovery and action in 2014
  • How to use social media strategically
  • Using a responsive design webpage for mobile
  • How to choose the proper news distribution method

The report can be downloaded, for free at http://go.businesswire.com/guide-to-press-release-optimization. Click this link to share it with your Twitter followers:  http://ctt.ec/4v0K3

Google Hummingbird

Need more incentive to download our report?  Business Wire will select, at random, 18 people who downloaded our guide to receive a hummingbird of their own!

We want to hear your comments. Let us know what you think of this guidance report and follow us on twitter @businesswire.


Business Wire Presents: Everything PR and IR Pros Need to Know for 2014

January 2, 2014

By Serena Ehrlich, Director of Social & Emerging Platforms

Let’s face it; there is nothing better than working the last two weeks of the year.  Oh you may think it is better to be with friends and family or battling mall crowds or lines at the airport, but in reality, those of us working this week are enjoying shorter commuting times, phones not ringing and a few spare minutes to catch up on the latest industry news and trends.

As we in the Business Wire marketing team catch up on our reading, we compiled this list of posts to catch you up on the best of 2013 and prepare you for a productive and successful 2014.

Top Gaffes for 2013 (after all, you don’t want to end up on this list next year!)

2013 Industry Changes + Best Practices

Looking ahead: Top Tips and Predictions to Prepare You for 2014

And just for fun, a hat tip to Buzzfeed for this scarily accurate look at Isaac Asimov and his 1964 predictions for 2014.


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!


Free Tools to Enhance Your Press Release Reports

July 5, 2011

 

 

This year, we’ve worked hard here at Business Wire to enhance our release reporting capabilities, pushing out a significant upgrade this Spring with even more enhancements in the pipeline.  That said, there are always companies and their agencies interested in customizing their NewsTrak reports beyond what we offer in order to gather deeper insight or simply to impress the top brass.  In this post, I’m offer tips and tools you can use to enhance your reporting and earn that gold star on your next report card.

Google Alerts

Most people are familiar with Google Alerts, but if you’ve been working with it for a long time you may be guilty of the old “set it and forget it” with the default Alert settings from a year ago or more and are missing out.  Google Alerts now offers six different classes of results:

  • News (collected from Google News)
  •  Blogs (collected from the sometimes controversial Google Blog Search)
  • Realtime (collected from the new Realtime Search, which often shows mostly Twitter results)
  • Video (mostly Youtube)
  • Discussions (likely focused on Google Groups and forums).

Setting up seperate alerts with key search terms for each of these result types will give you far more comprehensive results than setting up just one “everything” alert set to show “only the best results.”

Google Alerts even has an option to export to CSV at google.com/alerts/export , which you can then take into Excel and merge with other Excel based reports you are using.

Alexa, Compete, Delicious 

Now that you’ve augmented your reports with additional web activity, you can use public data from services such as Alexa, Compete, Delicious to show a rough measure of relative popularity (despite frequently inaccurate data) of different website and blog sources from traffic and Google alerts.  For Delicious, you can use the number of site bookmarks as a metric. For Alexa & Compete, the site ranking is a good one to use.  In every case, you can find the score simply by typing in the site address into the search in the corresponding service.

Topsy & BackTweets

It seems that no Twitter search engine is perfect, even Twitter’s own, but both Topsy and BackTweets do a pretty good job of reaching back into the distant Twitter past (ie one week ago!) and finding tweets based on URL searches. Topsy also provides broad recommendations on which Twitter users are influential.

Klout and TwitterGrader

Since you’ve used Alexa and the like to enhance your web results, why not use Klout or TwitterGrader scores to show a rough measure of influence from the Twitter users that have tweeted your release.  Unless you have a huge list of people, the quickest way to gather the data is simply to type each Twitter handle into Klout’s search box and save the corresponding score.  You can do the same with TwitterGrader, although it typically takes a long time to calculate each score, while Klout scores are reported instantly.

There’s my summer tips for enhancing your release reporting.  Try’em out and become the metrics master at your office.


Business Wire’s Inclusion in Google News Archives Means Press Releases Live Forever

June 9, 2011

Google News operates on a 30-day window for news content, meaning that when you do a standard search on Google News you are almost never going to find anything older than a month.

But did you know that Google News also works with news partners such as magazines, newspapers and wire services to archive historical news content?

Business Wire recently worked with Google News to submit data feeds of our past releases to be included in their searchable news archives.  The result is Google News users can now search as far back as the 1990’s and find hundreds of thousands of client press releases.

So if you’re a Google News fan or just looking for another way to search past Business Wire releases, take a trip down memory lane today by visiting Google News archive search and searching for: “businesswire.com” + Your Company Name.


Send Your Press Release on a High Quality Site

May 17, 2011

Conversations around Google’s Panda update have continued nonstop since Google announced the change in late February.  At the time, Google stated that the change affected 11.8% of their search queries.

That means that one out of every eight-and-a-half searches returns a different result from pre-Panda days–which could work for or against your website.   Third party data from companies around the world suggests some websites have been horrifically effected while others have emerged unscathed.

Losing sites are claiming traffic deficits of 20% – 90% or more.  Since Google’s update was so profound for many sites, the company has issued advice on “building high quality sites” in the form of questions which form part of the Google mindset.

As we’ve stated previously, Business Wire’s performance has improved since the Panda update. In this article, we’ll take a look at some of the questions posed by Google and how Business Wire stacks up.

Would you trust the information presented in this article?  Is the site a recognized authority on its topic? Would you recognize this site as an authoritative source when mentioned by name?

The Business Wire brand is synonymous with press releases and wire services.  We celebrate our 50th anniversary October 2, our website has been online since 1996 (it’s come a long way), and we can count a significant number of the Fortune 500 among our current and former clients.

Does the article provide original content or information, original reporting, original research, or original analysis?

Press releases are new news by nature.  Every day we push out hundreds to thousands of press releases with new information about companies and organizations.

Would you expect to see this article in a printed magazine, encyclopedia or book?

It’s no secret that press releases often provide ideas, sources or supporting facts for news stories across all mediums.  As journalists are expected to do more and more with fewer resources, the value of press releases to the story process is only increasing.

Does this article have an excessive amount of ads that distract from or interfere with the main content?

Press releases hosted on BusinessWire.com never contain advertisements.  We don’t want anything on the page to compete with client news.

Does this article have spelling, stylistic, or factual errors? How much quality control is done on content? Was the article edited well, or does it appear sloppy or hastily produced?

We have teams of editors around the world that prepare each and every release we receive from our clients, including proofing for grammar and spelling.  In addition, we distribute releases that are written by professional communicators with expert level knowledge or access to key personnel at their companies and clients.

Branding and search are converging.  Take a deep look at the advice in Google’s post when you are considering how to distribute your news, or even how to improve your company’s websites.  Where you distribute your news is more important than ever.


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